HSBS Introduction PPT

HEALTHSCAPE BUSINESS SOLUTIONS PVT. LTD. CONSULTING PARTNER

Thursday, January 08, 2015

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CONTENTS

• Training on Building Big Brands ( 3-9 )

• Training and helping develop LROP (10)

• Medico Marketing Program (11-14)

• Team bios (16-17)

Thursday, January 08, 2015 Strictly Confidential, prepared by Atul Sharma, Healthscape Business Solutions Private Limited, New Delhi

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INTRODUCTION

Thursday, January 08, 2015 Strictly Confidential, HealthScape Business Solutions Private Limited, New Delhi

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Build Big Brands Aim to build Marketing Capabilities within Pharma company

to create greater value by Building Big Brands.

Building Big Brand is a program, equips the Marketer to

develop Customer Insights, art & science to position their

brands, and communicate this proposition in a powerful way.

Building Big Brand program helps your team

- beat competition

- sell your brand on premium

- generate more profits

BBB PROGRAM FOCUS ON UNDERSTANDING CUSTOMER INSIGHTS

• Conceptual and practical understanding to customer insights, with case studies from both healthcare and OTC as an enabler to learners.

• Value of market research, understanding both principles and methodology to get right customer insights.

• How to develop and evaluate key customer insights ?


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CASE STUDIES CUSTOMER INSIGHTS

• Non Pharmaceuticals:

• Febreze (US)

• TAC (Australia )

• Tamisil (US)

• Johnson Baby Touch Monitor (UK)

• Adderall XR (US)

• Sunny Delight


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• Pharmaceuticals:

• Schizophrenia (Australia)

• Voltaren (US)

• Zovirax (NZ)

• Zyban

and exercises on spotting the key insights, and applying insights to various brand building aspects.

BBB PROGRAM FOCUS ON UNDERSTANDING SCIENCE & ART OF BRAND POSITIONING

• Program gives orientation on “Brand Positioning Overview” e.g. what is positioning, and its role in strategic planning processes

• Understanding “Target audience”, to define market, segmentation, value pyramid, and optimizing budget outcomes for each target segment.

• Building competitive advantage, by using rational and emotional benefits, thorough understanding of components of brand positioning

• Review positioning or do repositioning of your brand ?


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CASE STUDIES BRAND POSITIONING


• Madonna ( Positioning )

• Holyday Inn ( Positioning )

• Pringles ( Positioning )

• Dyson ( Positioning )

• Biscuits ( Segmentation )


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• Requip ( Positioning )

• Avandia (Positioning )

• Seretide (Positioning )

• Zyban ( Positioning )

• COPD ( Segmentation )

• Asthma ( Segmentation )

• Welbutrin ( Segmentation )

• Vaccines ( Segmentation )

BBB PROGRAM FOCUS ON BUILDING POWERFUL COMMUNICATION

• Program gives orientation on communication overview such as: what communication can do to a brand ?, principles of good communication ?

• Key learnings around communication strategy, identifying the task and activities, how to approach towards therapy area and brand communication ?

• Program to understand developing creative, its briefing process, advertising idea, devise and detail aid, and how to sustain consistency in communication .

• Briefing and partnering sales force, understanding why is it critical? , inspirational brief for the sales force, key messages, brand card, ensuring implementation through sales force ?


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CASE STUDIES POWERFUL COMMUNICATION


• Power of communication examples

• British Airways

• Lamisil

• TAC

• Xenical : Disease Awareness

• Nescafe Gold


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• Fosamax Key Message Exercise

• Advair (US)

• Flixotide

• Ziagen

• Seretide brand card (UK)

• Consistency in communication

LONG RANGE OPERATING PROFIT PLANS

• We also provide strategic inputs to build long range operating profit plans for brand(s)/ Portfolio or business(s) aimed to gain a significant patients and market share, while evaluating the supporting medico-marketing programs by validating their effectiveness.

• Patients centric approach to build LROPs to create value for key stakeholders while addressing impressive returns to shareholders.


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DEVELOPING DELIVERING MEDICO MARKETING PROGRAMS

Thursday, January 08, 2015

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Strictly Confidential, HealthScape Business Solutions Private Limited

HealthScape Business Solutions develop and execute brand / portfolio / company specific medico marketing programs for meaningfully engaging with key stakeholders

MARKET RESEARCH

• Customer Insights

• Pricing

• Communication / Advertising / Medico Marketing Testing

• Customer uses and attitudes

• Forecasting

• Developing Marketing Programs

• Packaging

• Positioning concept testing

• Physician / Patients education program testing

• Sales force effectiveness etc.

Thursday, January 08, 2015 Strictly Confidential, prepared by Atul Sharma, Healthscape Business Solutions Private Limited, New Delhi

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MEDICO MARKETING PROGRAMS

• Experience in building path breaking medico marketing programs e.g.

• BreatheEazy Clinics for Apollo Group of Hosptials

• Recipient of DMAA award and JCI accreditation

• Sugar clinics for Apollo groups of hospitals

• Anti-Microbial Stewardship Program for Merck & Co US, recipient of prestigious The Golden Peacock Award

• The Yellow Clinic Initiative, to provide access to Hepatitis-C awareness, screening, diagnostic and treatment in North Western / North Easter States of India.


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PAP “PATIENTS ASSISTANCE PROGRAMS”

• We expertise in conceptualizing patients assistance program, important to address the issues related to access to essential medicine, outmaneuver competition

• Important for high cost oncology drugs

• High cost biologicals used for treating diseases e.g. Multiple sclerosis, rheumatoid arthritis etc.

• High cost biologicals used to treat Hepatitis C

• Other high cost drugs biologicals or smaller molecules which require patients assistance


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CME / SYMPOSIUM

• We expertise in shaping up the outline of CME/SYMPOSIUM objectives to drive desired behavior

• Focus on taking the target audience through adoption ladder

• Communication objectives to drive the desired believes / behaviors

• Delivery through the leaders from the medical community ( National / International )

• Train the trainer program

• Peer to peer education through local leadership


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TEAM BIOS

• Over 25 years senior leadership experience in pharmaceutical and healthcare industry in India , Emerging Markets and Asia Pacific in companies like GSK, Merck & Co.

• Track record of success across Geographies, Functions and Business Units . Multi faceted experience in sales , marketing , business development, corporate strategy, & project management.

• Played a key role in GSK in establishing India’s first Disease Management program for Asthma in collaboration with Apollo Hospitals.

• He developed the Antibiotics Stewardship Program for Merck for which he was awarded the prestigious Golden Peacock Award, this initiative is a global flagship program for Merck & Co and rated to be the best initiative worldwide.

• Launched an innovative Market Access program for specialty care in India, while creating hub & spokes model to increase the reach of super specialty in rural India.

• Science Graduate followed by an MBA from S P Jain Institute, Mumbai


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Atul Sharma

TEAM BIOS

• Bruce has provided Global, Regional and Country commercial brand and franchise leadership to complex organizations in FMCG, Pharma and Medical Diagnostics.

• His breadth of experience ranges from Unilever Foods (UK) Divisions Bachelors Foods, Brooke Bond Foods in food research, product development, and all aspects of brand management through to country product and franchise management.

• Global communication strategy and regional communication strategy for pharmaceutical multinational Glaxo, GlaxoWEllcome, GSK and MSD, and most recently international market footprint expansion for AdvanDx Inc. USA.

• Bruce has a wealth of International experience having lived in England, New Zealand, South Africa and Singapore, and has both line and network managerial experience having partner with a diverse range of business stakeholders including Advertising, Promotion, Public Affairs, Clinical Research, Manufacturing, Key Accounts Management, NGOs, leading universities, Foundations, Societies, Public and Private Hospitals to build differentiated and profitable solutions for customers and the business.

• Bruce was recently recognized by MSD for his contribution to business, innovation when he was acknowledged for his role in award winning antimicrobial stewardship program.


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Bruce Ratcliffe

Documents

HSBS Introduction PPT