Download Match the Model to the Market

Match the Model to the Market - and
Evolve the Approach with the Model
Make the most of your Field Sales Teams and
your Multi-Channel Marketing efforts and help Patients achieve better Outcomes.
Dave Giles
Formerly GCO VP, Head of SFE, Shire
Currently Chief Commercial Officer, Adherent Health
2015 eyeforpharma Customer Engagement Summit
November 20, 2015
“People think we’re in the drug
business, and we are, but...
we’re really in the information
business.”
Matt Emmens
VP, Sales, AstraMerck
AstraMerck Company Launch
June 1, 1992
“Can Access Limits on Sales
Representatives to Physicians Affect
Clinical Prescription Decisions?”
George A. Chressanthis PhD, Pratap Khedkar
PhD, et al.
The Journal of Clinical Hypertension
Volume 14, Issue 7, pages 435–446, July
2012
“These findings emphasize that limiting access to
pharmaceutical representatives can have the unintended
effect of reducing appropriate responses to negative
information about drugs just as much as responses to
positive information about innovative drugs.”
Markets: Fundamentally Different
Higher
Impact
of Field
Sales
Reps
Lower
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More metropolitan markets
More “corporatized,” managed markets
Higher Payor control
Greater Provider aggregation
More Academic institutions
More IDNs and ACOs
More Physicians employed by Payors, Groups
Less Physician Rx autonomy – ironically with
potentially more accountability for outcomes
•  Growing focus on Outcomes, RWE for Value
•  Option: Leverage Access Data to Target Reps
and Affinity Data to Target Channels
Role of Reps: Somewhat Varied
•  More highly-specialized, higher science
drugs and conditions which are growing
as science continues to advance, e.g.
•  Biologics, biosimilars
•  Rare and orphan diseases
•  Engage/partner more within practices
and at account levels, e.g.
•  Centers of Excellence
•  Seen more as “local marketers”
•  Growing focus on Outcomes, RWE
More Tactical
Role of
Field Sales Reps
More Strategic
Match the Model to the Market
Higher
Impact
of Field
Sales
Reps
•  Field Sales drives local
promotional HCP efforts - in
alignment with brand - primarily
with a focus on personal selling
•  Highest input into design and
deployment of HCP marketing
channels and materials
Lower
More Tactical
Role of
Field Sales Reps
More Strategic
Match the Model to the Market
Higher
Impact
of Field
Sales
Reps
Lower
More Tactical
•  Field Sales drives local
promotional efforts, but
primarily with a focus on
orchestrating personal and
HCP Multi-Channel Marketing
•  Field Sales drives flexible
contact model, leveraging
phone and virtual contact
Role of
Field Sales Reps
More Strategic
Match the Model to the Market
Higher
Impact
of Field
Sales
Reps
•  Field Sales still key
promotional channel
•  FS orchestrated as part
of an HCP MultiChannel Marketing
model based on
dynamic insights
Lower
More Tactical
Role of
Field Sales Reps
More Strategic
Match the Model to the Market
Higher
Impact
of Field
Sales
Reps
Lower
•  Where possible,
reallocate FS
resources
•  Multi-Channel
Marketing to focus
more on Consumer
Marketing – including
pilot to HCPs
More Tactical
Role of
Field Sales Reps
More Strategic
Evolve the Approach with the Model
Higher
Impact
of Field
Sales
Reps
Lower
Current Priority: Brand Promotion
•  “Core Messages”
•  Clinical Data – even for >3 year old
brands?
•  Static resources – Showing
information to HCPs and Consumers
•  CRM – Requiring patients to give their
information before the receive
More Tactical
Role of
Field Sales Reps
More Strategic
Evolve the Approach with the Model
Higher
Impact
of Field
Sales
Reps
Evolving Priority: Patient Outcomes
•  Messaging focused on helping providers
help patients achieve treatment outcomes
•  Clinical Data – supplemented with HEOR
Data and Real World Evidence
•  Dynamic – Providing information and tools
to HCPs and Consumers for them to use
to support Education, Affordability,
Feedback, and Adherence
•  CRM – Providing tools and resources to
patients before asking them for
information
Lower
More Tactical
Role of
Field Sales Reps
More Strategic
Evolve the Approach with the Model
Provide HCPs with Tools and Resources to Help
Them Help Patients Achieve Better Outcomes
2015 Accenture White Paper
“Patient Services: Pharma’s Best Kept Secret”
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Survey of 10,000 Patients Worldwide
Only 19% of Patients were aware of pharma resources
58% would use them once they were aware of them
85% of those Patients would look to their HCP to provide
them with the services
•  6% would look to their Insurers
•  …1% would look to Pharma
Engage Cross-Functional Teams For Results
Transform how all your teams think of and treat each other
(Marketing, Sales, Compliance, Legal, Medical, Regulatory)
“Suppliers”
•  Execution-focus
•  Accountability for
execution of an
agreed-upon
number of activities
and/or fulfillment of
adherence to plans
“Partners”
“Customers”
Engage Cross-Functional Teams For Results
Transform how all your teams think of and treat each other
(Marketing, Sales, Compliance, Legal, Medical, Regulatory)
“Suppliers”
“Partners”
“Customers”
•  Current need-focus
•  Prioritizing immediate
needs over the longterm or even
medium- or shortterm priorities of
marketing / brand /
customers
Engage Cross-Functional Teams For Results
Transform how all your teams think of and treat each other
as Partners
“Suppliers”
“Partners”
“Customers”
•  Patient and Business Focus
•  Providing more input into strategies and
promotions – results in better execution
•  Proactive approach to anticipating and fulfilling
customer expectations
•  Enabling and conducting more valuable
interactions with customers to help achieve
business objectives
Dave Giles
+1 215 964 7263
[email protected]
www.linkedin.com/in/davegiles