Embed Size (px)
DESCRIPTION
Citation preview
a profitable new business model for pharma
how growing participation chains will grow sales
ENRICO FISICHELLA - Business Models Design
The challenge: efficiently enable and complement the sales force (without losing control of the message)
It’s harder than ever for sales reps to connect with prescribers
AccessMonitor™, a report from global consulting firm ZS Associates, 5/2010
REP-ACCESSIBLE DOCS
20%REP-INACCESSIBLE DOCS
50%
Last year, the number of docs who would see most reps dropped significantly and the number who refused to see most reps increased by half.
ENRICO FISICHELLA - Business Models Design
engage physiciansshare scientific knowledgeget information from CRM systemshow products’ benefitsreduce on field waste of timeengage sales forcereduce cost of paper
pharma companies need an effective & easy tool to:
ENRICO FISICHELLA - Business Models Design
65% of docs plan to use social
media for professional
development
Manhattan Research 2009, 2010Sermo,com
Compete.com
This doc-to-doc blogger has 53,000 readers this month + 20,000 Twitter followers
115,000 docs talk
to each other on
Sermo.
Two-thirds of physicians use web content for professional purposes
ENRICO FISICHELLA - Business Models Design
before selling we must engage
how............
ENRICO FISICHELLA - Business Models Design
opening up the possibility of
outiside-in pattern, running platform that
connects the company ecosystem:
employee, physicians, project teams,
prospects, opinion leaders,
sales network
1
ENRICO FISICHELLA - Business Models Design
developing platform that manage multi-channels
smart phoneIpadweb site
community spacessales repsinternational branches
live meetingscongressessymposia
2
ENRICO FISICHELLA - Business Models Design
designing interactive platform on web for the medical professionals over the world to share their knowledge.
...... for sharing medical images, videos and discuss them with a large community of physicians.
The web-platform enables users to connect, contribute and collaborate with others through articles, forums, news updates, Physician interviews and much more."
3
ENRICO FISICHELLA - Business Models Design
why the Ipad tool could be useful to support a new way to grow up sales on
pharma market
A few of the companies that have issued iPads to field reps and sales people include:
Otsuka
Abbott Laboratories
Medtronic Inc.
Boston Scientific Corp.
Astra Zeneca
Arguably more portable and convenient than a laptop, some companies have purchased thousands of units, recognizing that face-time with physicians is always a precious commodity.
The sales force can quickly fire-up, display product information and more effectively engage physicians in their office, at trade shows and at professional conferences.
The iPad offers a number of advantages over the Tablet PC
1- the iPad is light—1.5 pounds to be precise—which means it’s easy to tote around.
2- it has excellent battery life.
3- the screen is beautiful to look at and intuitive to navigate.
4- there’s little learning curve for reps and their customers, many of whom already have iPhones or iPads themselves
5- the iPad is relatively cheap. The basic model goes for 499 euros.
6- reps must have more information at the ready and more compelling solutions to quickly pique physician interest.
On the other hand, PC tablet computers are great for presentations in a classroom but are heavy to lug around, take a long time to start up, and have a tendency to run out of battery life.
By far, one of the advantages that the iPad will offer sales force efforts is the large format display of content through the iPad app.
Using the Apple-provided SDK, apps are relatively easy to develop and cost effective to implement and deploy.More importantly, we can now develop apps for use by the sales force without having to rely on integration with enterprise-level software and design format guidelines. Users will have the ability to download new content from within these apps on demand, and marketers will have the ability to update or remove expired apps whenever needed.
Ipad can transform from a lecture to a dialogue with physicians touching and interacting with slides and graphics.
All studies show that if you can get hands-on, the remembrance and the recall rate will be much higher
The iPad allows for a much more fluid narrative style one in which the presenter can scroll through a presentation like a flipbook, from diagnostic to compliance to safety and so on
Communication empowerment
Drawbacks ?- the device doesn’t allow more than one application to run at the same time
- the iPad doesn’t support Adobe Flash (right now)
- sales forces may need secondary devices to support administrative tasks
The biggest mistake we can make when we have new media is to take the old media solution and push it into the new.
65% of docs plan to use social
media for professional
development
Manhattan Research 2009, 2010Sermo,com
Compete.com
This doc-to-doc blogger has 53,000 readers this month + 20,000 Twitter followers
115,000 docs talk
to each other on
Sermo.
Two-thirds of physicians use web content for professional purposes
to support sales reps and to give a reliable service to physicians target
we design a double-side web-platform
Community on line FOR PHYSICIANS ONLY
ISF KNOWLEDGE
SHARING WEB-PLATFORM
ENRICO FISICHELLA - Business Models Design
isf platform
ISFKNOWLEDGE
SHARING WEB-
PLATFORM
visuals of the products
scientific documentation
sales best practices & e-training
sales data&
CRM system
multimedia products presentations
news, congresses agenda & apps
ENRICO FISICHELLA - Business Models Design
• 4 key uses:- Collaborate on diagnoses- Share observations from
daily practice - Discuss value of new
research, drugs and therapies
- education
• Accelerates the emergence of trends and new insights on pathology treatments in the medical community of specialists
• Provides instant access to peer opinions from around the world (more on demand than most sales forces)
• Is part of a fundamental shift that we’re seeing online.
the on line community FOR PHYSICIANS ONLY
ENRICO FISICHELLA - Business Models Design
business model that explains the
mechanism by which the company develop
the community of doctors and benefits from
hearing
ENRICO FISICHELLA - Business Models Design
10
50
500
key opinion leader evangelist
medium prescribersfarmaco
low or non prescribers/
specializzandi
contenuti scientificiesempi di pratica clinicadiscussioni utilizzo prodottodomande & rispostemoduli formazioneimmagini e video
PRODUCONO CONTENUTI
PRODUCONO CONTENUTIACOLTANO
FANNO DOMANDE
ASCOLTANOFANNO DOMANDE
REDAZIONE: attività di gestione e sviluppo degli interventi e dei contenuti prodotti dai medici in
officina
RIELABORAZIONE dei contenuti prodotti dai medici in officina per la
realizzazione di materiale di promozione farmaco a supporto attività ISF
PIATTAFORMA WEB ISF :
supporto continuativoalle attività di sales training &
produzione contenuti
argomenti e strumenti per l’informazione medica sul farmaco
ENRICO FISICHELLA - Business Models Design
web community of doctors
- design of processes and systems
- design of platforms technical features
- design of client experience
- design of marketing and sales models
do you need to innovate and deliver physicians and sale force focused services and design business best practice?
we offer:
ENRICO FISICHELLA - Business Models Design
enrico fisichella
business and service models design for pharma industry
milano
http://enricofisichella.com/
http://baassociated.ning.com/
