the new paradigm of market access: brand teams, fasten ......downstream implications: fewer...
TRANSCRIPT
The new paradigm of Market Access: Brand Teams, fasten your seat-belt
Dr. Pierre Morgon, Chief Marketing Officer, Cegedim
http://fr.linkedin.com/in/pierremorgon
@P_A_MORGON [email protected]
R&D
Regulatory
Commercialization
Market Access
Optimization/KPIs
Drivers of Life Science Industry Strategic Agenda Managing Complexity and Scarcity
R&D: despite rising and sustained investments…
Source IFPMA – Facts & Figures 2012
R&D: …productivity keeps declining, innovation remains elusive, further fueling M&A and external R&D
Source Forbes 2014
Downstream implications: fewer regulatory approvals, reflecting R&D drought and raising access concerns…
Source FDA – Novel New Drugs 2013 Summary
Authorities innovate with new mechanisms to foster access to innovation… But is the industry ready for “adaptive licensing”?
Source FDA – Novel New Drugs 2013 Summary
Note: drugs are not limited to one expedited development and approval method
Driven by product mix, Market Access requirements reflect shifts in care allocation, search for synergies
The problem? Payers are demanding real world data The gap? DNA of the industry is randomized, controlled trials
Source Evaluate Pharma
The new keys to effective Market Access? Real World Data-driven… Integration and Customization
Commercialization challenge: perennial search for faster time to market and faster time to peak sales…
…in a more complex, science & data-driven market ecosystem, demanding the outcomes agreed upon during market access
Challenging patient flow: need to engage more stakeholders though more channels and with different value propositions…
… and largely mobile & digital-based and loosely coordinated
Source IFPMA
The challenge for the industry? Engage more stakeholders though wider range channels and coherent, trustworthy value propositions
Relevance Accuracy
Trust
Building and maintaining Trust is at the heart of the matter
Source IFPMA Infographic – Partial view
Inside-Out and Outside-In: selecting the right partners to manage channels and harvest actionable insights
Organizational Effectiveness: seamless integration between key functions along the life cycle of the product
Operations-focused Functions
R&D Manufacturing Regulatory Commercial
Finance
HR
Legal
Regulatory
Market Access
Medical
Marketing
Compliance
Co
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focu
sed
Fu
ncti
on
s
Integration
The Value Partnership Journey…
People • Customer focus
• Patient Centric Culture
Process
Technology
Data
• Medical & Scientific Strategy
• Engagement Plan & Partnerships
Treatment Outcomes
Insights on Patient Behaviour
• Patient Registries
• Scientific Community Management
• Mobility & Sensors
Thank You!
Dr. Pierre Morgon, Chief Marketing Officer, Cegedim
http://fr.linkedin.com/in/pierremorgon
@P_A_MORGON [email protected]