行銷(xiāo)分析(20)全英文

1、Pharma Marketing & SalesBeyond 2005Cap Gemini Ernst & YoungEye for Pharma, Amsterdam22 October 2001管理資源吧glzy8，提供海量管理資料免費(fèi)下載！The industry is currently facing a changing landscape threatening its historical profitability More complex set of influencersUnsustainable sales force arms raceIncreasing avail

2、ability of connecting technologyReliance on blockbustersMargins erosionEmpowered patient管理資源吧glzy8，提供海量管理資料免費(fèi)下載！Most companies are responding to these challenges by investing in their marketing and sales activities Major investment in enabling technologies“Roche Pharmaceuticals (Italy) is deploying

3、Siebel ePharma among its 700 medical reps and support staff. The goal is to develop a single comprehensive understanding of its customer base by enabling these professionals to compile and share customer information. Siebel Case Study - 2000Marketing and sales is becoming the critical battleground f

4、or Phama companies“We cannot continue to grow as we have in the past by relying on science alonewe are expanding our salesforce by 30% over the next 18 months.R Gilmartin, CEO Merck Dec 2000Dramatic salesforce recruitment“In 2000, the global marketing budget of Claritin exceeded that of Coca-cola.Th

5、e Economist, April 2001Massive marketing expenditureLast month, GSK conducted its biggest-ever US launch with Advair, a new asthma medicine. The launch involved 2,300 sales reps contacting 70,000 doctors who write 80% of asthma prescriptions in the first week, backed by a massive television advertis

6、ing campaign. FT April 2001High impact product launchesTraditional detailing is still important but will need augmenting. Lilly has been running a number of pilot schemesone for remote e-detailing involves thousands of doctors in the US and Scandinavia. Newt Crenshaw, e-Lilly, FT April 2001 Innovati

7、ons in e-Business管理資源吧glzy8，提供海量管理資料免費(fèi)下載！Looking beyond the current wave of investment, what does the future hold?Pharma Beyond 2005 ?Blockbuster LaunchesIndustry ConsolidationCRMe-detailingSalesforce Expansion管理資源吧glzy8，提供海量管理資料免費(fèi)下載！Todays workshop is about preparing for the future - beyond 2005Wor

8、kshop ObjectivesTo explore the driving forces shaping the industryTo review the implications for the key players what it will take to win in the pharma marketplace in 2005 and beyondTo identify the actions needed to prepare for the future管理資源吧glzy8，提供海量管理資料免費(fèi)下載！Our approach is centred on the identif

9、ication of the Megatrends which will shift the industry Workshop InputSynthesisWorkshop OutputMega-trendsUncertaintiesActionsImplications for StrategyObservable ChangesIndustry trendsEconomic trendsPolitical trendsConsumer trendsSocietal trends管理資源吧glzy8，提供海量管理資料免費(fèi)下載！Agenda TimeSession Name9.30 - 9.

10、50Introduction, Objectives, Agenda, Methodology9.50 - 10.1010.10 - 11.00Megatrend Generation ExerciseCurrent Trends11.00 - 12.10Report Back and DiscussionMegatrends Implications12.10-12.25Imperatives for action12.25-12.30Bs, Cs and Close管理資源吧glzy8，提供海量管理資料免費(fèi)下載！Examples of Megatrends from previous wo

11、rkshops管理資源吧glzy8，提供海量管理資料免費(fèi)下載！There will be an emergence of a premier league of pharmaceuticals companies, or Blockbuster Chasers, primarily concerned with producing mass market products for the empowered patients in the Western WorldMegatrendNeed to be more aggressive in marketing and salesMore se

12、lective mergers and tactical acquisitions and investmentsCross functional teams between R&D and MarketingPremier league companies will need to work on their image as potential backlash from the publicAreas of unmet needs will be met by a secondary league of players who will focus on specialist drugs

13、ImplicationsFuture demand is driven by the empowered patients and the ageing populationThe fastest growing products are the ones addressing these two segmentsStockmarket pressure and declining R&D profitability are forcing pharmaceuticals to recognise this trendAs a result, companies are starting to

14、 harness consumer marketing to communicate with their patients baseMegatrend StoryboardEmergence of a Premier League管理資源吧glzy8，提供海量管理資料免費(fèi)下載！Patients will become more responsible and proactive about their healthAs key stakeholder, the empowered patient will drive pharma companies strategies to a grea

15、ter extentMegatrendMarketing and Sales will become the driving force behind driving pharmaco businessesBranding increasingly important to differentiate me-too products in the eye of the patientNeed to target drugs portfolio at the consumer i.e.: lifestyle drugsNew channels required to reach customer

16、s and consumersImplicationsLed by baby boomers, with costs shifting to the individuals, and used to the level of sophistication from other industries, patients are becoming more demanding and pro-active about their healthThe increasing amount of online information and rapid progress of genomics enab

17、le the concept of personalised healthcareMany patients ask doctors for specific drug and are prescribed it most of the time Pharmaceuticals are answering by communicating directly with the patientPharmacists and Insurance companies are also gearing up to the challenge of answering the needs of the c

18、ustomers with tailored servicesMegatrend StoryboardConsumer is King管理資源吧glzy8，提供海量管理資料免費(fèi)下載！Healthcare provision will move from the patient-doctor relationship to a networked decision:The advent of P-2-P healthcare will mean that consumers will talk directly to people who are in the same situation as

19、 them, with the same disease or illness. Healthcare will become networked and “intelligent with information being neither centralised nor de-centralisedHealthcare providers will create their own niche followings and consumers will have more choice and more providersMegatrendThey will have to underst

20、and the need of each player and the new decision-making dynamicsPharmaceutical companies will need to influence and play a key role in the new provider networkImplicationsThe empowered patient is more pro-active about healthcare decision and will rely less on doctors for adviceAdvance in genomics an

21、d technology will enable personalised medicine and open up new markets beyond drugs: Diagnostics, Preventative medicine, Follow-up treatments Doctors are not equipped to cater for these new needs; the number of healthcare providers will therefore increase to fill the gaps Advances in communication t

22、echnology/Internet will enable efficient exchange of information between the different players/providersThe number of alliances increase to create a health network; E-health companies are maturingPharmaceuticals are seizing the opportunity in investing into internet marketing/e-detailing to help the

23、 doctor in his new role and communicate directly with the patientMegatrend StoryboardTowards P-to-P Healtcare管理資源吧glzy8，提供海量管理資料免費(fèi)下載！The role of the salesperson as currently defined, will no longer be validThere will be a move from the traditional one-way push model to a two-way interactive/consulta

24、tive modelMegatrendPharmaceutical companies need to re-orient the salesforce to support doctors facing new problems, helping less with the rational and more with the emotional = a shift from selling to advising Pharmaceutical companies must take control of the new channels to market to avoid being k

25、nocked off balance by themImplicationsDoctors are under pressure to spend less time on admin and more face-to-face time with patientsDoctors are more inclined to get knowledge in their own time and rely more and more on other channels than traditional sales repsThey also have to answer the needs of

26、a more demanding, more pro-active patientThey are limiting access to sales reps who are still bombarding high prescribers with one way product detailsTherefore, the marginal return on extra sales rep investment is decreasingE-detailing is gaining ground as a convenient alternative to convey tailored

27、 information to doctorsMegatrend StoryboardThe Death of the Sales Rep管理資源吧glzy8，提供海量管理資料免費(fèi)下載！Personalised healthcare will open up new markets beyond the drug itself. There will be a shift from treating illness to managing wellnessAlternative therapies, preventative medicine, follow up treatments, di

28、agnostics, devices, delivery technologyMegatrendPharma will no longer be concentrated solely on the drug, rather it will encompass a complete package or serviceImplicationsWith healthcare costs increasing, governments are shifting its financing to the private sector The empowered patient is encourag

29、ed to manage more pro-actively his wellnessIn doing that, he will rely less on doctors and will look for information/advice across different sources (P-to-P healthcare)In an increasingly competitive market and with price control mechanisms, pharmaceuticals are finding hard to maintain historical gro

30、wth rate, focusing solely on drugsGenomics and technology will create new markets beyond drug treatment; targeted at the individuals (diagnostics, preventative medicines, etc.)Megatrend StoryboardThe Death of the Molecule管理資源吧glzy8，提供海量管理資料免費(fèi)下載！Imperatives for action管理資源吧glzy8，提供海量管理資料免費(fèi)下載！What does

31、 a pharma company need to do today to prepare for the future beyond 2005? Death of the Sales RepDeath of the MoleculeConsumer is KingEmergence of a Premier LeagueTowards P-to-P HealthcareImplicationsFor example:MegatrendsActions 管理資源吧glzy8，提供海量管理資料免費(fèi)下載！ImperativesWhere will your company sit once con

32、solidation is complete?Ensure you have a clear definition of your focus, proposition and positioning for 2005 and beyondYour may need a ruthless cull of your portfolio to align it with your strategyHow are you sizing your future sales force?If you are using historic benchmarks, stop! You need to dev

33、elop a new model which takes into account the impact of e-detailing and other channels to marketAre you implementing CRM fast enough? (and not just installing the software)A revolution is underway. The winners will be the companies which learn first how to exploit the richness of their customer data

34、. Deploy accelerators to become customer-centric. Is your company culture focused on science.or on customers?The winning companies are learning to love (or at least value) their marketers. How many FMCG experts have you hired lately? Hire more. Is e-Business now established as a mainstream channel?

35、It is time to make bold moves in redefining your channel strategy to adjust for DTC and e-Business opportunities.管理資源吧glzy8，提供海量管理資料免費(fèi)下載！Additional materials管理資源吧glzy8，提供海量管理資料免費(fèi)下載！Effective marketing and sales requires the integration of people, process and technology Pharmaceuticals Marketing and

36、Sales FrameworkCustomer and Product StrategyBusiness Goals and ObjectivesSupply Chain InterfaceMarketing and Sales OperationsOrganisation CapabilityInformation ManagementProduct Launch Product and Channel ManagementCustomer Contact ManagementOrganisation Alignment People and Team Development Scoreca

37、rd/ Performance ManagementCRM Platform, Touchpoint Integration and Support Tools Customer Segmentation and Targeting Market Analysis and Sizing Product Portfolio Management Product Positioning and Channel StrategyDatawarehousing, analytic support and Knowledge Mgmt.Systems Infrastructure and Application Support管理資源吧glzy8，提供海量管理資料免費(fèi)下載！ConnectivityMindsetRelationshipFocusedCustomerFocusedMarketFocusedUnconnectedDepartmentalIntegratedRelationship ManagersRelationship OptimizersPleasant Transact