Pharma 2005: Marketing to the Individual

Pharma 2005: An Ongoing PwC Program

Pharma 2005
An Industrial Revolution in R&D

R&D 2005 Innovation

Market 2005

Commercialisation

Silicon Rally e-R&D

Pharma 2005
Silicon Rally: The Race to e-R&D

HealthCast 2010 People 2005

Pharma 2005: Marketing to the Individual

Pharma 2005: Focus on Individual Health

Converging Forces and a New Healthcare Perspective

Enhanced Market Opportunities

Finding a Way Forward

Pharma 2005: Marketing to the Individual

Pharma 2005: Focus on Individual Health

Converging Forces and a New Healthcare Perspective

Enhanced Market Opportunities

Finding a Way Forward

Envisioning an Era of Individualised Health Management

Elliot lives in a different world: 2015 His health agent is Dr. Thomas - a virtual person He knows Elliot and his behaviour He searches the globe looking for advances to improve Elliot s health Elliot receives the highest quality care at the lowest cost It is truly Individualised
Jeff Tolbert Illustration

Hi Elliot. You re looking a bit sluggish today!

Envisioning an Era of Individualised Health Management

Elliot lives in a different world: 2015 His health agent is Dr. Thomas - a virtual person He knows Elliot and his behaviour He searches the globe looking for advances to improve Elliot s health Elliot receives the highest quality care at the lowest cost It is truly Individualised

Hi Elliot. You re looking a bit sluggish today!

Its happening today ...

Its happening today ...

Pharma 2005: Marketing to the Individual

Pharma 2005: Focus on the Individual

Converging Forces and a New Healthcare Perspective

Enhanced Market Opportunities

Finding a Way Forward

Converging Forces: Drive the Market towards Individualised Health Management

Consumer Empowerment Information Management

10

e-Environment

e-Environment

Technology

Science

e-Environment: More Than e-Commerce and e-Business

!

11

The e-Environment is the fabric that binds and accelerates the convergence of forces

e-Commerce*:

e-Business*: Improving business performance through connectivity:

e-Environment:
!

Marketing Selling Buying of products and services on-line

Consumer Empowerment Information Management Technology Science

Deploying new technologies in the value chain Connecting businesses-tobusinesses and businesses-to-customers Leveraging customer insights

! !

Today

Tomorrow

*Source: E-Business Technology Forecast, PricewaterhouseCoopers, May 1999

Consumer Empowerment: Baby Boomers More Actively Involved in Healthcare Decisions

12

GI Generation (b 1900-1930)

Silent Generation (b 1931-1948)

Baby Boomers (b 1949-1964)

Generation X (b 1965-1985)

Source: Adapted from The Future of Complementary and Alternative Approaches in US Health Care Institute for Alternative Futures, July 1998

Information Management: Access to the Internet Growing across the Globe

13

250 200 150 100 50 0

Rest of World Asia/Pacific

Users in Millions

Japan Europe United States

19 95

19 96

19 97

19 98

19 99

20 00

Year
Source: Dataquest, 1999

20 01

Information Management: Online Consumers Seek Health Information

14

Disease Info. Diet & Nutrition Pharmaceuticals Online Health Newsletters Women's Health Fitness Children's Health Illness Support Groups 0 10 20 30 40 50 60

Percentage of Online Health Information Seekers

Source: The Online Mandate to Change, Cyber Dialogue, 1998

Information Management: Connected Consumers will Lead to the Death of Distance

Segmentation will link global similarities Common interests create new communities unrestrained by geography

15

Borders and time zones become irrelevant

Consumers will search for best products and prices

Demand for immediate and convenient service will increase

Source: Adapted from The Death of Distance by Frances Cairncross, 1997

Technology: Advances to Improve Diagnosis and Disease Treatment

Telepresence Surgery In Vivo Biosensor Imaging Information Processing System High-Speed, HighResolution 3-D Imaging Tailored Sensing & Measurement Interfaces ComputerAssisted Surgery Telemedicine
2000 2005 2010 2020

16

Regenerative Implants

Science: Genomics to Transform Diagnosis and Individualise Health Management

Genome mapping Transcriptome mapping Proteome mapping / Pharmacogenomic understanding

17

Illustration of Possible Impact in Typical Disease 2015 2020

2000
Genotypes identified Genomes & transcriptomes identified

2005

2010

Existing drug Populations tested therapy for the disease Individualised to genotypes patient s genotype* Genetic test available Patients with predisposition to the disease tested

Protein therapy to replace proteome causing the disease effects

Population databases generally available

First specific gene therapy to prevent/ reverse the disease

* Patient s therapy modified depending on genotype to affect : response to adverse effects metabolism, affecting required dose

18

Pharma 2005: Reaching the Individual

Pharma 2005: Focus on Individual Health

Converging Forces and a New Healthcare Perspective

Enhanced Market Opportunities

Finding a Way Forward

A Focus on Individualised Health Management will Enhance Market Opportunities

Pharmaceutical Company
Blockbuster Therapy Population at Large

19

Consumer Empowerment

Information Management

Technology Individualise Individualise d Individualise d d Individualise d Health

Science

Future Pharma Company

Consumer Consumer Consumer The Individual

Enhanced Market Opportunity: A Focus on the Individual will Lead to Raised Health Expectations

20

Wellness
Preventing Disease Managing Health

Treating Disease

Managing Disease
Biological Continuum

Illness Acute Chronic PharmaFramework SM

PharmaFramework Scenario: Health Management Needs Evolve over a Women s Life

Senior Mature Adult Adolescent Wellness
Birth Control Weight Mgmt
Treating Disease Managing Disease Preventing Disease Managing Health
Preventing Managing Disease Health
Preventing Managing Disease Health

SM

21

Treating Managing Disease Disease

Treating Disease

Managing Disease

Osteoporosis Arthritis

Breast Cancer Menopause

Acne PMS Treatment

Calcium/Iron Supplements Chronic

Fertility Pre/Post Natal

Illness
Acute

PharmaFramework SM

PharmaFramework Scenario: A Patient s Needs Change as Diabetes Progresses

Peripheral Vascular Renal Cardiovascular Diabetes Wellness
Eye Checks Foot Checks Weight Loss Monitoring Anti-smoking Devices
Preventive Disease Managing Health
Preventing Managing Disease Health
Preventing Managing Disease Health

SM

22

Treating Managing Disease Disease

Treating Disease

Managing Disease

Eye Disorders Limb Amputation

Infections Kidney Failure

Treating Disease Managing Disease

Treatment Insulin/OHAs Hypercholesterolemia of Hypo- Hb A1c Level glycaemia Management

Hypertension

Illness
Acute

Chronic

PharmaFramework SM

Opportunities in Individualised Health Management: Realised through Partnerships, Networks, and Alliances
Virtual Rx Company

23

Biotech

Algorithm Designer

CROs

Daily Delivery Distributor

Pharmacy

?
Health Clubs Group Practices

Hospital

Diagnostic Company Rx Co.

24

Pharma 2005: Marketing to the Individual

Pharma 2005: Focus on Individual Health

Converging Forces and a New Healthcare Perspective

Enhanced Market Opportunities

Finding a Way Forward

Finding a Way Forward: Build a Foundation for Individualised Health Management

25

Solution Sets: Products & Services Segmenting in New Ways Establishing Corporate Identity & Branding

Integrating Individualised Market Intelligence into Seamless Commercialisation Processes Leveraging the e-Environment Relationship Building, Planning Adaptively Partnering & Networking

Foundation for Individualised Health Management: Segmenting Changing Customer Groups in New Ways
Payers Patients & Consumers Payers Individuals Physicians & Providers Customer Groups Physicians & Providers Customer Groups Health Agents

26

Today

Tomorrow

Segmenting in New Ways Surpass current narrow focus Enable effective targeting Critical to competitive position

Foundation for Individualised Health Management: Establishing Corporate Identity and Branding
Previous focus on product branding insufficient Need to augment with corporate identity

27

Opportunity to learn from other industries Branding and outcomes must be supportive!

Foundation for Individualised Health Management: Individualised Market Intelligence Critical to Decision Making
Individualised Market Intelligence: data on the needs, values, expectations, behaviours and outcomes of individual customers

28

Technology & Science

Innovation

Commercialisation Translating innovation into maximum value

Customer Groups

Exploratory research to source innovation

Individualised Market Intelligence

Foundation for Individualised Health Management: Sharing Individualised Market Intelligence

29

Find or Generate Collect

Apply to Business Decisions Plan Response

Filter & Share

Interpret

Analyse

Model

Foundation for Individualised Health Management: Evolving Opportunities to Leverage the e-Environment
e-Pharmacy Interactions e-Detailing & e-Sampling
R X

30

On-demand CME

Reimbursement Data

Persistency & Compliance Interactions

Welcome to our Chat Room & Forums

Outcomes Data Assessment Personal Interface & e-Data Transfer

Data

Chat Rooms & Forums

Integrated Customer Gateway