2. • our client aims to offer value beyond their great medicines
• but their customer satisfaction is decreasing
• customers (HCPs & patients) are becoming more and more
digital active
• physicians use digital channels to stay updated and learn
• multiple competitive offers are winning our customer’s
attention & digital time
context
3. how can our client become more competitive?
challenge
4. to become the supporting (go-to) partner for
prescribing and managing medications across the
care journey
vision
6. every day, there is more
information available for
HCPs and patients, which
comes from multiple
sources
1. information
Elsevier positioned Scopus as the
main “data-base" for academic
publications by including articles
from all publishers and offering
extra access to Elsevier subscribers.
Scopus is the go-to platform to find
academic publications
Success story
strategic opportunity:
become THE source of drugs’ information by
leveraging the client’s trajectory as synonym of
reliability
possible actions:
• digital, open platform which provides an
overview of a wide range of medicines (beyond
the client’s offer)
• provide functionalities like info, comparison,
developments, training, etc.
7. patients are are more
engaged with their
healthcare. There are
multiple tools to evaluate
effect of therapies beyond
clinical trials
2. measure & track
Drivies from Telefonica tracks the
user’s driving skills and and uses
the data as input for the insurance
plans, providing a personal source
of info for both driver and insurer
Drives managed to include
individual performance data into
the insurance system
Success story
strategic opportunity:
embrace collaboration with (all) stakeholders to
gather “real-world data” as extra input for
research
possible actions:
• apps to collect “my own” data to support
patient’s active role
• link patient's data with medicine information
to provide HCPs with a complete and
personal overview of a treatment effect
• partner with third parties (i.e. insurance, tech)
to collect other types of data
8. patients and HCPs join
online communities to
discuss, learn and share
experiences
3. support & guide
Home Depot created its own DIY
youtube channel when realising
that customers were going online
to view videos on how to do home
improvement
HomeDepot took advantage of an
existing trend by creating their own
DIY channel as an extended service
Success story
strategic opportunity:
implement an open and transparent
communication policy by enabling stakeholders
to share information and learn
possible actions
• digital platform to discuss the effects of
treatment with other patients and doctors
• create content for physicians to learn and stay
up-dated
9. 1. information
building trust from
customers and other
parties
partnering with tech
companies and other
stakeholders
breaking internal silos
to enable data from
multiple sources to be
used across company
disrupting industry
paradigm by creating
an open platform
potential challenges for implementation
2. measure & track 3. support & guide
steps
10. HCPs
new business perspective
leveraging strengths
(trajectory)
open communication &
new data channels to
further feed research
patients client
actively participating
on their healthcare
potentially being part
of medical
developments
having complete
support when
prescribing medicine
staying up to date and
learning from a reliable
source
offering patients more
tailored care
value for key stakeholders
