This document discusses patient engagement and new business models in healthcare. It makes three key points: 1. Escalating healthcare costs are primarily due to poor disease management, not product costs. Patients value products but are more interested in care solutions, while payers want outcomes data. This signals a need for new business models focused on patient engagement. 2. One company, LEO Pharma, is developing a new business model centered around patient engagement. They aim to offer individualized, integrated solutions to help patients better manage their conditions. 3. LEO Pharma is launching a Master Class program to strengthen cross-organizational understanding of business model innovation in healthcare. The 4-day program will provide

1. Patient Engagement
- a new business model?
Peter Aksel Villadsen, September 2014
30 September 2013
p. 01

2. In order to successfully grow your business, you’ll need to attract
and then work to retain a large base of satisfied customers.

3. The Need for Change
The annual global cost of diabetes is USD 376 billion – which is
primarily driven by disease related complications.
 Escalating costs are not driven by products,
but poor disease management.
 Patients value their products, but are more
interested in new care solutions.
 Payers are looking for real-life outcomes.

4. A New Value Proposition
Ability and devotion to develop individualized and integrated
solutions which enable patients to manage their condition
Access
Advocacy
Non-prescription
products
Delivery &
Diagnostic
Support &
Education
Prescription
products
Science &
Stakeholders

5. Radical Simplification
At LEO we have developed our own business model canvas to
workshop and pilot different commercial models
DELIVER value
to patients
CREATE new
solutions
CAPTURE value
for LEO
UNDERSTAND patients
Value Proposition Capabilities Revenue Model

6. Building Loyalty
Unleashing insights to develop superior solutions and create
significant increase in patient satisfaction is our raison d'être
Patient Centric innovation
by translating existing data and engaging patients to create a globally
recognized and true patient centric innovation environment.
Create satisfaction
by creating innovative excellence and by evolving QualityCareTM
to become to world’s most advance patient engagement platform.
Build loyalty
by offering a large variety of solutions and services via QualityCareTM
to create an individual support experience and a sustainable business.
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2
1

7. QualityCareTM
The primary objective of patient support services is to improve
patients’ treatment experience and outcomes in general

8. Building Loyalty
Support interventions are pushed to patients via a multichannel,
continues and tailored dialogue plan
Patients can request nurse
calls to discuss specific
matters
Reminders, tips and
tricks via SMS
Regular emails to
encourage active
engagement
Patients receives
magazines tailored their
individual concerns

9. Reinventing Value
Nike used to sell shoes – today they offer superior customer
engagement capturing unique data to make individual fitted shoes

10. In Practise
In reality, however, the good intention are often challenged by our
industry’s conventions, capabilities and conservatism
 We are not allowed to do this – both from a regulatory, legal and
pharmacovigilance point of view.
 Social media, that isn’t relevant – patient don’t want to connect with a
community, they just want to forget about their disease.
 Show me the money. I will not invest in a service model – payers will
not reimburse it and patients are not willing to pay themselves.
 Patients become more empowered, but we still believe physicians
and KOLs to be our most important customers.

11. Planned Activities
We have a general interest in commercial innovation, but we need to
validate our planned activities to ensure that they are relevant to you
AKTIVITETER EFFEKT (KPI)
Activities Description Details
PLATFORM FOR NETVÆRK
• Vi har skabt et levende netværk på tværs af virksomheder og discipliner.
• 80 % af industriens virksomheder i DK deltager.
• Tiltrækning af udenlandske meningsdannere.
• Introduktion af nye servicekoncepter.
TRÆNING/UDDANNELSE
• Uddannet 250 antal industri specialister
• Vi har arbejdet med 50 små- og mellemstore virksomheder (herunder biotek-upstarts).
ÅRLIG KONFERENCE
• Vi har skabt et levende netværk på tværs af virksomheder og discipliner.
• 80 % af industriens virksomheder i DK deltager.
• Tiltrækning af udenlandske meningsdannere.
Training
Development of a 4 day master class
program specially tailored to industry
professionals. The will provide an
applied approach and combine the
academic perspectives and a large
variety of practical cases
 Pilot program launched in November 2014
 2015 programs scheduled upon demand
 Founding members first priority
 Tuition approximately EUR 2.500
 30 participant per class
Research
Additional research of the industry’s
challenges and opportunities to further
understand and optimize the application
of new business model innovation.
 Preferred access to data and key specialists
 Published articles
 Annual confidential white paper
 Collaboration with the CBS Competitiveness Platform
Network
Alumni network (based on the master
classes) which will form the basis for a
continues practice sharing of what
works and what doesn’t.
 Network meetings hosted by members
 Attendance and update by CBS researcher
 Follow-up training (subject to fees)
 Annual conference

12. Master Class Program
Strengthening the cross-organisational and multi-disciplinary
understanding of business model innovation in the healthcare industry
Practicalities
4 day program hosted by
Copenhagen Business School
30 participants and a maximum
of six participant from each
company per program
Pilot program scheduled in
November 2014
Tuition EUR 2.500
Who is it for?
Specialists, managers and
senior industry professionals
working within
 Marketing and sales
 Regulatory and legal
 Business development
 Public affairs and advocacy
 Market access
 Research and Development
 Communications
Scope
An understanding of the recent
trends, challenges and
opportunities facing our industry
A set of tangible, practical and
immediate tools to help pilot and
implement new business models
Ideas and stimulus from other
organisations to optimize your
own strategy for developing a
sustainable business model

13. Master Class Program
The curriculum partners will include leading companies who will make
available international experts addressing key topics
Why do we need to
change at all?
Why is customers the
starting point?
How do we optimize
our social media?
How do we create
loyal customers?
How do we build the
right capabilities?
What is the future
value proposition?
What is digital
marketing becoming?
What is possible from
a legal point if view?
What is the role of big
data in healthcare?
How will market
access change?

14. Thank You
peter.villadsen@leo-pharma.com