Overview of aspects of pharma's value added services and its primary aspects to deliver them. Learn what others do and reflect how it's an opportunity for your pharma company..

1. “Beyond the Pill”
How Pharma can add value toHealthCare
and create better business

2. Assistant
professor
of
professional
development
Consultant
Pharma
and
Health
Care
>25
yrs
Trainer
of
HC
specialists
&
doctors,
Med.Reps,
etc.
Development
Retail
formula
pharmacists
Strategy
development
and
implementation
Social
media
applications
Digital
(e)Detailing
Ehealth
applications
Chronic
disease
care
paths
Rob Halkes
@rohal
The
FOX
group
Health
Business
Consultants
US
Pharma
Commercial
Development
Health20
&
Doctors20
Market
campaign,
KAM,
Cross
functional
collaboration
Co
creative
developments
PatientView
MyHealthApps

3. Are Patients Being Served?

4. How about Effectiveness and
Efficiency of Healthcare?

6. “Beyond the Pill”
How Pharma can AddValue toHealthCare
and create better business

7. “Beyond the Pill”
How Pharma can AddValue toHealthCare
and create better business
I.What is “Beyond the Pill”
II. Examples
III. Case exercise: what in Russia?
IV. Perspectives and Q&A

8. Changing environments to Pharma
pressures on prices remain
Commodity
Trap

9. Changing environments to Pharma
pressures on prices remain
Commodity
Trap
Low cost
position
AddedValue
position
Prices
Market Top Value
AddValue

10. Break out of this trap
with a new buying perspective
Commodity
Trap

11. Break out of this trap
with a new buying perspective
Commodity
Trap
Buy for less
Price

12. Break out of this trap
with a new buying perspective
Buy Better
Price / Quality
Buy for less
Price

13. Break out of this trap
with a new buying perspective
Buy Better
Price / Quality
Consume
Better
Customer
Value
Buy for less
Price

14. Break out of this trap
with a new buying perspective
Buy Better
Price / Quality
Consume
Better
Customer
Value
Sell Better
Value to the
Customer’s
Customer
Buy for less
Price

15. Break out of this trap
with a new buying perspective
Buy Better
Price / Quality
Consume
Better
Customer
Value
Sell Better
Value to the
Customer’s
Customer
Buy for less
Price

16. AddValue
The general principle for business growth
works the same for pharmaceutical marketing
Commodities
Specialties
Services
Experiences

17. AddValue
The general principle for business growth
works the same for pharmaceutical marketing
Commodities
Specialties
Services
Experiences
Competition
Differentiated
Alike

18. AddValue
The general principle for business growth
works the same for pharmaceutical marketing
Commodities
Specialties
Services
Experiences
Competition
Differentiated
Alike
Clients’needs
Desired
Not relevant

19. AddValue
The general principle for business growth
works the same for pharmaceutical marketing
Commodities
Specialties
Services
Experiences
Competition
Differentiated
Alike
PricesMarket Top Value
Clients’needs
Desired
Not relevant

20. Examples
Traditional Services from the Industry?

21. Product
Brochures
Folders
Online Calls
Edetails
Training
Courses
Conferences Forum
discussions
etc.
Brand Services
Support and
Services to
compliance:
Rx blocks
Dosing aids
Drug information,
etc. Patient flyers
on line support
patient
Administering
Instructions
Patient Education,
etc.
Value proposition
Structuring of care
processes,
filling in the gaps in
patient support,
Creating
collaboration
between
stakeholders
Examples
Traditional Services from the Industry?

22. Reasons to AddValue ‘Beyond the Pill’

23. Reasons to AddValue ‘Beyond the Pill’
• Create a Unique Selling Position (USP)
Make the distinction with the competition
and new entrants to the market

24. Reasons to AddValue ‘Beyond the Pill’
• Create a Unique Selling Position (USP)
Make the distinction with the competition
and new entrants to the market
• Create better care by supporting compliance
and self management of patients

25. Reasons to AddValue ‘Beyond the Pill’
• Create a Unique Selling Position (USP)
Make the distinction with the competition
and new entrants to the market
• Create better
care processes
directed at integrated care
• Create better care by supporting compliance
and self management of patients

26. Reasons to AddValue ‘Beyond the Pill’
• Create a Unique Selling Position (USP)
Make the distinction with the competition
and new entrants to the market
• Create better
care processes
directed at integrated care
• Create better care by supporting compliance
and self management of patients
• The Industry has the resources and the expertise

27. Reasons to AddValue ‘Beyond the Pill’
• Create a Unique Selling Position (USP)
Make the distinction with the competition
and new entrants to the market
• Create better
care processes
directed at integrated care
• Create better care by supporting compliance
and self management of patients
• The Industry has the resources and the expertise
• To create better health outcomes

28. Reasons to AddValue ‘Beyond the Pill’
• Create a Unique Selling Position (USP)
Make the distinction with the competition
and new entrants to the market
• To prepare for applications of personalized medicine
• Create better
care processes
directed at integrated care
• Create better care by supporting compliance
and self management of patients
• The Industry has the resources and the expertise
• To create better health outcomes

29. “BEYOND THE PILL” -
2011 – 2013 FIRST ATTEMPTS
• Patent Expirations / Loss of blockbuster
• Changing market conditions: generics, loss of access, new stakeholders
• Disease Management – focus Compliance : Failed – skepticism
(“Compliance is simply not about forgetting”)
• Change of focus: from intervention to outcome
with payers and governments
• Change in medical perspective towards personalized medicine
Grounded Gene Tech - Biosimilars
• New technology (ehealth, mhealth)
WHY?

30. Don’t work“to” health care providers
Work with them

31. Examples
Janssen Pharmaceuticals “Care4Today”
Novo Nordisk “Cities Changing Diabetes”
Grünenthal “ChangePain”
Sanofi & Medtronic
MSD “Closer Care”
Bayer Grants4Apps

32. Grünenthal “ChangePain”
Based on study of unmet needs for better treatment
a protocol was developed with EFIC.
All kinds of support material for physicians and patients
have been developed and disseminated on line
See here

33. Grünenthal “ChangePain”
See Website Here

34. Janssen Healthcare Innovation
Intends to transform healthcare for the consumer with outcomes focused solutions.
There are currently four sub-branded solutions within Care4Today™:
Heart Health Solutions, Mental Health Solutions, Mobile Health Manager and
Orthopaedic Solutions. See Here

35. Closercare from MSD is a remote monitoring
service designed to support improved self-care
for patients with long term conditions.
The service comprises of a number of modules
that can be purchased as individual components
or as part of a fully bespoke end-to-end service.
See here

36. Integrated Care by Sanofi
Eddie Chan, Global Head of Customer Solutions and Innovation of
Sanofi-Aventis, presents here their vision on delivering drugs, services and
medical devices (in close cooperation with Medtronic) to enable integrated
care. Here he presents his three layers of added value services.
See the presentation here

37. Enhance patient
experience and literacy
Integrate additional
products, devices, services
Optimize care delivery and
“guarantee” outcomes

38. See Website here

39. BAYER is looking for healthcare technology projects
through their funding program Grants4Apps.They
offer support to innovative healthcare startups and
developer teams. See the site here

40. See Website here

41. Novo Nordisk has taken a bold step in its fight against
diabetes by the initiative of “cities changing diabetes”.
With a specific program of research and partnership with
local authorities and institutions, they try to reform the
urban environment for people with diabetes.
See the site here

42. SCENARIOS FOR PHARMA
TO CREATE ADDEDVALUE

43. SCENARIOS FOR PHARMA
TO CREATE ADDEDVALUE
Traditional
Services
To educate and
promote

44. SCENARIOS FOR PHARMA
TO CREATE ADDEDVALUE
Traditional
Services
To educate and
promote
Focus on
Unique
Services to
Therapy area

45. SCENARIOS FOR PHARMA
TO CREATE ADDEDVALUE
Traditional
Services
To educate and
promote
Focus on
Unique
Services to
Therapy area
Providing
necessary
Services to fill
in gaps and
align

46. SCENARIOS FOR PHARMA
TO CREATE ADDEDVALUE
Traditional
Services
To educate and
promote
Focus on
Unique
Services to
Therapy area
Providing
necessary
Services to fill
in gaps and
align
Integrated care
& Outcomes
Connect,
structure,
Innovate

47. TO CREATE ADDEDVALUE SERVICES
ANDTO RESEARCH AND IMPLEMENTTHEM..
There are Four Dimensions that come
into play:
1. What services do you select to add
to healthcare provision?
2. How will you align with stakeholders
in development and implementation
to create and deliver the services in
practice?
3. What partners and stakeholders do
you need? And, how are the needed
relations with them defined and
contracted?
4. What process of development do
you envision to realize it?

48. MANY OPPORTUNITIES ARISE WHENYOU
LOOK AT PLAYERS, SYSTEMS AND
COLLABORATION IN CARE ….

49. GP Nurs
Pharm
Pharm
Ass.
Lab Spec. Fysio
Etc.
- Structuring of healthcare
process
- Creating collaboration
- Integrating infrastructure
Apps
IT
Admin
Data
Info
Comm
Finances
Towards
Better outcomes
For less costs
Pharma Devices
Payers
MANY OPPORTUNITIES ARISE WHENYOU
LOOK AT PLAYERS, SYSTEMS AND
COLLABORATION IN CARE ….

50. YOU MIGHT SPECIFICALLY WANTTO USE METHODS OF
CO-CREATIONTO COLLABORATE WITH PATIENTS,
PHYSICIANS AND OTHERS, LIKE PAYERS..
Experience co-creation is is an effective method to innovate
value to patients in a personalized way, in collaboration with all
relevant stakeholders. See here

51. YOU MIGHT SPECIFICALLY WANTTO REFLECT ON HOW
YOU WANTYOUR INVESTMENTSTO BE REIMBURSED….

52. 1. Services rendered create more Rx
2. Pay for services
3. Partners in delivery of care
Share Costs and Return
Payers will
participate in these partnerships
YOU MIGHT SPECIFICALLY WANTTO REFLECT ON HOW
YOU WANTYOUR INVESTMENTSTO BE REIMBURSED….

53. -1
0
+1
+2
+3
Acquaintance
Mutual Information
Building relation
Delivery of standard
Info. & Services
Product / Rx
Disease Information
Promotion
Products/Brands /
Rx Care / Disease
Broadening &
Deepening
DMU & KA
Relations Mngmnt
Service Marketing;
Collaboration in
implementation –
to shared intentions
Partnership for
Mutual benefits from
improved Care
Inform, Promote
Service,
Demonstrate
Pharmaceutical,
Brand & Disease
Co-creation
to develop
Tailored Innovations
Multi Stakeholder
Contract to
shared delivery
Rep Visits
Detailing
General on Line
Alignment for
Relation
Development
Multidisciplinary
Brand delivery
for Client
Satisfaction –
Int. cooperation
“All for One –
One for All”
Common
Investments
to ROI
Engagement Intention Delivery Capabilities
Services
Re.: Rx, Therapy,
Disease info. & support
For Shared Intentions
& cooperative planning
Company’s
Position/Expertise
Products/Diseases
Product offering
Basic brand services
Cross Functional
planning to customer
obvious needs
Pricing /Education/
Standard Support
Integrated expertise
for disease &
customer care
Tailored Optimization
of Care Delivery
Improved Outcomes
Continuous
innovation, research
& experiment
World class
Frontier
R&D
Benchmark
Advanced
Innovation
Contact &
Profile
Connect &
Relate
Build &
Collaborate
Develop &
Co-Create
Partner
YOU MIGHT ALSO WANTTO LOOK AT HOWYOU
DEVELOP RELATIONS WITHYOUR CLIENTSTO WORK SO
CLOSELYTOGETHER..

54. Detail
e-
Detail
Promote
& Engage
Connect
& Interact
•Service
•Share•Inform
•Educate
•Collaborate
Develop &
Create
Co-Create
•Support
•Co-Evaluate
• Create Integrated
Patient Care
• Create partnerships
•Show
Co-
Operate
•Demo
ANDYOU MIGHT SPECIFICALLY WANTYOUR
PROMOTION EFFORTSTO ALIGN WITHYOUR NEW
ADDEDVALUE, SO ASTO PULL CUSTOMERSTOYOU..

55. You might want to learn about your opportunities,
drivers and barriers, through a master class about
value added services for the health industry…
We look forward to that!

56. Drs.A.R.J. Halkes MHA
rob.halkes@healthbusinessconsult.com
P.O. Box 292
5050 AG Goirle
The Netherlands
M +31 6 31 66 2595
T http://www.twitter.com/rohal
F http://www.facebook.com/rob.halkes
L http://nl.linkedin.com/in/arjhalkes
W www.healthbusinessconsult.com