A new business model is proposed to use a web-based platform to more efficiently engage physicians and complement pharmaceutical sales reps. The platform would connect the company ecosystem, including employees, physicians, projects teams, prospects, and the sales network. It would manage multi-channel engagement through live meetings, mobile apps, and online communities. The goal is to design an interactive platform for medical professionals worldwide to share knowledge, medical images, videos, and discuss cases with a large physician community. This could help support sales reps with scientific documentation, multimedia product presentations, sales best practices and training, as well as sales data and customer relationship management.

1. a profitable new business model for pharma
how growing participation chains
will grow sales
ENRICO FISICHELLA - Business Models Design

2. The challenge: efficiently enable and complement the sales force
(without losing control of the message)
It’s harder than ever for sales
reps to connect with prescribers
Last year, the number of docs who would see most reps dropped
significantly and the number who refused to see most reps
increased by half.
REP-ACCESSIBLE DOCS REP-INACCESSIBLE DOCS
20% 50%
AccessMonitor™, a report from global consulting firm ZS Associates, 5/2010
ENRICO FISICHELLA - Business Models Design

3. pharma companies need an effective & easy tool to:
engage physicians
share scientific knowledge
get information from CRM system
show products’ benefits
reduce on field waste of time
engage sales force
reduce cost of paper
ENRICO FISICHELLA - Business Models Design

4. Two-thirds of physicians use web content for professional purposes
This doc-
115,000 to-doc
docs talk blogger
to each has
other on 53,000
Sermo. readers
this
month +
20,000
Twitter
followers
65% of docs plan
to use social
media for
professional
development
Manhattan Research 2009, 2010
Sermo,com
Compete.com
ENRICO FISICHELLA - Business Models Design

5. before selling we must engage
how............
ENRICO FISICHELLA - Business Models Design

6. 1
opening up the possibility of
outiside-in
pattern, running platform that
connects the company ecosystem:
employee, physicians, project teams,
prospects, opinion leaders,
sales network
ENRICO FISICHELLA - Business Models Design

7. 2
developing platform that manage multi-channels
live meetings
congresses
symposia
smart phone
Ipad
web site
community spaces
sales reps
international branches
ENRICO FISICHELLA - Business Models Design

8. 3
designing interactive platform on web for the
medical professionals over the world to share their knowledge.
...... for sharing medical images, videos and discuss them with a large
community of physicians.
The web-platform enables users to connect, contribute and collaborate with others through articles, forums,
news updates, Physician interviews and much more."
ENRICO FISICHELLA - Business Models Design

9. why the Ipad tool could be useful to
support a new way to grow up sales on
pharma market

10. A few of the companies that have issued iPads to field reps
and sales people include:
Otsuka
Abbott Laboratories
Medtronic Inc.
Boston Scientific Corp.
Astra Zeneca
Arguably more portable and convenient than a laptop, some
companies have purchased thousands of units, recognizing that
face-time with physicians is always a precious commodity.
The sales force can quickly fire-up, display product
information and more effectively engage physicians in their
office, at trade shows and at professional conferences.

11. The iPad offers a number of advantages over the
Tablet PC
1- the iPad is light—1.5 pounds to be precise—which means it’s easy to tote around.
2- it has excellent battery life.
3- the screen is beautiful to look at and intuitive to navigate.
4- there’s little learning curve for reps and their customers, many of whom already have
iPhones or iPads themselves
5- the iPad is relatively cheap. The basic model goes for 499 euros.
6- reps must have more information at the ready and more compelling solutions to quickly
pique physician interest.
On the other hand, PC tablet computers are great for presentations in a
classroom but are heavy to lug around, take a long time to start up, and have a
tendency to run out of battery life.

12. By far, one of the advantages that the iPad will offer sales
force efforts is the large format display of content through the
iPad app.
Using the Apple-provided SDK, apps are relatively easy to develop and cost effective
to implement and deploy.
More importantly, we can now develop apps for use by the sales force without
having to rely on integration with enterprise-level software and design format
guidelines.
Users will have the ability to download new content from within these apps on
demand, and marketers will have the ability to update or remove expired apps
whenever needed.

13. Communication empowerment
Ipad can transform from a lecture to a dialogue with physicians
touching and interacting with slides and graphics.
All studies show that if you can get hands-on, the remembrance and
the recall rate will be much higher
The iPad allows for a much more fluid narrative style one in which the
presenter can scroll through a presentation like a flipbook, from
diagnostic to compliance to safety and so on

14. Drawbacks ?
- the device doesn’t allow more than one application
to run at the same time
- the iPad doesn’t support Adobe Flash (right now)
- sales forces may need secondary devices to
support administrative tasks
The biggest mistake we can make when we have new media is
to take the old media solution and push it into the new.

15. Two-thirds of physicians use web content for professional purposes
This doc-
115,000 to-doc
docs talk blogger
to each has
other on 53,000
Sermo. readers
this
month +
20,000
Twitter
followers
65% of docs plan
to use social
media for
professional
development
Manhattan Research 2009, 2010
Sermo,com
Compete.com

16. to support sales reps and to give a reliable service to physicians target
we design a double-side web-platform
Community on line FOR
PHYSICIANS ONLY
isf platform
ISF
KNOWLEDGE
SHARING
WEB-PLATFORM
ENRICO FISICHELLA - Business Models Design

17. visuals of the products
news, congresses agenda & apps
ISF
KNOWLEDGE scientific documentation
SHARING
WEB-
PLATFORM
sales best practices &
multimedia products presentations
e-training
sales data
&
CRM system
ENRICO FISICHELLA - Business Models Design

18. the on line community FOR PHYSICIANS ONLY
• 4 key uses:
- Collaborate on diagnoses
• Accelerates the emergence of trends
- Share observations from and new insights on pathology treatments
in the medical community of specialists
daily practice
• Provides instant access to peer
- Discuss value of new opinions from around the world (more on
research, drugs and demand than most sales forces)
therapies • Is part of a fundamental shift that we’re
seeing online.
- education
ENRICO FISICHELLA - Business Models Design

19. business model that explains the
mechanism by which the company develop
the community of doctors and benefits from
hearing
ENRICO FISICHELLA - Business Models Design

20. web community of doctors
REDAZIONE: attività di gestione e sviluppo degli
interventi e dei contenuti prodotti dai medici in
officina
key opinion leader PRODUCONO CONTENUTI
evangelist 10
contenuti scientifici
esempi di pratica clinica
PRODUCONO CONTENUTI
50
medium prescribers ACOLTANO discussioni utilizzo prodotto
FANNO DOMANDE
farmaco domande & risposte
moduli formazione
low or non
prescribers/
specializzandi
500 ASCOLTANO
FANNO DOMANDE
immagini e video
argomenti e strumenti per l’informazione medica sul farmaco
RIELABORAZIONE dei contenuti
PIATTAFORMA WEB prodotti dai medici in officina per la
ISF : realizzazione di materiale di promozione
supporto continuativo farmaco a supporto attività ISF
alle attività di sales training &
produzione contenuti
ENRICO FISICHELLA - Business Models Design

21. do you need to innovate and deliver physicians and sale force
focused services and design business best practice?
we offer:
- design of processes and systems
- design of platforms technical features
- design of client experience
- design of marketing and sales models
ENRICO FISICHELLA - Business Models Design

22. enrico fisichella
business and service models design for pharma industry
milano
enrico_fisichella@yahoo.it
http://enricofisichella.com/
http://baassociated.ning.com/