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1、-1-Eye for Pharma Workshop PanelsCap Gemini Ernst&Young Proprietary and ConfidentialPharma Marketing&SalesBeyond 2005Cap Gemini Ernst&YoungEye for Pharma,Amsterdam22 October 2001管理资源吧（），提供海量管理资料免费下载！-3-Eye for Pharma Workshop PanelsCap Gemini Ernst&Young Proprietary and ConfidentialThe industry is c
2、urrently facing a changing landscape threatening its historical profitability More complex set of influencersUnsustainable sales force arms raceIncreasing availability of connecting technologyReliance on blockbustersMargins erosionEmpowered patient管理资源吧（），提供海量管理资料免费下载！-4-Eye for Pharma Workshop Pane
3、lsCap Gemini Ernst&Young Proprietary and ConfidentialMost companies are responding to these challenges by investing in their marketing and sales activities Major investment in enabling technologies“Roche Pharmaceuticals(Italy)is deploying Siebel ePharma among its 700 medical reps and support staff.T
4、he goal is to develop a single comprehensive understanding of its customer base by enabling these professionals to compile and share customer information.”S Case Study-2000Marketing and sales is becoming the critical battleground for Phama companies“We cannot continue to grow as we have in the past
5、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”.The Economist,April 2001Massive marketing expenditureLast month,GSK cond
6、ucted 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 advertising campaign.FT.com April 2001High impact product launchesTraditional detail
7、ing 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 Innovations in e-Business管理资源吧（），提供海量管理资料免费下载！-5-Eye for Pharma Workshop PanelsCap G
8、emini Ernst&Young Proprietary and ConfidentialLooking beyond the current wave of investment,what does the future hold?Pharma Beyond 2005?Blockbuster LaunchesIndustry ConsolidationCRMe-detailingSalesforce Expansion管理资源吧（），提供海量管理资料免费下载！-6-Eye for Pharma Workshop PanelsCap Gemini Ernst&Young Proprietar
9、y and ConfidentialTodays workshop is about preparing for the future-beyond 2005Workshop 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 pr
10、epare for the future管理资源吧（），提供海量管理资料免费下载！-7-Eye for Pharma Workshop PanelsCap Gemini Ernst&Young Proprietary and ConfidentialOur approach is centred on the identification of the Megatrends which will shift the industry Workshop InputSynthesisWorkshop OutputMega-trendsUncertaintiesActionsImplications
11、 for StrategyObservable ChangesIndustry trendsEconomic trendsPolitical trendsConsumer trendsSocietal trends管理资源吧（），提供海量管理资料免费下载！-8-Eye for Pharma Workshop PanelsCap Gemini Ernst&Young Proprietary and ConfidentialAgenda TimeSession Name9.30-9.50Introduction,Objectives,Agenda,Methodology9.50-10.1010.1
12、0-11.00Megatrend Generation ExerciseCurrent Trends11.00-12.10Report Back and DiscussionMegatrends Implications12.10-12.25Imperatives for action12.25-12.30Bs,Cs and Close管理资源吧（），提供海量管理资料免费下载！Examples of Megatrends from previous workshops管理资源吧（），提供海量管理资料免费下载！-10-Eye for Pharma Workshop PanelsCap Gemin
13、i Ernst&Young Proprietary and ConfidentialThere 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 sal
14、esMore selective 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 special
15、ist drugsImplicationsFuture 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 sta
16、rting to harness consumer marketing to communicate with their patients baseMegatrend StoryboardEmergence of a Premier League管理资源吧（），提供海量管理资料免费下载！-11-Eye for Pharma Workshop PanelsCap Gemini Ernst&Young Proprietary and ConfidentialPatients will become more responsible and proactive about their health
17、As key stakeholder,the empowered patient will drive pharma companies strategies to a greater 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 dru
18、gs portfolio at the consumer i.e.:lifestyle drugsNew channels required to reach customers 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
19、healthThe increasing amount of online information and rapid progress of genomics enable 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 Ins
20、urance companies are also gearing up to the challenge of answering the needs of the customers with tailored servicesMegatrend StoryboardConsumer is King管理资源吧（），提供海量管理资料免费下载！-12-Eye for Pharma Workshop PanelsCap Gemini Ernst&Young Proprietary and ConfidentialHealthcare provision will move from the pa
21、tient-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 them,with the same disease or illness.Healthcare will become networked and“intelligent”with information being neither centralised no
22、r de-centralisedHealthcare providers will create their own niche followings and consumers will have more choice and more providersMegatrendThey will have to understand the need of each player and the new decision-making dynamicsPharmaceutical companies will need to influence and play a key role in t
23、he new provider networkImplicationsThe empowered patient is more pro-active about healthcare decision and will rely less on doctors for adviceAdvance in genomics and technology will enable personalised medicine and open up new markets beyond drugs:Diagnostics,Preventative medicine,Follow-up treatmen
24、ts 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 technology/Internet will enable efficient exchange of information between the different players/providersThe number of alliances increase to
25、create a health network;E-health companies are maturingPharmaceuticals are seizing the opportunity in investing into internet marketing/e-detailing to help the doctor in his new role and communicate directly with the patientMegatrend StoryboardTowards P-to-P Healtcare管理资源吧（），提供海量管理资料免费下载！-13-Eye for
26、 Pharma Workshop PanelsCap Gemini Ernst&Young Proprietary and ConfidentialThe 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/consultative modelMegatrendPharmaceutical companies need to re-orien
27、t 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 knocked off balance by themImplicationsDoctors are under pressur
28、e 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 a more demanding,more pro-active patientThey are limiting acces
29、s 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 information to doctorsMegatrend StoryboardThe Death of the Sales
30、 Rep管理资源吧（），提供海量管理资料免费下载！-14-Eye for Pharma Workshop PanelsCap Gemini Ernst&Young Proprietary and ConfidentialPersonalised 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
31、treatments,diagnostics,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
32、 encouraged 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 historic
33、al growth 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管理资源吧（），提供海量管理资料免费下载！Imperatives for action管理资源吧（），提供海量管理资料免费下载！-16-Eye for Ph
34、arma Workshop PanelsCap Gemini Ernst&Young Proprietary and ConfidentialWhat does 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:Megatrends
35、Actions 管理资源吧（），提供海量管理资料免费下载！-17-Eye for Pharma Workshop PanelsCap Gemini Ernst&Young Proprietary and ConfidentialImperativesWhere will your company sit once consolidation is complete?Ensure you have a clear definition of your focus,proposition and positioning for 2005 and beyondYour may need a ruth
36、less 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 develop a new model which takes into account the impact of e-detailing and other channels to marketAre you implementing CRM fast enough?(and not
37、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.Deploy accelerators to become customer-centric.Is your company culture focused on science.or on customers?The winning companies are learning to
38、 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?It is time to make bold moves in redefining your channel strategy to adjust for DTC and e-Business opportunities.管理资源吧（），提供海量管理资料免费下载！Additional materia
39、ls管理资源吧（），提供海量管理资料免费下载！-19-Eye for Pharma Workshop PanelsCap Gemini Ernst&Young Proprietary and ConfidentialEffective marketing and sales requires the integration of people,process and technology Pharmaceuticals Marketing and Sales FrameworkCustomer and Product StrategyBusiness Goals and ObjectivesS
40、upply Chain InterfaceMarketing and Sales OperationsOrganisation CapabilityInformation ManagementProduct Launch Product and Channel ManagementCustomer Contact ManagementOrganisation Alignment People and Team Development Scorecard/Performance ManagementCRM Platform,Touchpoint Integration and Support T
41、ools 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管理资源吧（），提供海量管理资料免费下载！-20-Eye for Pharma Workshop PanelsCap Gemini
42、 Ernst&Young Proprietary and ConfidentialConnectivityMindsetRelationshipFocusedCustomerFocusedMarketFocusedUnconnectedDepartmentalIntegratedRelationship ManagersRelationship OptimizersPleasant TransactorsCustomer SatisfiersCustomer ConnectorsBasic TransactorsBasic ConnectorsRelationship BuildersEnte
43、rprise ConnectorsCGEY defines CRM in terms of Mindset and Connectivity管理资源吧（），提供海量管理资料免费下载！-21-Eye for Pharma Workshop PanelsCap Gemini Ernst&Young Proprietary and ConfidentialSource:Winning in the relationship economy:Realizing a CRM Transformation,CGEY,2001 Phase 1Lay the foundationsPhase 2Demonst
44、rate the PowerPhase 3Raise the bar(Institutionalise)Establish a cross-fuctional CRM advisory boardDevelop a CRM vision and mission statementPerform economic-value customer segmentationDefine customer needs and preferencesDevelop customer scorecard for measurementBenchmark your capabilitiesBuild the
45、business caseEstablish pilotsMeasure results and communicate successLeverage/Strengthen customer/target profilesIdentify key processes and technology enablers for full-scale operationEstablish CRM Center of ExcellenceEstablish entreprise-wide customer routing schemeEnable real-time point-of-contact(
46、POC)decision-makingSynchronise and integrate touchpoints to create consistent customer experienceAdopt balanced performance employee measurement systemEstablish role of Chief Customer OfficerEngage in full customer collaborationSuccessful CRM implementation requires a structured approach and sustain
47、ed effort管理资源吧（），提供海量管理资料免费下载！1、有时候读书是一种巧妙地避开思考的方法。4月-234月-23Monday,April 24,20232、阅读一切好书如同和过去最杰出的人谈话。02:44:0102:44:0102:444/24/2023 2:44:01 AM3、越是没有本领的就越加自命不凡。4月-2302:44:0102:44Apr-2324-Apr-234、越是无能的人，越喜欢挑剔别人的错儿。02:44:0102:44:0102:44Monday,April 24,20235、知人者智，自知者明。胜人者有力，自胜者强。4月-234月-2302:44:0102:44
48、:01April 24,20236、意志坚强的人能把世界放在手中像泥块一样任意揉捏。24四月20232:44:01上午02:44:014月-237、最具挑战性的挑战莫过于提升自我。四月232:44上午4月-2302:44April 24,20238、业余生活要有意义，不要越轨。2023/4/242:44:0102:44:0124 April 20239、一个人即使已登上顶峰，也仍要自强不息。2:44:01上午2:44上午02:44:014月-2310、你要做多大的事情，就该承受多大的压力。4/24/2023 2:44:01 AM02:44:0124-4月-2311、自己要先看得起自己，别人才会看得起你。4/24/2023 2:44 AM4/24/2023 2:44 AM4月-234月-2312、这一秒不放弃，下一秒就会有希望。24-Apr-2324 April 20234月-2313、无论才能知识多么卓著，如果缺乏热情，则无异纸上画饼充饥，无补于事。Monday,April 24,202324-Apr-234月-2314、我只是自己不放过自己而已，现在我不会再逼自己眷恋了。4月-2302:44:0124 April 202302:44谢谢大家谢谢大家