Pharma From (e)detailing to !Customer and Patient     Excellence           THE ROADMAP TO     A NEW COMMERCIAL APPROACH   ...
Pharma needs to avoid the    commodity trap
Pharma needs to avoid the             commodity trap•   Pricing pressures•   Regulatory requirements•   Inroads by Generic...
There’s just a3 principled solution
There’s just a3 principled solution    1. Add Value
There’s just a  3 principled solution      1. Add Value2. Develop your promotion
There’s just a  3 principled solution       1. Add Value2. Develop your promotion 3. Differentiate between         Rx DMU’s
A 3 principled solution      1. Add Value2. Develop your promotion     3. Differentiate
A 3 principled solution           1. Add Value     Create an integrated offering        From Product to Care 2. Develop yo...
1. Add Value
1. Add Value The general principle for business growthworks the same for pharmaceutical marketing
1. Add Value The general principle for business growthworks the same for pharmaceutical marketing                         ...
1. Add Value                   The general principle for business growth                  works the same for pharmaceutica...
1. Add Value                   The general principle for business growth                  works the same for pharmaceutica...
1. Add Value                   The general principle for business growth                  works the same for pharmaceutica...
1. Add Value
1. Add ValueCreate an integrated offering   From Product to Care
1. Add Value               Create an integrated offering                  From Product to CareProduct Core  1st layer  the...
1. Add Value                Create an integrated offering                   From Product to CareProduct Core              ...
1. Add Value                Create an integrated offering                   From Product to CareProduct Core              ...
1. Add Value                Create an integrated offering                   From Product to CareProduct Core              ...
1. Add Value                Create an integrated offering                   From Product to Care                          ...
1. Add Value                Create an integrated offering                   From Product to Care                          ...
1. Add Value                Create an integrated offering                   From Product to Care                          ...
2. Develop your promotion
2. Develop your promotion  Create a path of development From (e)detailing to partnership
2. Develop your promotion  Create a path of development From (e)detailing to partnership
2. Develop your promotion           Create a path of development          From (e)detailing to partnershipDetail
2. Develop your promotion           Create a path of development          From (e)detailing to partnership            e-  ...
2. Develop your promotion           Create a path of development          From (e)detailing to partnership                ...
2. Develop your promotion           Create a path of development          From (e)detailing to partnership                ...
2. Develop your promotion            Create a path of development           From (e)detailing to partnershipPromote& Engag...
2. Develop your promotion            Create a path of development           From (e)detailing to partnership              ...
2. Develop your promotion          Create a path of development         From (e)detailing to partnership                  ...
2. Develop your promotion          Create a path of development         From (e)detailing to partnership                  ...
2. Develop your promotion            Create a path of development           From (e)detailing to partnership              ...
2. Develop your promotion            Create a path of development           From (e)detailing to partnership              ...
2. Develop your promotion            Create a path of development           From (e)detailing to partnership              ...
2. Develop your promotion            Create a path of development           From (e)detailing to partnership              ...
2. Develop your promotion                                        Develop &                       Connect           Create ...
2. Develop your promotion        In the course of this roadmap       from (e)detailing to partnership              you mig...
2. Develop your promotion        In the course of this roadmap       from (e)detailing to partnership              you mig...
2. Develop your promotion        In the course of this roadmap       from (e)detailing to partnership              you mig...
2. Develop your promotion        In the course of this roadmap       from (e)detailing to partnership              you mig...
2. Develop your promotion                                        Develop &                       Connect           Create ...
2. Develop your promotion           Here, you need:                                        Develop &                      ...
2. Develop your promotion           Here, you need:     •Multichannel management                                        De...
2. Develop your promotion           Here, you need:     •Multichannel management   • Key Account Management               ...
2. Develop your promotion           Here, you need:     •Multichannel management   • Key Account Management  •Co-create wi...
2. Develop your promotion
2. Develop your promotion       Co-create to
2. Develop your promotion          Co-create to • Recognize your customers’ and patients’ needs and interests
2. Develop your promotion           Co-create to  • Recognize your customers’  and patients’ needs and interests• Align to...
2. Develop your promotion           Co-create to  • Recognize your customers’  and patients’ needs and interests• Align to...
3. Differentiate
3. Differentiate
3. DifferentiateIndividuals   Networks   DMU’s   Accounts
3. Differentiate              Differentiate between accountsIndividuals       Networks       DMU’s         Accounts
3. Differentiate              Differentiate between accountsIndividuals       Networks       DMU’s         Accounts       ...
“You don’t want to spend time and money in a lost case”
“You don’t want to spend time and money in a lost case”                Profile and Classify                Profile and Class...
“You don’t want to spend time and money in a lost case”                Profile and Classify
“You don’t want to spend time and money in a lost case”                  Profile and Classify                            Po...
“You don’t want to spend time and money in a lost case”                  Profile and Classify                            Po...
“You don’t want to spend time and money in a lost case”                  Profile and Classify                            Po...
“You don’t want to spend time and money in a lost case”                  Profile and Classify                            Po...
“You don’t want to spend time and money in a lost case”                  Profile and Classify                            Po...
“You don’t want to spend time and money in a lost case”                  Profile and Classify                            Po...
Segment 1   Segment 2Segment 3   Segment 4
Differentiate within a new       segmentation         Segment 1   Segment 2         Segment 3   Segment 4
Differentiate within a new             segmentationProfessional     &Care Profile  Account      Segment 1   Segment 2      ...
Differentiate within a new             segmentationProfessional     &Care Profile  Account      Segment 1    Segment 2     ...
Differentiate within a new             segmentationProfessional     &Care Profile  Account       Segment 1    Segment 2    ...
Differentiate within a new             segmentationProfessional     &Care Profile  Account       Segment 1    Segment 2    ...
Differentiate within a new             segmentationProfessional     &Care Profile  Account      Co-create                Se...
Differentiate within a new             segmentationProfessional     &Care Profile  Account      Co-create                Se...
Means that we can develop from detailing           to (key) account management
Means that we can develop from detailing           to (key) account management                  Profiling DMU’s
Means that we can develop from detailing           to (key) account management                  Profiling DMU’s            ...
Means that we can develop from detailing           to (key) account management                  Profiling DMU’s            ...
Means that we can develop from detailing           to (key) account management                   Profiling DMU’s    Develop...
DMUManagement   Key Customer Focus Cycle
DMUManagement   Key Customer Focus Cycle
•Add Value   • Develop Promotion   to Key Customer Focus        •Differentiate
•Add Value   • Develop Promotion   to Key Customer Focus        •Differentiate
Drs. A.R.J. Halkes MHArob.halkes@healthbusinessconsult.com            P.O. Box 292          5050 AG Goirle          The Ne...
New Pharma approach: from (e-)detailing to customer & patients excellence: a better business.
New Pharma approach: from (e-)detailing to customer & patients excellence: a better business.
New Pharma approach: from (e-)detailing to customer & patients excellence: a better business.
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New Pharma approach: from (e-)detailing to customer & patients excellence: a better business.

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In the demand for a new business model for pharma, the roadmap from current promotion via detailing to a more engaging way to physicians and health care providers, may lead stepwise to improved servicing to physicians and may lead to collaboration to co-create patient care. Role of social media to pharma and multichannel approaches may so find its position in new pharma marketing.

Published in: Santé & Médecine
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  • very nice ppt. will be obliged if you could send mail it to me at docravi11@gmail.com
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  • Sir Could you please provide the presentation. As It would be very Help full for my carrier & growth... Kindly think about it. thank You.
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Transcript of "New Pharma approach: from (e-)detailing to customer & patients excellence: a better business."

  1. 1. Pharma From (e)detailing to !Customer and Patient Excellence THE ROADMAP TO A NEW COMMERCIAL APPROACH Rob Halkes
  2. 2. Pharma needs to avoid the commodity trap
  3. 3. Pharma needs to avoid the commodity trap• Pricing pressures• Regulatory requirements• Inroads by Generics• New Stakeholders Commodity• Declining R&D productivity Trap• Declining ROI• Restraints to Market Access• Diminishing Access to Doctors• Poor Public Perception
  4. 4. There’s just a3 principled solution
  5. 5. There’s just a3 principled solution 1. Add Value
  6. 6. There’s just a 3 principled solution 1. Add Value2. Develop your promotion
  7. 7. There’s just a 3 principled solution 1. Add Value2. Develop your promotion 3. Differentiate between Rx DMU’s
  8. 8. A 3 principled solution 1. Add Value2. Develop your promotion 3. Differentiate
  9. 9. A 3 principled solution 1. Add Value Create an integrated offering From Product to Care 2. Develop your promotion Create a path of development From (e)detailing to partnership 3. Differentiate Differentiate between accountsFrom a generic to a customized approach
  10. 10. 1. Add Value
  11. 11. 1. Add Value The general principle for business growthworks the same for pharmaceutical marketing
  12. 12. 1. Add Value The general principle for business growthworks the same for pharmaceutical marketing Experiences Services Specialties Commodities
  13. 13. 1. Add Value The general principle for business growth works the same for pharmaceutical marketingDifferentiated Experiences Competition Services Specialties Commodities Alike
  14. 14. 1. Add Value The general principle for business growth works the same for pharmaceutical marketingDifferentiated Desired Experiences Clients’ needs Competition Services Specialties Commodities Alike Not relevant
  15. 15. 1. Add Value The general principle for business growth works the same for pharmaceutical marketingDifferentiated Desired Experiences Clients’ needs Competition Services Specialties Commodities Alike Not relevant Market Prices Top Value
  16. 16. 1. Add Value
  17. 17. 1. Add ValueCreate an integrated offering From Product to Care
  18. 18. 1. Add Value Create an integrated offering From Product to CareProduct Core 1st layer therapy 2nd layer therapy
  19. 19. 1. Add Value Create an integrated offering From Product to CareProduct Core Drug profile Rx Pharmaceutical and pharma economically 1st layer therapy 2nd layer therapy
  20. 20. 1. Add Value Create an integrated offering From Product to CareProduct Core Drug profile Rx Pharmaceutical and pharma economically 1st layer therapy Focus on adequate use for the individual patient in the right condition 2nd layer therapy
  21. 21. 1. Add Value Create an integrated offering From Product to CareProduct Core Drug profile Rx Pharmaceutical and pharma economically 1st layer therapy Focus on adequate use for the individual patient in the right condition 2nd layer A. Professional Support from therapy HC professionals and others for the patient B. Cooperation and synergy between co-acting care providers
  22. 22. 1. Add Value Create an integrated offering From Product to Care ProductProduct Core Drug profile Information on Rx Pharmaceutical Characteristics, features, and pharma economically functionality and effects 1st layer therapy Focus on adequate use for the individual patient in the right condition 2nd layer A. Professional Support from therapy HC professionals and others for the patient B. Cooperation and synergy between co-acting care providers
  23. 23. 1. Add Value Create an integrated offering From Product to Care ProductProduct Core Drug profile Information on Rx Pharmaceutical Characteristics, features, and pharma economically functionality and effects 1st layer Augmented brand therapy Focus on adequate use Support, service by for the individual patient marketing tools in the right condition through different channels 2nd layer A. Professional Support from therapy HC professionals and others for the patient B. Cooperation and synergy between co-acting care providers
  24. 24. 1. Add Value Create an integrated offering From Product to Care ProductProduct Core Drug profile Information on Rx Pharmaceutical Characteristics, features, and pharma economically functionality and effects 1st layer Augmented brand therapy Focus on adequate use Support, service by for the individual patient marketing tools in the right condition through different channels Value proposition 2nd layer A. Professional Support from A. Patient oriented health therapy HC professionals and others care activities by Health for the patient Care Professionals B. Cooperation and synergy B. Increasing HC effects by between co-acting improvement of care and care providers health processes
  25. 25. 2. Develop your promotion
  26. 26. 2. Develop your promotion Create a path of development From (e)detailing to partnership
  27. 27. 2. Develop your promotion Create a path of development From (e)detailing to partnership
  28. 28. 2. Develop your promotion Create a path of development From (e)detailing to partnershipDetail
  29. 29. 2. Develop your promotion Create a path of development From (e)detailing to partnership e- DetailDetail
  30. 30. 2. Develop your promotion Create a path of development From (e)detailing to partnership Co- e- Operate DetailDetail
  31. 31. 2. Develop your promotion Create a path of development From (e)detailing to partnership Co- Co-Create e- Operate DetailDetail
  32. 32. 2. Develop your promotion Create a path of development From (e)detailing to partnershipPromote& Engage Co- Co-Create e- Operate DetailDetail
  33. 33. 2. Develop your promotion Create a path of development From (e)detailing to partnership ConnectPromote & Interact& Engage Co- Co-Create e- Operate DetailDetail
  34. 34. 2. Develop your promotion Create a path of development From (e)detailing to partnership Develop & Connect Create Promote & Interact& Engage Co- Co-Create e- Operate DetailDetail
  35. 35. 2. Develop your promotion Create a path of development From (e)detailing to partnership Develop & Connect Create Promote & Interact& Engage Co- Co-Create e- Operate DetailDetail •Show •Demo •Educate•Inform
  36. 36. 2. Develop your promotion Create a path of development From (e)detailing to partnership Develop & Connect Create Promote & Interact& Engage Co- Co-Create e- Operate DetailDetail •Collaborate •Show • Support •Demo • Educate •Service•Inform •Share
  37. 37. 2. Develop your promotion Create a path of development From (e)detailing to partnership Develop & Connect Create Promote & Interact& Engage Co- Co-Create e- Operate DetailDetail •Collaborate •Show • Support •Demo • Educate •Service•Inform •Share •Co-Evaluate
  38. 38. 2. Develop your promotion Create a path of development From (e)detailing to partnership Develop & Connect Create Promote & Interact& Engage Co- Co-Create e- Operate DetailDetail •Collaborate •Show • Support •Demo • Create partnerships • Educate •Service•Inform •Share •Co-Evaluate
  39. 39. 2. Develop your promotion Create a path of development From (e)detailing to partnership Develop & Connect Create Promote & Interact& Engage Co- Co-Create e- Operate DetailDetail •Collaborate • Create Integrated •Show • Support Patient Care •Demo • Create partnerships • Educate •Service•Inform •Share •Co-Evaluate
  40. 40. 2. Develop your promotion Develop & Connect Create Promote & Interact & Engage Co-Create e- Co-Operate Detail Detail
  41. 41. 2. Develop your promotion In the course of this roadmap from (e)detailing to partnership you might want to: Develop & Connect Create Promote & Interact & Engage Co-Create e- Co-Operate Detail Detail
  42. 42. 2. Develop your promotion In the course of this roadmap from (e)detailing to partnership you might want to: • Expand physicians’ internal relations with external ones through social media Develop & Connect Create Promote & Interact & Engage Co-Create e- Co-Operate Detail Detail
  43. 43. 2. Develop your promotion In the course of this roadmap from (e)detailing to partnership you might want to: • Expand physicians’ internal relations with external ones through social media • Use different channels of communication Develop & Connect Create Promote & Interact & Engage Co-Create e- Co-Operate Detail Detail
  44. 44. 2. Develop your promotion In the course of this roadmap from (e)detailing to partnership you might want to: • Expand physicians’ internal relations with external ones through social media • Use different channels of communication • Add mobile Develop & Connect Create Promote & Interact & Engage Co-Create e- Co-Operate Detail Detail
  45. 45. 2. Develop your promotion Develop & Connect Create Promote & Interact & Engage Co-Create e- Co-Operate Detail Detail
  46. 46. 2. Develop your promotion Here, you need: Develop & Connect Create Promote & Interact & Engage Co-Create e- Co-Operate Detail Detail
  47. 47. 2. Develop your promotion Here, you need: •Multichannel management Develop & Connect Create Promote & Interact & Engage Co-Create e- Co-Operate Detail Detail
  48. 48. 2. Develop your promotion Here, you need: •Multichannel management • Key Account Management Develop & Connect Create Promote & Interact & Engage Co-Create e- Co-Operate Detail Detail
  49. 49. 2. Develop your promotion Here, you need: •Multichannel management • Key Account Management •Co-create with your customers Develop & Connect Create Promote & Interact & Engage Co-Create e- Co-Operate Detail Detail
  50. 50. 2. Develop your promotion
  51. 51. 2. Develop your promotion Co-create to
  52. 52. 2. Develop your promotion Co-create to • Recognize your customers’ and patients’ needs and interests
  53. 53. 2. Develop your promotion Co-create to • Recognize your customers’ and patients’ needs and interests• Align to your customers’ status quo
  54. 54. 2. Develop your promotion Co-create to • Recognize your customers’ and patients’ needs and interests• Align to your customers’ status quo• Motivate change and development At the patients’ point of care
  55. 55. 3. Differentiate
  56. 56. 3. Differentiate
  57. 57. 3. DifferentiateIndividuals Networks DMU’s Accounts
  58. 58. 3. Differentiate Differentiate between accountsIndividuals Networks DMU’s Accounts
  59. 59. 3. Differentiate Differentiate between accountsIndividuals Networks DMU’s Accounts Not just individuals, but their networks too, their accessibility and feasibility for success to You!
  60. 60. “You don’t want to spend time and money in a lost case”
  61. 61. “You don’t want to spend time and money in a lost case” Profile and Classify Profile and Classify
  62. 62. “You don’t want to spend time and money in a lost case” Profile and Classify
  63. 63. “You don’t want to spend time and money in a lost case” Profile and Classify Potential:• Estimate of feasible volume of business with this account, i.e.: Factual numbers x Chance of Success
  64. 64. “You don’t want to spend time and money in a lost case” Profile and Classify Potential:• Estimate of feasible volume of business with this account, i.e.: Factual numbers x Chance of Success AND
  65. 65. “You don’t want to spend time and money in a lost case” Profile and Classify Potential:• Estimate of feasible volume of business with this account, i.e.: Factual numbers x Chance of Success AND Quality of Account:
  66. 66. “You don’t want to spend time and money in a lost case” Profile and Classify Potential:• Estimate of feasible volume of business with this account, i.e.: Factual numbers x Chance of Success AND Quality of Account:• Quality of organization & organizational development
  67. 67. “You don’t want to spend time and money in a lost case” Profile and Classify Potential:• Estimate of feasible volume of business with this account, i.e.: Factual numbers x Chance of Success AND Quality of Account:• Quality of organization & organizational development• Quality of care provision and development of care
  68. 68. “You don’t want to spend time and money in a lost case” Profile and Classify Potential:• Estimate of feasible volume of business with this account, i.e.: Factual numbers x Chance of Success AND Quality of Account:• Quality of organization & organizational development• Quality of care provision and development of care• Quality of our relationship with this Account/DMU
  69. 69. Segment 1 Segment 2Segment 3 Segment 4
  70. 70. Differentiate within a new segmentation Segment 1 Segment 2 Segment 3 Segment 4
  71. 71. Differentiate within a new segmentationProfessional &Care Profile Account Segment 1 Segment 2 Segment 3 Segment 4
  72. 72. Differentiate within a new segmentationProfessional &Care Profile Account Segment 1 Segment 2 Segment 3 Segment 4 Relationship
  73. 73. Differentiate within a new segmentationProfessional &Care Profile Account Segment 1 Segment 2 Develop Segment 3 Segment 4 Relationship
  74. 74. Differentiate within a new segmentationProfessional &Care Profile Account Segment 1 Segment 2 Develop Segment 3 Build Segment 4 Relationship
  75. 75. Differentiate within a new segmentationProfessional &Care Profile Account Co-create Segment 1 Segment 2 Develop Segment 3 Build Segment 4 Relationship
  76. 76. Differentiate within a new segmentationProfessional &Care Profile Account Co-create Segment 1 Partner Segment 2 Develop Segment 3 Build Segment 4 Relationship
  77. 77. Means that we can develop from detailing to (key) account management
  78. 78. Means that we can develop from detailing to (key) account management Profiling DMU’s
  79. 79. Means that we can develop from detailing to (key) account management Profiling DMU’s Segmentation & Targeting
  80. 80. Means that we can develop from detailing to (key) account management Profiling DMU’s Segmentation & Targeting DMU Management
  81. 81. Means that we can develop from detailing to (key) account management Profiling DMU’s Development Segmentation of & Partnership Targeting DMU Management
  82. 82. DMUManagement Key Customer Focus Cycle
  83. 83. DMUManagement Key Customer Focus Cycle
  84. 84. •Add Value • Develop Promotion to Key Customer Focus •Differentiate
  85. 85. •Add Value • Develop Promotion to Key Customer Focus •Differentiate
  86. 86. Drs. A.R.J. Halkes MHArob.halkes@healthbusinessconsult.com P.O. Box 292 5050 AG Goirle The Netherlands M +31 6 31 66 2595 T http://www.twitter.com/rohalF http://www.facebook.com/rob.halkes  L http://nl.linkedin.com/in/arjhalkes  W www.healthbusinessconsult.com   

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