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Business Model Approaches to
Survive and Thrive
in the New Economy
George Van Antwerp
Silverlink Communications
Change Is The New Constant
Source: The New York Times
2
The Problem
Commoditization
Limited networks
Lower reimbursement
$4 generics
Free antibiotics
24x7 stores
Drive-thru pharmacy
Direct to employerTransparency
Medicare Part D
Cash cardsDTC marketing90-day fills
3
Pharmacy Is Evolving
Old Current Emerging / Potential
Refills Adherence Condition Mgmt
Formulary Plan Design Incentives
Manual dispensing On-site automation “Central fill” for refills
RPh / MD phone / fax eRx / clinic ACO / Care team
MD / RPh as SME DIY P2P
Collateral Online tools Apps
Pull Counseling Push Counseling (MTM) Virtual Counseling
Peanut Butter Segmentation Predictive Models
Brands Generics Specialty / Genomics
4
What’s Going On?
Consumers
Are
Overwhelmed
Consumer
Engagement
Has Evolved
New
Technologies
Keep
Emerging
Delivery Model
Pressures
PBM
Differentiation
5
Consumers Are Overwhelmed:
Frugal Is The New Black
6
Consumers Are Overwhelmed:
Information Is Non-Stop [And Often Conflicting]
7Image from Flickr - verbeeldingskr8
Consumer Engagement Has Evolved:
Peer to Peer (P2P)
Source: http://curetogether.com/blog/2010/04/22/6-surprising-depression-treatments/ 8
Consumer Engagement Has Evolved:
Niche Marketing Is The Norm
9
New Technologies Keep Emerging:
Mobile and Location Based Apps
10
New Technologies Keep Emerging:
“Location” Is Virtual
11
New Technologies Keep Emerging:
Devices Get Smarter
12
Delivery Model Pressures:
Counseling Is Going Virtual
13
Delivery Model Pressures:
Mail Has Stagnated
14
PBM Differentiation:
Not Just About Claims and Mail Anymore
Source: Consumerology blog
15
PBM Differentiation:
Pushing Into The Counseling Role
Source: Medco 2010 Drug Trend Report 16
PBM Differentiation:
Personalized Medicine And Genomics
17
Sick Of Getting Squeezed?
Differentiate
Outsource non-
core competencies
Justify a premium
Be part of the solution
Be unique
Measure and improve
18
What I Expect To See
Commercial MTM
Value generated by NRxs and initial
titration with refills handled by
automation and mail
Pharmacies as part of medical home to
augment PCP shortage
Communications increasingly
automated through “apps”
Fewer pharmacies (mail, retail, and
specialty) and limited networks
Greater coordination of retail and PBM
19
George Van Antwerp
GM, Pharmacy Solutions
Silverlink Communications
gvanantwerp@silverlink.com
www.georgevanantwerp.com
Twitter: @gvanantwerp
20

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