Curtain raiser to an association of Pharma & Healthcare CIO's in France on the Digital Enterprise - covers multichannel communications, digital excellence, change management...
2. Lionel
Reichardt
PharmaGeek
+
Dir.
Dév.
CMS
+
Sven
Awege
>20
years
professional
experience
Digital
«
business
»
pioneer
since
the
90’s.
Pharma
experience
in
Sales,
Mktg,
Finance,
&
MulW-‐channel…
…
in
France
and
Europe!
5. Pharma’s
macro
dynamics
Drivers:
Consequences:
• Governments
are
broke
• Margins
are
geeng
smaller
• Patent
cliffs
–
Top
10
Pharma
(pressure
to
change
the
model)
companies
facing
end
of
protecWon
– Sales
force
downsizing
on
40%
of
TO
in
next
3
years
– R&D
and
«
Support
»
funcWons
being
• Low
hanging
fruit
have
gone
–
end
of
outsourced
or
smart-‐sourced
the
«
blockbuster
»
era
• Markets
are
geeng
smaller
• HCP
demographics
&
pressures
– «
Personalised
medicine
»
driving
down
sales
rep
access
– niche
markeWng
&
sales
• Ubiquitous
informaWon
&
lobbying
• Ethics,
compliance
and
legal
from
tradiWonal
&
new
players
driving
business
decisions
(paWents
&
caregivers)
– Need
to
train,
monitor
&
control
• Transparency
&
Liability
(big
fines
&
jail
sentences)
• The
pyramid
is
inverWng
– need
to
engage,
rather
than
push
• Technology
is
again
enabling
change
Pharma
messages
&
interests
(mobile,
cloud,
social
media,
big
data)
7. EXHIBIT 3: Pharma companies have announced significant moves to
capture savings
The industry reacted with cost structure changes and revised projections upwards as EXAMPLES
the downturn progressed
Announce-
ment period Financial impact
Q1 2007 • Annual $1.5 - 2.0 bn from 2008
Q1 2009 • Reduction in adjusted total costs of $3 bn by the end of 2011*
Q1 2010 • $4 - 5 bn in cost savings by the end of 2012
Q1 2007 • $900 mn from 2010
Q1 2009 • Estimated to reach $2.5 bn in savings per year (up from 1.4 bn) with
$2.1 bn before 2010, and the balance by 2013
Q1 2010 • Announcement of reducing its workforce by another 10,400 jobs over
the next four years, target annual saving of $1.9 bn
Q3 2007 • Annual pre-tax cost savings of $1.3 - 1.6 bn
Q4 2009 • Annual pre-tax cost savings of $1.4 - 1.7 bn when fully implemented in
2011, with $800-900 mn expected in 2010
Q4 2008 • Cumulative pretax savings of $3.8 - 4.2 bn from 2008 to 2013
Q1 2010 • $3.5 bn synergy from SP acquisition by end of 2012
Q1 2009 • $2.5 bn in annual productivity cost savings and cost avoidance by 2012
Q4 2007 •Annual pre-tax cost savings of $1.4 bn by 2010
Q1 2009 •Annual savings of $2.7 bn (£1.7 bn) by 2011
Q1 2010 •Cumulative savings of £2.2 bn by 2012, £1.5 bn by end of 2010
* includes Wyeth acquisition
SOURCE: Companies’ Annual Reports and websites, press releases, McKinsey analysis
MAKING FUTURE BETS NOW
Pharmacos must show discipline in reducing cost in a world of accelerating and
uncertain cost containment. However, we believe that this is also the time to build Pharma’s
are
cost
cuBng
for the longer term. Down cycles typically create new industry leaders. In previous
recessions, dynamic challengers who seized the initiative have triumphed over
incumbents. For example, in the 1998–2002 downturn, more than 40 per cent of
8. US
DOJ
Fines
(Units:
BILLIONS)
RegulaCon
is
hot:
Big,
BIG
fines!
11. Apparte
:
les
Digitari
Les
"Digira,"
se
caractérisent
par
des
inves,ssements
significa,fs
en
forma,on
et
communica,on
pour
faire
partager
leur
vision
dans
le
numérique.
Elles
adaptent
leur
gouvernance
aux
spécificités
du
numérique,
développent
les
compétences
internes
dans
ce
domaine
et
favorisent
les
rela,ons
entre
les
équipes
mé,ers
et
les
équipes
technologiques.
Elles
se
dis,nguent
aussi
par
une
démarche
fondée
sur
quelques
priorités
clairement
iden,fiées.
Source
:
"The
Digital
Advantage
:
How
digital
leaders
outperform
their
peers
in
every
industry«
CAPGEMINI/MIT
12. Jacques
Lucas
-‐
CitaWon
«
On
voit
bien
sur
l’ensemble
des
résultats
de
ceDe
première
enquête
les
bénéfices
que
les
technologies
mobiles
apportent
concrètement
pour
faciliter
les
exercices
des
médecins,
ce
qui
est
plus
que
jamais
nécessaire
»
Jacques
Lucas,
Vice-‐président
du
CNOM,
Délégué
général
aux
Technologies
de
l’InformaWon
et
de
la
CommunicaWon
(TIC)
en
santé
13. Le
digital
et
la
pharma
:
France
Media Investments
2006 2011
2 859 921 K€ 3 119 764 K€
Source : CSD Promotion
14. Digital
budget
14%
of
MarkeWng
(big
picture
vs
France)
Source : Digital Barometer 2012 (Across Health)
15. Breaking
the
silos
• Current
macro-‐dynamics
è
change
is
necessary
• Digital
is
a
big
part
of
the
soluWon
• IT
has
a
unique
cross-‐funcWonal
posiWon
to
facilitate
change
and
leverage
true
value
across
the
main
silos:
– Sales
– MarkeWng
– Medical
(Med
Info,
MedEd
&
even
R&D)
• Each
silo
has
unique
but
complementary
needs
16. Channel
opportuniWes
Sales/account
Mktg/Customer
Medical
management/ Insights
agent
• Clinical
Trials
crowd
Pharma
• CLM
sourcing
spokesperson
• Social
CRM
• Big
data
analyWcs
• Tablets
• KOL
mapping
&
management
• MulW-‐media
• Web
conferences
• MulW-‐channel
communicaWons
• Widgets
management
– Web
conferencing
• CRM/Social
CRM
• Social
Media
– MedInfo
vimeo
• Campaign
channel
management
(MR
–
listening)
– MedEd
portal….
triggering
(eMail,
• S.Media
engagement
SD,
MedInfo.
etc.)
• Big
data
• Social
business
• Porpolio
• Knowledge
management
Management
• Social
business
• Social
business
17. Know
the
value
of
your
channels
*Fic,ve
example
–
case
by
case
development
needed
19. …but don’t forget the newer channels too!
From content gatekeeper … … to provider of content,
services, tools and
platforms for discussion
“We publishers are just throwing
the party... we have to hope
people will turn up and chat”
FT.com, 2009
20. Keep
nimble
by
tapping
into
social
media
and
social
business
Increase
producCvity
• Faster
communicaCon
• Wider
reach
• Passion
vs
job
descripCon
30. Where
to
now?
How
many
of
your
companies
have
guidelines,
best-‐pracWces
or
policies
for
these
channels:
• Sales
force
✓
• Congresses
✓
• Websites
?
(probably)
• 3rd
party
sites
?
(maybe)
• InteracWve
videos
?
(maybe)
• eMail
?
• eDetailing
?
• Social
Media
?
(personal
and
professional
use)
• Mobile
?
31. • Not
an
agency
(no
ready
«
soluWons
») ✗
• Subject
MaZer
Expert
✓
• Personalized
support
✓
How
can
I
help?