the customer-driven pharma business

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the customer driven

pharma

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Peter Fisk explores what it means to

be customer driven in the pharma

business … for leaders, strategy,

innovation and marketing

business

Becoming a

customer-driven

business

Welcome to

my world!

Being a

customer-driven

Leader

Purpose

Passion

People

Performance

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Welcome to

my world!

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“Hey! I’m your customer …

Yes, a real person, a human being …

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I have my needs and wants, to get through the day,

and to achieve my objectives.

But I also have my hopes, dreams and ambitions.

For too long you have treated me as a name or number.

You group me into what you call a segment,

or sometimes just a mass market.

But I’m not prepared to tolerate that anymore. I am me.

Don’t treat me like somebody else.

Sometimes I might be very similar to others,

but I can also be very different and discerning.

In the old world, I realise I didn’t have much choice.

I needed you more than your needed me.

But things have changed. Now I have the power.

Now I’m in control. You need me, more than I need you.

It’s time you started doing business

on my terms …”

“Hey! I’m your customer …

Yes, a real person, a human being …

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1984

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A revolution began +genius

The fall of giants

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1998

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disruption

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Customer power +genius

Changing markets

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innovation +genius

change

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2005

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2005

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CRISIS

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opportunity

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Customer power +genius

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Apple 1984

$900,000

6 months

50 million

Charlie’s Finger

$0

6 minutes

580 million

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VUCA WORLD

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Volatile

Uncertain

Complex

Ambiguous

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Vibrant

UnREAL

Crazy

Astounding

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CHANGE

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Two turbulent years ... uncertainty +genius

hope

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IDEAS +genius

Customer world

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Customer world +genius

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West East

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West

Big

East

Small

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West

Big

Business

East

Small

Customer

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West

Big

Business

Mass

East

Small

Customer

Niche

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Volume

West

Big

Business

Mass

Value

East

Small

Customer

Niche

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Here’s to tHe crazy ones ...

The misfits. The rebels.

The troublemakers.

The round pegs in the square holes.

The ones who see things differently.

They're not fond of rules.

And they have no respect for the status quo.

You can praise them, disagree with them,

quote them, disbelieve them,

glorify or vilify them.

About the only thing you can't do is

ignore them.

Because they change things.

“Times of turbulence are the most

exciting times ... because

everything changes”

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GE born in a

recession

1876

HP born in a

recession

1929

born in a

recession

1975

MTV born in a

recession

1981

born in a

recession

2001

iPod

Microsoft

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PARADOX

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Mobility

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CONTENT

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RELEVANCE

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NETWORKS

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networks +genius

RENTAL +genius

DRAMATIC

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FRUGAL

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SUSTAINABLE +genius

Future proofed +genius

... To pull

$

$

FROM PUSH ...

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... To many

FROM few ...

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connecting +genius

More CAPABLE RELATIONSHIPS

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Participative +genius

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2 1

3

Social INFLUENCE

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HUMAN

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EXPERIENCES +genius

magical

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Seeing things differently

Business

narrow

view

Business

narrow

view

Customer

broader

view

Business Customer

© GeniusWorks 2012. All rights reserved.

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Most innovative

Pharma companies

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Genome for $1000

90% cheaper

LIFE TECHNOLOGies

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LIFE TECHNOLOGies

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ROCHE Genentech

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Customised pharma

$735m by 2015

ROCHE Genentech

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WUXI PHARMATECH

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WUXI PHARMATECH

Outsourced Pharma

R&D for everyone +genius

Cleveland Clinic

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- 40% complaints

+55% satisfaction

Cleveland Clinic

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Epocrates

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45% US Doctors

$93m REvenue

Epocrates

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Patients like me

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Patients like me

100,000 members

1200 conditions +genius

zocdoc

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zocdoc

$75m investment

Now in 15 cities +genius

VOXIVA

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VOXIVA

100000 members

Encouraging HEALTH

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Pharma world

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Value creation

Future world

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Future world

Future world

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the customer driven

pharma

+genius

Peter Fisk explores what it means to

be customer driven in the pharma

business … for leaders, strategy,

innovation and marketing

business

Becoming a

customer-driven

business

Purpose

Passion

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A+F, selling clothes?

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… selling sex +genius

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SeeING things differently

Business

narrow

view

Business

narrow

view

Customer

broader

view

Business Customer

© GeniusWorks 2012. All rights reserved.

“i don’t want a drill”

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“i don’t want an MP3 PLayer”

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“i don’t want a coffee”

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“i don’t want drUgs”

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Who are our customers?

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Doctors

Specialists

Pharmacists

Funders

Governments

Patients

Public

Media

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What matters most to them?

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Customer insight

Enablers

What do I want to be able to do?

Essentials What is necessary and expected?

Energisers What would excite me?

“Needs”

“Wants”

“Aspirations”

“Must Dos”

“Differentiators”

“Distinguishers”

© GeniusWorks 2012. All rights reserved.

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What could GSK uniquely enable them to do?

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Customer context

© GeniusWorks 2012. All rights reserved.

Functional

context

Application

context

Enablement

context

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So what is our purpose as a business?

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“People are builders. They build to educate, to heal, to shelter and

comfort families.

They build to connect with each other, to share their art and

knowledge for the benefit of humanity.

Everything people build requires strength to weather the forces of

nature and time. It requires a solid foundation.

By helping people to solve their building challenges in communities

around the world, we are a vital part of that foundation.

Our products are everywhere, from the smallest villages to the

largest cities – linking communities, providing shelter, and enabling

society’s sustainable growth.

As a global industry leader, Cemex will continue building a better

world for the next 100 years”

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CEMEX

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“People are builders. They build to educate, to heal, to shelter and

comfort families.

They build to connect with each other, to share their art and

knowledge for the benefit of humanity.

Everything people build requires strength to weather the forces of

nature and time. It requires a solid foundation.

By helping people to solve their building challenges in communities

around the world, we are a vital part of that foundation.

Our products are everywhere, from the smallest villages to the

largest cities – linking communities, providing shelter, and enabling

society’s sustainable growth.

As a global industry leader, Cemex will continue building a better

world for the next 100 years”

CEMEX

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INSPIRING PURPOSE

© GeniusWorks 2012. All rights reserved.

Let’s make a really simple movie …

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Scene 1. Awakening ....

a movie of our purpose

introduce the “hero” … who, what, why

exploring the ambition, enabling the impossible

Scene 2. Adversity ....

enter the “villain” … who, what, why

find a way to overcome the challenges

find a way through adversity

Scene 3. Achievement …

bring to a climax, the battle, the twist, …

how our hero made the world a better place

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the customer driven

pharma

+genius

Peter Fisk explores what it means to

be customer driven in the pharma

business … for leaders, strategy,

innovation and marketing

business

People

Performance

Being a

customer-driven

leader

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Most pharma companies

think conventionally

Customer-driven companies

think different

© GeniusWorks 2012 +genius

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Different Relevant

Most pharma companies

think conventionally

Customer-driven companies

think different

© GeniusWorks 2012 +genius

Push

Functional

Pull

Emotional

Stories

Sales

Products

Experiences

Propositions

Features

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it’s aboUt yoU

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Management

Providing focus

Making decisions

Delivering results

Leadership

Inspiring people

Creating direction

Encouraging action

Management

Providing focus

Making decisions

Delivering results

Leadership

Inspiring people

Creating direction

Encouraging action

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Observe them in everyday situations

Learn from complaints and online forums

Talk with consumers in depth

Try it out yourself

Use qualitative and quantitative research

consumer immersion

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consumer immersion

Connect & Develop

Design Thinking

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60% Profits growth +genius

Heads down Heads up

Inside out Outside in

Leading by control Leading by inspiration

Managing the steady-state Managing sustained growth

Ensuring consistency Catalyst of change

Reserved and controlling Passionate and energising

Cautious and corporate Open and personal

Overseeing work Doing work

Managing hierarchically Facilitating communities

Process and tasks Knowledge and innovation

Doing what always done Embracing ideas from outside

Enforcing regulations Reinventing the rules

Products and transactions People and relationships

Evaluating past performance Supporting future performance

Generating more sales Creating extraordinary value

Customer-driven leadership

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Catalyst

Connector

Conscience Coach

Communicator

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0

5

10

15

20

0

5

10

15

20

0

5

10

15

20

0

5

10

15

20

0

5

10

15

20

Inspire people to

think different

Manage for

consistency

Engage people in

your vision

Inform people

of actions

Facilitate bringing

people together

Aggregate what

individuals do

Enable people to

achieve more

Direct people to

complete tasks

Ensuring people

do the right thing

Doing anything to

deliver results

How well am I doing at the 5Cs of leadership?

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What should we stop?

What should we do better?

What should we start?

Customer-driven leadership

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Have purpose

1

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open your mind

2

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3

Be human +genius

Have A sense of purpose

BEWARE VOICES

4

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5

inspire followers +genius

6

play jazz +genius

7

Be a little crazy +genius

Peter Fisk is a “gamechanger”… making sense of incredible change in every markets and sector,

learning from the next generation of brands and business, digital and physical, large and small …

provoking and enabling you to innovate and win in the exciting new world of business.

He is a bestselling author and inspirational speaker, combining the most inspiring ideas and practical

action, and an in-demand advisor to business leaders around the world.

Peter leads GeniusWorks, a strategic innovation business based in London and Budapest, Istanbul and

Dubai, that works with senior management to “see things differently” – to develop and implement more

inspired strategies for brands, innovation and marketing. Gamechanger is a strategy accelerator for

leadership teams, Innolab is a facilitated innovation process based on deep customer insights and creative

thinking, and BrandOptima is a platform to develop better brands and brand portfolios.

His next book is The Gamechangers …about the new generation of businesses - from Alibaba to Zipcars,

Aberchrombie to Zynga - who are transforming markets with bolder brands, smarter innovation and

clever marketing. They play by different rules, embracing the growth of emerging markets and power of

digital networks, human design and social entrepreneurship, and they win with better results.

His previous books include Creative Genius brings together entrepreneurs and artists, rockstars and

rockets scientists, in "the essential guide to innovation for leaders, visionaries, and border crossers".

Marketing Genius explores the left and right-brain approaches to competitive success (translated into 35

languages), Customer Genius describes how to build a customer-centric business, Business Genius is about

inspired leadership and strategy, whilst People Planet Profit explains how to grow, and be good.

Peter grew up in the remote farming community of Northumberland, in the North East of England, and

after exploring the world of nuclear physics, joined British Airways at a time when it was embarking upon

becoming “the world’s favourite airline” with roles in sales, marketing and brand development.

He went on to work with many of the world’s leading companies, helping them to grow more profitably by

becoming more customer-centric in their structure, operations and leadership. He works across sectors,

encouraging business leaders to take a customer perspective, and learning from different types of

experiences. His clients include American Express and Aeroflot, Coca Cola and Cooperative Bank, HSBC

and Lastminute.com, Marks & Spencer and Microsoft, O2 and Orange, Philips and Red Bull, Shell and Tata

Steel, Teliasonera and Turkcell, Vitra and Virgin, Visa and Vodafone.

He was also the transforming CEO of the Chartered Institute of Marketing, the world’s largest marketing

organisation. He led the strategic marketing consulting team of PA Consulting Group, was MD of Brand

Finance and partner of The Foundation, before founding his own business, the Genius Works. He was

recently described by Business Strategy Review as “one of the best new business thinkers” and is in

demand around the world as an expert advisor and energising speaker.

.

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peterfisk@peterfisk.com

@geniusworks

www.theGeniusWorks.com

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