2. Agenda
09:45
Arrivals
10:00
Welcome and introduction
Beverly Barr, Vice-Chair and Market
Access Lead, PM Society
10:10
How to avoid divorce in your NHS
partnerships
Di Vegh, NHS Partnership Manager, ABPI
10:25
Questions and answers
10:30
Executive sleepless nights - can drugs
help?
Felicity Greene, Director of Operations
at NHS South Commissioning Support
Unit
10:45
Questions and answers
10:50
Marketing, advertising, selling and the
customer
Jonathan Dancer, Redbow Consulting
Group
11:05
Questions and answers
11:10
Speaker and audience debate and
discussion
12:00
Summary and close

3. Pre-Meeting Survey
• Survey sent to PM Members
– December 2013-January 2014
• Questions covered 3 key areas:
– Promotional activities
– NHS partnership/Joint working
– CCGs/Social care
• 96 respondents
– 52 industry
– 44 service companies

4. Promotional strategy changes in
response to the NHS
Q) Have you changed your promotional activity over the last 12
months as a result of the changes in the NHS ? (industry)
Q) Have your clients changed their promotional activity over the last
12 months as a result of the changes in the NHS ? (agency)
Industry
Agency
Yes
87.2%
38.2%
No
6.4%
26.5%
Don’t know
6.4%
35.3%
Most industry members have changed their promotional activity over the last
12months in response to changes in the NHS-although agencies seem less certain
about what their clients have done

5. Promotional activity
• Almost all industry respondents (91.5%) had specific
promotional activities aimed at payers
–
83% tailored these to meet the needs of local payers
− Most agencies (67.6%) worked on promotional activities
aimed at payers
− all these (67.6%) tailored client activities to meet the needs of local payers

6. NHS partnerships/Joint working
• 55.6% of industry companies had a function or
person dedicated to NHS partnerships or joint
working
• More than half 53.8% of industry respondents currently
worked on a partnership/joint working project
– the most common answer was 5+ projects
– 20.4 % of agency respondents indicated they worked
on a client project (commonly 2-4 projects)
• Both industry and agencies considered NHS partnerships
and joint working to be part of the commercial strategy
– 86% industry
– 56.8 % agencies

7. Understanding of joint working
Agency responses
Industry responses
How well do you believe you understand the difference
between Joint working and the following?
60
50
40
30
50
2%
10%
21%
27%
20
10
0
How well do you believe you understand the difference
between Joint working and the following?
4%
8%
23%
40%
2%
8%
9%
25%
29%
29%
11%
Medical and
Educational
Goods and
Services
25%
27%
Promotion
Sponsorship
45
No clear
understanding
Vague
understanding
Reasonable
understanding
Good
understanding
Very good
understanding
Excellent
understanding
40
25%
25%
27%
23%
21%
13.5%
18%
27%
11.5%
13.5%
18%
2.5% 11%
13.5%
9%
7%
Promotion
Sponsorship
35
30
25
32%
20
15
10
5
0
No clear
understanding
Vague
understanding
Reasonable
understanding
Good
understanding
Very good
understanding
Excellent
understanding
Medical and
Educational
Goods and
Services
While industry believed they understood the difference between joint working , medical
education, promotion and sponsorship, almost half the agency respondents have a ‘learning gap’

8. Current strategy for social care
Q) Do you currently have or are your working on a strategy to address
the growing emphasis on social care? (industry)
Q) Does you organisation currently work on any industry sponsored
project focused solely on social care? (agency)
Industry
Agency
Yes
2.1%
2.9%
No
47.9%
73.5%
Currently in preparation
22.9%
5.9%
Don’t know
27.1%
17.6%

9. Knowledge of groups/organisations
commissioning products
Industry responses
Agency responses
How knowledgeable do you believe your company is
about which NHS organisation/group commissions each
of the medicines you sell?
How knowledgeable do you believe your organisation is
about which NHS organisation/group commissions each
of the medicines your industry clients sell?
2.1%
2.9%
Very Poor
22.9%
22.9%
Poor
52.1%
20.6%
Neutral
Good
Very
Good
Exception
al
Very Poor
11.8%
Poor
Neutral
23.5%
Good
41.2%
Very
Good
Exception
al
Al industry members believed that they had good knowledge about the relevant group/ NHS
organisation that commissions the products they sell but 23% agencies did not believe that they
were particularly knowledgeable about this

10. Understanding the needs of CCG
Industry responses
How well do you believe the company understands
the needs of CCGs?
Agency responses
How well do you believe your organisation understands
the needs of CCGs?
2.1%
8.3%
10.4%
No clear
understanding
Vague understanding
Reasonable
understanding
Good understanding
29.2%
50.0%
Very good
understanding
Excellent
understanding
5.9%
11.8%
8.8%
No clear understanding
Vague understanding
32.4%
Reasonable
understanding
Good understanding
Very good
understanding
Excellent understanding
A high proportion of both industry and agency thought that they understood the needs of CCGs

11. Relationship with CCGs
Industry responses
Agency responses
How would you rate your company’s current relationship
with CCGs?
How would you rate your industry clients current
relationship with CCGs?
5.7%
6.4%
10.6%
Very Poor
Poor
34.0%
Neutral
48.9%
Very Poor
22.9%
20.0%
Neutral
Good
Very
Good
Exception
al
Poor
Good
51.4%
Very
Good
Exception
al
More than half (59.5%) of industry respondents thought that their relationship with CCGs was
neutral or poor and agencies believed it may be even less favourable

12. The next 12 months?
Industry responses
Agency responses
Over the next 12 months how likely are you to change
your promotional activities to respond to changes in the
NHS?
Over the next 12 months how likely is it that your clients
will adapt their promotional activities to respond to
changes in the NHS?
6.1%
2.2%
Highly unlikely
Somewhat
unlikely
Unlikely
43.5%
37.0%
Likely
Somewhat likely
17.4%
Very likely
Highly unlikely
6.1%
18.2%
9.1%
12.1%
Somewhat
unlikely
Unlikely
Likely
48.5%
Somewhat likely
Very likely
The majority of industry anticipates having to change their promotional activities in the next 12
months in response to NHS changes

13. Number of joint projects
Industry responses
Agency responses
How many NHS partnership or Joint working projects is
your company currently involved in?
15.4%
3.8%
I don't
know
0
26.9%
1
How many NHS partnership or Joint working projects is
your company currently involved in?
6.8%
11.5%
19.2%
13.5%
3
I don't
know
0
6.8%
4.5%
38.6%
2
9.6%
2.3%
1
2
40.9%
3
4
4
5+
5+