Customers come in all shapes and sizes, from an individual to private institutions to a national government for Pharmaceuticals. Customer centric strategies differ per stakeholder and their requirements. Building a customer-centric model requires market prioritization, stakeholder partnership, and transparency to work in sync to create a trusted environment.

1. Customer Centricity : Adapting to a changing Global Market
Kumar Ramananda | Global Head , Life Sciences Commercial Solutions | HCL Technologies
Copyright © 2014 HCL Technologies Limited | www.hcltech.com

2. Healthcare Ecosystem – The “NEW” Normal
Life Sciences Payers
Digitization
 Shift from “Volume” to “Value”
 New stakeholder groups
 Need for comparative effectiveness
strategies
 increasing thirst for healthier lives
 Proliferation of Health Information
 Generation Y with willingness to
collaborate and share
 Advancements in pervasive
technologies, interoperability and
genomics
 Consumerization of medical devices
 The internet and mobility are creating
more “prosumers” than ever before
Regulators
Patients
Healthcare
Providers
Life Sciences
&
Healthcare
Challenges
 Government healthcare spending
pressure
 More proactive management of
formularies
 Legislative support for lower-cost
generics
 Increasing Regulatory
Scrutiny
 Public Distrust
 Multiple Governing bodies
 Prescription monopoly under erosion
 Access increasingly crowded
 Purchasing consortia taking on
negotiation role
Copyright © 2014 HCL Technologies 2 Limited | www.hcltech.com

3. Complex Network of Mutual Influence Without a Common Goal
Rivalling interests of saving costs vs. best
treatment complicate the relationship of
payers and patients
Controls, Managed Care, Reimburse-ment,
etc... creates an intransparency of the
regulating and care giving landscape
Patients gain power and enforce the shift
towards a shared and participatory decision-making
treatment process
To manage the complexity for individual best
healthcare service, patients are seeking more
PATIENTS peer-to-peer advice, information, help,
PATIENTS
exchange, etc.
PAYERS
PROVIDERS
PATIENTS
PATIENTS
PAYERS
PROVIDER
Copyright © 2014 HCL Technologies 3 Limited | www.hcltech.com

4. + Pharma’s Complex Internal Silos
Inter operational complexity adds more challenges to deal with fragmented market of different customers!
Regulatory
Insurers, Government,
Patient
Affairs
Payers
Employers
Manufactur
ing &
Supply
chain
Market
Access
Pharma
Medical
Affairs
Contract Negotiators
GPOs, MCOs, Health
Insurers, Employers
Clinical
Operations
Sales
Marketing
Competitors
Direct & Indirect
Patients
POLs, Communities
Regulators
FDA, EMA, G-BA,
Other Countries
Thought Leaders
KOLs, Recognized Physicians,
Researchers, Specialists
Policy & Guideline
Makers
Caretakers
Home Care, Case
Competitors
Direct & Indirect
Mgrs
NIH, NHS, NICE,
IQWIG,
Prof. Societies,
Legislators
Copyright © 2014 HCL Technologies 4 Limited | www.hcltech.com

5. @Inflection Point and the Cost of Inaction
Lack of Economic data
early in the life cycle
Weak Value proposition and
data-driven market access
narrative
Lack of insights on
payer as customer,
their economics
Lack of insights on
patient populations
Potential to save
or generate
substantial dollar
value over the
product’s life time
Today
X
Copyright © 2014 HCL Technologies 5 Limited | www.hcltech.com

6. Copyright © 2014 HCL Technologies 6 Limited | www.hcltech.com

7. From Ignoring to Engaging
1990’s 2000’s 2010’s
Ignoring Consumers Talking to consumers Engaging Consumers
Pharma
Sales Force
Channels
Products
Patients
Payers
Regulatory
Customer
Opportunity & Impact
One size fits all
Mostly Paper & minimal
digital presence
Blockbusters
Powerless victims
Administrative Gate
keepers
Limited influence with
policies & standards
Minimal & Provider focused
Arms race reaches saturation
Internet hype but
underperform
Hard to come by
Information deluge &
Mostly one way
Scrutinize access & price
Started reigning in
Moderate
Diminished access & Virtualization
Interactive Content & Virtual
Engagement
Patent cliff decade &
depleted pipelines
Patient is an informed
consumer
Complete shift in bargaining power
Increased control on
promotion & pricing
Significant
Copyright © 2014 HCL Technologies 7 Limited | www.hcltech.com

8. Customer Centricity – Engagement and Partnerships
“We take funds that might otherwise be used to shout about our service, and put those funds into
improving our service. That’s the philosophy we've taken from the beginning. If you do build a
great experience, customers tell each other about it. Word of mouth is very
powerful.”
"If you're competitor-focused, you have to wait until there is a competitor doing something.
Being customer-focused allows you to be more pioneering."
- Jeff Bezos
Copyright © 2014 HCL Technologies 8 Limited | www.hcltech.com

9. Customer Centricity – Engagement and Partnerships
Engaging Payers
 From Traditional to
Utilization or Value
based partnerships
 Capping and
Patient Adherence
programs
 Benchmark,
Outcome
Performance and
Drug performance
guarantees
Engaging Physicians
 Demonstrate value
beyond product efficacy
 Need an ally in their
quest change patient
behaviours
 Need a partner to
deliver improved patient
health outcomes
Engaging Patients
 Disease Awareness programs
with focused disease branding
 Evidence based Marketing
and Sales programs
 Direct to Physician& Direct to
Patient
 Compliance to Treatments
Pressure Build: Future Leaders, Consumers and Employees are DIGITAL NATIVES
Copyright © 2014 HCL Technologies 9 Limited | www.hcltech.com

10. Explosion of Irreversible Phenomenon : Disruptive Technologies
Copyright © 2014 HCL Technologies 10 Limited | www.hcltech.com

11. In the early 2000s – Our approach to Stakeholder Engagement…
Market
Access
Managed
Care
Payer archetyping to
understand the
affordability level
Basic KOL Engagement
Limited number of GPs
for segmentation and
messaging;
Copyright © 2014 HCL Technologies 11 Limited | www.hcltech.com
11
Stakeholder
Influence
Patient
Flow
Operational Integration Strategic
Basic Patient profiles
for sales force
messaging and practice
size

12. Today - Market Access has become the “Foundation” to start with!
Patient
Flow
Managed
Care
Value Creation
Position
Differentiation
Copyright © 2014 HCL Technologies 12 Limited | www.hcltech.com
12
Stakeholder
Influence
Market
Access
Operational Integration Strategic
Significant amount of
data available on
Patient behaviour,
Social
innovativeness score
factors that influence
prescription decision
making
individualized engagement
models
Advanced level of
insights into POL, KOL,
MSL, PAG
disease incident rate
Level of generic
subscription
Affordability score
Foundation
Social
Devices
EHR
Claims

13. Customer Centricity – Critical Success Factors
• Decisions based on economic value begin in the development lab.
• Market access strategy should be integrated with other aspects of
bringing a drug to market
• Pricing and value propositions should be built around quantified
economic value.
• Payer and market access strategy should be approached with the same
rigor, process, and insight-driven analysis as traditional commercial
strategy.
• Companies should have insight into payers’ decision making and the
processes and criteria they use, as well as the skills to use these
insights
• Secure access to the most valuable data and derive unique insights by
combining advanced analytics– through collaboration with payers,
providers or third parties
Copyright © 2014 HCL Technologies 13 Limited | www.hcltech.com

14. Bringing it all together
Value Evolution Technology Evolution
Patient
Prognosis:
Payers &
Providers
Self
Diagnostics
As Technology drives consumerism in healthcare the value
discussion will focus completely on the patient enabling all
stakeholders towards a common goal.
Scientific
Stakeholders
Value
Patients
Access
Stakeholders
Novel
Therapies
Product
Internet of
Things
Digitization
Copyright © 2014 HCL Technologies 14 Limited | www.hcltech.com

15. watch the film
Copyright © 2014 HCL Technologies 15 Limited | www.hcltech.com