1. The document discusses a new business model for pharmaceutical companies to more efficiently engage with physicians through growing participation chains. 2. It proposes developing an interactive web-based platform to connect a company's ecosystem of employees, physicians, projects teams, prospects, opinion leaders, and sales network. 3. The platform would allow physicians around the world to share medical knowledge, images, videos, and discuss treatments through articles, forums and other collaboration tools. It would also support sales reps and provide reliable service to physician targets.

1. a profitable new business model for pharma
how growing partecipation chains
will grow sales
ENRICO FISICHELLA - Business Models Design

2. The challenge: efficiently enable and complement the sales force
(without losing control of the message)
It’s harder than ever for sales
reps to connect with prescribers
Last year, the number of docs who would see most reps dropped
significantly and the number who refused to see most reps
increased by half.
REP-ACCESSIBLE DOCS REP-INACCESSIBLE DOCS
20% 50%
AccessMonitor™, a report from global consulting firm ZS Associates, 5/2010
ENRICO FISICHELLA - Business Models Design

3. pharma companies need an effective & easy tool to:
engage physicians
share scientific knowledge
get information from CRM system
show products’ benefits
reduce on field waste of time
engage sales force
reduce cost of paper
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4. Two-thirds of physicians use web content for professional
purposes
This doc-
115,000 to-doc
docs talk blogger
to each has
other on 53,000
Sermo. readers
this
month +
20,000
Twitter
followers
65% of docs plan
to use social
media for
professional
development
Manhattan Research 2009, 2010
Sermo,com
Compete.com
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5. before selling we must engage
how............
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6. 1
opening up the possibility of
outiside-in
pattern, running platform that
connects the company ecosystem:
employee, physicians, project
teams, prospects, opinion leaders,
sales network
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7. 2
developing platform that manage multi-channels
live meetings
congresses
symposia
smart phone
Ipad
web site
community spaces
sales reps
international branches
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8. 3
designing interactive platform on web for the
medical professionals over the world to share their
knowledge.
...... for sharing medical images, videos and discuss them with a large
community of physicians.
The web-platform enables users to connect, contribute and collaborate with others through articles, forums,
news updates, Physician interviews and much more."
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9. to support sales reps and to give a reliable service to physicians target
we design a double-side web-platform
Community on line FOR
PHYSICIANS ONLY
ISF
KNOWLEDGE
SHARING
WEB-PLATFORM
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10. visuals of the products
news, congresses agenda & apps
ISF
KNOWLEDGE scientific documentation
SHARING
WEB-
PLATFORM
sales best practices &
multimedia products presentations
e-training
sales data
&
CRM system
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11. FOR PHYSICIANS ONLY
• 4 key uses:
• Accelerates the emergence of trends
- Collaborate on diagnoses and new insights on SCOMPENSO
CARDIACO treatments in the medical
- Share observations from
community of cardiologists and ...
daily practice
• Provides instant access to peer
- Discuss value of new opinions from around the world (more on
research, drugs and demand than most sales forces)
therapies • Is part of a fundamental shift that we’re
seeing online.
- education
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12. business model that explains the
mechanism by which the company develop
the community of doctors and benefits
from hearing
ENRICO FISICHELLA - Business Models Design

13. la comunità dei medici cardiologi e cardionanestesisti
REDAZIONE: attività di gestione e sviluppo degli
interventi e dei contenuti prodotti dai medici in
officina
key opinion leader PRODUCONO CONTENUTI
evangelist
10
contenuti scientifici
esempi di pratica clinica
PRODUCONO CONTENUTI
50
medium prescribers ACOLTANO discussioni utilizzo prodotto
FANNO DOMANDE
farmaco
domande & risposte
moduli formazione
500
low or non immagini e video
prescribers/ ASCOLTANO
specializzandi FANNO DOMANDE
argomenti e strumenti per l’informazione medica sul farmaco
RIELABORAZIONE dei contenuti
PIATTAFORMA WEB prodotti dai medici in officina per la
ISF : realizzazione di materiale di promozione
supporto continuativo farmaco a supporto attività ISF
alle attività di sales training &
produzione contenuti
ENRICO FISICHELLA - Business Models Design

14. do you need to innovate and deliver physicians and sale force focused
services and design business best practice?
we offer:
- design of processes and systems
- design of platforms technical features
- design of client experience
- design of marketing and sales
models
ENRICO FISICHELLA - Business Models Design