John Zibert, Chief Medical Officer
DI’s Innovationskonference
Hindsgavl Slot, 24. november
Agenda
LEO Pharma with a long tradition
Why make LEO innovation Lab?
LEOiLab projects
Key take home messages
Q&A’s
LEO Pharma: more than 100 years
• Founded in 1908 by the two
pharmacists Anton Antons and August
Kongsted
• LEO Pharma was the first real
pharmaceutical company in Denmark
• Throughout its history, LEO Pharma
has served individuals and societies by
breaking new ground in
pharmaceuticals and demonstrating a
lasting commitment to patient care
Owned by the LEO Foundationsince 1984
From Diversity to Dermatology
1912 1940 196219581945
5 9
1923
4321
19911973
6 7 0
LEO Pharma: more than 100 years
1
2006 2012
1
2017
We are here
Deceptive Disappointment
Disruptive stress - opportunity (Chaos & Amazement)
The problem is that THE exponential reality becomes obvious when it is too late to react
The pharma industry going forward
Digital DisruptionThe development in digital solutions is supported by the exponential increase in
data capacity and booming market for connected devices
How do you build
disruptive innovation in a pharma organisation?
- You do not…
- You build a new organisation
which looks into doing things in a different way by:
- Recruiting people from other industries who might find novel
solutions to common and / or complicated problems
- Solve issues in a different way through e.g. digital HealthCare
Why making an innovation Lab
Exponential MedicineThe introduction of new digital technologies and their influence on healthcare is
growing exponentially – from ‘exceptional’ to becoming a ‘new normal’.
Social Network WearablesData and Machine Learning
Exponential Technologies
Systems Medicine Health AppsPatient
empowerment
Photographer LoboStudio Hamburg
0
1
2
3
4
5
6
7
8
9
10
0 1 2 3 4 5 6 7 8 9 10
Social Media activity vs. GPS location
Physical activity (steps and GPS)
(0, inactive; 10 very active)
So
cia
l M
ed
ia A
cti
vit
y
(0, in
active
; 1
0 v
ery
active
)Potential Measures:
- Passive data collection
- GPS
- Accelerometer
- App Usage
- Compass
- Decibel Level
- Gyroscope
- IP Address / WIFI
- Social media
activity
- Social media
listening
(psychometri)
- Active Data collection
- Pulse and HR
- Sleep
- Wearables
An international focus with a flat structure
SF Hub (1p)
CA Toronto Hub (2p)
UK London Hub (4p)
FR Paris Hub (3p)
DK Copenhagen Hub (58p)
ES Barcelona CPS-hub (1p)
Partnership
Boston (3p)
Framework - need for speed
Customer focus, identify key problems
EducationMental
Health
Family
Fitness
HCP vs Pt
Diet &
Nutrition
Fashion &
Beauty
Developing integrated care is a multi disciplinary approach which requires
stepwise innovation, superior use of data and patient centricity
Towards Integrated Care
EducationMental
Health
Family
Fitness
HCP vs Pt
Diet &
Nutrition
Fashion &
Beauty
Big Data
Exploration of solutions
within each needs space
for different types of
people
EducationMental
Health
Family
Fitness
HCP vs Pt
Diet &
Nutrition
Fashion &
Beauty
Big Data
Interconnection among
solutions
EducationMental
Health
Family
Fitness
HCP vs Pt
Diet &
Nutrition
Fashion &
Beauty
Big Data
An individualized “one
stop” universe of
solutions for each type of
person
Ideation Framework
Naked idea
• Short written
description
• ID customer
problem
• Idea assumptions
User trends
identified
user problem
Interpretation
• Hypotheses
• Gather research
• Gather
inspiration
1-2 weeks
User need
mapping
User research &
facts
Market research &
facts
Key hypothesis
Country proposal
Detailed MVP
• Key hypotheses
• Supporting
evidence
• Concept
description
• Technical
ressources
needed
2-3 weeks
Use cases Mock-
ups or
PoC, prototype
Customer
interviews
Supporting
evidence
Build and find users
• Engage users
• Build MVP
• Test refine & tests
• Plan market
experiment
• Set KPIs
100 days
User validation,
from
50-100 users
Validated
hypothesis
Early PoC: problem
&
value proposition
Engagement
strategy
Acquire real users
• Functional MVP
• Build-measure-
learn
• Proof of concept
• Plan growth
model
• Clear KPIs
1-2 quarters
KPIs reached or re-
evaluated
Evaluation of team
Functional MVP
1000-2000 users
Validated growth
model at small scale
Growing Solution
• Grow users
• Build-measure-
learn
• Explore business
model
• Test growth
model
1 year spin-out
Evaluated KPIs
reached
Functional BC
Evaluation of team
Min. users products
characteristics
Validated growth
model
Sta
ges &
Acti
on
s
Deliv
era
ble
s
Idea Concept MVP LaunchExperiment100 days build
5 6
Explore
4321
PipelineWe ensure a constant flow in the pipeline by structured idea facilitation with
multiple experiments in progress
1 2 3 4 5 6
Idea Explore Concept
MVP
100 days build Experiment Launch
KidsSynbiotics
+Pso Academy
Testing Wearables
Elly
Prediction & Behavioural
Change
Virtual reality kids
SmartTop
MyPso
Quality Care
Flaym
Uniqly
+ LEO innovation Lab ventures
CoolMind
SkinTech
HeroX
Graveyard
PATIENT COMMUNITYTRUE LABEL
LIFE GRAPH
CONTENT PLATFORM
Killing projects is key to ‘fail fast and cheap’ and creating an ambitious culture
Projects
PsoHappyPutting psoriasis on the political agenda through a happiness index
People with psoriasis are:
- 12% less happy in DK
- 20% less happy in US
- 24% less happy in UK
“I found that after the
first month that my
psoriasis wasn’t as
bad, and it made
eating healthy for me
even more rewarding ”
Improve your diet and fight
back against disease
Project Update Meeting — August 2016
Make your favourite products intelligent and connect to your online adherence plan
Track your psoriasis – see what’s going on – take control
InTouchManage Your Skin. Remotely. Digitally. Effectively.
Project Update Meeting — August 2016
The World’s first online store
dedicated to people living with psoriasis
Project Update Meeting — August 2016
Key take home messages
Start with Patient NeedsThe ability to develop intuitive and valuable solutions is driven by an
genuine and comprehensive involvement of patients – we always ask
patients to co-create
Ride the WaveWe are determined to invest resources to stay on top of the development
and we recognize where we are being in order to catch up to the wave
ProgressWe are ambitious and we want to be first movers in develop new solutions
and concept to psoriasis patients – breaking conventions and traditions if
necessary
Take RiskOur organization is based on a fail-forward culture and we compare our risk-
willingness to the risky nature of developing new pharmaceutical
technologies
Q&A’s
www.leoinnovationlab.com