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CONFIDENTIALPharmaceuticalLifeCycleManagement(LCM)ClientworkshopJune20011Today´sdiscussion*FootnoteSource:SourceKeyelementsofLifeCycleManagementThoughtsonhowtoorganizeforLCMKeyissues2LifeCycleManagementLifeCycleManagementislargelyaboutbuildingbrandsovertime–byincrementalinvestmentsinvaluecreatingactivitiestomaximizethevalueofacompoundObjectiveBuildingabusinessbasedonagreatproductidea/brand–notjustlaunchaninnovationMindset3LCMrequiresacommercialmindsetSettingambitionlevelShapetheproductShapethemarketShapethecompany4LCMrequiresacommercialmindsetSettingambitionlevelShapetheproduct•Earlycrossfunctionalagreementonvisionfortheproduct(targetlabel)•Investwithaventurecapitalistmindset•Deliveragainsttimeline•Focusonwhatisimportant•Continuouslyenhancecompetitivedifferentiation•Clinicaldevelopmententirelyfocusedonvaluecreation(e.g.,mostimportantindications)5LCMrequiresacommercialmindsetSettingambitionlevelShapethemarket•Shapethemarketearlyandactively•Clearandconsistentmessagesincommunication/PRstrategies•Recognizeregionaldifferencesinkeymarkets•Clearandbroadperspectiveonresourcesrequiredtoshapethemarket•EnsuretightlinkbetweenR&Dstrategyandmarketstrategy6LCMrequiresacommercialmindsetSettingambitionlevelShapethecompany•Haveaconsistentandtransparentcommercializationprocess•Marketleadingwhereitreallymatters•Strongmotivationamongemployeestobringproducttomarket•Partnership/communicationsacrossfunctions/teams/MCs•Timelytrainingofallrelevantemployees7LCMrequiresacommercialmindsetSettingambitionlevel•Earlycrossfunctionalagreementonvisionfortheproduct(targetlabel)•Investwithaventurecapitalistmindset•Deliveragainsttimeline•Focusonwhatisimportant•Continuouslyenhancecompetitivedifferentiation•Clinicaldevelopmententirelyfocusedonvaluecreation(e.g.,mostimportantindications)•Haveaconsistentandtransparentcommercializationprocess•Marketleadingwhereitreallymatters•Strongmotivationamongemployeestobringproducttomarket•Partnership/communicationsacrossfunctions/teams/MCs•TimelytrainingofallrelevantemployeesShapetheproduct•Shapethemarketearlyandactively•Clearandconsistentmessagesincommunication/PRstrategies•Recognizeregionaldifferencesinkeymarkets•Clearandbroadperspectiveonresourcesrequiredtoshapethemarket•EnsuretightlinkbetweenR&DstrategyandmarketstrategyShapethemarketShapethecompany8ThelifecyclecanbedividedintothreephasesActionsoftentakenyearsearlier!YearOverallambitions0–4•Gainmarketshare•Establishmarket•Rapidsalesramp-up5–10•Expandmarket•Gainmarketshare11+•Minimizeimpactofgenerics•Developandlaunchline-extensionsTypicalindustrycurvePotentialcurvewithactiveLCMPhaseLaunchExtendSustain9Bestpracticetargetsfor”launch”phaseAmbitions•Rapidgrowthinmarketshare(x%byyear4)•Establishoverallmarket(fromytozbillionUSD)•Rapidsalesrampup(a%ofyear4salesinyear2)•AlignandanchortargetswithentireorganizationShapetheproduct•Rapidlaunchacrossallmarkets•Productlabel/positioning/brandingisconsistentanddifferentiated•Competitormovesandstrategiesassessedandimplicationstaken–inadvance•LCMstrategy/positioningovertimeisclearlyidentifiedShapethemarket•EstablishKOLnetworkandbuildbaseforongoingrelationship•Pricingstrategybalancesneedforquickapproval/penetrationandestablishingfavorablelong-termposition•Marketingmixandfocusonkeyinfluencerstoreachambition•Clinical“shareofvoice”andpublicationlevelsofsufficientmagnitudeandqualityShapethecompany•Competitiveinvestmentlevelacrossmarkets(e.g.,xperpatient)•Transitionglobalteamroleandcomposition;•Educate,exciteandalignlocalteamsandsalesforce•Createandmaintainmasterplanningchartoflaunchactivities•Negotiatepossiblealliances/co-promotionarrangementtooptimizegeographicalcoverage10SelectingtherightlabelrequiresaclearambitionExampleofambitionlevelstaircaseKeyinputintolabelWhatlabelisneededtogettothenextstep?•Productname,projectname•Productvision•Competitiveenvironment•Mainpatientandcustomergroupsandtheirkeyunmetneeds•Pricingstrategy•Keyclaimsforlaunch–Go/nogo–Relativevalue•Routeofadministration•Dosingregimen•Labelindication(s)•Launchdate•KeyissuesNogoMinimallyacceptedlevelGet“fairshare”ClassleaderExpandthemarket11012345012345010203040506070012345Trendtowardscompressedlaunchschedules–caseexample:Pfizer*Numberinparenthesesdenotesfirstlaunchdateworldwide**Includesforecastsbecausetimehorizonextendspast1998Source:FDA;pinksheets;10-K;MorganStanleyanalystreport(7/98);McKinseyanalysisWorldwidesalesUSDbillionsLipitor**(withWL)ZoloftViagra**NorvascYearsafterlaunchLipitor(97)Norvasc(90)Viagra(98)Zoloft(90)YearsafterlaunchNumberofcountries*1202,0004,0006,0008,00010,00012,00014,00016,00018,000123456701,0002,0003,0004,0005,0006,0007,0001234567MarketinginvestmentbecomingmoreaggressiveLipitorPravacholCumulativeUSdetailsThousandsYearsfromlaunchYearsfromlaunchSource:SalesanddetailsfromScottLevinUSCumulativeUSsalesUSDmillionsLipitor(1997)Pravachol(1991)Projected13Trackresultsagainstsegmentbottlenecks•DevelopscorecardtoevaluateresultsfrommarketingsolutionsFocusmessageandspendoneliminatingbottlenecks•Developmarketingsolutionsandevaluateeachbasedonabilitytoreso