【正文】 CONFIDENTIAL Pharmaceutical Life Cycle Management (LCM) Client workshop June 2023 Today180。s discussion * Footnote Source: Source Key elements of Life Cycle Management Thoughts on how to anize for LCM Key issues 1 Life Cycle Management Life Cycle Management is largely about building brands over time – by incremental investments in value creating activities to maximize the value of a pound Objective Building a business based on a great product idea/brand – not just launch an innovation Mindset 2 LCM requires a mercial mindset Setting ambition level Shape the product Shape the market Shape the pany 3 LCM requires a mercial mindset Setting ambition level Shape the product ? Early cross functional agreement on vision for the product (target label) ? Invest with a venture capitalist mindset ? Deliver against timeline ? Focus on what is important ? Continuously enhance petitive differentiation ? Clinical development entirely focused on value creation (., most important indications) 4 LCM requires a mercial mindset Setting ambition level Shape the market ? Shape the market early and actively ? Clear and consistent messages in munication/PR strategies ? Recognize regional differences in key markets ? Clear and broad perspective on resources required to shape the market ? Ensure tight link between RD strategy and market strategy 5 LCM requires a mercial mindset Setting ambition level Shape the pany ? Have a consistent and transparent mercialization process ? Market leading where it really matters ? Strong motivation among employees to bring product to market ? Partnership/ munications across functions/teams/MCs ? Timely training of all relevant employees 6 LCM requires a mercial mindset Setting ambition level ? Early cross functional agreement on vision for the product (target label) ? Invest with a venture capitalist mindset ? Deliver against timeline ? Focus on what is important ? Continuously enhance petitive differentiation ? Clinical development entirely focused on value creation (., most important indications) ? Have a consistent and transparent mercialization process ? Market leading where it really matters ? Strong motivation among employees to bring product to market ? Partnership/ munications across functions/teams/MCs ? Timely training of all relevant employees Shape the product ? Shape the market early and actively ? Clear and consistent messages in munication/PR strategies ? Recognize regional differences in key markets ? Clear and broad perspective on resources required to shape the market ? Ensure tight link between RD strategy and market strategy Shape the market Shape the pany 7 The life cycle can be divided into three phases Actions often taken years earlier! Year Overall ambitions 0–4 ? Gain market share ? Establish market ? Rapid sales rampup 5–10 ? Expand market ? Gain market share 11+ ? Minimize impact of generics ? Develop and launch lineextensions Typical industry curve Potential curve with active LCM Phase Launch Extend Sustain 8 Best practice targets for ”launch” phase Ambitions ? Rapid growth in market share (x% by year 4) ? Establish overall market (from y to z billion USD) ? Rapid sales ramp up (a% of year 4 sales in year 2) ? Align and anchor targets with entire anization Shape the product ? Rapid launch across all markets ? Product label/positioning/branding is consistent and differentiated ? Competitor moves and strategies assessed and implications taken – in advance ? LCM strategy/positioning over time is clearly identified Shape the market ? Establish KOL work and build base for ongoing relationship ? Pricing strategy balances need for quick approval/peration and establishing favorable longterm position ? Marketing mix and focus on key influencers to reach ambition ? Clinical “share of voice” and publication levels of sufficient magnitude and quality Shape the pany ? Competitive investment level across markets (., x per patient) ? Transition global team role and position。 ? Educate, excite and align local teams and sales force ? Create and maintain master planning chart of launch activities ? Negotiate possible alliances/copromotion arrangement to optimize geographical coverage 9 Selecting the right label requi