vertical market: pharmaceutical industry...10 global pharma campaigns – 2015 •develop credible...

Vertical Market:

Pharmaceutical Industry

2

Learning Objectives

• Upon completion of this module you will understand:

• Pharmaceutical market drivers

• Pharmaceutical hierarchy of need

• Competitive landscape

• MBD Pharma goal & vision

• MBD Pharma growth strategy

• MBD 2015 Global campaigns

3

Market Drivers

•Vendor consolidation

•Global pharma reducing costs by eliminating local

suppliers and adopting category management

•Growth in biopharmaceutical manufacturing

•Adoption of single use bioreactors, higher margin

biological products, vaccines prevention vs. cure

•Increasing regulation

•Slow adoption of rapid methods, USP/EP/JP, cGMP

4


5,250 production sites

95% traditional culture methods

348 M microbiology tests p.a.

Market value growth 4.5% p.a

5

Hierarchy of Pharma Industry Needs

Innovation

Cost

Service

Product Quality

Assurance of Supply

6

Pharma Industry Needs & Challenges

Assurance of

Supply

The bedrock requirement for this segment; mission critical to support and enable

the safe and uninterrupted production of medicines and vaccines. Additional

requirements for specific batch lot reservation, production site audit. Some flex in

supplier capacity to respond to short term increased demand desirable.

Customers have reported product availability issues with incumbent suppliers.

Product

Quality

Following internal validation acceptance studies consistency is the essential criteria

and compliance with Regulatory standards and Pharmacopeia. New Product

Development should be undertaken using an audited Quality System. During 2014

some customers have reported product quality issues (wet plates) with incumbent

suppliers. Manufacturers must demonstrate control of raw material supply chain,

Service Comprehensive product documentation CoA, MSDS, IFU, QA release and access

to QA / Regulatory personnel is vital. Full supporting validation studies and

enhanced change control notification processes are required. Ready access to

qualified technical support. Customisation of standard product eg 2-D Barcode

Cost Focus is on total cost of ownership recognising the cost to validate and change

supplier. Beyond product price vendor channel and e-business offer reduced costs.

Innovation Must be focussed around risk reduction, improved safety,

Global Reach Supplier ability to effectively support multi-site multi-country requirements a

significant advantage for Tier 1 Pharma.

Corporate

Responsibility

Safety, Heath and Environment policies must be aligned with Pharma Corporate

expectations. Adherence to a Code of Business Ethics is mandatory.

7

Competitive Landscape

From

Emerging

Markets

New

Technologies

From

Adjacent

Segments

Customers

/ Suppliers

Core

Competitors

Emergent

Competitors

Merck Millipore Global Core Range

BD Diagnostics Global Core Range & Flow Cytometry

bioMérieux Global Core Range & Mass Spec

BD Advanced Bioprocessing Animal free Antibiotic Free Raw Materials

VWR Private label & prime vendor channel

Cherwell Labs

HARDY Diagnostics

HiMedia

8

Global Pharma/PCT Goal & Vision

To become a qualified global provider of

microbiology testing solutions that

enables the manufacture of

pharmaceutical and personal care

products in compliance with regulatory

requirements

Vis

ion

Increase revenue from US$55m

to US$80m by 2018 Go

al

9

Global Pharma PCT Strategy

To become a qualified global provider of microbiology testing solutions that

enables the manufacture of pharmaceutical and personal care products in

compliance with regulatory requirements

Maintain high focus on

assurance of supply,

product quality, support and

total cost of ownership

Develop a credible industry

relevant global portfolio for

microbiology testing

Vis

ion

S

tra

teg

y

Raise global profile of the Thermo Scientific brand for

pharmaceutical & personal care microbiology testing

Increase revenue from US$55m

to US$80m by 2018 Go

al

Collaborate with other Thermo Fisher Scientific business

units to maximise value for our shared customers

10

Global Pharma Campaigns – 2015

• Develop credible industry relevant global portfolio

• Global launch of competitive triple wrapped irradiated plate range Q1

• Global Campaign Sealed. Sterile. Secure.

• Contact Plate Applicator launch - Q2

• Maintain high focus on global industry requirements

• Global TWIP implementation team to inform new pipeline extensions

• Pharma interest groups (Pharmig / PDA)

• Collaborate with other Thermo Fisher Scientific business units

• BioProcess Container multi-batch validation material available now

• Global Campaign Safe & simple validation

• Raising global brand profile

• Refreshed exhibition imagery

• Pharma / Biopharm Community pages at

• www.thermoscientific.com

http://www.thermoscientific.com/

11

Pharma Exhibition Material

12

Vertical Segment Capability Brochure

13

Vertical Segment Capability Brochure

14

Sealed.Sterile.Secure. Campaign

Dedicated landing page

Integrated digital campaign

Product animation video

Product spec sheets

Range brochure

On demand webinar recording

Web banner ad

Trade show graphics

Customer sample request form

Internal Launch pack

Pharma iConnect site

Validation pack

Pull up tradeshow banner

CRM sampling tracker

Lead generation campaign

Raw Materials Environmental Monitoring

Aseptic Process Control

Microbial Identification

Finished Product Sterility

15

Safe & simple validation campaign

Integrated digital campaign

Product animation video

Product validation pack

Range brochure

On demand webinar recording

Banner ad

Trade show graphics

Customer sample request form

Internal campaign pack

Pharma iConnect site

CRM sampling tracker

Lead generation campaign





16

Global Campaigns/Regional Execution 2015 - Pharma

Q1 Q2 Q3 Q4

Campaigns

Safe.Sterile.Secure.

TWIP

Safe & Simple Validation

BPCs


TWIP


BPCs


TWIP


BPCs


TWIP


BPCs

Product

Launches

TWIP TSA x 4 (Jan)

BPC ACF 3 batches

TWIP Sab Dex x 2 (Apr)

Cleanroom safety tongs

Contact Plate Applicator

Beta trials – High end air

sampler system

TWIP D/E Agar (tbc)

BPC WFI

TWIP Sab Dex x 2 (Aug)

Beta trials – High end air

sampler system

Objectives

Commercialise validation

activity completed in Q4

2014

Commercialise validation

activity completed in Q1

2015

Build strong presence in

pharma manufacturing

segment – cleanrooms /

risk reduction

Build strong presence in

pharma manufacturing

segment – cleanrooms /

risk reduction

Core

Materials

Digital sales tools for iPad & web ; multi use animation to illustrate key F&Bs

Electronic marketing / Website Product & Pharma Community Pages / Lead generation campaigns linked to webinars

The target for both campaigns are adjacent workflow areas in Pharma Manufacturing

this offers 2 customer sales opportunities for each customer call





17

Developing 2015 Portfolio Plan

Pharma & PCT

Team Lead David Farrell

Product Manager Diana Kumpiluvelil

R&D James Stringer

Project Manager Sarah Wakeman

Regional Marketing Duncan Hall EU Kevin Foth US Mandy Cai APAC

Sales Ian Burns

QA Norbert Benning Reg Fernandes

Operations Dave Thompson

Consultant John Cobb

Wider consultation on 2015 STRAP

NPD – prioritise pipeline expectations :

• Bags

• Bottles & Novel Closures

• Air sampling options

• Media

• BPC WFI variant

• Vogel Bonner plates

Global Launch & Market Penetration

• TWIP globalisation

• TWIP range extensions

• D/E Neut Agar

• Contact Plate Applicator

Stronger collaboration with key opinion

leaders and adjacent business units

18

Pharmaceutical / Personal Care Summary

2015

Developing pharma grade capabilities

Focus on workflow areas that offer differentiation

Opportunity Road Map

1. Develop a credible industry relevant global portfolio for microbiology testing

2. Maintain high focus on assurance of supply, product quality, support and total cost of ownership

3. Collaborate with other Thermo Fisher Scientific business units to maximise value for our shared customers

4. Raise global profile of the Thermo Scientific brand for pharmaceutical & personal care microbiology testing

2018

Credible Thermo Scientific offering

across the 5 major workflow areas

Qualified global partner for

microbiology testing Pharma & PCT

Strengthen product portfolio to increase revenue by 2018 to $80M

Revenue based on current pipeline

Vertical Market:


vertical market: pharmaceutical industry...10 global pharma campaigns – 2015 •develop credible...

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