In the demand for a new business model for pharma, the roadmap from current promotion via detailing to a more engaging way to physicians and health care providers, may lead stepwise to improved servicing to physicians and may lead to collaboration to co-create patient care. Role of social media to pharma and multichannel approaches may so find its position in new pharma marketing.

1. Pharma
From (e)detailing to
!
Customer and Patient
Excellence
THE ROADMAP TO
A NEW COMMERCIAL APPROACH
Rob Halkes

2. Pharma needs to avoid the
commodity trap

3. Pharma needs to avoid the
commodity trap
• Pricing pressures
• Regulatory requirements
• Inroads by Generics
• New Stakeholders
Commodity
• Declining R&D productivity Trap
• Declining ROI
• Restraints to Market Access
• Diminishing Access to Doctors
• Poor Public Perception

4. There’s just a
3 principled solution

5. There’s just a
3 principled solution
1. Add Value

6. There’s just a
3 principled solution
1. Add Value
2. Develop your promotion

7. There’s just a
3 principled solution
1. Add Value
2. Develop your promotion
3. Differentiate between
Rx DMU’s

8. A 3 principled solution
1. Add Value
2. Develop your promotion
3. Differentiate

9. A 3 principled solution
1. Add Value
Create an integrated offering
From Product to Care
2. Develop your promotion
Create a path of development
From (e)detailing to partnership
3. Differentiate
Differentiate between accounts
From a generic to a customized approach

10. 1. Add Value

11. 1. Add Value
The general principle for business growth
works the same for pharmaceutical marketing

12. 1. Add Value
The general principle for business growth
works the same for pharmaceutical marketing
Experiences
Services
Specialties
Commodities

13. 1. Add Value
The general principle for business growth
works the same for pharmaceutical marketing
Differentiated
Experiences
Competition
Services
Specialties
Commodities
Alike

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

15. 1. Add Value
The general principle for business growth
works the same for pharmaceutical marketing
Differentiated Desired
Experiences
Clients’ needs
Competition
Services
Specialties
Commodities
Alike Not relevant
Market Prices Top Value

16. 1. Add Value

17. 1. Add Value
Create an integrated offering
From Product to Care

18. 1. Add Value
Create an integrated offering
From Product to Care
Product Core
1st layer
therapy
2nd layer
therapy

19. 1. Add Value
Create an integrated offering
From Product to Care
Product Core Drug profile
Rx Pharmaceutical
and pharma economically
1st layer
therapy
2nd layer
therapy

20. 1. Add Value
Create an integrated offering
From Product to Care
Product Core Drug profile
Rx Pharmaceutical
and pharma economically
1st layer
therapy Focus on adequate use
for the individual patient
in the right condition
2nd layer
therapy

21. 1. Add Value
Create an integrated offering
From Product to Care
Product Core Drug profile
Rx Pharmaceutical
and pharma economically
1st layer
therapy Focus on adequate use
for the individual patient
in the right condition
2nd layer A. Professional Support from
therapy HC professionals and others
for the patient
B. Cooperation and synergy
between co-acting
care providers

22. 1. Add Value
Create an integrated offering
From Product to Care
Product
Product Core Drug profile Information on
Rx Pharmaceutical Characteristics, features,
and pharma economically functionality and effects
1st layer
therapy Focus on adequate use
for the individual patient
in the right condition
2nd layer A. Professional Support from
therapy HC professionals and others
for the patient
B. Cooperation and synergy
between co-acting
care providers

23. 1. Add Value
Create an integrated offering
From Product to Care
Product
Product Core Drug profile Information on
Rx Pharmaceutical Characteristics, features,
and pharma economically functionality and effects
1st layer Augmented brand
therapy Focus on adequate use Support, service by
for the individual patient marketing tools
in the right condition through different channels
2nd layer A. Professional Support from
therapy HC professionals and others
for the patient
B. Cooperation and synergy
between co-acting
care providers

24. 1. Add Value
Create an integrated offering
From Product to Care
Product
Product Core Drug profile Information on
Rx Pharmaceutical Characteristics, features,
and pharma economically functionality and effects
1st layer Augmented brand
therapy Focus on adequate use Support, service by
for the individual patient marketing tools
in the right condition through different channels
Value proposition
2nd layer A. Professional Support from A. Patient oriented health
therapy HC professionals and others care activities by Health
for the patient Care Professionals
B. Cooperation and synergy B. Increasing HC effects by
between co-acting improvement of care and
care providers health processes

25. 2. Develop your promotion

26. 2. Develop your promotion
Create a path of development
From (e)detailing to partnership

27. 2. Develop your promotion
Create a path of development
From (e)detailing to partnership

28. 2. Develop your promotion
Create a path of development
From (e)detailing to partnership
Detail

29. 2. Develop your promotion
Create a path of development
From (e)detailing to partnership
e-
Detail
Detail

30. 2. Develop your promotion
Create a path of development
From (e)detailing to partnership
Co-
e- Operate
Detail
Detail

31. 2. Develop your promotion
Create a path of development
From (e)detailing to partnership
Co- Co-Create
e- Operate
Detail
Detail

32. 2. Develop your promotion
Create a path of development
From (e)detailing to partnership
Promote
& Engage
Co- Co-Create
e- Operate
Detail
Detail

33. 2. Develop your promotion
Create a path of development
From (e)detailing to partnership
Connect
Promote & Interact
& Engage
Co- Co-Create
e- Operate
Detail
Detail

34. 2. Develop your promotion
Create a path of development
From (e)detailing to partnership
Develop &
Connect Create
Promote & Interact
& Engage
Co- Co-Create
e- Operate
Detail
Detail

35. 2. Develop your promotion
Create a path of development
From (e)detailing to partnership
Develop &
Connect Create
Promote & Interact
& Engage
Co- Co-Create
e- Operate
Detail
Detail
•Show
•Demo
•Educate
•Inform

36. 2. Develop your promotion
Create a path of development
From (e)detailing to partnership
Develop &
Connect Create
Promote & Interact
& Engage
Co- Co-Create
e- Operate
Detail
Detail
•Collaborate
•Show • Support
•Demo
• Educate •Service
•Inform •Share

37. 2. Develop your promotion
Create a path of development
From (e)detailing to partnership
Develop &
Connect Create
Promote & Interact
& Engage
Co- Co-Create
e- Operate
Detail
Detail
•Collaborate
•Show • Support
•Demo
• Educate •Service
•Inform •Share •Co-Evaluate

38. 2. Develop your promotion
Create a path of development
From (e)detailing to partnership
Develop &
Connect Create
Promote & Interact
& Engage
Co- Co-Create
e- Operate
Detail
Detail
•Collaborate
•Show • Support
•Demo • Create partnerships
• Educate •Service
•Inform •Share •Co-Evaluate

39. 2. Develop your promotion
Create a path of development
From (e)detailing to partnership
Develop &
Connect Create
Promote & Interact
& Engage
Co- Co-Create
e- Operate
Detail
Detail
•Collaborate • Create Integrated
•Show • Support Patient Care
•Demo • Create partnerships
• Educate •Service
•Inform •Share •Co-Evaluate

40. 2. Develop your promotion
Develop &
Connect Create
Promote & Interact
& Engage
Co-Create
e- Co-Operate
Detail
Detail

41. 2. Develop your promotion
In the course of this roadmap
from (e)detailing to partnership
you might want to:
Develop &
Connect Create
Promote & Interact
& Engage
Co-Create
e- Co-Operate
Detail
Detail

42. 2. Develop your promotion
In the course of this roadmap
from (e)detailing to partnership
you might want to:
• Expand physicians’ internal relations with
external ones through social media
Develop &
Connect Create
Promote & Interact
& Engage
Co-Create
e- Co-Operate
Detail
Detail

43. 2. Develop your promotion
In the course of this roadmap
from (e)detailing to partnership
you might want to:
• Expand physicians’ internal relations with
external ones through social media
• Use different channels of communication
Develop &
Connect Create
Promote & Interact
& Engage
Co-Create
e- Co-Operate
Detail
Detail

44. 2. Develop your promotion
In the course of this roadmap
from (e)detailing to partnership
you might want to:
• Expand physicians’ internal relations with
external ones through social media
• Use different channels of communication
• Add mobile
Develop &
Connect Create
Promote & Interact
& Engage
Co-Create
e- Co-Operate
Detail
Detail

45. 2. Develop your promotion
Develop &
Connect Create
Promote & Interact
& Engage
Co-Create
e- Co-Operate
Detail
Detail

46. 2. Develop your promotion
Here, you need:
Develop &
Connect Create
Promote & Interact
& Engage
Co-Create
e- Co-Operate
Detail
Detail

47. 2. Develop your promotion
Here, you need:
•Multichannel management
Develop &
Connect Create
Promote & Interact
& Engage
Co-Create
e- Co-Operate
Detail
Detail

48. 2. Develop your promotion
Here, you need:
•Multichannel management
• Key Account Management
Develop &
Connect Create
Promote & Interact
& Engage
Co-Create
e- Co-Operate
Detail
Detail

49. 2. Develop your promotion
Here, you need:
•Multichannel management
• Key Account Management
•Co-create with your customers
Develop &
Connect Create
Promote & Interact
& Engage
Co-Create
e- Co-Operate
Detail
Detail

50. 2. Develop your promotion

51. 2. Develop your promotion
Co-create to

52. 2. Develop your promotion
Co-create to
• Recognize your customers’
and patients’ needs and interests

53. 2. Develop your promotion
Co-create to
• Recognize your customers’
and patients’ needs and interests
• Align to your customers’ status quo

54. 2. Develop your promotion
Co-create to
• Recognize your customers’
and patients’ needs and interests
• Align to your customers’ status quo
• Motivate change and development
At the patients’ point of care

55. 3. Differentiate

56. 3. Differentiate

57. 3. Differentiate
Individuals Networks DMU’s Accounts

58. 3. Differentiate
Differentiate between accounts
Individuals Networks DMU’s Accounts

59. 3. Differentiate
Differentiate between accounts
Individuals Networks DMU’s Accounts
Not just individuals,
but their networks too,
their accessibility and feasibility for success
to You!

61. “You don’t want to spend time and money in a lost case”

62. “You don’t want to spend time and money in a lost case”
Profile and Classify
Profile and Classify

63. “You don’t want to spend time and money in a lost case”
Profile and Classify

64. “You don’t want to spend time and money in a lost case”
Profile and Classify
Potential:
• Estimate of feasible volume of business with this account,
i.e.: Factual numbers x Chance of Success

65. “You don’t want to spend time and money in a lost case”
Profile and Classify
Potential:
• Estimate of feasible volume of business with this account,
i.e.: Factual numbers x Chance of Success
AND

66. “You don’t want to spend time and money in a lost case”
Profile and Classify
Potential:
• Estimate of feasible volume of business with this account,
i.e.: Factual numbers x Chance of Success
AND
Quality of Account:

67. “You don’t want to spend time and money in a lost case”
Profile and Classify
Potential:
• Estimate of feasible volume of business with this account,
i.e.: Factual numbers x Chance of Success
AND
Quality of Account:
• Quality of organization & organizational development

68. “You don’t want to spend time and money in a lost case”
Profile and Classify
Potential:
• Estimate of feasible volume of business with this account,
i.e.: Factual numbers x Chance of Success
AND
Quality of Account:
• Quality of organization & organizational development
• Quality of care provision and development of care

69. “You don’t want to spend time and money in a lost case”
Profile and Classify
Potential:
• Estimate of feasible volume of business with this account,
i.e.: Factual numbers x Chance of Success
AND
Quality of Account:
• Quality of organization & organizational development
• Quality of care provision and development of care
• Quality of our relationship with this Account/DMU

70. Segment 1 Segment 2
Segment 3 Segment 4

71. Differentiate within a new
segmentation
Segment 1 Segment 2
Segment 3 Segment 4

72. Differentiate within a new
segmentation
Professional
&
Care Profile
Account Segment 1 Segment 2
Segment 3 Segment 4

73. Differentiate within a new
segmentation
Professional
&
Care Profile
Account Segment 1 Segment 2
Segment 3 Segment 4
Relationship

74. Differentiate within a new
segmentation
Professional
&
Care Profile
Account Segment 1 Segment 2
Develop
Segment 3 Segment 4
Relationship

75. Differentiate within a new
segmentation
Professional
&
Care Profile
Account Segment 1 Segment 2
Develop
Segment 3 Build
Segment 4
Relationship

76. Differentiate within a new
segmentation
Professional
&
Care Profile
Account Co-create
Segment 1 Segment 2
Develop
Segment 3 Build
Segment 4
Relationship

77. Differentiate within a new
segmentation
Professional
&
Care Profile
Account Co-create
Segment 1 Partner
Segment 2
Develop
Segment 3 Build
Segment 4
Relationship

78. Means that we can develop from detailing
to (key) account management

79. Means that we can develop from detailing
to (key) account management
Profiling DMU’s

80. Means that we can develop from detailing
to (key) account management
Profiling DMU’s
Segmentation
&
Targeting

81. Means that we can develop from detailing
to (key) account management
Profiling DMU’s
Segmentation
&
Targeting
DMU
Management

82. Means that we can develop from detailing
to (key) account management
Profiling DMU’s
Development Segmentation
of &
Partnership Targeting
DMU
Management

84. DMU
Management Key Customer Focus Cycle

85. DMU
Management Key Customer Focus Cycle

87. •Add Value
• Develop Promotion
to Key Customer Focus
•Differentiate

88. •Add Value
• Develop Promotion
to Key Customer Focus
•Differentiate

89. 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
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L http://nl.linkedin.com/in/arjhalkes
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