New Pharma approach: from (e-)detailing to customer & patients excellence: a better business.

Pharma From (e)detailing to !Customer and Patient Excellence THE ROADMAP TO A NEW COMMERCIAL APPROACH Rob Halkes

Pharma needs to avoid the commodity trap

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

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 your promotion Create a path of development From (e)detailing to partnership 3. Differentiate Differentiate between accountsFrom a generic to a customized approach

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 Experiences Services Specialties Commodities

1. Add Value The general principle for business growth works the same for pharmaceutical marketingDifferentiated Experiences Competition Services Specialties Commodities Alike

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

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

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 therapy 2nd layer therapy

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

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

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

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

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

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

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 partnershipDetail

2. Develop your promotion Create a path of development From (e)detailing to partnership e- DetailDetail

2. Develop your promotion Create a path of development From (e)detailing to partnership Co- e- Operate DetailDetail

2. Develop your promotion Create a path of development From (e)detailing to partnership Co- Co-Create e- Operate DetailDetail

2. Develop your promotion Create a path of development From (e)detailing to partnershipPromote& Engage Co- Co-Create e- Operate DetailDetail

2. Develop your promotion Create a path of development From (e)detailing to partnership ConnectPromote & Interact& Engage Co- Co-Create e- Operate DetailDetail

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

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

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

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

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

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

2. Develop your promotion Develop & Connect Create Promote & Interact & Engage Co-Create e- Co-Operate Detail Detail

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

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

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

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

2. Develop your promotion Develop & Connect Create Promote & Interact & Engage Co-Create e- Co-Operate Detail Detail

2. Develop your promotion Here, you need: Develop & Connect Create Promote & Interact & Engage Co-Create e- Co-Operate Detail Detail

2. Develop your promotion Here, you need: •Multichannel management Develop & Connect Create Promote & Interact & Engage Co-Create e- Co-Operate Detail Detail

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

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

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 your customers’ status quo

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

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 Not just individuals, but their networks too, their accessibility and feasibility for success to You!

“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 Classify

“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 Potential:• Estimate of feasible volume of business with this account, i.e.: Factual numbers x Chance of Success

“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

“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:

“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

“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

“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

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 Segment 3 Segment 4

Differentiate within a new segmentationProfessional &Care Proﬁle Account Segment 1 Segment 2 Segment 3 Segment 4 Relationship

Differentiate within a new segmentationProfessional &Care Proﬁle Account Segment 1 Segment 2 Develop Segment 3 Segment 4 Relationship

Differentiate within a new segmentationProfessional &Care Proﬁle Account Segment 1 Segment 2 Develop Segment 3 Build Segment 4 Relationship

Differentiate within a new segmentationProfessional &Care Proﬁle Account Co-create Segment 1 Segment 2 Develop Segment 3 Build Segment 4 Relationship

Differentiate within a new segmentationProfessional &Care Proﬁle Account Co-create Segment 1 Partner Segment 2 Develop Segment 3 Build Segment 4 Relationship

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 Segmentation & Targeting

Means that we can develop from detailing to (key) account management Proﬁling DMU’s Segmentation & Targeting DMU Management

Means that we can develop from detailing to (key) account management Proﬁling DMU’s Development Segmentation of & Partnership Targeting DMU Management

DMUManagement Key Customer Focus Cycle

•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 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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New Pharma approach: from (e-)detailing to customer & patients excellence: a better business.

par rob halkes le 06 décembre 2012

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