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1、Pharma Marketing the number of healthcare providers will therefore increase to fill the gaps Advances in communication technology/Internet will enable efficient exchange of information between the different players/providers The number of alliances increase to create a health network; E-health compa
2、nies are maturing Pharmaceuticals are seizing the opportunity in investing into internet marketing/e-detailing to help the doctor in his new role and communicate directly with the patientMegatrend StoryboardTowards P-to-P Healtcare- 12 -Eye for Pharma Workshop PanelsCap Gemini Ernst targeted at the
3、individuals (diagnostics, preventative medicines, etc.)Megatrend StoryboardThe Death of the MoleculeImperatives for action- 15 -Eye for Pharma Workshop PanelsCap Gemini Ernst & Young Proprietary and ConfidentialWhat does a pharma company need to do today to prepare for the future beyond 2005? Death
4、of the Sales RepDeath of the MoleculeConsumer is KingEmergence of a Premier LeagueTowards P-to-P HealthcareImplicationsFor example:MegatrendsActions - 16 -Eye for Pharma Workshop PanelsCap Gemini Ernst & Young Proprietary and ConfidentialImperativesWhere will your company sit once consolidation is c
5、omplete?Ensure you have a clear definition of your focus, proposition and positioning for 2005 and beyondYour may need a ruthless cull of your portfolio to align it with your strategyHow are you sizing your future sales force?If you are using historic benchmarks, stop! You need to develop a new mode
6、l which takes into account the impact of e-detailing and other channels to marketAre you implementing CRM fast enough? (and not just installing the software)A revolution is underway. The winners will be the companies which learn first how to exploit the richness of their customer data. Deploy accele
7、rators to become customer-centric. Is your company culture focused on science.or on customers?The winning companies are learning to love (or at least value) their marketers. How many FMCG experts have you hired lately? Hire more. Is e-Business now established as a mainstream channel? It is time to m
8、ake bold moves in redefining your channel strategy to adjust for DTC and e-Business opportunities.Additional materials- 18 -Eye for Pharma Workshop PanelsCap Gemini Ernst & Young Proprietary and ConfidentialEffective marketing and sales requires the integration of people, process and technology Phar
9、maceuticals Marketing and Sales FrameworkCustomer and Product StrategyBusiness Goals and ObjectivesSupply Chain InterfaceMarketing and Sales OperationsOrganisation CapabilityInformation ManagementProduct LaunchProduct and Channel ManagementCustomer Contact ManagementOrganisation AlignmentPeople and
10、Team DevelopmentScorecard/ Performance ManagementCRM Platform, Touchpoint Integration and Support ToolsCustomer Segmentation and TargetingMarket Analysis and SizingProduct Portfolio ManagementProduct Positioning and Channel StrategyDatawarehousing, analytic support and Knowledge Mgmt.Systems Infrast
11、ructure and Application Support- 19 -Eye for Pharma Workshop PanelsCap Gemini Ernst & Young Proprietary and ConfidentialConnectivityMindsetRelationship FocusedCustomer FocusedMarket FocusedUnconnectedDepartmentalIntegratedRelationship ManagersRelationship OptimizersPleasant TransactorsCustomer Satis
12、fiersCustomer ConnectorsBasic TransactorsBasic ConnectorsRelationship BuildersEnterprise ConnectorsCGEY defines CRM in terms of Mindset and Connectivity- 20 -Eye for Pharma Workshop PanelsCap Gemini Ernst & Young Proprietary and ConfidentialSource: Winning in the relationship economy: Realizing a CR
13、M Transformation, CGEY, 2001Phase 1 Lay the foundationsPhase 2 Demonstrate the PowerPhase 3 Raise the bar (Institutionalise)Establish a cross-fuctional CRM advisory boardDevelop a CRM vision and mission statementPerform economic-value customer segmentationDefine customer needs and preferencesDevelop
14、 customer scorecard for measurementBenchmark your capabilitiesBuild the business caseEstablish pilotsMeasure results and communicate successLeverage/Strengthen customer/target profilesIdentify key processes and technology enablers for full -scale operationEstablish CRM Center of ExcellenceEstablish
15、entreprise-wide customer routing schemeEnable real-time point-of- contact (POC) decision-makingSynchronise and integrate touchpoints to create consistent customer experienceAdopt balanced performance employee measurement systemEstablish role of Chief Customer OfficerEngage in full customer collaborationSuccessful CRM implementation requires a structured approach and sustained effort
