Keeping Up with the Rapid Pace of Change

Janet Kosloff

Co-Founder, CEOInCrowd Inc.

@janetkos

Social Change and Political Uncertainty

Unprecedented Technological Innovation

1913: Birth of the Assembly Line

1913: From Postcards to Packages

1913: A Prelude to World War I

We Forget Change Easily

One Generation: 1986 - 2011

• Stock Market Crash– 5,000 point drop in 6 months

• Wall Street Corruption– Bernie Madoff and Raj

Rajartam

• US at War– Libyan revolution

2008 to 2011

• Stock Market Crash– Dot Com bust

• Wall Street Corruption– Enron and Anderson

• US at War– Second Gulf War

2000 to 2003

• Stock Market Crash– 508 point drop

• Wall Street Corruption– Michael Milken and

Ivan Boesky

• US at War– First Gulf War

1986 to 1991

What has changed is the pace of change

Radio TV Web iPod Facebook Google+0

5

10

15

20

25

30

35

40

Year

s

How do successful companies keep up?

38 years

88 days!

Time to reach 50 million people

Le client n’a jamais tort! The

customer is always right!

Listening to the Customer

“Here is Edward Bear, coming downstairs now, bump, bump, bump on the back of the head behind Christopher Robin. It is, as far as he knows the only way of coming downstairs, but sometimes he feels that there really is another way, if only he could stop bumping for a moment and think of it.”

A.A. Milne

The Winnie-the-Pooh Dilemma

The Beta Revolution

Successful Companies Get Customer Feedback Early and Often

Some Companies Mine Online Data

Leading Companies Go A Step Further

Leading Companies Go A Step Further

Leading Companies Go A Step Further

Pharma has many stakeholders

Pervasive real-time feedback

In pharma, we can imagine a day where real-time feedback is gathered from different constituents and incorporated into daily corporate decision making:

• Product development• Marketing and messaging• Diagnosis• Dosing• Script writing• Reimbursement• Persistence and compliance• Patient support• Corporate social responsibility• Investor relations

What is Required: The 4D’s

• Different communities (patients, doctors, nurses, payers, regulators, scientists)

• Distinct mechanisms for information collection (mobile, online, anonymous, secure, non-intrusive)

• Dashboards to aggregate responses, see issues quickly, get alerted to outliers

• Decision makers willing to listen and act on the information presented to them

Change is a constant, but with a system of real-time feedback companies can adapt to and

match the increasing pace of change

The Only Constant is Change…