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Forces of change• Debt crises
• Globalization• Demographic and epidemiological pressures
• Advances in communication technologies• Declining R&D productivity
• Healthcare reforms
New environment (2011-2020+)• Economic volatility• Focus on key mature and growth markets • 7.6%-9.4% of global population 65+• Obesity epidemic• Social media & internet make better informed patients• Treatments for rare/acute diseases• Products marketed to healthcare payers• Value-based purchasing (using outcomes)
Old environment (1980-2000)• Economic stability
• Focus on top 10 markets• 6.0%-6.9% of global population 65+
• Print, television, websites• Blockbuster business model
• Treatments for chronic conditions• Total number of prescriptions and unit
sales
Adapted from PWC; changing context in which pharmaceutical companies operate
The research questions
1. What are the relevant triggers in the environment that can lead to challenges for innovation implementation for pharmaceutical companies?
2. Is the Innovation Scan perceived as a good tool to effectively tackle the management challenges industry is facing, according to potential customers?
3. Is the service model, by potential customers, perceived as a good alternative for pharmaceutical companies when the blockbuster model is not sustainable anymore?
Current challenges in pharma• Rising costs – 90% believes this is a problem• Increasing customer power – 75% confirms• Brand loyalty – increases with patient centered services
• Legislation is limiting communication• Behavioral change in lifestyle – 70% thinks services can
contribute positively
37%
36%
27%
Brand loyalty, no services offered
Yes Neutral No
81%
19%
Brand loyalty, services offered
Yes No
Triggers in the external
environment
NEW BUSINESS MODEL OF A PHARMACEUTICAL COMPANY
CURRENT BUSINESS MODEL OF A PHARMACEUTICAL COMPANY
A need for the transition
Management challenges when going towards the new model
Innovation Scan
Innovation scan
• Perceived as a good tool in our research (new concept)
• Systematically analyses on hard and soft parameters of organizational design
• Identifying barriers and enablers in a company to innovate / adapt
Blockbuster model
Service model
PHYSICIAN-CENTRIC FOCUSED PATIENT-CENTRIC FOCUSED
ONE-SIZE-FITS-ALL DRUG PERSONALIZED MEDICINE
Paradigm shift in healthcare industry, (Caressi, 2010).
What is a service model?
• Not another iApp
• Long term, meets customer needs, patient centered in every step.
• A “new” commercial model
Conclusion
What is happening? • The world is changing• Faster and faster
(exponentially)• Patients/consumers are
taking the lead• Pharmaceutical
companies miss innovative opportunities
What can we do?• Focus on the whole
chain and its interactions
• Become user-experience expert
• Create innovations which add value
Our 3-legged proposition
New Commercial Model – Innovative Value Added Services
Innovation scan of the company / department
Innovation workshops / bootcamps with your
company, organisation or department
Consultancy to implement/support
an innovation strategy or new service offering