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1、CONFIDENTIAL PharmaceuticalLifeCycleManagement LCM Clientworkshop June2001 1 Today sdiscussion FootnoteSource Source KeyelementsofLifeCycleManagement ThoughtsonhowtoorganizeforLCM Keyissues 2 LifeCycleManagement LifeCycleManagementislargelyaboutbuildingbrandsovertime byincrementalinvestmentsinvaluec
2、reatingactivitiestomaximizethevalueofacompound Objective Buildingabusinessbasedonagreatproductidea brand notjustlaunchaninnovation Mindset 3 LCMrequiresacommercialmindset Settingambitionlevel Shapetheproduct Shapethemarket Shapethecompany 4 LCMrequiresacommercialmindset Settingambitionlevel Earlycro
3、ssfunctionalagreementonvisionfortheproduct targetlabel InvestwithaventurecapitalistmindsetDeliveragainsttimelineFocusonwhatisimportantContinuouslyenhancecompetitivedifferentiationClinicaldevelopmententirelyfocusedonvaluecreation e g mostimportantindications 5 LCMrequiresacommercialmindset Settingamb
4、itionlevel ShapethemarketearlyandactivelyClearandconsistentmessagesincommunication PRstrategiesRecognizeregionaldifferencesinkeymarketsClearandbroadperspectiveonresourcesrequiredtoshapethemarketEnsuretightlinkbetweenR Dstrategyandmarketstrategy 6 LCMrequiresacommercialmindset Settingambitionlevel Ha
5、veaconsistentandtransparentcommercializationprocessMarketleadingwhereitreallymattersStrongmotivationamongemployeestobringproducttomarketPartnership communicationsacrossfunctions teams MCsTimelytrainingofallrelevantemployees 7 LCMrequiresacommercialmindset Settingambitionlevel Earlycrossfunctionalagr
6、eementonvisionfortheproduct targetlabel InvestwithaventurecapitalistmindsetDeliveragainsttimelineFocusonwhatisimportantContinuouslyenhancecompetitivedifferentiationClinicaldevelopmententirelyfocusedonvaluecreation e g mostimportantindications HaveaconsistentandtransparentcommercializationprocessMark
7、etleadingwhereitreallymattersStrongmotivationamongemployeestobringproducttomarketPartnership communicationsacrossfunctions teams MCsTimelytrainingofallrelevantemployees Shapetheproduct ShapethemarketearlyandactivelyClearandconsistentmessagesincommunication PRstrategiesRecognizeregionaldifferencesink
8、eymarketsClearandbroadperspectiveonresourcesrequiredtoshapethemarketEnsuretightlinkbetweenR Dstrategyandmarketstrategy Shapethemarket Shapethecompany 8 Thelifecyclecanbedividedintothreephases Year Overallambitions 0 4 GainmarketshareEstablishmarketRapidsalesramp up 5 10 ExpandmarketGainmarketshare 1
9、1 MinimizeimpactofgenericsDevelopandlaunchline extensions TypicalindustrycurvePotentialcurvewithactiveLCM Phase Launch Extend Sustain 9 Bestpracticetargetsfor launch phase 10 Selectingtherightlabelrequiresaclearambition Exampleofambitionlevelstaircase Keyinputintolabel Whatlabelisneededtogettothenex
10、tstep Productname projectnameProductvisionCompetitiveenvironmentMainpatientandcustomergroupsandtheirkeyunmetneedsPricingstrategyKeyclaimsforlaunchGo nogoRelativevalueRouteofadministrationDosingregimenLabelindication s LaunchdateKeyissues Nogo Minimallyacceptedlevel Get fairshare Classleader Expandth
11、emarket 11 Trendtowardscompressedlaunchschedules caseexample Pfizer Numberinparenthesesdenotesfirstlaunchdateworldwide Includesforecastsbecausetimehorizonextendspast1998Source FDA pinksheets 10 K MorganStanleyanalystreport 7 98 McKinseyanalysis WorldwidesalesUSDbillions Lipitor withWL Zoloft Viagra
12、Norvasc Yearsafterlaunch Lipitor 97 Norvasc 90 Viagra 98 Zoloft 90 Yearsafterlaunch Numberofcountries 12 Marketinginvestmentbecomingmoreaggressive Lipitor Pravachol CumulativeUSdetailsThousands Yearsfromlaunch Yearsfromlaunch Source SalesanddetailsfromScottLevinUS CumulativeUSsalesUSDmillions Lipito
13、r 1997 Pravachol 1991 Projected 13 Manylargepharmaco sarestillintheprocessofadoptingthistool Dynamicmarketingmodel 14 Physicianisawareofnewdrug Physicianconsidersnewdrug Physiciandifferen tiatesnewdrugfromolddrug Physiciantriesnewdrug Physicianendorsesnewdrugsforpatientswithunresolvedsymptoms Physic
14、ianendorsesnewdrugforallolddrugusers Few ifany unmetneedsNolong termsafetyprofile Believesthatnewdrugefficacyisnotsignificantlysuperiortothatofolddrug Lackofsamples Lackofexperiencewithnewdrug prefertrueandtesteddrugNewdrugisnotonmanyformularies physiciandoesnotwanttodealwithMCOcallbacks Physiciando
15、esnotwanttoswitchpatientwhoisstableonolddrugNotallpatientsrespondwelltonewdrugNewdrugisnotonmanyformulariesNewdrugdoesnothavefullrangeofindications Exampleofphysiciandecisionfunnel Bottle necks 15 Publicationvolumeisimportantindifferentiatingdrugproducts Source Citedreferencesciencedatabase variousm
16、arketing salesdatabaseandpublications Diovan Novartis launchedin1994oneyearafterCozaar Merck withahigherefficacyandbettertolerateddrug however Cozaarwasabletoleveragea5 32xgreaterpublicationvolumetobeatDiovan Sales USDmillions Cozaar Diovan 0 250 500 750 1000 1992 93 94 95 96 97 98 2Q99 Cozaar 20 220 420 620 1992 93 94 95 96 97 98 Diovan Numberofcitations Correlationbetweendrugsalesandpublications 16 Masterplanningchart Toplevelmilestones Process Diseaseorientated Updateddiseaseorientated Finald
