SlideShare una empresa de Scribd logo
1 de 31
Descargar para leer sin conexión
Co-creation of value
in partnership with the customer
eye for pharma –SFE Europe 2011 & Commercial Excellence
9th Annual Conference 28th to 31st March, Dusseldorf, Germany
Amlesh Ranjan
Associate Director, Sanofi-aventis
Pharma
Specialty selling
2
The Buddha at Gaya, Bihar, India
"In the sky, there is no distinction of East and West…"
3
Co-creation of value in partnership with the customer
..the proposal flow…………..
What
we want
to do
The
Changes
Co-Creation
Of
Value
The
Partnership
Roadmap
Disclaimer: Views expressed are mine as a Pharma Professional and not necessarily represent my organization’s views.
4
“This time like all times
is a good one, if we but know
what to do with it.”
Ralph Waldo Emerson
5
a journey to…
..a quest to
*Adapted from a presentation by late Prof.C.K.Prahalad
Manage
the
Present
Next
Practices
And what we want to do………
Re-fuel
for the
future
Best
Practices
Well
Known
Practices
Learn
from
the Past
6
Value creation & Partnership context
Specialty
Rep
Physician Patient
7
External oriented motifs of the
PRODUCTION society
Internal oriented motifs of the
EXPERIENCE society
Kilde: Schultze 1992: Die Erlebnisgesellschaft
Expressing
Happiness
Primary
objectives
in life
Reasons
for working
Obtaining external
material things
Working, contributing,
being economic (saving)
Making money,
Career opportunities,
doing as the others do
Challenges, making life
interesting, making life
meaningful
Consumption,
experiencing,
enjoying, Playing
Obtaining more, better
and more intensive
experiences
The Societal changes
8
Industrial Age
Medicine
Professional
Care
Tertiary
Secondary
Primary
Individual self-care
Friends & family
Self-help networks
Professionals as facilitators
Professionals as partners
Professionals as authorities
Information Age
Health Care
Pharma > Healthcare Changes
9
Co-Creation of Value
10
Acknowledgements and References
1975 Edward Matchett ‘s book, Creative Action, published by Turnstone Books,
hinted at Co-Creation.
1988 Jack Martin Leith experiences Open Space Technology for the first time and
adopts it as a method for organisations to use as a co-creation tool.
1994 In The Fifth Discipline Field book, co-author Bryan Smith introduces his
Tell–Sell–Test–Consult–Co-create model.
2000 In their Harvard Business Review article, Co-opting Customer Competence,
C K Prahalad and Venkat Ramaswamy write about co-creating with
customers.
2004 Prahalad and Ramaswamy develop their arguments further in The Future of
Competition: Co-Creating Unique Value with Customers, published by
Harvard Business School Press.
11
Ref. Jack Martin Leith, Leith’s guide to Co-Creation Version 18;
The Future of Competition: Co-creating Unique value with Customers, HBS Press by C.K.Prahalad & Venkat Ramaswamy
Integrated efforts over full cycle of care
Compliance / Outcomes / Sustainability
Knowledge / Interaction / Experience
Solutions & activities meeting needs
Clinical value + + + + +
Value
12
Ref. Jack Martin Leith, Leith’s guide to Co-Creation Version 18;
The Future of Competition: Co-creating Unique value with Customers, HBS Press by C.K.Prahalad & Venkat Ramaswamy
Joint creation of value by company & customer
Value creation through personalized experience
Dialogue / Interaction as basis for co-creation
From Products to Solutions to Experiences
From Customer-centric to Network centric logic
Co-creation of value: Concept
13
Ref. Jack Martin Leith, Leith’s guide to Co-Creation Version 18;
The Future of Competition: Co-creating Unique value with Customers, HBS Press by C.K.Prahalad & Venkat Ramaswamy
Value is created at the point of Exchange
Value is embedded in Experiences
Products and Services are carriers
Innovation is about Experiences
Products / Processes are critical but not the goal
Co-creation of value: Assumptions
14
Knowledge, wisdom and creativity of all
Commitment for implementing the plan
More value generated for more people
Results are likely to be sustainable
More fulfilling way of working
Adapted from Jack Martin Leith, Leith’s guide to Co-Creation Version 18
Co-creation of value: Dividends
15
Eliminating a
malfunction- restored
to full working order
Shift from the existing
state of affairs to
the desired state of affairs
Unlocking potential by
leveraging or
by acquiring new
Being something new that
generates
stakeholder value
Co-creation of value: Applications
16
Evidence from healthcare
17
Evidence from healthcare
1. Roter et al 1988;
2. Jayawardehena and Foley 2000;
3. Auh et al. 2007; Bitner 1990; Dellande, Gilly and Graham 2004;
4. Veranec 1999; McStravic 2000; Michie, Miles and Weinman
2003; Ouschan, Sweeney and Johnson 2006;
5. Payne et al 2008;
6. McColl-Kennedy et al 2009:
18
Specialty
Rep
Physician Patient
The Partnership Roadmap
19
Partnership Environment
Specialty
Rep
Physician Patient
Family
Hospital
Company
Self-help
group
Insurance Patient
support
Experience Environment
Physician
group
Govt.
20
Consumer
Centric Exchange
Space
Transactions
Choice
Consumption
Price –
Performance
Ref. The Future of Competition: Co-creating Unique value with Customers, HBS Press by C.K.Prahalad & Venkat Ramaswamy
Partnership Elements
Dialogue
Access
Risk-Benefit
Transparency
Co- Creation of
Value Space
Dialogue
Access
Risk-Benefit
Transparency
21
Adapted from Jack Martin Leith, Leith’s guide to Co-Creation Version 18
Dialogue : Interactivity, Deep Engagement, Empathetic understanding
Access : Information, On-demand resources, Value chain connect
Risk-Benefit : Disclosure, Debate the trade-off, Sharing Responsibility
Transparency: Reduced opaqueness, Transfer understandings
Partnership Elements : D.A.R.T.
22
Ref. The Future of Competition: Co-creating Unique value with Customers, HBS Press by C.K.Prahalad & Venkat Ramaswamy
Dialogue
Access
Risk-Benefit
Transparency
Co- Creation of
Value Space
Community
InnovationTrust
Choice
Partnership Roadmap
23
Choice (Access + Transparency)
Enhance Consumer’s ability to make informed choices
Give understanding with shared options and freedom to choose
Trust (Transparency + Risk-Benefit )
Disclose risk and debate with consumers
Reduce opaqueness of the pricing, financials etc
Partnership Roadmap
24
Innovation (Risk-Benefit + Dialogue)
Enable to develop new policy choices
Facilitate risk assessment based trade-off leading to new practices
Community (Dialogue + Access)
Enhance ability to develop thematic communities
Create engagement and connect with value chain
Partnership Roadmap
25
Sense of Healthcare system & network
Managed care fluency / integration
Strategic influencing abilities
Knowledge: Technical & Commercial
Pharmaco-economic understanding
Partnership capability
26
Customer satisfaction
Compliance & Disease outcome
Quality of Interaction & Experience
Knowledge : Product, Disease area
Need / Group oriented Activities
Partnership Measurement
27
Co-Creation of Value
in Partnership with the Customer
Joint creation of value by Company & Customer
Interaction & Experience as basis for co-creation
Elements: Dialogue, Access, Risk, Transparency
Roadmap: Trust, Choice, Innovation, Community
Capability: Techno-commercial, Strategic Influencing…
28
29
All of us want to
create Value,
co-create Value,
add Value….
30
“The Value you add,
comes from
the Values you hold.”
31
amleshranjan@gmail.com
@AmleshR

Más contenido relacionado

La actualidad más candente

Open innovation & co-creation to transform businesses (By Zane Smilga)
Open innovation & co-creation to transform businesses (By Zane Smilga)Open innovation & co-creation to transform businesses (By Zane Smilga)
Open innovation & co-creation to transform businesses (By Zane Smilga)Verhaert Masters in Innovation
 
This Thing Called Co-Creation
This Thing Called Co-CreationThis Thing Called Co-Creation
This Thing Called Co-CreationStephen Cribbett
 
The Power of Co-creation: working with consumers to win in market
The Power of Co-creation: working with consumers to win in marketThe Power of Co-creation: working with consumers to win in market
The Power of Co-creation: working with consumers to win in marketBrand Genetics
 
How structural collaboration leads to value propositions in the financial sector
How structural collaboration leads to value propositions in the financial sectorHow structural collaboration leads to value propositions in the financial sector
How structural collaboration leads to value propositions in the financial sectorInSites Consulting
 
From Co-creation to Structural Collaboration
From Co-creation to Structural CollaborationFrom Co-creation to Structural Collaboration
From Co-creation to Structural CollaborationTom De Ruyck
 
Co-Creation as an Enterprise Innovation Strategy
Co-Creation as an Enterprise Innovation StrategyCo-Creation as an Enterprise Innovation Strategy
Co-Creation as an Enterprise Innovation StrategyDavid Boghossian
 
Customer Shift to Online Transactions: Benefits to Local Small Food Business
Customer Shift to Online Transactions: Benefits to Local Small Food BusinessCustomer Shift to Online Transactions: Benefits to Local Small Food Business
Customer Shift to Online Transactions: Benefits to Local Small Food BusinessIJAEMSJORNAL
 
Building New Strategies for Leading Creative Excellence: Porter vs. Porter
Building New Strategies for Leading Creative Excellence: Porter vs. PorterBuilding New Strategies for Leading Creative Excellence: Porter vs. Porter
Building New Strategies for Leading Creative Excellence: Porter vs. PorterBerlin School of Creative Leadership
 
How Collaboration Drives innovation
How Collaboration Drives innovationHow Collaboration Drives innovation
How Collaboration Drives innovationStephen Maud
 
VALUE PROPOSITION ADDRESSING CUSTOMER OUTCOMES
VALUE PROPOSITION ADDRESSING CUSTOMER OUTCOMESVALUE PROPOSITION ADDRESSING CUSTOMER OUTCOMES
VALUE PROPOSITION ADDRESSING CUSTOMER OUTCOMESAndré Harrell
 
Studying the Link Between Volume of Media Coverage and Business Outcomes. 
Studying the Link Between Volume of Media Coverage and Business Outcomes.  Studying the Link Between Volume of Media Coverage and Business Outcomes. 
Studying the Link Between Volume of Media Coverage and Business Outcomes.  Udit Joshi
 
DHL_BUSINESS COLLECTIVE (1).PDF
DHL_BUSINESS COLLECTIVE (1).PDFDHL_BUSINESS COLLECTIVE (1).PDF
DHL_BUSINESS COLLECTIVE (1).PDFLisa H. Harrington
 
Siegel+Gale Credentials
Siegel+Gale CredentialsSiegel+Gale Credentials
Siegel+Gale Credentialssiegelgale
 
The Innovation Game: Why & How Businesses are Investing in Innovation Centers
The Innovation Game: Why & How Businesses are Investing in Innovation Centers The Innovation Game: Why & How Businesses are Investing in Innovation Centers
The Innovation Game: Why & How Businesses are Investing in Innovation Centers Capgemini
 
Marketing connections 3.0 brochure
Marketing connections 3.0 brochureMarketing connections 3.0 brochure
Marketing connections 3.0 brochuregatewaymanagement
 
[Report] Organizing for Content: Models to Incorporate Content Strategy and C...
[Report] Organizing for Content: Models to Incorporate Content Strategy and C...[Report] Organizing for Content: Models to Incorporate Content Strategy and C...
[Report] Organizing for Content: Models to Incorporate Content Strategy and C...Altimeter, a Prophet Company
 
Rebalance: How Content Marketing Is Changing the Digital Advertising Ecosyste...
Rebalance: How Content Marketing Is Changing the Digital Advertising Ecosyste...Rebalance: How Content Marketing Is Changing the Digital Advertising Ecosyste...
Rebalance: How Content Marketing Is Changing the Digital Advertising Ecosyste...Rebecca Lieb
 
Corporate Communication in The Digital Age
Corporate Communication in The Digital AgeCorporate Communication in The Digital Age
Corporate Communication in The Digital AgeGeoffrey Igharo
 

La actualidad más candente (20)

Open innovation & co-creation to transform businesses (By Zane Smilga)
Open innovation & co-creation to transform businesses (By Zane Smilga)Open innovation & co-creation to transform businesses (By Zane Smilga)
Open innovation & co-creation to transform businesses (By Zane Smilga)
 
This Thing Called Co-Creation
This Thing Called Co-CreationThis Thing Called Co-Creation
This Thing Called Co-Creation
 
The Power of Co-creation: working with consumers to win in market
The Power of Co-creation: working with consumers to win in marketThe Power of Co-creation: working with consumers to win in market
The Power of Co-creation: working with consumers to win in market
 
How structural collaboration leads to value propositions in the financial sector
How structural collaboration leads to value propositions in the financial sectorHow structural collaboration leads to value propositions in the financial sector
How structural collaboration leads to value propositions in the financial sector
 
From Co-creation to Structural Collaboration
From Co-creation to Structural CollaborationFrom Co-creation to Structural Collaboration
From Co-creation to Structural Collaboration
 
Co-Creation as an Enterprise Innovation Strategy
Co-Creation as an Enterprise Innovation StrategyCo-Creation as an Enterprise Innovation Strategy
Co-Creation as an Enterprise Innovation Strategy
 
Customer Shift to Online Transactions: Benefits to Local Small Food Business
Customer Shift to Online Transactions: Benefits to Local Small Food BusinessCustomer Shift to Online Transactions: Benefits to Local Small Food Business
Customer Shift to Online Transactions: Benefits to Local Small Food Business
 
Building New Strategies for Leading Creative Excellence: Porter vs. Porter
Building New Strategies for Leading Creative Excellence: Porter vs. PorterBuilding New Strategies for Leading Creative Excellence: Porter vs. Porter
Building New Strategies for Leading Creative Excellence: Porter vs. Porter
 
How Collaboration Drives innovation
How Collaboration Drives innovationHow Collaboration Drives innovation
How Collaboration Drives innovation
 
VALUE PROPOSITION ADDRESSING CUSTOMER OUTCOMES
VALUE PROPOSITION ADDRESSING CUSTOMER OUTCOMESVALUE PROPOSITION ADDRESSING CUSTOMER OUTCOMES
VALUE PROPOSITION ADDRESSING CUSTOMER OUTCOMES
 
Social Business Planning
Social Business PlanningSocial Business Planning
Social Business Planning
 
Strategy Playbook
Strategy PlaybookStrategy Playbook
Strategy Playbook
 
Studying the Link Between Volume of Media Coverage and Business Outcomes. 
Studying the Link Between Volume of Media Coverage and Business Outcomes.  Studying the Link Between Volume of Media Coverage and Business Outcomes. 
Studying the Link Between Volume of Media Coverage and Business Outcomes. 
 
DHL_BUSINESS COLLECTIVE (1).PDF
DHL_BUSINESS COLLECTIVE (1).PDFDHL_BUSINESS COLLECTIVE (1).PDF
DHL_BUSINESS COLLECTIVE (1).PDF
 
Siegel+Gale Credentials
Siegel+Gale CredentialsSiegel+Gale Credentials
Siegel+Gale Credentials
 
The Innovation Game: Why & How Businesses are Investing in Innovation Centers
The Innovation Game: Why & How Businesses are Investing in Innovation Centers The Innovation Game: Why & How Businesses are Investing in Innovation Centers
The Innovation Game: Why & How Businesses are Investing in Innovation Centers
 
Marketing connections 3.0 brochure
Marketing connections 3.0 brochureMarketing connections 3.0 brochure
Marketing connections 3.0 brochure
 
[Report] Organizing for Content: Models to Incorporate Content Strategy and C...
[Report] Organizing for Content: Models to Incorporate Content Strategy and C...[Report] Organizing for Content: Models to Incorporate Content Strategy and C...
[Report] Organizing for Content: Models to Incorporate Content Strategy and C...
 
Rebalance: How Content Marketing Is Changing the Digital Advertising Ecosyste...
Rebalance: How Content Marketing Is Changing the Digital Advertising Ecosyste...Rebalance: How Content Marketing Is Changing the Digital Advertising Ecosyste...
Rebalance: How Content Marketing Is Changing the Digital Advertising Ecosyste...
 
Corporate Communication in The Digital Age
Corporate Communication in The Digital AgeCorporate Communication in The Digital Age
Corporate Communication in The Digital Age
 

Destacado

Customer Co-creation in Indesit Company
Customer Co-creation in Indesit CompanyCustomer Co-creation in Indesit Company
Customer Co-creation in Indesit CompanyClio Bulgarella
 
Customer Co-creation
Customer Co-creationCustomer Co-creation
Customer Co-creationJason Goodwin
 
CEO Innovation Playbook Public Short Version Part Two
CEO Innovation Playbook Public Short Version Part TwoCEO Innovation Playbook Public Short Version Part Two
CEO Innovation Playbook Public Short Version Part TwoIdris Mootee
 
Co-creation on speed with LEGO® SERIOUS PLAY®
Co-creation on speed with LEGO® SERIOUS PLAY®Co-creation on speed with LEGO® SERIOUS PLAY®
Co-creation on speed with LEGO® SERIOUS PLAY®Catherine Ryan
 
Frank Piller: Open Innovation & Customer Co-Creation
Frank Piller: Open Innovation & Customer Co-CreationFrank Piller: Open Innovation & Customer Co-Creation
Frank Piller: Open Innovation & Customer Co-CreationFrank Piller
 
IIS Global Forum June 2016 Singapore - The Digital Insurer Review
IIS Global Forum June 2016 Singapore - The Digital Insurer ReviewIIS Global Forum June 2016 Singapore - The Digital Insurer Review
IIS Global Forum June 2016 Singapore - The Digital Insurer ReviewThe Digital Insurer
 
Digital Innovations in Asia by Mark Inkster
Digital Innovations in Asia by Mark InksterDigital Innovations in Asia by Mark Inkster
Digital Innovations in Asia by Mark InksterThe Digital Insurer
 
RISE Hong Kong 2016 - The Digital Insurer Reviews
RISE Hong Kong 2016 - The Digital Insurer ReviewsRISE Hong Kong 2016 - The Digital Insurer Reviews
RISE Hong Kong 2016 - The Digital Insurer ReviewsThe Digital Insurer
 
Digital thinking to transform insurance in Asia by Hugh Terry
Digital thinking to transform insurance in Asia by Hugh TerryDigital thinking to transform insurance in Asia by Hugh Terry
Digital thinking to transform insurance in Asia by Hugh TerryThe Digital Insurer
 
Leapfrogging into the Digital Era of Customer Communication
Leapfrogging into the Digital Era of Customer CommunicationLeapfrogging into the Digital Era of Customer Communication
Leapfrogging into the Digital Era of Customer CommunicationThe Digital Insurer
 
Digital insurance in Asia - Finnovasia Presentation
Digital insurance in Asia - Finnovasia PresentationDigital insurance in Asia - Finnovasia Presentation
Digital insurance in Asia - Finnovasia PresentationThe Digital Insurer
 
Social media and the future of agency distribution by Chris Andrew
Social media and the future of agency distribution by Chris Andrew Social media and the future of agency distribution by Chris Andrew
Social media and the future of agency distribution by Chris Andrew The Digital Insurer
 
The Digital Insurer speaks at AIA's inaugral bancassurance seminar
The Digital Insurer speaks at  AIA's inaugral bancassurance seminarThe Digital Insurer speaks at  AIA's inaugral bancassurance seminar
The Digital Insurer speaks at AIA's inaugral bancassurance seminarThe Digital Insurer
 
How to kickstart your co-creation platform - 20 examples by @boardofinno
How to kickstart your co-creation platform - 20 examples by @boardofinnoHow to kickstart your co-creation platform - 20 examples by @boardofinno
How to kickstart your co-creation platform - 20 examples by @boardofinnoBoard of Innovation
 
Modelo de gestión de la innovación para los gobiernos locales del perú
Modelo de gestión de la innovación para los gobiernos locales del perúModelo de gestión de la innovación para los gobiernos locales del perú
Modelo de gestión de la innovación para los gobiernos locales del perúManuel Bedoya D
 
Communiqué co investissement coop
Communiqué co investissement coopCommuniqué co investissement coop
Communiqué co investissement coopSADC d'Abitibi-Ouest
 
The Nordstrom Way To Customer Service Excellence
The Nordstrom Way To Customer Service ExcellenceThe Nordstrom Way To Customer Service Excellence
The Nordstrom Way To Customer Service ExcellenceParature, from Microsoft
 
Five types of co-creation
Five types of co-creationFive types of co-creation
Five types of co-creationsannedekoning
 

Destacado (20)

Engaging with NICE: The Office for Market Access
Engaging with NICE: The Office for Market AccessEngaging with NICE: The Office for Market Access
Engaging with NICE: The Office for Market Access
 
Customer Co-creation in Indesit Company
Customer Co-creation in Indesit CompanyCustomer Co-creation in Indesit Company
Customer Co-creation in Indesit Company
 
Customer Co-creation
Customer Co-creationCustomer Co-creation
Customer Co-creation
 
Customer co-creation
Customer co-creationCustomer co-creation
Customer co-creation
 
CEO Innovation Playbook Public Short Version Part Two
CEO Innovation Playbook Public Short Version Part TwoCEO Innovation Playbook Public Short Version Part Two
CEO Innovation Playbook Public Short Version Part Two
 
Co-creation on speed with LEGO® SERIOUS PLAY®
Co-creation on speed with LEGO® SERIOUS PLAY®Co-creation on speed with LEGO® SERIOUS PLAY®
Co-creation on speed with LEGO® SERIOUS PLAY®
 
Frank Piller: Open Innovation & Customer Co-Creation
Frank Piller: Open Innovation & Customer Co-CreationFrank Piller: Open Innovation & Customer Co-Creation
Frank Piller: Open Innovation & Customer Co-Creation
 
IIS Global Forum June 2016 Singapore - The Digital Insurer Review
IIS Global Forum June 2016 Singapore - The Digital Insurer ReviewIIS Global Forum June 2016 Singapore - The Digital Insurer Review
IIS Global Forum June 2016 Singapore - The Digital Insurer Review
 
Digital Innovations in Asia by Mark Inkster
Digital Innovations in Asia by Mark InksterDigital Innovations in Asia by Mark Inkster
Digital Innovations in Asia by Mark Inkster
 
RISE Hong Kong 2016 - The Digital Insurer Reviews
RISE Hong Kong 2016 - The Digital Insurer ReviewsRISE Hong Kong 2016 - The Digital Insurer Reviews
RISE Hong Kong 2016 - The Digital Insurer Reviews
 
Digital thinking to transform insurance in Asia by Hugh Terry
Digital thinking to transform insurance in Asia by Hugh TerryDigital thinking to transform insurance in Asia by Hugh Terry
Digital thinking to transform insurance in Asia by Hugh Terry
 
Leapfrogging into the Digital Era of Customer Communication
Leapfrogging into the Digital Era of Customer CommunicationLeapfrogging into the Digital Era of Customer Communication
Leapfrogging into the Digital Era of Customer Communication
 
Digital insurance in Asia - Finnovasia Presentation
Digital insurance in Asia - Finnovasia PresentationDigital insurance in Asia - Finnovasia Presentation
Digital insurance in Asia - Finnovasia Presentation
 
Social media and the future of agency distribution by Chris Andrew
Social media and the future of agency distribution by Chris Andrew Social media and the future of agency distribution by Chris Andrew
Social media and the future of agency distribution by Chris Andrew
 
The Digital Insurer speaks at AIA's inaugral bancassurance seminar
The Digital Insurer speaks at  AIA's inaugral bancassurance seminarThe Digital Insurer speaks at  AIA's inaugral bancassurance seminar
The Digital Insurer speaks at AIA's inaugral bancassurance seminar
 
How to kickstart your co-creation platform - 20 examples by @boardofinno
How to kickstart your co-creation platform - 20 examples by @boardofinnoHow to kickstart your co-creation platform - 20 examples by @boardofinno
How to kickstart your co-creation platform - 20 examples by @boardofinno
 
Modelo de gestión de la innovación para los gobiernos locales del perú
Modelo de gestión de la innovación para los gobiernos locales del perúModelo de gestión de la innovación para los gobiernos locales del perú
Modelo de gestión de la innovación para los gobiernos locales del perú
 
Communiqué co investissement coop
Communiqué co investissement coopCommuniqué co investissement coop
Communiqué co investissement coop
 
The Nordstrom Way To Customer Service Excellence
The Nordstrom Way To Customer Service ExcellenceThe Nordstrom Way To Customer Service Excellence
The Nordstrom Way To Customer Service Excellence
 
Five types of co-creation
Five types of co-creationFive types of co-creation
Five types of co-creation
 

Similar a Co-creation of value in partnership with the Customer

Vital Signs: Media measurement & engagement (Midia Master 2008)
Vital Signs: Media measurement & engagement (Midia Master 2008)Vital Signs: Media measurement & engagement (Midia Master 2008)
Vital Signs: Media measurement & engagement (Midia Master 2008)Eleanor Stribling
 
Presentation For Jess Burley 15.6.09 V2
Presentation For Jess Burley 15.6.09 V2Presentation For Jess Burley 15.6.09 V2
Presentation For Jess Burley 15.6.09 V2barrywom
 
Dynamic Value Discrimination in Recurring Consumer Relationships: Re-centeri...
Dynamic Value Discrimination in Recurring Consumer Relationships:  Re-centeri...Dynamic Value Discrimination in Recurring Consumer Relationships:  Re-centeri...
Dynamic Value Discrimination in Recurring Consumer Relationships: Re-centeri...Teleshuttle Corporation
 
Mahony Partners credentials July 2016
Mahony Partners credentials July 2016Mahony Partners credentials July 2016
Mahony Partners credentials July 2016Neil Gluckin
 
TCI 2014 Cluster Initiatives as Tools for Shared Value Creation The Case of H...
TCI 2014 Cluster Initiatives as Tools for Shared Value Creation The Case of H...TCI 2014 Cluster Initiatives as Tools for Shared Value Creation The Case of H...
TCI 2014 Cluster Initiatives as Tools for Shared Value Creation The Case of H...TCI Network
 
Lesson 1_Powerpoint material.pdf
Lesson 1_Powerpoint material.pdfLesson 1_Powerpoint material.pdf
Lesson 1_Powerpoint material.pdfNajath8
 
Principles of-internet-marketing2951
Principles of-internet-marketing2951Principles of-internet-marketing2951
Principles of-internet-marketing2951prakash prakash
 
Creación de Valor Compartido e Impacto Colectivo, como la norma para permanec...
Creación de Valor Compartido e Impacto Colectivo, como la norma para permanec...Creación de Valor Compartido e Impacto Colectivo, como la norma para permanec...
Creación de Valor Compartido e Impacto Colectivo, como la norma para permanec...LiderAgenteDeCambio
 
Future value of data project overview - lassonde sept 2018
Future value of data   project overview - lassonde sept 2018Future value of data   project overview - lassonde sept 2018
Future value of data project overview - lassonde sept 2018Lassonde School of Engineering
 
The Future of PR & Communications
The Future of PR & Communications The Future of PR & Communications
The Future of PR & Communications Andrew Pickup
 
The New Frontiers of Marketing Research & Marketing Theory
The New Frontiers of Marketing Research & Marketing Theory The New Frontiers of Marketing Research & Marketing Theory
The New Frontiers of Marketing Research & Marketing Theory Chicago AMA
 
ReConnect process for Consumer Brand Relationship
ReConnect process for Consumer Brand Relationship ReConnect process for Consumer Brand Relationship
ReConnect process for Consumer Brand Relationship Nishant Singh
 
Will your intuition be effective in a social enterprise? Developing Tacit Kno...
Will your intuition be effective in a social enterprise? Developing Tacit Kno...Will your intuition be effective in a social enterprise? Developing Tacit Kno...
Will your intuition be effective in a social enterprise? Developing Tacit Kno...Ryszard Stocki
 
CRM by David Brown
CRM by David BrownCRM by David Brown
CRM by David Browndmadetroit
 
Cocreating unique value with customers
Cocreating unique value with customersCocreating unique value with customers
Cocreating unique value with customersGamechanger Innovatie
 
Matt King Email Marketing Core Concepts And Best Practice (Sept09)
Matt King Email Marketing   Core Concepts And Best Practice (Sept09)Matt King Email Marketing   Core Concepts And Best Practice (Sept09)
Matt King Email Marketing Core Concepts And Best Practice (Sept09)bestmarketing
 
Leith co-creation-guide
Leith co-creation-guideLeith co-creation-guide
Leith co-creation-guidensravan1007
 

Similar a Co-creation of value in partnership with the Customer (20)

Vital Signs: Media measurement & engagement (Midia Master 2008)
Vital Signs: Media measurement & engagement (Midia Master 2008)Vital Signs: Media measurement & engagement (Midia Master 2008)
Vital Signs: Media measurement & engagement (Midia Master 2008)
 
Inovacao experience cocreation
Inovacao experience cocreationInovacao experience cocreation
Inovacao experience cocreation
 
Presentation For Jess Burley 15.6.09 V2
Presentation For Jess Burley 15.6.09 V2Presentation For Jess Burley 15.6.09 V2
Presentation For Jess Burley 15.6.09 V2
 
Dynamic Value Discrimination in Recurring Consumer Relationships: Re-centeri...
Dynamic Value Discrimination in Recurring Consumer Relationships:  Re-centeri...Dynamic Value Discrimination in Recurring Consumer Relationships:  Re-centeri...
Dynamic Value Discrimination in Recurring Consumer Relationships: Re-centeri...
 
Mahony Partners credentials July 2016
Mahony Partners credentials July 2016Mahony Partners credentials July 2016
Mahony Partners credentials July 2016
 
TCI 2014 Cluster Initiatives as Tools for Shared Value Creation The Case of H...
TCI 2014 Cluster Initiatives as Tools for Shared Value Creation The Case of H...TCI 2014 Cluster Initiatives as Tools for Shared Value Creation The Case of H...
TCI 2014 Cluster Initiatives as Tools for Shared Value Creation The Case of H...
 
Lesson 1_Powerpoint material.pdf
Lesson 1_Powerpoint material.pdfLesson 1_Powerpoint material.pdf
Lesson 1_Powerpoint material.pdf
 
Principles of-internet-marketing2951
Principles of-internet-marketing2951Principles of-internet-marketing2951
Principles of-internet-marketing2951
 
Creación de Valor Compartido e Impacto Colectivo, como la norma para permanec...
Creación de Valor Compartido e Impacto Colectivo, como la norma para permanec...Creación de Valor Compartido e Impacto Colectivo, como la norma para permanec...
Creación de Valor Compartido e Impacto Colectivo, como la norma para permanec...
 
Future value of data project overview - lassonde sept 2018
Future value of data   project overview - lassonde sept 2018Future value of data   project overview - lassonde sept 2018
Future value of data project overview - lassonde sept 2018
 
The Future of PR & Communications
The Future of PR & Communications The Future of PR & Communications
The Future of PR & Communications
 
The New Frontiers of Marketing Research & Marketing Theory
The New Frontiers of Marketing Research & Marketing Theory The New Frontiers of Marketing Research & Marketing Theory
The New Frontiers of Marketing Research & Marketing Theory
 
ReConnect process for Consumer Brand Relationship
ReConnect process for Consumer Brand Relationship ReConnect process for Consumer Brand Relationship
ReConnect process for Consumer Brand Relationship
 
How b2b brands talk past their customers
How b2b brands talk past their customersHow b2b brands talk past their customers
How b2b brands talk past their customers
 
Will your intuition be effective in a social enterprise? Developing Tacit Kno...
Will your intuition be effective in a social enterprise? Developing Tacit Kno...Will your intuition be effective in a social enterprise? Developing Tacit Kno...
Will your intuition be effective in a social enterprise? Developing Tacit Kno...
 
Industry Trends in Innovation
Industry Trends in InnovationIndustry Trends in Innovation
Industry Trends in Innovation
 
CRM by David Brown
CRM by David BrownCRM by David Brown
CRM by David Brown
 
Cocreating unique value with customers
Cocreating unique value with customersCocreating unique value with customers
Cocreating unique value with customers
 
Matt King Email Marketing Core Concepts And Best Practice (Sept09)
Matt King Email Marketing   Core Concepts And Best Practice (Sept09)Matt King Email Marketing   Core Concepts And Best Practice (Sept09)
Matt King Email Marketing Core Concepts And Best Practice (Sept09)
 
Leith co-creation-guide
Leith co-creation-guideLeith co-creation-guide
Leith co-creation-guide
 

Más de Amlesh Ranjan

Palajori to Dusseldorf: Journey of a Pharma Professional
Palajori to Dusseldorf: Journey of a Pharma ProfessionalPalajori to Dusseldorf: Journey of a Pharma Professional
Palajori to Dusseldorf: Journey of a Pharma ProfessionalAmlesh Ranjan
 
Crystal gazing into Pharma
Crystal gazing into PharmaCrystal gazing into Pharma
Crystal gazing into PharmaAmlesh Ranjan
 
Digital Darwinism- The Threat is Real - Amlesh Ranjan
Digital Darwinism- The Threat is Real - Amlesh RanjanDigital Darwinism- The Threat is Real - Amlesh Ranjan
Digital Darwinism- The Threat is Real - Amlesh RanjanAmlesh Ranjan
 
May Santa gives you all that you wish for ! May we be the Santa to many in ou...
May Santa gives you all that you wish for ! May we be the Santa to many in ou...May Santa gives you all that you wish for ! May we be the Santa to many in ou...
May Santa gives you all that you wish for ! May we be the Santa to many in ou...Amlesh Ranjan
 
Crystal gazing into pharma excerpts from amlesh ranjan session at brand drif...
Crystal gazing into pharma  excerpts from amlesh ranjan session at brand drif...Crystal gazing into pharma  excerpts from amlesh ranjan session at brand drif...
Crystal gazing into pharma excerpts from amlesh ranjan session at brand drif...Amlesh Ranjan
 
KAM session by Amlesh Ranjan @ Commercial Effectiveness in Pharma (india)
KAM session by Amlesh Ranjan @ Commercial Effectiveness in Pharma (india)KAM session by Amlesh Ranjan @ Commercial Effectiveness in Pharma (india)
KAM session by Amlesh Ranjan @ Commercial Effectiveness in Pharma (india)Amlesh Ranjan
 
SFE session by Amlesh Ranjan Aug'12
SFE session by Amlesh Ranjan Aug'12SFE session by Amlesh Ranjan Aug'12
SFE session by Amlesh Ranjan Aug'12Amlesh Ranjan
 

Más de Amlesh Ranjan (8)

Palajori to Dusseldorf: Journey of a Pharma Professional
Palajori to Dusseldorf: Journey of a Pharma ProfessionalPalajori to Dusseldorf: Journey of a Pharma Professional
Palajori to Dusseldorf: Journey of a Pharma Professional
 
Crystal gazing into Pharma
Crystal gazing into PharmaCrystal gazing into Pharma
Crystal gazing into Pharma
 
Digital Darwinism- The Threat is Real - Amlesh Ranjan
Digital Darwinism- The Threat is Real - Amlesh RanjanDigital Darwinism- The Threat is Real - Amlesh Ranjan
Digital Darwinism- The Threat is Real - Amlesh Ranjan
 
May Santa gives you all that you wish for ! May we be the Santa to many in ou...
May Santa gives you all that you wish for ! May we be the Santa to many in ou...May Santa gives you all that you wish for ! May we be the Santa to many in ou...
May Santa gives you all that you wish for ! May we be the Santa to many in ou...
 
Pharmacist's Oath
Pharmacist's OathPharmacist's Oath
Pharmacist's Oath
 
Crystal gazing into pharma excerpts from amlesh ranjan session at brand drif...
Crystal gazing into pharma  excerpts from amlesh ranjan session at brand drif...Crystal gazing into pharma  excerpts from amlesh ranjan session at brand drif...
Crystal gazing into pharma excerpts from amlesh ranjan session at brand drif...
 
KAM session by Amlesh Ranjan @ Commercial Effectiveness in Pharma (india)
KAM session by Amlesh Ranjan @ Commercial Effectiveness in Pharma (india)KAM session by Amlesh Ranjan @ Commercial Effectiveness in Pharma (india)
KAM session by Amlesh Ranjan @ Commercial Effectiveness in Pharma (india)
 
SFE session by Amlesh Ranjan Aug'12
SFE session by Amlesh Ranjan Aug'12SFE session by Amlesh Ranjan Aug'12
SFE session by Amlesh Ranjan Aug'12
 

Último

EXERCISE PERFORMANCE.pptx, Lung function
EXERCISE PERFORMANCE.pptx, Lung functionEXERCISE PERFORMANCE.pptx, Lung function
EXERCISE PERFORMANCE.pptx, Lung functionkrishnareddy157915
 
Mental health Team. Dr Senthil Thirusangu
Mental health Team. Dr Senthil ThirusanguMental health Team. Dr Senthil Thirusangu
Mental health Team. Dr Senthil Thirusangu Medical University
 
Red Blood Cells_anemia & polycythemia.pdf
Red Blood Cells_anemia & polycythemia.pdfRed Blood Cells_anemia & polycythemia.pdf
Red Blood Cells_anemia & polycythemia.pdfMedicoseAcademics
 
Different drug regularity bodies in different countries.
Different drug regularity bodies in different countries.Different drug regularity bodies in different countries.
Different drug regularity bodies in different countries.kishan singh tomar
 
AORTIC DISSECTION and management of aortic dissection
AORTIC DISSECTION and management of aortic dissectionAORTIC DISSECTION and management of aortic dissection
AORTIC DISSECTION and management of aortic dissectiondrhanifmohdali
 
Unit I herbs as raw materials, biodynamic agriculture.ppt
Unit I herbs as raw materials, biodynamic agriculture.pptUnit I herbs as raw materials, biodynamic agriculture.ppt
Unit I herbs as raw materials, biodynamic agriculture.pptPradnya Wadekar
 
AUTONOMIC NERVOUS SYSTEM organization and functions
AUTONOMIC NERVOUS SYSTEM organization and functionsAUTONOMIC NERVOUS SYSTEM organization and functions
AUTONOMIC NERVOUS SYSTEM organization and functionsMedicoseAcademics
 
PAIN/CLASSIFICATION AND MANAGEMENT OF PAIN.pdf
PAIN/CLASSIFICATION AND MANAGEMENT OF PAIN.pdfPAIN/CLASSIFICATION AND MANAGEMENT OF PAIN.pdf
PAIN/CLASSIFICATION AND MANAGEMENT OF PAIN.pdfDolisha Warbi
 
Male Infertility, Antioxidants and Beyond
Male Infertility, Antioxidants and BeyondMale Infertility, Antioxidants and Beyond
Male Infertility, Antioxidants and BeyondSujoy Dasgupta
 
Pharmacokinetic Models by Dr. Ram D. Bawankar.ppt
Pharmacokinetic Models by Dr. Ram D.  Bawankar.pptPharmacokinetic Models by Dr. Ram D.  Bawankar.ppt
Pharmacokinetic Models by Dr. Ram D. Bawankar.pptRamDBawankar1
 
Clinical Research Informatics Year-in-Review 2024
Clinical Research Informatics Year-in-Review 2024Clinical Research Informatics Year-in-Review 2024
Clinical Research Informatics Year-in-Review 2024Peter Embi
 
High-Performance Thin-Layer Chromatography (HPTLC)
High-Performance Thin-Layer Chromatography (HPTLC)High-Performance Thin-Layer Chromatography (HPTLC)
High-Performance Thin-Layer Chromatography (HPTLC)kishan singh tomar
 
SGK NGẠT NƯỚC ĐHYHN RẤT LÀ HAY NHA .pdf
SGK NGẠT NƯỚC ĐHYHN RẤT LÀ HAY NHA    .pdfSGK NGẠT NƯỚC ĐHYHN RẤT LÀ HAY NHA    .pdf
SGK NGẠT NƯỚC ĐHYHN RẤT LÀ HAY NHA .pdfHongBiThi1
 
power point presentation of Clinical evaluation of strabismus
power point presentation of Clinical evaluation  of strabismuspower point presentation of Clinical evaluation  of strabismus
power point presentation of Clinical evaluation of strabismusChandrasekar Reddy
 
historyofpsychiatryinindia. Senthil Thirusangu
historyofpsychiatryinindia. Senthil Thirusanguhistoryofpsychiatryinindia. Senthil Thirusangu
historyofpsychiatryinindia. Senthil Thirusangu Medical University
 
pA2 value, Schild plot and pD2 values- applications in pharmacology
pA2 value, Schild plot and pD2 values- applications in pharmacologypA2 value, Schild plot and pD2 values- applications in pharmacology
pA2 value, Schild plot and pD2 values- applications in pharmacologyDeepakDaniel9
 

Último (20)

EXERCISE PERFORMANCE.pptx, Lung function
EXERCISE PERFORMANCE.pptx, Lung functionEXERCISE PERFORMANCE.pptx, Lung function
EXERCISE PERFORMANCE.pptx, Lung function
 
Rheumatoid arthritis Part 1, case based approach with application of the late...
Rheumatoid arthritis Part 1, case based approach with application of the late...Rheumatoid arthritis Part 1, case based approach with application of the late...
Rheumatoid arthritis Part 1, case based approach with application of the late...
 
Mental health Team. Dr Senthil Thirusangu
Mental health Team. Dr Senthil ThirusanguMental health Team. Dr Senthil Thirusangu
Mental health Team. Dr Senthil Thirusangu
 
Red Blood Cells_anemia & polycythemia.pdf
Red Blood Cells_anemia & polycythemia.pdfRed Blood Cells_anemia & polycythemia.pdf
Red Blood Cells_anemia & polycythemia.pdf
 
American College of physicians ACP high value care recommendations in rheumat...
American College of physicians ACP high value care recommendations in rheumat...American College of physicians ACP high value care recommendations in rheumat...
American College of physicians ACP high value care recommendations in rheumat...
 
Different drug regularity bodies in different countries.
Different drug regularity bodies in different countries.Different drug regularity bodies in different countries.
Different drug regularity bodies in different countries.
 
AORTIC DISSECTION and management of aortic dissection
AORTIC DISSECTION and management of aortic dissectionAORTIC DISSECTION and management of aortic dissection
AORTIC DISSECTION and management of aortic dissection
 
Immune labs basics part 1 acute phase reactants ESR, CRP Ahmed Yehia Ismaeel,...
Immune labs basics part 1 acute phase reactants ESR, CRP Ahmed Yehia Ismaeel,...Immune labs basics part 1 acute phase reactants ESR, CRP Ahmed Yehia Ismaeel,...
Immune labs basics part 1 acute phase reactants ESR, CRP Ahmed Yehia Ismaeel,...
 
Unit I herbs as raw materials, biodynamic agriculture.ppt
Unit I herbs as raw materials, biodynamic agriculture.pptUnit I herbs as raw materials, biodynamic agriculture.ppt
Unit I herbs as raw materials, biodynamic agriculture.ppt
 
GOUT UPDATE AHMED YEHIA 2024, case based approach with application of the lat...
GOUT UPDATE AHMED YEHIA 2024, case based approach with application of the lat...GOUT UPDATE AHMED YEHIA 2024, case based approach with application of the lat...
GOUT UPDATE AHMED YEHIA 2024, case based approach with application of the lat...
 
AUTONOMIC NERVOUS SYSTEM organization and functions
AUTONOMIC NERVOUS SYSTEM organization and functionsAUTONOMIC NERVOUS SYSTEM organization and functions
AUTONOMIC NERVOUS SYSTEM organization and functions
 
PAIN/CLASSIFICATION AND MANAGEMENT OF PAIN.pdf
PAIN/CLASSIFICATION AND MANAGEMENT OF PAIN.pdfPAIN/CLASSIFICATION AND MANAGEMENT OF PAIN.pdf
PAIN/CLASSIFICATION AND MANAGEMENT OF PAIN.pdf
 
Male Infertility, Antioxidants and Beyond
Male Infertility, Antioxidants and BeyondMale Infertility, Antioxidants and Beyond
Male Infertility, Antioxidants and Beyond
 
Pharmacokinetic Models by Dr. Ram D. Bawankar.ppt
Pharmacokinetic Models by Dr. Ram D.  Bawankar.pptPharmacokinetic Models by Dr. Ram D.  Bawankar.ppt
Pharmacokinetic Models by Dr. Ram D. Bawankar.ppt
 
Clinical Research Informatics Year-in-Review 2024
Clinical Research Informatics Year-in-Review 2024Clinical Research Informatics Year-in-Review 2024
Clinical Research Informatics Year-in-Review 2024
 
High-Performance Thin-Layer Chromatography (HPTLC)
High-Performance Thin-Layer Chromatography (HPTLC)High-Performance Thin-Layer Chromatography (HPTLC)
High-Performance Thin-Layer Chromatography (HPTLC)
 
SGK NGẠT NƯỚC ĐHYHN RẤT LÀ HAY NHA .pdf
SGK NGẠT NƯỚC ĐHYHN RẤT LÀ HAY NHA    .pdfSGK NGẠT NƯỚC ĐHYHN RẤT LÀ HAY NHA    .pdf
SGK NGẠT NƯỚC ĐHYHN RẤT LÀ HAY NHA .pdf
 
power point presentation of Clinical evaluation of strabismus
power point presentation of Clinical evaluation  of strabismuspower point presentation of Clinical evaluation  of strabismus
power point presentation of Clinical evaluation of strabismus
 
historyofpsychiatryinindia. Senthil Thirusangu
historyofpsychiatryinindia. Senthil Thirusanguhistoryofpsychiatryinindia. Senthil Thirusangu
historyofpsychiatryinindia. Senthil Thirusangu
 
pA2 value, Schild plot and pD2 values- applications in pharmacology
pA2 value, Schild plot and pD2 values- applications in pharmacologypA2 value, Schild plot and pD2 values- applications in pharmacology
pA2 value, Schild plot and pD2 values- applications in pharmacology
 

Co-creation of value in partnership with the Customer

  • 1. Co-creation of value in partnership with the customer eye for pharma –SFE Europe 2011 & Commercial Excellence 9th Annual Conference 28th to 31st March, Dusseldorf, Germany Amlesh Ranjan Associate Director, Sanofi-aventis Pharma Specialty selling
  • 2. 2 The Buddha at Gaya, Bihar, India "In the sky, there is no distinction of East and West…"
  • 3. 3 Co-creation of value in partnership with the customer ..the proposal flow………….. What we want to do The Changes Co-Creation Of Value The Partnership Roadmap Disclaimer: Views expressed are mine as a Pharma Professional and not necessarily represent my organization’s views.
  • 4. 4 “This time like all times is a good one, if we but know what to do with it.” Ralph Waldo Emerson
  • 5. 5 a journey to… ..a quest to *Adapted from a presentation by late Prof.C.K.Prahalad Manage the Present Next Practices And what we want to do……… Re-fuel for the future Best Practices Well Known Practices Learn from the Past
  • 6. 6 Value creation & Partnership context Specialty Rep Physician Patient
  • 7. 7 External oriented motifs of the PRODUCTION society Internal oriented motifs of the EXPERIENCE society Kilde: Schultze 1992: Die Erlebnisgesellschaft Expressing Happiness Primary objectives in life Reasons for working Obtaining external material things Working, contributing, being economic (saving) Making money, Career opportunities, doing as the others do Challenges, making life interesting, making life meaningful Consumption, experiencing, enjoying, Playing Obtaining more, better and more intensive experiences The Societal changes
  • 8. 8 Industrial Age Medicine Professional Care Tertiary Secondary Primary Individual self-care Friends & family Self-help networks Professionals as facilitators Professionals as partners Professionals as authorities Information Age Health Care Pharma > Healthcare Changes
  • 10. 10 Acknowledgements and References 1975 Edward Matchett ‘s book, Creative Action, published by Turnstone Books, hinted at Co-Creation. 1988 Jack Martin Leith experiences Open Space Technology for the first time and adopts it as a method for organisations to use as a co-creation tool. 1994 In The Fifth Discipline Field book, co-author Bryan Smith introduces his Tell–Sell–Test–Consult–Co-create model. 2000 In their Harvard Business Review article, Co-opting Customer Competence, C K Prahalad and Venkat Ramaswamy write about co-creating with customers. 2004 Prahalad and Ramaswamy develop their arguments further in The Future of Competition: Co-Creating Unique Value with Customers, published by Harvard Business School Press.
  • 11. 11 Ref. Jack Martin Leith, Leith’s guide to Co-Creation Version 18; The Future of Competition: Co-creating Unique value with Customers, HBS Press by C.K.Prahalad & Venkat Ramaswamy Integrated efforts over full cycle of care Compliance / Outcomes / Sustainability Knowledge / Interaction / Experience Solutions & activities meeting needs Clinical value + + + + + Value
  • 12. 12 Ref. Jack Martin Leith, Leith’s guide to Co-Creation Version 18; The Future of Competition: Co-creating Unique value with Customers, HBS Press by C.K.Prahalad & Venkat Ramaswamy Joint creation of value by company & customer Value creation through personalized experience Dialogue / Interaction as basis for co-creation From Products to Solutions to Experiences From Customer-centric to Network centric logic Co-creation of value: Concept
  • 13. 13 Ref. Jack Martin Leith, Leith’s guide to Co-Creation Version 18; The Future of Competition: Co-creating Unique value with Customers, HBS Press by C.K.Prahalad & Venkat Ramaswamy Value is created at the point of Exchange Value is embedded in Experiences Products and Services are carriers Innovation is about Experiences Products / Processes are critical but not the goal Co-creation of value: Assumptions
  • 14. 14 Knowledge, wisdom and creativity of all Commitment for implementing the plan More value generated for more people Results are likely to be sustainable More fulfilling way of working Adapted from Jack Martin Leith, Leith’s guide to Co-Creation Version 18 Co-creation of value: Dividends
  • 15. 15 Eliminating a malfunction- restored to full working order Shift from the existing state of affairs to the desired state of affairs Unlocking potential by leveraging or by acquiring new Being something new that generates stakeholder value Co-creation of value: Applications
  • 17. 17 Evidence from healthcare 1. Roter et al 1988; 2. Jayawardehena and Foley 2000; 3. Auh et al. 2007; Bitner 1990; Dellande, Gilly and Graham 2004; 4. Veranec 1999; McStravic 2000; Michie, Miles and Weinman 2003; Ouschan, Sweeney and Johnson 2006; 5. Payne et al 2008; 6. McColl-Kennedy et al 2009:
  • 20. 20 Consumer Centric Exchange Space Transactions Choice Consumption Price – Performance Ref. The Future of Competition: Co-creating Unique value with Customers, HBS Press by C.K.Prahalad & Venkat Ramaswamy Partnership Elements Dialogue Access Risk-Benefit Transparency Co- Creation of Value Space Dialogue Access Risk-Benefit Transparency
  • 21. 21 Adapted from Jack Martin Leith, Leith’s guide to Co-Creation Version 18 Dialogue : Interactivity, Deep Engagement, Empathetic understanding Access : Information, On-demand resources, Value chain connect Risk-Benefit : Disclosure, Debate the trade-off, Sharing Responsibility Transparency: Reduced opaqueness, Transfer understandings Partnership Elements : D.A.R.T.
  • 22. 22 Ref. The Future of Competition: Co-creating Unique value with Customers, HBS Press by C.K.Prahalad & Venkat Ramaswamy Dialogue Access Risk-Benefit Transparency Co- Creation of Value Space Community InnovationTrust Choice Partnership Roadmap
  • 23. 23 Choice (Access + Transparency) Enhance Consumer’s ability to make informed choices Give understanding with shared options and freedom to choose Trust (Transparency + Risk-Benefit ) Disclose risk and debate with consumers Reduce opaqueness of the pricing, financials etc Partnership Roadmap
  • 24. 24 Innovation (Risk-Benefit + Dialogue) Enable to develop new policy choices Facilitate risk assessment based trade-off leading to new practices Community (Dialogue + Access) Enhance ability to develop thematic communities Create engagement and connect with value chain Partnership Roadmap
  • 25. 25 Sense of Healthcare system & network Managed care fluency / integration Strategic influencing abilities Knowledge: Technical & Commercial Pharmaco-economic understanding Partnership capability
  • 26. 26 Customer satisfaction Compliance & Disease outcome Quality of Interaction & Experience Knowledge : Product, Disease area Need / Group oriented Activities Partnership Measurement
  • 27. 27 Co-Creation of Value in Partnership with the Customer Joint creation of value by Company & Customer Interaction & Experience as basis for co-creation Elements: Dialogue, Access, Risk, Transparency Roadmap: Trust, Choice, Innovation, Community Capability: Techno-commercial, Strategic Influencing…
  • 28. 28
  • 29. 29 All of us want to create Value, co-create Value, add Value….
  • 30. 30 “The Value you add, comes from the Values you hold.”