New Business Models, Patient Empowerment, and the End of the

Sales Force Era

Business model? How a company creates, delivers and monetizes value

New business models

Diagnosing Healthcare

Industry  changes    •  Patent  cliff    •  Standardiza/on  of  products    •  Aging  popula/on  and  soaring  healthcare  cost    •  Demand  for  personalized  medicine;  Pay  for  outcomes    •  “20%  of  US  doctors  will  no  longer  accepts  visits  by  sales  reps”    •  Approval  process  length;  Development  /me      

Digital  adop4on    •  Remote  care  and  monitoring  is  catching  up  •  HCPs  use  from  3  to  12  hours  online  globally  for  professional  purposes  •  Pa/ents  are  more  likely  to  call  Dr.  Google  than  the  family  doctor    

Medical Tricorder Science Fiction?

Reality...

We  are  in  the  middle  of  

RE-INVENTING almost  everything  in  healthcare    

through  the  use  of  digital.  

21%  of  pa/ents    bring  up  online  info    during  consulta/on.*    

70-­‐80%  of  user  sessions  start  on  Google*  

*ManhaPan  Research,  2012.  **  Radian  6  stats  2012    

Pa/ents  more  likely  to  go  online  than  call  their  doctor*  

+  100.000  new  conversa4on  start  every  month  e.g.  within  diabetes,  COPD,  CNS,  etc*’  

Let’s Call Dr.

Reality...

will radically change pharmaceutical companies’ messaging, product development and go-to-market

plans

Focus Groups & Trial Recruitment

Our access to patient insights

How We Communicate With Patients

How HCPs Interact With Each Other

How We Communicate With HCPs •  41%  of  EU  physicians  are  interested  in  

remote  eDetailing  •  Major  reason  for  non-­‐par/cipa/on  is  due  

to  lack  of  invita/on*    

*ManhaPan  Research,  2012.  

The Nature Of HCPs

*Worldone,  2012  

These were smaller things…

At the center in a perfectly transparent and perfect market is:  

the value you deliver to the (end) customer: Patient centricity

Long term competitive advantage lies with the ability to deliver beyond the pharmacological solution

Through changing patient behaviour

Only technology can influence behavior real time, all the time

Conclusion  

Digital as integral part of your business model

So What Can You Do Today?

Awareness   Bring  digital  to  forefront  of  product  development,  prelaunch  

and  launch  

Promote  integrated  digital  strategy    

Educate  internally  on  global  best  prac/ces  and  trends  in  

digital  healthcare  

THE BIG HAIRY PREDICTION

In 10 years, the biggest pharmaceutical company

will be a tech company

Vertic’s business model •  Digital  IQ  (customer  insight)  •  Digital  compe/tor  analysis  •  Digital  strategy  •  Mobile  &  e-­‐details  •  App  development  •  Pa/ent  communica/on  •  HCP  communica/on  •  KOL  &  expert  forum  •  Event  pladorms  and  apps  •  Sem/Seo  •  Sales  training    •  Video  produc/on  •  Business  development  

Digital Strategy & Concept

LinkedIn Marketing Solutions

User Experience Virtual Environments

Engagement Platforms

Demand Generation

Digital Brand IQ

Mobile

What we do

Global independent digital advertising agency founded in 2002, with offices in New York, Copenhagen and Singapore & Seattle

Award Winning solutions based on blending core strategic competencies, creative, interaction-design and content to build 360° channel solutions

Our Mission is to build provide industry leaders with interactive solutions to build their brands and create optimal customer experiences across all relevant channels

Mads Petersen President APAC

mpetersen@ver/c.com  

Contact