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Five Steps to Find your 'Beyond the Pill' Strategy
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Beyond the Pill: The Big Questions

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"The days of just selling the pill are over." Debraj Dasgupta, Head of Specialty Commercialization and Adherence at Novartis and Meike Wenzel, Associate Partner at Executive Insight examine the big questions surrounding the 'Beyond the Pill' movement and offer up a few solutions.

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Beyond the Pill: The Big Questions

  1. 1. Going Beyond The Pill:The Big QuestionsDebraj Dasgupta, Head of Specialty Commercialization and Adherence at Novartisand Meike Wenzel, Associate Partner at Executive Insight examine the bigquestions surrounding the Beyond the Pill movement and offer up a fewsolutions
  2. 2. Going Beyond the Pill: The Big Questions“The days of just selling the pill are over”- Adele Gulfo, President, Primary Care, Pfizer USThe challenges currently facing the While the theoretical case for ‘beyond thepharmaceutical industry are numerous, well pill’ is becoming well established, it is still adocumented, and have led to a re- relatively new concept for the industry toevaluation of the strategic approaches actually put into practice. As a small groupcompanies need to adopt in order to of passionate pharma employees continuesuccessfully commercialize their brands. to find their way in this area, we look at some of the main questions being raised asAt the forefront of this re-evaluation is the they try to come up with practical ways ofconcept of going ‘beyond the pill’ – in other getting there.words, offering services that addressstakeholder needs along the patientpathway, leading to better health outcomes Q1) Is ‘Beyond the Pill’ the same aswhile at the same time providing a source adherence?of competitive advantage and higher valueto patients, physicians and payers. When considering the types of benefits and services beyond the pill could potentially“While the theoretical case for ‘beyond the provide, improving adherence will alwayspill’ is becoming well established, it is still a be near the top of the list. Adherence torelatively new concept for the industry to medication has been an issue for as long asactually put into practice” people have taken pills; the World HealthPharmaceutical companies are beginning to Organization estimates that between 30accept the benefits of this approach and and 50% of medicines prescribed for long-some are already starting to commit to this term illness are not taken as directed, so itstrategy. By focusing on the unmet needs continues to be a huge unmet need.of the stakeholders who regulate, Better adherence would benefit everyone –reimburse, prescribe and take the patients, payers and yes, the drugmedicines they produce, companies can companies. But while this is certainly a bigprovide targeted solutions which both help opportunity and a fundamental aspect ofto contribute to better health outcomes, many beyond the pill initiatives, it is not theand create the optimal environment for only one.their own products to thrive. 2
  3. 3. It is vital that patients are at the center of a While it doesn’t fit naturally into any onebeyond the pill strategy to make it existing job categories, marketing maymeaningful in terms of outcomes, but there seem like the most natural fit as many ofare several ways in which patients can the types of services provided in ‘beyondbenefit beyond an increased likelihood to the pill’ have traditionally been consideredtake their medicine. Beyond the pill marketing-type activities.strategies can encompass several aspects A poll on the Beyond the Pill LinkedIn groupsuch as disease and therapy awareness, posed this very question, with marketingdiagnosis, initiation of therapy, improving receiving 30% of the vote, compared to 54%access to medications and general patient for the executive level, with the remaindersupport. shared between R&D, sales and other.When the support is there and addresses a From the poll it is clear that committedkey gap in the patient pathway, the link to leadership is a prerequisite for success,therapy is tangible for patients. A recent US however, the functional lead probably liessurvey revealed that 75% of online elsewhere within the organization.consumers who used pharma patient Ultimately, who leads it is probably lesssupport programs said they feel confident important than establishing a cross-the prescription they have is right for them, functional team that has the principalor for those they take care of, because of responsibility of owning and driving thethese services. beyond the pill programs.Some beyond the pill programmes will of Marketing and medical should certainly becourse focus primarily on stakeholders represented within this team and legal /other than patients, most commonly compliance input is essential. Externalhealthcare professionals such as nurses, or partners may be required to ensure anypayers, but the overall strategy should keep gaps in knowledge are filled (for example onthe patient – but not necessarily just patient the latest service developments, logisticaladherence – at the center. and technical requirements, and cross- country implementation support).Q2) Whose responsibility is it anyway?Probably one of the most common Q3) How do we know which services toquestions companies have around ‘beyond provide?the pill’ is where the planning and strategy A beyond the pill approach should have ashould originate from within the central strategy at its core which underpinsorganization. all services offered. The service strategy should include in-depth customer analysis 3
  4. 4. as well as disease, brand and competition “The beyond the pill concept is changingmapping, resulting in a detailed assessment from something ‘nice to have’ to somethingof stakeholder needs throughout the essential”patient pathway. The completed mapping An example approach to this mappingforms the basis from which the service process is the service model archetype (seemodel strategy can be developed, involving image), which allocates certain serviceprioritization of the service model approaches based on the types of factorscomponents and development of the listed above. This can support decision-proposed solutions. making in terms of the breadth and depth of your beyond-the-pill strategy. Service Model Archetype 4
  5. 5. Q4) What is the return on investment of with improvement of health outcome,the beyond the pill approach? which would justify the sale of the product.Measuring return on investment with Indeed Joseph Jimenez, CEO at Novartis,provision of services can be notoriously recently stated his belief that pharmadifficult. Yet the question will be asked companies in the future “are going to beagain and again, until their financial value is paid on patient outcomes” rather than onproven. just selling prescription drugs. This idea is gaining some traction, and it is almostThere are certainly quantifiable outcomes certain that measuring patient outcomesfor many services beyond the pill, whether will become more and more central toits numbers of patients entering a support reimbursement.program or completing a course oftreatment, or number of app downloads byhealthcare professionals. There are also Debraj Dasgupta, Head of Specialtyoutcomes which are much more difficult to Commercialization and Adherence atmeasure, for example the added confidence Novartisof doctors, payers and patients in a brand orcompany, but they are none the less Meike Wenzel, Associate Partner,important for that. Some of these can be Executive Insighttranslated into ROI, many cannot. www.executiveinsight.chEither way, the beyond the pill concept ischanging from something ‘nice to have’ tosomething essential, which will likely Published on:become an everyday part of expected http://social.eyeforpharma.compharma industry provision. Therefore it islikely that measurement will become moreand more tangible and more directly linked 5
  6. 6. ContactIf you would like to discuss further or need more information, please contact: Meike Wenzel Mobile: +41 79 322 12 39 m.wenzel@executiveinsight.ch Marc Pesse Mobile: +41 78 639 52 43 m.pesse@executiveinsight.ch Executive Insight AG Metallstrasse 9 6304 Zug Switzerland Tel. +41 41 710 71 63 info@executiveinsight.ch www.executiveinsight.ch 6

"The days of just selling the pill are over." Debraj Dasgupta, Head of Specialty Commercialization and Adherence at Novartis and Meike Wenzel, Associate Partner at Executive Insight examine the big questions surrounding the 'Beyond the Pill' movement and offer up a few solutions.

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