Entreprise numerique panorama 2013 cedhys
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Curtain raiser to an association of Pharma & Healthcare CIO's in France on the Digital Enterprise - covers multichannel communications, digital excellence, change management...
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Entreprise numerique panorama 2013 cedhys
- 1. Entreprise Numérique Panorama 2013 24/01/2013 Présentateurs: Lionel Reichardt (Pharma Geek) Sven Awege (Pharma Strategic)
- 2. Lionel Reichardt PharmaGeek + Dir. Dév. CMS + Sven Awege >20 years professional experience Digital « business » pioneer since the 90’s. Pharma experience in Sales, Mktg, Finance, & MulW-‐channel… … in France and Europe!
- 5. Pharma’s macro dynamics Drivers: Consequences: • Governments are broke • Margins are geeng smaller • Patent cliffs – Top 10 Pharma (pressure to change the model) companies facing end of protecWon – Sales force downsizing on 40% of TO in next 3 years – R&D and « Support » funcWons being • Low hanging fruit have gone – end of outsourced or smart-‐sourced the « blockbuster » era • Markets are geeng smaller • HCP demographics & pressures – « Personalised medicine » driving down sales rep access – niche markeWng & sales • Ubiquitous informaWon & lobbying • Ethics, compliance and legal from tradiWonal & new players driving business decisions (paWents & caregivers) – Need to train, monitor & control • Transparency & Liability (big fines & jail sentences) • The pyramid is inverWng – need to engage, rather than push • Technology is again enabling change Pharma messages & interests (mobile, cloud, social media, big data)
- 7. EXHIBIT 3: Pharma companies have announced significant moves to capture savings The industry reacted with cost structure changes and revised projections upwards as EXAMPLES the downturn progressed Announce- ment period Financial impact Q1 2007 • Annual $1.5 - 2.0 bn from 2008 Q1 2009 • Reduction in adjusted total costs of $3 bn by the end of 2011* Q1 2010 • $4 - 5 bn in cost savings by the end of 2012 Q1 2007 • $900 mn from 2010 Q1 2009 • Estimated to reach $2.5 bn in savings per year (up from 1.4 bn) with $2.1 bn before 2010, and the balance by 2013 Q1 2010 • Announcement of reducing its workforce by another 10,400 jobs over the next four years, target annual saving of $1.9 bn Q3 2007 • Annual pre-tax cost savings of $1.3 - 1.6 bn Q4 2009 • Annual pre-tax cost savings of $1.4 - 1.7 bn when fully implemented in 2011, with $800-900 mn expected in 2010 Q4 2008 • Cumulative pretax savings of $3.8 - 4.2 bn from 2008 to 2013 Q1 2010 • $3.5 bn synergy from SP acquisition by end of 2012 Q1 2009 • $2.5 bn in annual productivity cost savings and cost avoidance by 2012 Q4 2007 •Annual pre-tax cost savings of $1.4 bn by 2010 Q1 2009 •Annual savings of $2.7 bn (£1.7 bn) by 2011 Q1 2010 •Cumulative savings of £2.2 bn by 2012, £1.5 bn by end of 2010 * includes Wyeth acquisition SOURCE: Companies’ Annual Reports and websites, press releases, McKinsey analysis MAKING FUTURE BETS NOW Pharmacos must show discipline in reducing cost in a world of accelerating and uncertain cost containment. However, we believe that this is also the time to build Pharma’s are cost cuBng for the longer term. Down cycles typically create new industry leaders. In previous recessions, dynamic challengers who seized the initiative have triumphed over incumbents. For example, in the 1998–2002 downturn, more than 40 per cent of
- 8. US DOJ Fines (Units: BILLIONS) RegulaCon is hot: Big, BIG fines!
- 9. The tradiConal model is already changing
- 10. Why is “digital” important? 10
- 11. Apparte : les Digitari Les "Digira," se caractérisent par des inves,ssements significa,fs en forma,on et communica,on pour faire partager leur vision dans le numérique. Elles adaptent leur gouvernance aux spécificités du numérique, développent les compétences internes dans ce domaine et favorisent les rela,ons entre les équipes mé,ers et les équipes technologiques. Elles se dis,nguent aussi par une démarche fondée sur quelques priorités clairement iden,fiées. Source : "The Digital Advantage : How digital leaders outperform their peers in every industry« CAPGEMINI/MIT
- 12. Jacques Lucas -‐ CitaWon « On voit bien sur l’ensemble des résultats de ceDe première enquête les bénéfices que les technologies mobiles apportent concrètement pour faciliter les exercices des médecins, ce qui est plus que jamais nécessaire » Jacques Lucas, Vice-‐président du CNOM, Délégué général aux Technologies de l’InformaWon et de la CommunicaWon (TIC) en santé
- 13. Le digital et la pharma : France Media Investments 2006 2011 2 859 921 K€ 3 119 764 K€ Source : CSD Promotion
- 14. Digital budget 14% of MarkeWng (big picture vs France) Source : Digital Barometer 2012 (Across Health)
- 15. Breaking the silos • Current macro-‐dynamics è change is necessary • Digital is a big part of the soluWon • IT has a unique cross-‐funcWonal posiWon to facilitate change and leverage true value across the main silos: – Sales – MarkeWng – Medical (Med Info, MedEd & even R&D) • Each silo has unique but complementary needs
- 16. Channel opportuniWes Sales/account Mktg/Customer Medical management/ Insights agent • Clinical Trials crowd Pharma • CLM sourcing spokesperson • Social CRM • Big data analyWcs • Tablets • KOL mapping & management • MulW-‐media • Web conferences • MulW-‐channel communicaWons • Widgets management – Web conferencing • CRM/Social CRM • Social Media – MedInfo vimeo • Campaign channel management (MR – listening) – MedEd portal…. triggering (eMail, • S.Media engagement SD, MedInfo. etc.) • Big data • Social business • Porpolio • Knowledge management Management • Social business • Social business
- 17. Know the value of your channels *Fic,ve example – case by case development needed
- 18. Master your Bread & BuZer channels...
- 19. …but don’t forget the newer channels too! From content gatekeeper … … to provider of content, services, tools and platforms for discussion “We publishers are just throwing the party... we have to hope people will turn up and chat” FT.com, 2009
- 20. Keep nimble by tapping into social media and social business Increase producCvity • Faster communicaCon • Wider reach • Passion vs job descripCon
- 21. Mary Meeker: The State of the Web
- 30. Where to now? How many of your companies have guidelines, best-‐pracWces or policies for these channels: • Sales force ✓ • Congresses ✓ • Websites ? (probably) • 3rd party sites ? (maybe) • InteracWve videos ? (maybe) • eMail ? • eDetailing ? • Social Media ? (personal and professional use) • Mobile ?
- 31. • Not an agency (no ready « soluWons ») ✗ • Subject MaZer Expert ✓ • Personalized support ✓ How can I help?