Integrated Value Chain : Use of On line Sevices in Pharmaceutical Industry

1. Integrated value chain
Group-7
Atul Jain (roll no-02)
Kamal krishna Singh(roll no-18)
Rohan Chavan (roll no-20)
Ritu Gautam(roll no-36)
Laxmi Sardeshpande( roll no-37)

2. Presentation overview
Introduction
Research and development
Production and distribution
Marketing
Sales and customer relationship
managment

3. Introduction
Integrated Value Chain in Pharma:
 It is a chain of activities occurring in pharma industry to give value to
the end customers in return of monetary value.
 The integration of these activities happen through the flow of
information and materials.
 Internet services play a vital role in coordinating the Integrated
Value Chain.

4. E- Research & Development
Data Management system

5. The typical steps in product registration in India
(The basic steps are same for agrochemical and
Pharmaceutical industry)
2. CIB & RC, Ministry of Agriculture (Registration & Scrutiny)
5. Central Insecticides
Laboratory (Testing)
1. Applicant Admn
Office Legal Chemistry Bioefficacy
Registration Committee Packaging Toxicology
3. ICAR
For Products Manufactured in India
Inspector
visits site and
collects the
sample
Sample
analysis
For Imported Technicals
Submit
samples
Sample
analysis
4. Ministry of Health (MRL Fixation)
Secretariat
scrutinizes
residue pro
forma
SCPR
studies data
and
recommend
s the MRL
CCFS studies
SCPR
recommendati
on and
approves MRL
Submits
application
along with
data
Deficiency
report

6. Real Time Flow of Information
R and D in USA
Plant
R and D
( India, NK)
Packaging
Development R & D
Product
Improvement (India,
Hyderabad)
Process
Improvement
Research and Development Structure of a pharma company

7. E-recruitment
E-recruitment, also known as online recruitment, is the use
of technology to attract candidates and aid the recruitment
process.
Key Driver of E-recruitment:
• Reducing recruitment costs.
• Broadening the selection pool.
• Increasing the speed of time to hire.
• flexibility and ease for candidates.
• 24*7 access.
• Eco-friendly process.

8. Shortcomings and Disadvantages
1. Screening and checking the skill mapping.
2. Authenticity of resumes.
3. Low Internet penetration.
4. No access and lack of awareness of internet.
5. Preference & faith on face-to-face interaction over e-mails.

9. Shifting Recruitment Patterns
Method of attracting
candidates
% of businesses that used
this method: 2006
% of businesses that used
this method: 2013
Online recruitment
Only method that gained in last 8 yrs.
16% 38%
Local press advertising
Biggest decline seen here
79% 29%
Traditional agencies 76% 49%
Company websites
Most effective in the public sector
75% 62%
Employee referral schemes 47% 33%
Table source: CIPD reports (2008
- 2013): ‘Recruitment, retention
and turnover’. - Available on the
CIPD website

10. E-Trial
Better use of e-health records cuts clinical trial
costs.
Facilitate recruitment of patients to clinical trials
Gathering data to support groundbreaking work.
WORLD NEWS | JULY 15, 2014 (PHARMATIMES), ENGLAND
1-use of statins in 300 people with high risk of cardiovascular disease by tracking their
electronic records.
2-use of antibiotics in patients with chronic obstructive pulmonary disease (COPD).

11. E-submission
Benefits
 A dramatic increase in the speed.
 24*7 availability.
 Accuracy & reliability on time line.
 Virtually instantaneous provision of filing receipt and serial number;
 Saving a great deal of money.
 More efficient review of the applications.
 Automatic confirmation of receipt of all submissions, helping to
avoid abandonment.
 Automatic reminder generated for renewal of submission so
chances of failing decrease.

12. Manufacturing
 Gain real time visibility about the plants for equipment availability
and utilization
 Help in inventory management API & Excipients.
 Ensure compliance at all times and opportunity to respond in real-time.
 Minimize waste of time & resources by monitoring equipment used
for serialization throughout the distribution channels.

13. What is Digital E- Marketing?
 Marketing of products or services with the help of Technology
 Digital Marketing, also termed as e-marketing, web-marketing,
online marketing or Internet Marketing, e-marketing also
includes the management of digital customer data and
electronic customer relationship management (e-CRM)
systems.
 e-marketing allows the placement of media along many
different stages of the customer engagement cycle.

14. Pharmaceutical Digital Marketing
 Target Audience: Digital Marketing is an extension, can be
implemented across Verticals i.e. Doctors, Hospitals, Patients &
Sales Team :
 Health Care Professionals (HCPs): This is based on providing
services, scientific data, business analytics etc. to the specialists in
order to promotion of products/services.
 Patient’s: to ensure awareness & adherence to the therapy.
 Sale’s Team: To make their customer calls more interactive &
upgrade their skills and motivation

15.  Internet is now a significant source of health information and
connectivity between providers, prescribers and patients.
 We attend at the transformation of traditional 4Ps Operational
Marketing to e-Marketing
 The interest in e-health as a channel for the marketing of health-related
products and services increasing every day. From social
networking tools and advanced physician portals to streaming video
and closed loop strategies, the opportunities to open new
communication channels with patients, physicians and KOL are
limited only by a marketers imagination and determination.

16. PATEINT PERSPECTIVE
DR. GOOGLE IS IN!
 Patients start to notice something doesn’t feel quite right, so they
Google their symptoms and make their own preliminary diagnosis.
In fact, 80% of patients conduct a health related search before
scheduling a doctor’s appointment.
Social media impacts their choice of healthcare providers.
Patients assume that they will end up with specialist, so they read the
local specialists reviews on Vitals and Healthgrades, blogs etc

17. Hearing patients on the Web

18. WHERE ARE THEY HEARD?

19. E- MARKETING OPPORTUNITIES
Awareness / Adherence Portal for Patients:
 More and more patients demand to know and expect up-to-date
information on their condition and treatment, as well as alternative
treatment options.
 The access to information via the Internet means that information on
a US website can be read by a Indian patient and may
 Include information on their branded medicine
 The foundation of sustainable success in the application of e-
Marketing for pharmaceutical lies the combination of strategic
alliances and technological innovation

20. E-MARKETING STRATERGIES
THE DIAGNOSIS
Health education approaches
– Share stories/inspirations
– Acknowledge range of
emotions; sense of loss
– Correct misconceptions
– Provide framework for
understanding treatment
options and benefits

21. E-MARKETING STRATERGIES
CUSTOMER ENGAGEMENT
Health education
approaches
– Follow health literacy
principles (accessible,
accurate, actionable)
– Create opportunities for
value clarification
(“What’s important to
me?”)
– Build knowledge about
treatment options
Marketing implications
– There is a market
expansion opportunity
– The opportunity depends
on how many people fall
into the “isolation” circle
and what it will take to
move them toward
engagement
– Tactics that encourage
peer-to-peer support (eg,
social media) may spark
transition to engagement

22. E-MARKETING STRATERGIES
TREATMENT INITIATION
Health education
approaches
– Easy-to-understand
disease and treatment
education (including risk
information)
– Realistic expectation
setting
– Practical, “how-to”
education (including
side effect
management; self-injection
training)
– Care partner support
and education
Marketing Implications
– Disease management
programs may be
warranted for distributing
educational content
– Conversation analysis can
help brands tease out
which side effects pose
greatest threats to
treatment
– Patients are using search
to find information about
side effects and how to
cope

23. TECHNOLOGY AT ITS BEST
Technology is at the intersection of patients & healthcare
Technology removes the knowledge barriers in patients
lives.
 Patients expect access to information and use
technology to take control of their healthcare (or the
healthcare of others)
 Healthcare organizations and professionals see
technology

24. Contd…..
 Healthcare organizations and professionals see technology as
essential to connecting with patients, donors, referring
physicians, media and the community
 Technology is moving quickly to connect patients with providers
 Leveraging digital data can allow healthcare organizations to
anticipate events or trends

25. Utility of digital media marketing
company perspective
Blogs.
Fb page/brand Fb page.
Twitter.
Mobile apps.
Product websites.
Emails.
YouTube.
Slide share.
Pinterest.

26. Digital strategy for a New launch
 Company can plan a pre launch activity in advance before the
launch.
 Company can create a separate website for the product and all
Clinical Trial related updates will be made available for doctors.
 Company can Engage the top KOL of the country through online
portal where they can speak about the Disease and updates.
 Company can also Make a mobile based application for the
awareness purpose of Rheumatoid arthritis.

27. Digital strategy for New launch
 All the clinical data related query can be solved through an online portal.
 Field staff will promote the Brand through I-pad, the pictures on Ipad will
differentiate the brand.
 If the product is expensive, Company can also outsource a patient care and
engagement to outsourcing company.
 Online weekly training will be provided to the field staff to update them on
product knowledge and also evaluate them periodically.

28. Digital strategy for launch
 A Facebook page can be created by company where the regular
update about the basic diet schedule or exercise will be shared.
 An innovative online teaser campaign can be launched to create the
curiosity among the doctors.
 Online blog by the doctors who used the product in some of the
patient and are satisfied with the product result

29. Sales /Customer relationship
management(CRM)
ONLINE
E detailing
E conferences
Physician patient connectivity
E consultation
Remote monitoring
OFFLINE
Offline detailing
Patient education
Sample delivery

30. E-detailing
 The use of electronic ,interactive media to
facilitate sale presentation to physician.
 Pharmaceutical and medical companies
depend on eDetailing to deliver the message
of their brands and products along with any
related information to healthcare
professionals.

31. ADVANTAGES & ΒΕΝΕFITS OF e-
DETAILING
Doctor
Faster, accurate and more
impressive presentations
Increased brand awareness
Interactive & multimedia
content
Self-guided e-detailing,
when the doctor is available
Focus on specific areas of
interest
Constructive conversations
and information exchange
with colleagues
Company
Measurable results,
statistics and reports
Field data for CRM
reduce or even
completely eliminate the
need for printed material
Full control of promotional
material and presentations
Zero-time delivery of
promotional material and
presentations
Can be applied at any
stage of product's life cycle
reduced promotional
costs at all levels
Representative
Time efficiency
Customizable, targeted
and more effective
presentations
Easier follow-up and
leads
Centralized app
solution that improves
work-flow and reporting
Reduced
transportations
Automated procedures

32. E conferences
E-conferencing refers to innovative technologies that allow
people to communicate or "conference" over the Internet.
 Audio conferencing, web conferencing, and collaborative
conferencing, are all components of e-conferencing
Advantages-
Convenience,
Easy Storage of Materials,
Fluid Communication,
Opportunity for Selecting Information

33. Physician patient connectivity
E consultation
Advantages
Cost of examinations drops.
Productivity of the physicians would rise .
Patients get more timely treatment.
Can Contact by phone, emails, blog etc
Time convenience

34. Remote monitoring
 The technology available today allows for new systems that are a fraction of the cost and
are far easier for patients to use than those that have traditionally been available.
 RPM can now be cost-justified based on improvements to clinician productivity in clinical
trials and as part of a treatment protocol for patients at moderate to high risk (e.g., on
certain medications).
 Ease of use is greatly improved with no Bluetooth pairing, no extra steps required to send
readings and the ability to use health meters in their natural locations in the home.
 Increases the patient engagement and medication adherence
 Helps to learn how to enroll patients, keep them engaged, perform meaningful data
analytics, and coordinate with providers and payers.
 Low cost RPM has the potential to be a valuable tool for 50% of patients at risk versus the
5% highest at-risk patients currently.
 RPM will enable patients to track their health at home and be more connected to their
providers who can adjust treatment as needed based on higher frequency data, which will
reduce expensive hospitalizations, improve patient outcomes, improve patient satisfaction
and increase medication adherence

35. Offline detailing
Visual aid-
 Is a print piece (booklet or brochure) ,used by pharmaceutical sales
representatives.
 Composed of-
 Information about the products efficacy.
 Clinical data that support the manufacturer's claims,Charts and
graphs.
 Guidance for dosing and administration of the drug.
 Summary information pertaining to the product”s tolerability and
safety.
 Include the official labeling.
 Is primarily a marketing tool that incorporates creative elements
such as photos, slogans, and brand logos .

36. Patient education
 Patient education is defined as any set of planned educational activities designed to
improve patients’ health behaviors and health status.
 Its main purpose is to maintain or to improve patient health or, in some cases, to
slow deterioration.
 However, patient and family education goes beyond this main purpose. An informed
and educated patient can actively participate in his or her own treatment, improve
outcomes, help identify errors before they occur, and reduce his or her length of stay.
Organizations that provide targeted and appropriate patient and family education can
reap other benefits as well, including:-
 Increased customer satisfaction
 Compliance with regulatory standards
 Improved efficiency through cost-effective care
 Better informed patients and a lessened chance for malpractice claim

37. Benefits of patient education include
 Increasing the patient's ability to cope with and manage his or her health.
 Facilitating understandings of health statuses, diagnosis and treatment
options, and consequences of care for patients and their families.
 Empowering patients to make decisions related to their care.
 Increasing patients’ potential to follow a health care plan.
 Helping patients learn healthier behaviors.
 Promoting recovery and improved function.
 Increasing patient confidence in his or her self care.
 Decreasing treatment complications

38. Sample delivery
• Advantages-
• Maintaining the highest level of patients compliance
• Reducing costs associated with the distribution of sales
samples
• Improving field sales productivity through efficient
scheduling and a flexible shipment delivery process.

39. Thank you…….