mckinsey美國(guó)分公司-phamlifecyclemgmt(ppt39)-經(jīng)營(yíng)管理-全文預(yù)覽
【正文】 ity profile Focusing product development/marketing on addressing safely issues with incumbent therapies ? Istin/Norvasc (Pfizer) ? Cardizem (HMR) ? Zantac (GW) Pharmacoeconomic Defining peconomic profile by ., redefining clinical end points for petitive advantage ? Rocephin (Roche) ? IPA/GUSTO (Genentech) ? Dipravan (AstraZeneca) Patientbased Innovating around the specific need of patients ? EasiBreathe (3M) ? Novopen (Novo Nordisk) ? Menorest (RPR) Further/expanded indications Expanding relevant patient population by redefining diseases of by treating additional diseases (formulation binations) ? Fosamax (Merck) ? Mevacor (Merck) ? Coreg (BM) ? Wellbutrin/Zyban (GW) 20 Capturing benefits of continued research Source: UK office of Health Economics/Market letter June 13, 2020 2540% of sales of top selling drugs in UK/USA are for indications discovered only after the drugs were launched 21 Impact of new indications Experience shows ? Substantial spillover effects from being first pany to launch indication ? First mover can get up to 10% more market share even where offlabel exists ? The follower – running the same indications – usually is not able to improve his market position Example of possible indications for SSRIs ? Major depression ? Prevention of relapse of depression ? Premenstrual dysphoric disorder ? Anxiety – general and panic attacks ? Obsessive pulsive disorders ? Eating disorders – anorexia and bulimia ? Substance abuse ? Social phobia Where can pany gain share by pioneering indications? Where can pany leverage class effect? DISGUISED EXAMPLE 22 1922232117Sustained results with proactive Life Cycle Management – example Voltaren Source: IMS ? Patent life extended 10 years after expiry through proactive product relaunches ? USD 1 billion global sales in 1997 Sales in Germany DEM Millions Patent expiry Gel Sustained release Suppository Plain Global market share Percent 1993 94 95 96 97 1982 83 84 85 86 87 88 89 90 91 92 93 0 40 80 120 160 23 Increasing challenge to maintain KOL work demands focus Sponsored Supported Characterization “Thought leaders” ? Provide critical data Prescribers Marketing measures ? Scientific events initiated by pany ? Involvement in sales force training “Influencers” ? Heavily involved in teaching “Followers” ? Command vast majority of prescriptions ? Very heterogeneous and volatile limited understanding “Laggards” ? Lag behind new therapy developments ? Special pany events to leverage OPLs, ., “SemiAnnual update” for heavy prescribers ? Sales force visits ? Information using marketing measures other than sales force contact OPL High prescribers Low prescribers 24 Retaining and motivating top talent over years requires more than money Great tasks ? Differentiated pensation ? High total pensation ? Freedom and autonomy ? Job has exciting challenges ? Career advancement and growth Great product Compensation ? Values and culture ? Well managed product ? Company has exciting challenges ? Strong performance 25 Best practice targets for ”sustain” phase Ambitions ? Maintain market share and profit levels as long as possible Shape the product ? Identify and invest in levers to extend life cycle Shape the market ? Review pricing as a key lever to measure product value ? Extend sales and marketing activity Shape the pany ? Ramp up excitement and on local teams to extend the franchise ? Shift position of global team to meet demands of sustaining lifecycle ? Address internal barriers to sustaining franchise 26 5 key petitive levers to maximize late life cycle NPV Maximize remaining sales ? Increase sales spending ? Improve sales effectiveness ? Increase market spending ? Improve marketing effectiveness ? Attain additional indications Create product extensions ? Migrate to new proprietary products – Exclusive product enhancements/extensions – ”New” versions of product ? Parse the market Defend sales exclusivity ? Litigate ? Manage regulatory affairs ? Take petitive actions Compete in generic market ? Produce own generic ? Partner with generics ? Maximize contribution ? Migrate to OTC Transfer ownership ? License ? Trade ? Sell Key levers Possible actions 27 Internal barriers to address lifecycle extensions Possi
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