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Biopharma Marketing – Harnessing Change for Growth

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See how Biopharma marketing leads can drive growth. Visit https://accntu.re/2uK9UPf to learn more.

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Biopharma Marketing – Harnessing Change for Growth

  1. 1. Patient Inspired. Outcomes Driven. HARNESSING CHANGEFOR GROWTH BIOPHARMAMARKETING
  2. 2. We surveyed 40 biopharma CEOs and their marketing leads. 2Copyright © 2020 Accenture. All rights reserved. 2 This is what they told us about the futureof marketing for biopharmaceuticals.
  3. 3. 3Copyright © 2020 Accenture. All rights reserved. 3 Source: Accenture CEO and marketing executive research CEO’s expect deep customer insights… 87% of biopharma CEOs think their marketing leaders should be developing continuous, actionable customer insights to improve marketing impact.
  4. 4. 4Copyright © 2020 Accenture. All rights reserved. 4 But marketing leads are not prepared… of biopharma marketing executives say they lack a good understanding of what customers want or need, and… ~50% say customers are becoming more unpredictable and this has a large impact on their marketing strategy. ~ 2 in 3 are “not very” or only “somewhat” confident that they have the right tools, talent and capabilities to deliver disruptive growth. 3 in 4 Source: Accenture CEO and marketing executive research
  5. 5. People agree. 5Copyright © 2020 Accenture. All rights reserved. 5 50% of patients surveyed said biopharma companies don’t understand their emotional, financial and treatment needs. Source: Corporate Reputation of Pharma 2018-19 survey http://www.patient-view.com/bull-about-corporate-reputation-of-pharma-2018-2019.html
  6. 6. 6 HOWARELEADERSDRIVINGCOMMERCIAL GROWTHINBIOPHARMA? Copyright © 2020 Accenture. All rights reserved. ORIENTING THEIR COMMERCIAL MODEL AROUND OUTCOMES IMPLICATION: Adapt your go-to-market model to meet changing customer needs 1.
  7. 7. 7Copyright © 2020 Accenture. All rights reserved. 90% of biopharma CEOs believe the dynamic orchestration of more complex ecosystems will become a core activity of the marketing executive. Marketing leaders will need to collaborate externally with payers, providers, advocacy groups, and new entrants. Deep collaboration goes far beyond traditional solutions (i.e., developing a joint mobile app). It involves sharing data and insights to provide the best holistic care throughout the patient journey. Source: Accenture CEO and marketing executive research
  8. 8. 8 HOWARELEADERSDRIVINGCOMMERCIAL GROWTH? Copyright © 2020 Accenture. All rights reserved. ARCHITECTING A NEW MARKETING ORGANIZATION IMPLICATION: Shift ways of working, mindsets, and skillsets to grow 2.
  9. 9. 9 SHIFTMINDSETANDBEHAVIORS Copyright © 2020 Accenture. All rights reserved. to capture the growth potential from new team members, new roles, and new ways of working thinking about payers as gatekeepers... ...enabling them to deliver better health outcomes thinking about patients as a series of medical milestones ... treating them as people who have changing medical, emotional, and social needs FROM TO selling products to healthcare providers... ...partnering with them to balance the quality of care, outcomes and costs in an increasingly complex, expensive ecosystem
  10. 10. 10 HOWARELEADERSDRIVINGCOMMERCIAL GROWTH? Copyright © 2020 Accenture. All rights reserved. EMBRACING DATA AS AN ENABLER OF EVERYTHING IMPLICATION: Analyze customer insights in real-time, all the time 3.
  11. 11. 3. Copyright © 2020 Accenture. All rights reserved. THE CONUNDRUM 75% of biopharma marketing execs strongly agree that artificial intelligence will change customer interactions. 60% say their marketing organization isn’t ready for artificial intelligence. but 11 Source: Accenture CEO and marketing executive research
  12. 12. 12 SEE3STEPS Copyright © 2020 Accenture. All rights reserved. to build a new commercial model https://www.accenture.com/us-en/insights/life- sciences/biopharma-marketing-harnessing-growth Talk to our leaders: EVA WIEDENHÖFT Managing Director, Customer Insights & Growth, Europe eva.wiedenhoft@accenture.com ELIZABETH OTTERMAN Managing Director, Customer Insights & Growth, North America elizabeth.otterman@accenture.com AKASH PATEL Managing Director, Customer Insights & Growth, North America akash.s.patel@accenture.com

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