pharma - marketing to the individual 2005

8/3/2019 Pharma - Marketing to the Individual 2005

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Pharma 2005: Marketing to the Individual


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Pharma 2005: An Ongoing PwC Program

People

2005

R&D 2005

Innovation Commercialisation

Silicon

Rally

e-R&DHealthCast 2010

Market 2005

Pharma 2005

Silicon Rally: The Race to e-R&D

Pharma 2005An Industrial Revolution in R&D


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! Pharma 2005: Focus on Individual Health

! Converging Forces and a New Healthcare Perspective

! Enhanced Market Opportunities

! Finding a Way Forward


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Jeff Tolbert Illustration

Envisioning an Era of Individualised Health Management

Hi Elliot. Youre looking a bit sluggish today!

Elliot lives in a different world: 2015 His health agent is Dr. Thomas - a

virtual person

He knows Elliot and his behaviour He searches the globe looking for

advances to improve Elliots health

Elliot receives the highest qualitycare at the lowest cost

It is truly Individualised


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Envisioning an Era of Individualised Health Management

Hi Elliot. Youre looking a bit sluggish today!

Elliot lives in a different world: 2015 His health agent is Dr. Thomas - a

virtual person

He knows Elliot and his behaviour He searches the globe looking for

advances to improve Elliots health

Elliot receives the highest quality careat the lowest cost

It is truly Individualised


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Its happening today ...


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Its happening today ...


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! Pharma 2005: Focus on the Individual





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Information

Management

Consumer

Empowerment

Technology Science

Converging Forces:

Drive the Market towards Individualised Health Management

e-Environment e-Environment


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e-Environment:

! ConsumerEmpowerment

! InformationManagement

! Technology! Science

Today Tomorrow

e-Business*:Improving businessperformance throughconnectivity:

Deploying new technologiesin the value chain

Connecting businesses-to-businesses andbusinesses-to-customers

Leveraging customerinsights

e-Commerce*:

Marketing Selling Buying of

products andservices on-line

*Source: E-Business Technology Forecast,PricewaterhouseCoopers, May 1999

e-Environment:

More Than e-Commerce and e-Business

! The e-Environment is the fabric that binds and accelerates theconvergence of forces


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Consumer Empowerment:

Baby Boomers More Actively Involved in Healthcare Decisions

Source: Adapted from The Future of Complementary and Alternative Approaches in US Health CareInstitute for Alternative Futures, July 1998

Baby Boomers(b 1949-1964)

Silent Generation(b 1931-1948)

Generation X(b 1965-1985)

GI Generation

(b 1900-1930)


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0

50

100

150

200

250

Usersin

Millions

1995

1996

1997

1998

1999

2000

2001

Year

Information Management:

Access to the Internet Growing across the Globe

Rest of World

Asia/Pacific

Japan

Europe

United States

Source: Dataquest, 1999


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Source: The Online Mandate to Change, Cyber Dialogue, 1998


Online Consumers Seek Health Information

0 10 20 30 40 50 60

Illness Support Groups

Children's Health

Fitness

Women's Health

Online Health Newsletters

Pharmaceuticals

Diet & Nutrition

Disease Info.

Percentage of Online Health Information Seekers


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Connected Consumers will Lead to the Death of Distance

Common interests create

new communities

unrestrained by geography Borders and time zonesbecome irrelevant

Segmentation will linkglobal similarities

Consumers will search for

best products and prices

Demand for immediate andconvenient service will

increase

Source: Adapted from The Death of Distance by Frances Cairncross, 1997


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Telemedicine

Computer-

Assisted Surgery

Tailored Sensing &Measurement Interfaces

Imaging Information

Processing System

Regenerative

Implants

2000 2005 2010 2020

TelepresenceSurgery

In Vivo

Biosensor

High-Speed, High-

Resolution 3-D Imaging

Technology:

Advances to Improve Diagnosis and Disease Treatment


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Population databasesgenerally available

Populations tested

for the diseasegenotypes

Patients withpredisposition to

the disease tested

Protein therapyto replace proteome

causing the disease effects

* Patients therapy modified depending on genotype to affect :

2010 2015 2020

Genomemapping

Transcriptome mapping

Proteome mapping / Pharmacogenomic understanding

response to adverse effects metabolism, affecting required dose

Illustration ofPossible Impact inTypical Disease

Science:

Genomics to Transform Diagnosis and Individualise Health Management

Genetic testavailable

2000 2005

First specific genetherapy to prevent/

reverse the disease

Genomes& transcriptomes

identified

Existing drugtherapy

Individualised topatients genotype*

Genotypes

identified


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Pharma 2005: Reaching the Individual






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A Focus on Individualised Health Management will Enhance Market

Opportunities

BlockbusterTherapyPharmaceuticalCompany

InformationManagement

ConsumerEmpowerment

Technology Science

ConsumerConsumer

ConsumerThe Individual

IndividualisedFuture Pharma

Company

IndividualisedIndividualise

dIndividualised Health

Populationat Large


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PharmaFrameworkSM

Biological

Continuum

Enhanced Market Opportunity:

A Focus on the Individual will Lead to Raised Health Expectations

Treating

Disease

Managing

Disease

Preventing

Disease

Managing

Health

Wellness

Illness

Acute Chronic


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Senior

Osteoporosis Arthritis

ManagingHealth

PreventingDisease

TreatingDisease

ManagingDisease

Mature

Breast Cancer Menopause

ManagingHealth

PreventingDisease

TreatingDisease

ManagingDiseaseManaging

Health

Adult

Preventing

Disease

Fertility Pre/Post Natal

Treating

DiseaseManaging

Disease

PharmaFramework Scenario:

Health Management Needs Evolve over a Womens Life

SM

Birth Control

AcnePMS

Treatment

Wellness

Illness

Weight Mgmt

Calcium/IronSupplements

Adolescent

PharmaFrameworkSM

ChronicAcute


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Peripheral Vascular

Eye Disorders Limb Amputation

ManagingHealth

PreventingDisease

TreatingDisease

ManagingDisease

Renal

Infections Kidney Failure

ManagingHealth

PreventingDisease

TreatingDisease

ManagingDiseaseManaging

Health

Cardiovascular

Preventive

Disease

Hypertension Hypercholesterolemia

Treating

DiseaseManaging

Disease

PharmaFramework Scenario:

A Patients Needs Change as Diabetes Progresses

SM

PharmaFrameworkSM

Wellness

Illness

Diabetes

ChronicAcute

Eye ChecksFoot Checks

Monitoring

Devices

Treatmentof Hypo-

glycaemia

Insulin/OHAsHb A1c Level

Management

Weight LossAnti-smoking


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Opportunities in Individualised Health Management:

Realised through Partnerships, Networks, and Alliances

Biotech

HospitalCROs

Health

Clubs

DiagnosticCompany

Pharmacy

Daily DeliveryDistributor

Algorithm

Designer

VirtualRx

Company

Group

Practices

?Rx Co.


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Leveraging thee-Environment

Relationship Building,Partnering & Networking Planning Adaptively

Integrating Individualised Market Intelligence into

Seamless Commercialisation Processes

Finding a Way Forward:

Build a Foundation for Individualised Health Management

Segmenting

in New Ways

Establishing Corporate

Identity & Branding

Solution Sets:

Products & Services


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Customer Groups

Segmenting in New Ways

Surpass current narrow focus Enable effective targeting Critical to competitive

position

Foundation for Individualised Health Management:

Segmenting Changing Customer Groups in New Ways

Today

Physicians

& Providers

Patients &

Consumers Payers

Physicians

& Providers

Health

Agents

Individuals

Customer Groups

Tomorrow

Payers


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Establishing Corporate Identity and Branding

Opportunity to learn from other industries Branding and outcomes must be supportive!

Previous focus onproduct branding

insufficient

Need to augment withcorporate identity


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Individualised Market Intelligence Critical to Decision Making

Exploratory

research tosourceinnovation

Customer Groups

Commercialisation

Translating innovationinto maximum value

Individualised Market Intelligence:

data on the needs, values, expectations,behaviours and outcomes

of individual customers

Individualised Market Intelligence

InnovationTechnology

& Science


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Sharing Individualised Market Intelligence

Collect

Model

Interpret

Apply to

Business

Decisions

Plan

Response

Filter

& Share

Analyse

Find or

Generate


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Outcomes DataAssessment

Integrated

Customer Gateway

e-PharmacyInteractions

Chat Rooms & Forums

Reimbursement

Data

Personal Interface

& e-Data Transfer


Evolving Opportunities to Leverage the e-Environment

RX

Welcome toour

Chat Room

& Forums

Data

e-Detailing &e-Sampling

Persistency &Compliance Interactions

On-demand CME

pharma - marketing to the individual 2005

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