pharma - marketing to the individual 2005
TRANSCRIPT
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Pharma 2005: Marketing to the Individual
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Pharma 2005: An Ongoing PwC Program
People
2005
R&D 2005
Innovation Commercialisation
Silicon
Rally
e-R&DHealthCast 2010
Market 2005
Pharma 2005
Silicon Rally: The Race to e-R&D
Pharma 2005An Industrial Revolution in R&D
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Pharma 2005: Marketing to the Individual
! Pharma 2005: Focus on Individual Health
! Converging Forces and a New Healthcare Perspective
! Enhanced Market Opportunities
! Finding a Way Forward
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Pharma 2005: Marketing to the Individual
! Pharma 2005: Focus on Individual Health
! Converging Forces and a New Healthcare Perspective
! Enhanced Market Opportunities
! Finding a Way Forward
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Jeff Tolbert Illustration
Envisioning an Era of Individualised Health Management
Hi Elliot. Youre looking a bit sluggish today!
Elliot lives in a different world: 2015 His health agent is Dr. Thomas - a
virtual person
He knows Elliot and his behaviour He searches the globe looking for
advances to improve Elliots health
Elliot receives the highest qualitycare at the lowest cost
It is truly Individualised
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Envisioning an Era of Individualised Health Management
Hi Elliot. Youre looking a bit sluggish today!
Elliot lives in a different world: 2015 His health agent is Dr. Thomas - a
virtual person
He knows Elliot and his behaviour He searches the globe looking for
advances to improve Elliots health
Elliot receives the highest quality careat the lowest cost
It is truly Individualised
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Its happening today ...
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Its happening today ...
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Pharma 2005: Marketing to the Individual
! Pharma 2005: Focus on the Individual
! Converging Forces and a New Healthcare Perspective
! Enhanced Market Opportunities
! Finding a Way Forward
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Information
Management
Consumer
Empowerment
Technology Science
Converging Forces:
Drive the Market towards Individualised Health Management
e-Environment e-Environment
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e-Environment:
! ConsumerEmpowerment
! InformationManagement
! Technology! Science
Today Tomorrow
e-Business*:Improving businessperformance throughconnectivity:
Deploying new technologiesin the value chain
Connecting businesses-to-businesses andbusinesses-to-customers
Leveraging customerinsights
e-Commerce*:
Marketing Selling Buying of
products andservices on-line
*Source: E-Business Technology Forecast,PricewaterhouseCoopers, May 1999
e-Environment:
More Than e-Commerce and e-Business
! The e-Environment is the fabric that binds and accelerates theconvergence of forces
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Consumer Empowerment:
Baby Boomers More Actively Involved in Healthcare Decisions
Source: Adapted from The Future of Complementary and Alternative Approaches in US Health CareInstitute for Alternative Futures, July 1998
Baby Boomers(b 1949-1964)
Silent Generation(b 1931-1948)
Generation X(b 1965-1985)
GI Generation
(b 1900-1930)
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0
50
100
150
200
250
Usersin
Millions
1995
1996
1997
1998
1999
2000
2001
Year
Information Management:
Access to the Internet Growing across the Globe
Rest of World
Asia/Pacific
Japan
Europe
United States
Source: Dataquest, 1999
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Source: The Online Mandate to Change, Cyber Dialogue, 1998
Information Management:
Online Consumers Seek Health Information
0 10 20 30 40 50 60
Illness Support Groups
Children's Health
Fitness
Women's Health
Online Health Newsletters
Pharmaceuticals
Diet & Nutrition
Disease Info.
Percentage of Online Health Information Seekers
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Information Management:
Connected Consumers will Lead to the Death of Distance
Common interests create
new communities
unrestrained by geography Borders and time zonesbecome irrelevant
Segmentation will linkglobal similarities
Consumers will search for
best products and prices
Demand for immediate andconvenient service will
increase
Source: Adapted from The Death of Distance by Frances Cairncross, 1997
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Telemedicine
Computer-
Assisted Surgery
Tailored Sensing &Measurement Interfaces
Imaging Information
Processing System
Regenerative
Implants
2000 2005 2010 2020
TelepresenceSurgery
In Vivo
Biosensor
High-Speed, High-
Resolution 3-D Imaging
Technology:
Advances to Improve Diagnosis and Disease Treatment
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Population databasesgenerally available
Populations tested
for the diseasegenotypes
Patients withpredisposition to
the disease tested
Protein therapyto replace proteome
causing the disease effects
* Patients therapy modified depending on genotype to affect :
2010 2015 2020
Genomemapping
Transcriptome mapping
Proteome mapping / Pharmacogenomic understanding
response to adverse effects metabolism, affecting required dose
Illustration ofPossible Impact inTypical Disease
Science:
Genomics to Transform Diagnosis and Individualise Health Management
Genetic testavailable
2000 2005
First specific genetherapy to prevent/
reverse the disease
Genomes& transcriptomes
identified
Existing drugtherapy
Individualised topatients genotype*
Genotypes
identified
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Pharma 2005: Reaching the Individual
! Pharma 2005: Focus on Individual Health
! Converging Forces and a New Healthcare Perspective
! Enhanced Market Opportunities
! Finding a Way Forward
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A Focus on Individualised Health Management will Enhance Market
Opportunities
BlockbusterTherapyPharmaceuticalCompany
InformationManagement
ConsumerEmpowerment
Technology Science
ConsumerConsumer
ConsumerThe Individual
IndividualisedFuture Pharma
Company
IndividualisedIndividualise
dIndividualised Health
Populationat Large
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PharmaFrameworkSM
Biological
Continuum
Enhanced Market Opportunity:
A Focus on the Individual will Lead to Raised Health Expectations
Treating
Disease
Managing
Disease
Preventing
Disease
Managing
Health
Wellness
Illness
Acute Chronic
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Senior
Osteoporosis Arthritis
ManagingHealth
PreventingDisease
TreatingDisease
ManagingDisease
Mature
Breast Cancer Menopause
ManagingHealth
PreventingDisease
TreatingDisease
ManagingDiseaseManaging
Health
Adult
Preventing
Disease
Fertility Pre/Post Natal
Treating
DiseaseManaging
Disease
PharmaFramework Scenario:
Health Management Needs Evolve over a Womens Life
SM
Birth Control
AcnePMS
Treatment
Wellness
Illness
Weight Mgmt
Calcium/IronSupplements
Adolescent
PharmaFrameworkSM
ChronicAcute
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Peripheral Vascular
Eye Disorders Limb Amputation
ManagingHealth
PreventingDisease
TreatingDisease
ManagingDisease
Renal
Infections Kidney Failure
ManagingHealth
PreventingDisease
TreatingDisease
ManagingDiseaseManaging
Health
Cardiovascular
Preventive
Disease
Hypertension Hypercholesterolemia
Treating
DiseaseManaging
Disease
PharmaFramework Scenario:
A Patients Needs Change as Diabetes Progresses
SM
PharmaFrameworkSM
Wellness
Illness
Diabetes
ChronicAcute
Eye ChecksFoot Checks
Monitoring
Devices
Treatmentof Hypo-
glycaemia
Insulin/OHAsHb A1c Level
Management
Weight LossAnti-smoking
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Opportunities in Individualised Health Management:
Realised through Partnerships, Networks, and Alliances
Biotech
HospitalCROs
Health
Clubs
DiagnosticCompany
Pharmacy
Daily DeliveryDistributor
Algorithm
Designer
VirtualRx
Company
Group
Practices
?Rx Co.
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Pharma 2005: Marketing to the Individual
! Pharma 2005: Focus on Individual Health
! Converging Forces and a New Healthcare Perspective
! Enhanced Market Opportunities
! Finding a Way Forward
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Leveraging thee-Environment
Relationship Building,Partnering & Networking Planning Adaptively
Integrating Individualised Market Intelligence into
Seamless Commercialisation Processes
Finding a Way Forward:
Build a Foundation for Individualised Health Management
Segmenting
in New Ways
Establishing Corporate
Identity & Branding
Solution Sets:
Products & Services
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Customer Groups
Segmenting in New Ways
Surpass current narrow focus Enable effective targeting Critical to competitive
position
Foundation for Individualised Health Management:
Segmenting Changing Customer Groups in New Ways
Today
Physicians
& Providers
Patients &
Consumers Payers
Physicians
& Providers
Health
Agents
Individuals
Customer Groups
Tomorrow
Payers
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Foundation for Individualised Health Management:
Establishing Corporate Identity and Branding
Opportunity to learn from other industries Branding and outcomes must be supportive!
Previous focus onproduct branding
insufficient
Need to augment withcorporate identity
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Foundation for Individualised Health Management:
Individualised Market Intelligence Critical to Decision Making
Exploratory
research tosourceinnovation
Customer Groups
Commercialisation
Translating innovationinto maximum value
Individualised Market Intelligence:
data on the needs, values, expectations,behaviours and outcomes
of individual customers
Individualised Market Intelligence
InnovationTechnology
& Science
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Foundation for Individualised Health Management:
Sharing Individualised Market Intelligence
Collect
Model
Interpret
Apply to
Business
Decisions
Plan
Response
Filter
& Share
Analyse
Find or
Generate
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Outcomes DataAssessment
Integrated
Customer Gateway
e-PharmacyInteractions
Chat Rooms & Forums
Reimbursement
Data
Personal Interface
& e-Data Transfer
Foundation for Individualised Health Management:
Evolving Opportunities to Leverage the e-Environment
RX
Welcome toour
Chat Room
& Forums
Data
e-Detailing &e-Sampling
Persistency &Compliance Interactions
On-demand CME