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Patient Engagement - a new business model?

Peter Aksel Villadsen, September 2014

30 September 2013

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In order to successfully grow your business, you’ll need to attract and then work to retain a large base of satisfied customers.

The Need for ChangeThe annual global cost of diabetes is USD 376 billion – which is primarily driven by disease related complications.

Escalating costs are not driven by products, but poor disease management.

Patients value their products, but are more interested in new care solutions.

Payers are looking for real-life outcomes.

A New Value PropositionAbility and devotion to develop individualized and integrated solutions which enable patients to manage their condition

Access AdvocacyNon-prescription productsDelivery & Diagnostic Science & StakeholdersPrescription productsSupport & Education

Radical SimplificationAt LEO we have developed our own business model canvas to workshop and pilot different commercial models

DELIVER value to patients

CREATE new solutions

CAPTURE value for LEO

UNDERSTAND patients

Value Proposition Capabilities Revenue Model

Building LoyaltyUnleashing insights to develop superior solutions and create significant increase in patient satisfaction is our raison d'être

Patient Centric innovationby translating existing data and engaging patients to create a globally recognized and true patient centric innovation environment.

Create satisfactionby creating innovative excellence and by evolving QualityCareTM to become to world’s most advance patient engagement platform.

Build loyaltyby offering a large variety of solutions and services via QualityCareTM to create an individual support experience and a sustainable business.

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QualityCareTM

The primary objective of patient support services is to improve patients’ treatment experience and outcomes in general

Building LoyaltySupport interventions are pushed to patients via a multichannel, continues and tailored dialogue plan

Patients can request nurse calls to discuss specific matters

Reminders, tips and tricks via SMS

Regular emails to encourage active engagement

Patients receives magazines tailored their individual concerns

Reinventing ValueNike used to sell shoes – today they offer superior customer engagement capturing unique data to make individual fitted shoes

In PractiseIn reality, however, the good intention are often challenged by our industry’s conventions, capabilities and conservatism

We are not allowed to do this – both from a regulatory, legal and pharmacovigilance point of view.

Social media, that isn’t relevant – patient don’t want to connect with a community, they just want to forget about their disease.

Show me the money. I will not invest in a service model – payers will not reimburse it and patients are not willing to pay themselves.

Patients become more empowered, but we still believe physicians and KOLs to be our most important customers.

Planned ActivitiesWe have a general interest in commercial innovation, but we need to validate our planned activities to ensure that they are relevant to you

AKTIVITETER EFFEKT (KPI)

PLATFORM FOR NETVÆRK

• Vi har skabt et levende netværk på tværs af virksomheder og discipliner.• 80 % af industriens virksomheder i DK deltager.• Tiltrækning af udenlandske meningsdannere. • Introduktion af nye servicekoncepter.

TRÆNING/UDDANNELSE• Uddannet 250 antal industri specialister• Vi har arbejdet med 50 små- og mellemstore virksomheder (herunder biotek-

upstarts).

ÅRLIG KONFERENCE

• Vi har skabt et levende netværk på tværs af virksomheder og discipliner.• 80 % af industriens virksomheder i DK deltager.• Tiltrækning af udenlandske meningsdannere.

Activities Description Details

Training

Development of a 4 day master class program specially tailored to industry professionals. The will provide an applied approach and combine the academic perspectives and a large variety of practical cases

Pilot program launched in November 2014 2015 programs scheduled upon demand Founding members first priority Tuition approximately EUR 2.500 30 participant per class

Research

Additional research of the industry’s challenges and opportunities to further understand and optimize the application of new business model innovation.

Preferred access to data and key specialists Published articles Annual confidential white paper Collaboration with the CBS Competitiveness Platform

Network

Alumni network (based on the master classes) which will form the basis for a continues practice sharing of what works and what doesn’t.

Network meetings hosted by members Attendance and update by CBS researcher Follow-up training (subject to fees) Annual conference

Master Class ProgramStrengthening the cross-organisational and multi-disciplinary understanding of business model innovation in the healthcare industry

Practicalities

4 day program hosted by Copenhagen Business School

30 participants and a maximum of six participant from each company per program

Pilot program scheduled in November 2014

Tuition EUR 2.500

Who is it for?

Specialists, managers and senior industry professionals working within

Marketing and sales Regulatory and legal Business development Public affairs and advocacy Market access Research and Development Communications

Scope

An understanding of the recent trends, challenges and opportunities facing our industry

A set of tangible, practical and immediate tools to help pilot and implement new business models

Ideas and stimulus from other organisations to optimize your own strategy for developing a sustainable business model

Master Class ProgramThe curriculum partners will include leading companies who will make available international experts addressing key topics

Why do we need to change at all?

Why is customers the starting point?

How do we optimize our social media?

How do we create loyal customers?

How do we build the right capabilities?

What is the future value proposition?

What is digital marketing becoming?

What is possible from a legal point if view?

What is the role of big data in healthcare?

How will market access change?

Thank Youpeter.villadsen@leo-pharma.com