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DIGITAL STRATEGIES
IN PHARMACEUTICAL INDUSTRY
BY:
Meghavi Mehta- 03
INTRODUCTION
• The Digital Technology has been evolved in
pharmaceutical industry in less than a decade.
• The companies have invested in e-business
structures but none of them have transformed
completely into a virtual or e-driven
company.
• Digital innovations & e-business in the
pharmaceutical industry will help in
managing, planning, developing &
implementing the e-strategies to the same.
2
PURPOSE OF STUDY
1. To understand about the e-business.
2. To know why a Pharmaceutical
Industry should invest in digital
technologies.
3. To learn about implementation of
Digitalization over Traditional
Method.
3
RESEARCH & DEVELOPMENT
DIGITAL STRATEGIES IN
4
E- R&D
Personalized
medicine
E-Clinical
Trials
Research
&
Development
5
R & D
• Today, cost of drug development is over USD
1.5 billion compared to that of in 1970’s that
is USD 135 million.
• There is almost a 10 fold increase in the cost
because of various economic, technical &
regulatory challenges faced by the drugs in
pipeline.
6
E - R&D
• As genomics has advanced, more & more companies
are dependent on the IT solutions for processing,
storing, and analyzing massive amounts of data.
• Biochip- It is a silicon chip containing millions of
artificial gene fragments bonded to its surface &
allows rapid genetic profiling on analysis.
• Biochip used to isolate genes that are active in a
diseased gene.
7
E - R&D Continued..
• A study by Boston Consulting Group predicts
that the cost of R & D may increase in initial
stage but eventually the cost will reduce & so
will the time to develop the drug. They
estimated that it will save $300million & 2
years per drug as a result of combined
biotechnology & digital technologies.
8
Personalized Medicines
• Its fundamental principle is to develop “the
right drug for the right person at the right
dose”.
• GSK is already developing genetic tests that
will identify people likely to suffer adverse
reactions to their drugs, and AstraZeneca is
collaborating with the genetic analysis
company Orchid Biosciences to create more
personalized drugs.
9
E-Clinical Trials
• Clinical trials aim to establish the safety and efficacy
of a new drug in humans.
• Pharmaceutical companies have begun to use web for
the recruitment of patients also manage patient
information & identify risk factors.
• Electronic Data Capture (EDC) is the collection of
clinical trial data from most of the sites & it is prime
application of Internet usage.
• Companies have also reported decrease in time of
development by 40% with the usage of the e-clinical
trial system.
10
MANUFACTURE & SUPPLY CHAIN
DIGITAL STRATEGIES IN
11
ERP
R(x)eal
Time
Manufacture
&
Supply Chain
12
Manufacture & Supply Chain
• The biomedical products need excellent safety
profile, thus pharmaceutical manufacturing &
supply chain unit is highly regulated.
• As we enter the age of personalized medicine,
companies will have to manufacture small
batches of customized medicine & one of the
requirements of it would be a highly flexible
manufacturing plant unit.
• Supply chains are becoming transparent
through the usage of tools such as supply
chain management software and digital
marketplaces.
13
ERP-Enterprise Resource
Planning
• Its purpose is to facilitate the flow of information
between all business functions inside the
boundaries of the organization & manage the
connections to outside stakeholders.
• ERP has many benefits, to mention few –
reduction of overall inventory by almost 30%,
reduction of product delivery time, reduction in
no. of employees or human resource required,
reduction of time of payment, increased
profitability & reducing the risk of losing
sensitive data.
14
R(x)eal Time
• IT solution to speed up transactions across the
manufacturing component of the
pharmaceutical value chain.
• Its pharmacy data service, R(x)eal Time, is
updated online every ten minutes, and annual
aggregated data from almost one billion filled
prescriptions is used to provide custom
reports revealing prescription drug use trends.
15
MARKETING & SALES
DIGITAL STRATEGIES IN
16
E-Detailing
E-CRM
Marketing
&
Sales
17
Marketing & Sales
• Over the past 20 years, creating a demand for
a new drug has been a function of sales force
where the company uses them to influence
physicians, pharmacy stores & hospitals to
prescribe the drug.
• The attractiveness of digital technologies in
pharmaceutical sales and marketing does not
only relate to the cost-saving virtues, but
more importantly to a range of opportunities
that the Internet especially presents.
18
E-Detailing
• The term ‘detailing’ is generally used to describe
the sales representative drug promotion process.
• E-detailing is best defines as digitally enabled
interaction channels between the
pharmaceutical companies & doctors.
• E-detailing consists of different interaction
levels ranging from simple web-based for
promotional material; to virtual e-detailing
where sales representatives are available for
discussion via the Internet or telephone; to
video detailing, where physicians interact with
sales representatives in real time.
19
20
E-Customer relationship
management
• Customer Relationship Management (CRM) is
a model for managing company’s current &
future customers.
• E-CRM systems can improve the
organization’s ability to promote its brands,
run Web-based promotional campaigns, track
and convert leads into sales & understand its
customer base.
21
HEALTH SERVICE DELIVERY
DIGITAL STRATEGIES IN
22
E-Prescribing
E-Pharmacy
E-Disease
Management
Strategy
Telemedicine
Health
Service
Delivery
23
Health Service Delivery
• As the complexities of the formulation will
increase & cost containment becomes a
concern, physicians will be dependent more
on the prescription guidelines, & products
would need support services for a complete
solution.
• This support services would be provided
through digital technologies such as e-
prescribing, telemedicine and medical record
management.
24
E-Prescribing & E-Pharmacies
• E-prescribing is the paperless management of
the prescription process where a physician
enters the medication name, dosage and
patient instruction using a PC and this
information is automatically transferred to the
pharmacist.
• E-pharmacies take electronic orders (e-
prescriptions directly from physicians or
transmitted via the patient) and deliver the
drug to the patient or provider.
25
26
E-Disease Management
Strategy
• Disease management is an ongoing management
over ‘disease lifestyle’ of chronic diseases as
asthma, diabetes & hypertension.
• The goal of e-disease management is to offer
continual rather than episodic care, thereby
maximizing the quality of life and, through
monitoring, prevention and early intervention,
minimizing healthcare expenditure.
• The best-known example is the public–private
collaboration between Florida’s Agency for
Health Care Administration (FAHCA) and Pfizer.
27
Telemedicine
• Telemedicine is the provision of health services
and the exchange of health information over
barriers such as distance and time.
• The ability to monitor, diagnose, inform and
treat remotely can save lives and may, in
certain cases, reduce the cost of treatment and
improve the quality of care.
• MyDoc.com, an Indianapolis-based subsidiary
of Roche Diagnostics, is offering 24-hour
online diagnosis and treatment from a
physician in 15–20 minutes.
28
29
A doctor using technology to demonstrate a stroke
telemedicine technology.
Conclusion
• The future success of ‘e-pharma’ is based on
effective use of digital technologies. And it is
believed that Internet will move into
mainstream pharmaceutical operations.
• The modest goal of integrating digital
technology into the pharmaceutical industry
is well on the road to attainment; the next step
is realizing the full potential of digital
strategies.
30
RECOMMENDATIONS
• Companies must focus on promoting creativity
& flexibility in the working process & the
environment.
• As e-pharmaceuticals often require the
integration of the work flow of many
departments, the structure of IT management
within organizations needs to be adapted.
• The companies should employ cross-functional
team approach, bringing together scientists,
supply chain experts, marketers and IT
professionals to create new solutions at each
stage of the value chain.
31
REFRENCES
• WEBSITES
http://www.ifpma.org/fileadmin/content/Publication/2013/IFPMA_Fa
cts_And_Figures_2012_LowResSinglePage.pdf - Figure 1 – Accessed
on 12/3/14 -3:25 PM
• http://basecase.com/articles/e-detailing-in-pharmaceuticals/ -
Accessed on 30/3/14 – 5:00 PM
• http://www.tapanray.in/e-detailing-the-future-of-pharmaceutical-
sales/ - Accessed on 30/3/14 – 5:30PM
• http://home.earthlink.net/~johnkirkley/sitebuildercontent/sitebuilderf
iles/mindspanecrm.pdf - Accessed on 25/3/14 – 9:30 PM
• http://web.efzg.hr/dok/INF/Spremic/ERP-PLIVA-Case-Study-
FINAL.pdf - Accessed on 26/3/14 – 11:15 PM
• BOOK
Digital Strategies in Pharmaceutical Industry – Leonard Lerer & Mike
Piper, Palgrave Macmillan
32
THANK YOU!!!
33

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Digital strategies in pharmaceutical industry

  • 1. DIGITAL STRATEGIES IN PHARMACEUTICAL INDUSTRY BY: Meghavi Mehta- 03
  • 2. INTRODUCTION • The Digital Technology has been evolved in pharmaceutical industry in less than a decade. • The companies have invested in e-business structures but none of them have transformed completely into a virtual or e-driven company. • Digital innovations & e-business in the pharmaceutical industry will help in managing, planning, developing & implementing the e-strategies to the same. 2
  • 3. PURPOSE OF STUDY 1. To understand about the e-business. 2. To know why a Pharmaceutical Industry should invest in digital technologies. 3. To learn about implementation of Digitalization over Traditional Method. 3
  • 6. R & D • Today, cost of drug development is over USD 1.5 billion compared to that of in 1970’s that is USD 135 million. • There is almost a 10 fold increase in the cost because of various economic, technical & regulatory challenges faced by the drugs in pipeline. 6
  • 7. E - R&D • As genomics has advanced, more & more companies are dependent on the IT solutions for processing, storing, and analyzing massive amounts of data. • Biochip- It is a silicon chip containing millions of artificial gene fragments bonded to its surface & allows rapid genetic profiling on analysis. • Biochip used to isolate genes that are active in a diseased gene. 7
  • 8. E - R&D Continued.. • A study by Boston Consulting Group predicts that the cost of R & D may increase in initial stage but eventually the cost will reduce & so will the time to develop the drug. They estimated that it will save $300million & 2 years per drug as a result of combined biotechnology & digital technologies. 8
  • 9. Personalized Medicines • Its fundamental principle is to develop “the right drug for the right person at the right dose”. • GSK is already developing genetic tests that will identify people likely to suffer adverse reactions to their drugs, and AstraZeneca is collaborating with the genetic analysis company Orchid Biosciences to create more personalized drugs. 9
  • 10. E-Clinical Trials • Clinical trials aim to establish the safety and efficacy of a new drug in humans. • Pharmaceutical companies have begun to use web for the recruitment of patients also manage patient information & identify risk factors. • Electronic Data Capture (EDC) is the collection of clinical trial data from most of the sites & it is prime application of Internet usage. • Companies have also reported decrease in time of development by 40% with the usage of the e-clinical trial system. 10
  • 11. MANUFACTURE & SUPPLY CHAIN DIGITAL STRATEGIES IN 11
  • 13. Manufacture & Supply Chain • The biomedical products need excellent safety profile, thus pharmaceutical manufacturing & supply chain unit is highly regulated. • As we enter the age of personalized medicine, companies will have to manufacture small batches of customized medicine & one of the requirements of it would be a highly flexible manufacturing plant unit. • Supply chains are becoming transparent through the usage of tools such as supply chain management software and digital marketplaces. 13
  • 14. ERP-Enterprise Resource Planning • Its purpose is to facilitate the flow of information between all business functions inside the boundaries of the organization & manage the connections to outside stakeholders. • ERP has many benefits, to mention few – reduction of overall inventory by almost 30%, reduction of product delivery time, reduction in no. of employees or human resource required, reduction of time of payment, increased profitability & reducing the risk of losing sensitive data. 14
  • 15. R(x)eal Time • IT solution to speed up transactions across the manufacturing component of the pharmaceutical value chain. • Its pharmacy data service, R(x)eal Time, is updated online every ten minutes, and annual aggregated data from almost one billion filled prescriptions is used to provide custom reports revealing prescription drug use trends. 15
  • 16. MARKETING & SALES DIGITAL STRATEGIES IN 16
  • 18. Marketing & Sales • Over the past 20 years, creating a demand for a new drug has been a function of sales force where the company uses them to influence physicians, pharmacy stores & hospitals to prescribe the drug. • The attractiveness of digital technologies in pharmaceutical sales and marketing does not only relate to the cost-saving virtues, but more importantly to a range of opportunities that the Internet especially presents. 18
  • 19. E-Detailing • The term ‘detailing’ is generally used to describe the sales representative drug promotion process. • E-detailing is best defines as digitally enabled interaction channels between the pharmaceutical companies & doctors. • E-detailing consists of different interaction levels ranging from simple web-based for promotional material; to virtual e-detailing where sales representatives are available for discussion via the Internet or telephone; to video detailing, where physicians interact with sales representatives in real time. 19
  • 20. 20
  • 21. E-Customer relationship management • Customer Relationship Management (CRM) is a model for managing company’s current & future customers. • E-CRM systems can improve the organization’s ability to promote its brands, run Web-based promotional campaigns, track and convert leads into sales & understand its customer base. 21
  • 24. Health Service Delivery • As the complexities of the formulation will increase & cost containment becomes a concern, physicians will be dependent more on the prescription guidelines, & products would need support services for a complete solution. • This support services would be provided through digital technologies such as e- prescribing, telemedicine and medical record management. 24
  • 25. E-Prescribing & E-Pharmacies • E-prescribing is the paperless management of the prescription process where a physician enters the medication name, dosage and patient instruction using a PC and this information is automatically transferred to the pharmacist. • E-pharmacies take electronic orders (e- prescriptions directly from physicians or transmitted via the patient) and deliver the drug to the patient or provider. 25
  • 26. 26
  • 27. E-Disease Management Strategy • Disease management is an ongoing management over ‘disease lifestyle’ of chronic diseases as asthma, diabetes & hypertension. • The goal of e-disease management is to offer continual rather than episodic care, thereby maximizing the quality of life and, through monitoring, prevention and early intervention, minimizing healthcare expenditure. • The best-known example is the public–private collaboration between Florida’s Agency for Health Care Administration (FAHCA) and Pfizer. 27
  • 28. Telemedicine • Telemedicine is the provision of health services and the exchange of health information over barriers such as distance and time. • The ability to monitor, diagnose, inform and treat remotely can save lives and may, in certain cases, reduce the cost of treatment and improve the quality of care. • MyDoc.com, an Indianapolis-based subsidiary of Roche Diagnostics, is offering 24-hour online diagnosis and treatment from a physician in 15–20 minutes. 28
  • 29. 29 A doctor using technology to demonstrate a stroke telemedicine technology.
  • 30. Conclusion • The future success of ‘e-pharma’ is based on effective use of digital technologies. And it is believed that Internet will move into mainstream pharmaceutical operations. • The modest goal of integrating digital technology into the pharmaceutical industry is well on the road to attainment; the next step is realizing the full potential of digital strategies. 30
  • 31. RECOMMENDATIONS • Companies must focus on promoting creativity & flexibility in the working process & the environment. • As e-pharmaceuticals often require the integration of the work flow of many departments, the structure of IT management within organizations needs to be adapted. • The companies should employ cross-functional team approach, bringing together scientists, supply chain experts, marketers and IT professionals to create new solutions at each stage of the value chain. 31
  • 32. REFRENCES • WEBSITES http://www.ifpma.org/fileadmin/content/Publication/2013/IFPMA_Fa cts_And_Figures_2012_LowResSinglePage.pdf - Figure 1 – Accessed on 12/3/14 -3:25 PM • http://basecase.com/articles/e-detailing-in-pharmaceuticals/ - Accessed on 30/3/14 – 5:00 PM • http://www.tapanray.in/e-detailing-the-future-of-pharmaceutical- sales/ - Accessed on 30/3/14 – 5:30PM • http://home.earthlink.net/~johnkirkley/sitebuildercontent/sitebuilderf iles/mindspanecrm.pdf - Accessed on 25/3/14 – 9:30 PM • http://web.efzg.hr/dok/INF/Spremic/ERP-PLIVA-Case-Study- FINAL.pdf - Accessed on 26/3/14 – 11:15 PM • BOOK Digital Strategies in Pharmaceutical Industry – Leonard Lerer & Mike Piper, Palgrave Macmillan 32