Customer focus is the core and the basis for all commercial activities for pharma. Customers, physicians and patients expect effective therapies in drugs and support. Sustainable relations with customers are necessary to build trusted relations to create a cooperation to realize that. This tells you how to!

1. Customer Focus
through a new, databased commercial model
The New Pharma Market Approach
Rob Halkes
June 2016

2. Differences in
health care systems,
regulatory ruling, reimbursement,
decision making structures,
various market and customer
segments,
differences in health care
processes itself,
in different care organizations,
customers’ DMU’s,
individually differentiated
preferences,
do deny any success for one
generic approach
to the market.

3. The core of
a new business
model for the
pharmaceutical
industry is
the development
of
effective,
high-quality
customer
relationships

4. Everyone knows the difficulties of
developing a relationship,
to deepen it and to maintain it
over the long term.

5. Chances of Success
of the pharma company with a customer
are determined by:
Values associated with
Brand and Company
like effectiveness, functionality,
price and costs,
characteristics of market approach,
Image to customers and community
Values associated with
The Customer
like potential, policy,
organizational and decision making
characteristics, culture of innovation, image to
the health care community and to patients
the quality of the Relationship
expressed in parameters like:
- the judgment by the customer’s decision makers
about the company and about its officials
- the customers’ valuation of executed projects
already done with the company
- sales already realized, or
- characteristics of the company’s engagement with the customer

6. Customer Relations’ Development
• Quality of business and personal activities,
• Guided by and in reciprocity with the customers’ trust,
• With respect for unique characteristics and personal peculiarities
• With mutual benefits and profits -
• Resulting in patients’ satisfaction, in better care, in saving costs
• With better health outcomes.

7. Developing Customer Relations
starts with the
Intention to Build Sustainable Relations.
Sustainable Relations depend on:
1. Reciprocity between what is offered
and what is expected
2. Build up of intensity of the relation
(frequency, intimacy) and
3. Build up of magnitude of the relation
(impact, need of change)
by adding value to it!
It expresses itself in the mutual
agreement in perception
and characterization of the actual relation

8. Levels of Relations Development -
How it can go wrong!
Relationship
Σ Investment
Reciprocity

9. Levels of Relations Development -
How it can go wrong!
Relationship
Σ Investment
Reciprocity
More will be
expected
When this is
the actual level
of relationship..
And this is
Invested …

10. Levels of Relations Development -
How it can go wrong!
Relationship
Σ Investment
Reciprocity
Positive
Stretch
More will be
expected

11. Levels of Relations Development -
How it can go wrong!
Relationship
Σ Investment
Reciprocity
Positive
Stretch
Negative
Stretch
Manipulation
“Too much” elicits
feelings of distrust

12. Levels of Relations Development -
How it can go wrong!
Relationship
Σ Investment
Reciprocity
Periodical
investments
Positive
Stretch
Negative
Stretch
Manipulation

13. Levels of Relations Development -
How it can go wrong!
Relationship
Σ Investment
Reciprocity
Periodical
investments
Periodical Investments
to follow natural growth
of customer relations
Positive
Development

14. Gradual build up of Relations’ Quality,
levels sustainability and growth of business

15. Contact &
Profile
Connect &
Relate
Build &
Collaborate
Develop &
Co-create
Partner
Engage
Tablet detailing
Info & Services
Inform & Promote
Multi channel
Demo, Educate & Relate
Service & Support
Service delivery
Collaboration to
shared intentions
Co-Create
To tailored solutions
In care delivery
to improved outcomes
Continued &
advanced Innovation
in multi-stakeholder
partnership
for better patient care,
better outcomes and
shared savings
Customer Relations’ Development
in Stages of Customer Intimacy

16. Characterized by:
Stages of Customer Intimacy
Engagement
1.
Shared
Orientation of
Customer and
Company to the
Business
Relationship
2.
Goals and
Objectives, (shared)
Values and Policy,
aligning
Company and
Customer
&Value for
Customer
3.
Process of Delivery,
Fulfillment,
Development,
Creation
4.
Fields of Individual
Expertise and Skills
and
Internal
Organizational
Conditions for
Successful Relations
Development
Intention Delivery Capabilities

17. Acquaintance
Mutual Information
Multichannel
Building relation
Delivery of standard
Info. & Services
Product / Rx
Disease Information
Promotion
Products/Brands /
Rx Care / Disease
Broadening &
Deepening
DMU & KA
Relations Mngmnt
Service Marketing;
Collaboration in
implementation –
to shared intentions
Partnership for
Mutual benefits from
improved Care
Multichannel
Inform, Promote
Service,
Demonstrate
Pharmaceutical,
Brand & Disease
Promotion
Co-creation
to develop
Tailored Innovations
Multi Stakeholder
Contract to
shared delivery
Rep Visits
Detailing
General on Line
Alignment for
Relation
Development
Multichannel
Multidisciplinary
Brand delivery
for Client/DMU
Satisfaction –
Int. cooperation
Shared interests/
shared savings
Common
Investments
to ROI
Services
Re.: Rx, Therapy,
Disease info. & support
For Shared Intentions
& cooperative planning
Company’s
Position/Expertise
Products/Diseases/
Proposition
Product offering
Inform/Educate
Basic brand services
Relations Development
Cross Functional
planning to customer
obvious needs
Information/Education
Support/Integration
Integrated expertise
for disease &
customer care
co-creation in care
Tailored Optimization
of Care Delivery
Improved Outcomes
Continuous
innovation, research
& experiment
World class
Frontier
R&D
Co-Create
Benchmark to
Advanced
Innovation
Contact &
Profile
Connect &
Relate
Build &
Collaborate
Develop &
Co-Create
Partner
Engagement Intention Delivery Capabilities
Individual Organization
Stages of Customer Intimacy

18. Contact &
Profile
Connect &
Relate
Build &
Collaborate
Develop &
Co-Create
Partner Each Level of Customer Relations
presents its own standards
to
the kind of activities,
behaviors in interaction, and
communication with the client,
and to
internal alignment,
collaboration,
and way of management.

19. • Account and Company Cooperation
• Collaborative planning
• Multidisciplinary, cross functional internal planning
• Account Management
• Face-to-face and eDetailing
• Services delivery
• Multichannel engagement
• Project Management
At Each Level of Relations’ Development
Customer Focus demands
different routines of interaction
with the customer
• Co-creation with multi stakeholders

20. MAP - Multidisciplinary Account Planning
a databased intelligent way of commercial activity design,
aligning company and account interests
with the demands of the account's situation
In a data based professional “design” approach,
functionaries of internal disciplines
jointly define and plan the account approach in specific steps

21. Each Level of Customer Relations
directs the data based
Integration of your Marketing Systems
• Customer Information
& CRM
• Market Access
• Brand planning
• Patient Support
Services
• Multi Channel management
• eDetailing
• Key Account Management
• Segmentation
andTargeting
• Closed Loop Marketing
• Social Media
effective
customer specific
promotions, interactions
&
collaboration to innovate
healthcare
• (Big) Data

22. Each Level of Customer Relations
is characterized by the added value to the customer
AddedValue is the glue between Customer and Company
It levels the development of their relationship
Traditional
Services
To educate
and support
Focus on
Unique
Services to
therapy
Providing the
necessary
Services to
fill in gaps
and align
Integrated Care
& Outcomes
Connect
Structure
Innovate

23. The customer focused, databased commercial model
is a framework to differentiate
the pharma market approach,
to local conditions
and to orchestrate the activities of the different disciplines
to the opportunities and demands
given by local customer organizations

24. The Customer focused databased
commercial model
has been developed and implemented
in EU countries -
The framework has guided
applications in EU countries,
the US and Russia.
It has ben grounded on extensive experience
in training, development and strategic change
in (big) pharma company’s.

25. The Customer focused databased
commercial model
Exclusive features:
- Deployment and implementation of the model in
local conditions
- Targeting of customers by their best chances of
success, based on quantitative and qualitative
parameters
- Formatting cross functional key customer teams,
and training them to design commercial account
plans
- Creating integrated engagement plans with
specification of (individual) customers’ journeys,
both face-to-face and multichannel
- Defining added value opportunities
- Aligning intensity of promotion with added value
invested and with level of customer relations
- Parallel development of customer relations with
the co-creation of health innovations (added
value) with customers, patients and their
stakeholders
- Aligning and co-creation with patient advocacy
groups to develop better care
- Creating multi-stakeholder partnerships between
customer organizations and the healthcare
stakeholders

26. Consultancy to Pharma and
Medical Devices Industry
Brand planning
Customer and Patient Centricity
Key Account Management
Value Beyond the Pill
Business Innovation
Consultancy to Health Care
Professional Skills
Clinic and Department strategy
Patient Care Paths
Digital Care and eHealth
Benefit Realization Management
(Experience) Co-Creation
Projects with Industry,
Health Care Providers, Pharmacists and
Patient Advocates
≥ 25
Years experience in Health Care
and Health Industry
Projects in Europe,
Canada, US and Russia
The Customer focused databased commercial model
by Health Business Consult, RepublicM and PatientView

27. Drs.A.R.J. Halkes MHA
rob.halkes@healthbusinessconsult.com
De Dommel 42
5052VC Goirle
The Netherlands
M +31 6 31 66 2595
T http://www.twitter.com/rohal
F http://www.facebook.com/rob.halkes
L http://nl.linkedin.com/in/arjhalkes
W www.healthbusinessconsult.com
W www.republic-m.com
W www.patient-view.com