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July 5, 2012 Renée Moore, Creator Business Beyond Borders

4 Secrets to Unstoppable Success in the Emerging Markets

Me…… Before and After the Emerging Markets

 

 

 

Why Me?

➪  Grew  Emerging  Market  CRO  in  record  5me  ➪  From  2005  :  1  Employee  (ME)  ➪  To  2010:  50  Employees  and  offices  in  Hong  Kong,  India,  

Argen5na,  Panamá,  Chile,  Mexico,  Germany  and  Switzerland  

➪  Became  the  Go-­‐To-­‐Provider  for  Pharma  and  Biotech  companies    ➪  Had  100%  Staff  reten5on  for  3  consecu5ve  years  in  EM    ➪  Grew  from  €2,000  loss  to  €650k  EBITA  at  exit  ➪  Now  Leading  Business  to  Go  Beyond  Borders  ➪  www.businessbeyondborders.co  

What You Will Discover Today…

 ➩  Learn  the  top  7  reasons  the  Pharma  Industry  is  running  to  EM  

➩  The  4  top  ridiculously  simple  secrets  to  successful  business  in  EM    ➩  Two  mistakes  you  could  be  making  that  could  be  cos5ng    

 you  small  fortune  

 

 

Number of Open Clinical Trials World Wide

Source: www.clinicaltrials.gov - Access 15 February 2010

6

Companies with Drug Development in the Emerging

Markets Early Years merging Markets

Source : CHA – The Globalization of Drug Development : Survey

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2005 2006 2007

All companies "Top-50" pharma

Where the Action Is……..

Source : CHA – The Globalization of Drug Development : Survey

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

India

E. Euro

peChina

Russia

S. Americ

a

Singap

ore

Taiwan

Other

Hong Kong

Other A

sia

All companies Non Top-50 Top-50

Source: CenterWatch Analysis

Ongoing Clinical Trials Estimated Phase II Trials, 2008 Number of

Trials

Source: CenterWatch Analysis

Ongoing Clinical Trials Estimated Phase III Trials, 2008 Number of

Trials

Source: CenterWatch Analysis

Ongoing Clinical Trials Estimated Phase IV Trials, 2008 Number of

Trials

The Top 3 Reasons Why Pharma is Running to Emerging Markets

 1.   Time  is  Money  ➩  Savings  due  to  decreased  5melines  due  to  recruitment  ➩  Savings  due  labor  costs  and  inves5gator  grants  

2.   Truck  Loads  of  Treatment  Naïve  Pa5ents  /Disease  prevalence  ➩  Popula5on  alone:  ➩   559  million  in  LA,  1.1  billion  India,  1.3  billion  China  ➩  Similar  disease  prevalence  as  Europe  ➩  Willing  to  par5cipate  and  stay  in  trial  ➩  Substan5al  market  approved  Rx  

 

The Top 3 Reasons Why Pharma is Running to Emerging Markets

 3.    Quality  that  has  IMPROVED  SIGNIFICANTLY  ➩  Modern  infrastructure  and  treatment  prac5ces  ➩  Increased  number  of  (successful)  FDA  and  Reg.  

Inspec5ons  ➩  FDA  has  set  up  local  offices  in  La5n  America,  India  and  

China  

 

Big Concerns that STILL Exist

 ➪ Regulatory  5melines  (China  and  Brazil)  

➪ Gaps  in  GCP  knowledge/increase  number  of  trials    ➪ High  staff  turn  over  at  sites  and  CRO  

➪  Intellectual  Property  ➪ Quality  ➪ Hidden  Costs  ➪ Communica5on  

 

A Success Story of Going International

Growth  was  GREAT!    ➪   From  Me  ….To  2010:  50  Employees  and  offices  in  Hong  

Kong,  India,  Argen5na,  Panamá,  Chile,  Mexico,  Germany  and  Switzerland  

➪  Became  the  Go-­‐To-­‐Provider  for  Pharma  and  Biotech  companies  

 ➪  Had  100%  Staff  reten5on  for  3  consecu5ve  years  in  EM    ➪  Grew  from  €2,000  loss  to  €650k  EBITA  at  exit  

4 Secrets to Our Business Success in The Emerging Markets

Business    Owner  Philosphy  

Emerging  Market  Management    Experience  and  Philosphy  

 The  Perfect    Customer  

Perfect  Posi>oning  of  Company  

Secret #1 to Our Business Success

Business Owner Philosophy

➪  Find  and  Hire  the  BEST  in  the  Industry  

➪  Establish  a  Working  Contract  that  Empowers  the  Employee  ➪  If  possible  consider  profit  sharing.    Track  profit  by  country.  

➪  Hire  Someone  You  TRUST  and  work  to  maintain  that  TRUST  

➪  The  Management  were  the  SUPERSTARS,  not  Behind-­‐The-­‐Scenes  

➪  In-­‐Person  Mee5ngs  every  Second  Month  to  Build  on    Trust  and  Rela5onship      

       

Secret #2 to Our Business Success

EM Market Management and Philosophy

➪  They  were  THE  BEST  in  the  Industry  

➪  Strong  Entrepreneurial  Spirit-­‐  Were  engaged  more  than  as  EMPLOYEE  

➪  Commiked  to  the  Concept  of  a  Company  that  Showcases  EM  ➪  Understood  and  adopted  when  possible  European  Communica5on  

Styles  

➪  Worked  to  European  Quality  Standards      

       

Secret #3 to Our Business Success

Perfect Positioning

People  do  not  buy  What  you  do  or  How  you  do  it.  People  buy  WHY  you  do  it.    People  self  select  people  with  the  same  WHY    The  goal  is  not  to  do  business  with    Everyone,  but  with  those  who  Believe  what  you  believe  

Secret #3 to Our Business Success

Perfect Positioning

➪  We  were  the  ONLY  Niche  Emerging  Market  CRO  for  Asia  and  LatAm.                Headquartered  in  CH  

➪  We  quickly  iden5fied  our  customer  needs:    At  first  we  thought  Biotech  was  our  customer.    It  was  LARGE  Pharma!!!!  

➪  Because  we  invested  SO  much  in  educa5ng  the  customer  on  EM,  we  were  known  as  the  EXPERTS  in  EMERGING  MARKET  SOLUTIONS  

➪  We  perfectly  posi5oned  our  self  to  SERVE  our  IDEAL                  customer,  again  and  again.  ²  We  were  transparent  in  our  pricing  and  passed  the                Savings  On  to  the  Customer      

 

       

Secret #4 to Our Business Success

Serving the Perfect Customer

➪  We  spent  TONS  of  TIME  and  Marke5ng  Efforts  to  EDUCATE  the  customer…  not  to  SELL  the  customer  

➪  Large  Pharma  was  our  perfect  customer  NOT  Biotech  companies    

➪  We  were  respected  and  trusted  by  our  customer  due  to  our  exper5se  ➪  We  invested  in  the  rela5onship  by  bringing  in  the  team  from  LA  and  

Asia  ²  We  were  transparent  in  our  pricing  and  passed  the                Savings  On  to  the  Customer      

 

       

Path of Customer Confidence

Problems  you  solve  

Who  you  serve  

Clarity  you    live  

Value  you    

deliver  

Results  you    offer  

Suspicious,  Don´t  Trust  You  Uninterested  

Educate  the  Customer  Perfectly  Posi>on  the  Company  

 

Interested  (prospect)  

Stay  in  Touch  Marke>ng  focused  on  

results    

Client   Serve,  Quality  Customer  Service  

Loyal  client  

Elevate    your    service  

 ü Myth:  Wai5ng  out  of  FEAR  or  Resistance  to  Capitalize  on  the  

poten5al  of  Emerging  Markets.    

ü  Fact:  It  is  Do-­‐able  if  you  know  the  steps  to  take.    You  can  avoid  your  perceived  RISKS.    Consult  someone  if  you  need  to  know  the  next  right  steps.      (CALL  ME)  

   

         

2 Mistakes You Could be Missing that Are Costing You a Small Fortune

 ü Myth:  ‘Partnering`  with  a  local  company  is              less  risky  (more  profitable,  beker  for  your  customers,  etc.)                        

 than  star5ng  your  own  company.    ü  Fact:    The  only  way  to  be  sure  to  deliver  according  to  YOUR  

standards  and  vision  is  if  YOUR  company  delivers.      

         

2 Mistakes You Could be Missing that Are Costing You a Small Fortune

Questions ?????? Thank You, and Let me Hear From You!!!! Renee@Businessbeyondborders.co +49 6326 700536

 

 

 

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Be Unstoppable

Renée Moore, Creator Business Beyond Borders

www. Businessbeyondborders.co

+49 6326 700536