加盖双子星座Ernst & Young 对 Pharma的销售& Marketing的分析(1)

PharmaMarketing&SalesBeyond2005CapGeminiErnst&YoungEyeforPharma,Amsterdam22October2001-2-EyeforPharmaWorkshopPanelsCapGeminiErnst&Young•ProprietaryandConfidentialTheindustryiscurrentlyfacingachanginglandscapethreateningitshistoricalprofitabilityMorecomplexsetofinfluencersUnsustainablesalesforcearmsraceIncreasingavailabilityofconnectingtechnologyRelianceonblockbustersMarginserosionEmpoweredpatient-3-EyeforPharmaWorkshopPanelsCapGeminiErnst&Young•ProprietaryandConfidentialMostcompaniesarerespondingtothesechallengesbyinvestingintheirmarketingandsalesactivities•Majorinvestmentinenablingtechnologies“RochePharmaceuticals(Italy)isdeployingSiebelePharmaamongits700medicalrepsandsupportstaff.Thegoalistodevelopasinglecomprehensiveunderstandingofitscustomerbasebyenablingtheseprofessionalstocompileandsharecustomerinformation.”Siebel.comCaseStudy-2000MarketingandsalesisbecomingthecriticalbattlegroundforPhamacompanies“Wecannotcontinuetogrowaswehaveinthepastbyrelyingonsciencealone…weareexpandingoursalesforceby30%overthenext18months”.RGilmartin,CEOMerckDec2000•Dramaticsalesforcerecruitment“In2000,theglobalmarketingbudgetofClaritinexceededthatofCoca-cola”.TheEconomist,April2001•MassivemarketingexpenditureLastmonth,GSKconducteditsbiggest-everUSlaunchwithAdvair,anewasthmamedicine.Thelaunchinvolved2,300salesrepscontacting70,000doctorswhowrite80%ofasthmaprescriptionsinthefirstweek,backedbyamassivetelevisionadvertisingcampaign.FT.comApril2001•HighimpactproductlaunchesTraditionaldetailingisstillimportantbutwillneedaugmenting.Lillyhasbeenrunninganumberofpilotschemes…oneforremotee-detailinginvolvesthousandsofdoctorsintheUSandScandinavia.”NewtCrenshaw,e-Lilly,FTApril2001•Innovationsine-Business-4-EyeforPharmaWorkshopPanelsCapGeminiErnst&Young•ProprietaryandConfidentialLookingbeyondthecurrentwaveofinvestment,whatdoesthefuturehold?PharmaBeyond2005?BlockbusterLaunchesIndustryConsolidationCRMe-detailingSalesforceExpansion-5-EyeforPharmaWorkshopPanelsCapGeminiErnst&Young•ProprietaryandConfidentialToday’sworkshopisaboutpreparingforthefuture-beyond2005WorkshopObjectives•Toexplorethedrivingforcesshapingtheindustry•Toreviewtheimplicationsforthekeyplayers–whatitwilltaketowininthepharmamarketplacein2005andbeyond•Toidentifytheactionsneededtoprepareforthefuture-6-EyeforPharmaWorkshopPanelsCapGeminiErnst&Young•ProprietaryandConfidentialOurapproachiscentredontheidentificationofthe‘Megatrends’whichwillshifttheindustryWorkshopInputSynthesisWorkshopOutputMega-trendsUncertaintiesActionsImplicationsforStrategyObservableChanges•Industrytrends•Economictrends•Politicaltrends•Consumertrends•Societaltrends-7-EyeforPharmaWorkshopPanelsCapGeminiErnst&Young•ProprietaryandConfidentialAgendaTimeSessionName9.30-9.50Introduction,Objectives,Agenda,Methodology9.50-10.1010.10-11.00MegatrendGenerationExerciseCurrentTrends11.00-12.10ReportBackandDiscussion•Megatrends•Implications12.10-12.25Imperativesforaction12.25-12.30Bs,CsandCloseExamplesofMegatrendsfrompreviousworkshops-9-EyeforPharmaWorkshopPanelsCapGeminiErnst&Young•ProprietaryandConfidential•Therewillbeanemergenceofapremierleagueofpharmaceuticalscompanies,or‘BlockbusterChasers’,primarilyconcernedwithproducingmassmarketproductsfortheempoweredpatientsintheWesternWorldMegatrend•Needtobemoreaggressiveinmarketingandsales•Moreselectivemergersandtacticalacquisitionsandinvestments•CrossfunctionalteamsbetweenR&DandMarketing•Premierleaguecompanieswillneedtoworkontheirimageaspotentialbacklashfromthepublic•AreasofunmetneedswillbemetbyasecondaryleagueofplayerswhowillfocusonspecialistdrugsImplications•Futuredemandisdrivenbytheempoweredpatientsandtheageingpopulation•Thefastestgrowingproductsaretheonesaddressingthesetwosegments•StockmarketpressureanddecliningR&Dprofitabilityareforcingpharmaceuticalstorecognisethistrend•Asaresult,companiesarestartingtoharnessconsumermarketingtocommunicatewiththeirpatientsbaseMegatrendStoryboardEmergenceofaPremierLeague-10-EyeforPharmaWorkshopPanelsCapGeminiErnst&Young•ProprietaryandConfidential•Patientswillbecomemoreresponsibleandproactiveabouttheirhealth•Askeystakeholder,theempoweredpatientwilldrivepharmacompanies’strategiestoagreaterextentMegatrend•MarketingandSaleswillbecomethedrivingforcebehinddrivingpharmacobusinesses•Brandingincreasinglyimportanttodifferentiateme-tooproductsintheeyeofthepatient•Needtotargetdrugsportfolioattheconsumeri.e.:lifestyledrugs•NewchannelsrequiredtoreachcustomersandconsumersImplications•Ledbybabyboomers,withcostsshiftingtotheindividuals,andusedtothelevelofsophisticationfromotherindustries,patientsarebecomingmoredemandingandpro-activeabouttheirhealth•Theincreasingamountofonlineinformationandrapidprogressofgenomicsenabletheconceptofpersonalisedhealthcare•Manypatientsaskdoctorsforspecificdrugandareprescribeditmostofthetime•Pharmaceuticalsareansweringbycommunicatingdirectlywiththepatient•PharmacistsandInsurancecompaniesarealsogearinguptothechallengeofansweringtheneedsofthecustomerswithtailoredservicesMegatrendStoryboardConsumerisKing-11-EyeforPharmaWorkshopPanelsCapGemi