Des2017 alberto gomez

23-25 May 2017
MADRID
ALBERTO GÓMEZ
ACCENTURE CONSULTING
IBERIA PHARMA DIGITAL LEAD
@gomezp
a.gomez.perez@accenture.com

THE
OPPORTUNITY
FOR
LIFE SCIENCES
Copyright © 2017 Accenture. All rights reserved.

When completing a
task, 98% of
consumers move
sequentially—
between screens and
devices
Reviews and Word of
Mouth are increasing
their influence on
consumer trust—3-
5X more than TV and
radio ads
The wearable
devices market will
grow from $1.4
billion this year to
$19 billion by 2018
80% of consumers
are more likely to
recommend a
brand that offers a
simpler experience
DIGITAL IS CHANGING ECONOMIES
AND INDUSTRIES…
Copyright © 2017 Accenture. All rights reserved. ALBERTO GOMEZ PEREZ @gomezp

Shop
Amazon and Tesco have
trained consumers to expect
omnichannel shopping
experiences and nearly-
instant gratification.
Travel
Airbnb and Kayak have
transformed travel booking to
be easy, fun, and diagnostics-
oriented, disintermediating
hotels by making planning
more seamless and personal.
Entertain
Long gone are the days of
linear programming:
Netflix has shifted media
consumption habits
towards anytime,
anywhere entertainment.
Learn
From learning via video
instructions to online
courses from prestigious
universities, opportunities to
learn are available anywhere
anytime and to anyone with
an internet connection.
AND ALL ASPECTS OF OURSELVES

5
Regulatory
Technology
Demographic
Family
and
Friends
Pharmaceuti
cal
Industry
Device
Manufacturers
Wellness
Providers
Academic
R&D Docto
rs
Clinics
Nurses
Hospitals
&
Institutions Specialists
Technology
Companies
Consumer
Electronics
Employers
Data
Collectors
Insurers
HC Start-Ups
Government
Commercial
R&D
Economic
HEALTHCARE IS NOT IMMUNE TO
THESE REALITIES

THE HCP ‘CUSTOMER’ IS CHANGING
51%
2014was a demographic
tipping point
of HCPs globally
‘digitally native’
Rep
interactions
are still highly
valued
Spend > 25%
of their time
online for
professional
purposes
Highly
collaborative –
valuing colleague
interaction and
online
communities
Science-
driven –
want instant
access to the
latest
research

PATIENTS EXPECT MORE TOO
Patients want more
help before treatment
Patients are generally not aware of
services available to help them

CUSTOMERS DEMAND AND EXPECT THE SAME
DIGITAL EXPERIENCES IN THEIR PERSONAL &
PROFESSIONAL LIVES
Direct Competitors Experiential Competitors Perceptual Competitors
Products or services
that directly compete
with yours
Experiences that set
expectations across
industries
Companies that
change
customer
expectations
8
LIQUID EXPECTATION OF CUSTOMER ARISING
FROM DAILY EXPERIENCES BEYOND PHARMA

9 of the top 10
services drive
above average
business impact.
95% of
companies plan to
invest in patient
engagement tech
over the next 18
months.
50% of the
services expected
to grow the most
are highly valued by
patients.
PATIENTSCOMPETITORS
… AND STAKEHOLDERS EXPECT HEALTH TO
BE DELIVERED IN NEW, MORE CONVENIENT
WAYS

THE ECOSYSTEM TO SERVE IS GETTING WIDER
AND MORE COMPLEX
Patients
Payers
Physicians
Nurses, physiotherapists
and nutritionists
Caregivers
Industry
associationsPatient associations and
health communities
Pharmacists
$
Governments
Wholesalers
New
Stakeholders
Old
Stakeholders
Regulators§
Employer
EXTENDED ECOSYSTEM OF STAKEHOLDERS DEMANDS…

11
… MULTICHANNEL CAPABILITIES TO INCREMENT THE TOUCHPOINTS
AND THE ENGAGEMENTS
Mobile
Social Media
Brand Websites
E-CRM
HCP Portal
Virtual Visitation
Field Rep
SEO
Campaign &
Specific Website
Online
PSP
CONNECT EFFICIENTLY WITH THE NEW
STAKEHOLDERS THROUGH ALTERNATIVE
CHANNELS REQUIRES DIGITAL CAPABILITIES

DIGITAL WILL ENABLE YOU TO CREAT AND
DELIVER THE RIGHT EXPERIENCE AT THE
RIGHT TIME WITH THE RIGHT CHANNEL
KEY FOCUS AREAS FOR
THE PHARMA INDUSTRY
• TRANSFORM THE HCP EXPERIENCE with an
integrated multi-channel engagement model
• TRANSFORM THE PATIENT EXPERIENCE
with outcomes based services
• TRANSFORM THE EMPLOYEE EXPERIENCE
with design led thinking
EXPERIENCE
PATIENT
PROVIDER
H
EMPLOYEE
PAYER
HCP

INCENTIVES ARE MOVING FROM INCREASE
VOLUME TO DEMONSTRATING VALUE
HAVING THE BEST TECHNICAL PRODUCT IS NOT LONGER
ENOUGH BUT THE INTELLIGENCE THE PRODUCT OFFERS
VIA SERVIFICATION
ENHANCED
PRODUCT
INTEGRATED
SERVICES
LIVING
SERVICES
SIMPLE
PRODUCT
Time
DeliveredFeatures
• Drug/ treatment
provided to cure
specific patients
conditions
• Extend product, with
the coupling of digital
services (e.g. Web
pages, apps, etc.)
capturing data and
providing added value
and information
• Integrated services in
an ecosystem capturing
data from different
sources (remote
sensors, wearables,
EMR, etc.) and allowing
sharing and feedback to
improve patients’
outcomes and health
provider effectiveness
• Services are “aware” of the
context, and dynamic in
response to individual
patient’s need
• Offered as part of a Services
business and revenue model
• Payment is on the basis of
population or patient
outcomes
B
A
C
Entering a
world of
Living
Services
PERSISTENT
CONNECTIVITY
PERVASIVE
SENSORS
USER
INTERFACE
THE CLOUD
PERSONAL
CONNECTED DEVICES
ADVANCED
ANALYTICS
SOCIAL
PLATFORMS
SERIALIZATION

TECHNOLOGYBUSINESS
14
BIZ-TECH CONVERGENCE
IS FUELING DISRUPTION
 Business and technology are coming together to reimagine the way that we
interact with the world around us
 In healthcare and life sciences, this convergence is accelerating the pace of
change, disrupting the status quo with new and innovative solutions that
improve population health, reduce costs, and enhance clinical quality

15Copyright © 2017 Accenture. All rights reserved.
DIGITAL TRANSFORMATION CAN START
WITH DIFFERENT PATHS…
MARKETING
DIGITISE
THE CUSTOMER
EXPERIENCE
DIGITAL MARKETING
CONNECTED CHANNELS
WEB
MOBILE
SOCIAL
PATIENT SERVICES
DIGITISE
OPERATIONS
R&D
SUPPLY CHAIN
BIG DATA & ANALYTICS
MANUFACTURING
BACK OFFICE FUNCTION
LOOKINGOUTWARDS
LOOKING INWARDS
LOOK & FEEL
DIGITAL
…TO ACHIEVE
REVENUE
UPLIFT
$
$
…TO
SECURE
COST
SAVINGS
WORK
DIGITAL
BE A TRUE
DIGITAL
TRANSFORMER
…through robust digital
business models

16
LOOKINGOUTWARDS
LOOKING INWARDS
DIGITISE
CUSTOMER
EXPERIENCE
DIGITISE
OPERATIONS
DIGITAL
TRANSFORMER
3. NEW BUSINESS
MODELS
2. PARTIAL
DIGITISATION
+42%
+17%
+10%
-11%1. BUSINESS
AS USUAL
SOURCE: ACCENTURE STRATEGY STUDY
KEY TAKEAWAYS
• BAU could mean losing up to 11%
of EBITDA
• Partial Digitisation focus can
add 27% EBITDA
• New Business Models can
bring an extra 42% EBITDA
• For optimal value you should
pursue Partial Digitization” AND
“New Business Models” at the
same time
… EACH PATH WILL DELIVER VALUE
EXCEPT BUSINESS AS USUAL

17
Capturing VALUE in the New
Capturing NEAR TERM VALUE requires
cost reduction and generating better
outcomes
While LONG TERM VALUE will be
generated by new revenue streams
enabled by NEW BUSINESS MODELS.
Value
in the
NEW
PATIENT
SERVICES
REDIFINING
EXPERIENCE
AND VALUE
INNOVATIVE
MARKETING &
CHANNELS
ANALYTICS
CUSTOMER
INSIGHTS
+ + + ==
REVENUE
GROWTH /
EFFICIENCY
ECOSYSTEM
Personalized Care
Pathways
Predictive
Healthcare
Data
Commercialization

THANK YOU!
ALBERTO GÓMEZ
ACCENTURE CONSULTING
IBERIA PHARMA DIGITAL LEAD
@gomezp
a.gomez.perez@accenture.com

Des2017 alberto gomez

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