Pharma Commercial Operations

Commercial OperationsEcosystem

Commercial Operations in Pharma - Key functions• Sales and marketing

o Strategic planningo Launch / Pre launch activitieso KOL managemento Sales force planning & managemento CRMo Advertising & Promotions

• Medical and scientific affairs • E-business

o Product promotiono Partnerships with external web companieso e-detailing

• Managed care and contracting• Compliance

o Follow compliance guidelines on spends and promotionso Promotional spend tracking & submitting to compliance team

Commercial Operations in Pharma - Top Issues• Need to reduce cost and improve productivity

o Across the board reduction in sales force as blockbuster revenues shrinko Flexibility in sales force organizations – partnerships, account based rather than

product based modelso Use lower cost channels

• Compliance o Tighter regulations around promotional spendso Increasingly stricter market access norms

• Eroding pricing powero Governments/Payers negotiate harder on reimbursementso Generic substitution

• Need to be truly globalo Emerging markets growing fastest but different strategies needed as there are

varied regulatory and market structures

• Physician targeted promotions losing out as Consumers, Payers & Regulators exert greater influence on sales

Commercial Operations in Pharma - Burning platform• Faster, better insights for decision making

o Greater effectiveness can be driven by better integration of internal data, external data (from vendors/partners) and emerging data sources like social media

o Most of the information architecture does not support today’s rapidly changing BI needs• Product specific vs. Account/Consumer specific information• Integration with outsourced partner’s data

• Effective adoption of new channelso Use cheaper channels to replace sales force effectively

• Web, Mobile

• Better collaboration through the enterpriseo Limited interconnectedness within the organization slows information

sharing and timely decision making

Useful linkso http

://www.pwc.com/gx/en/pharma-life-sciences/optimising-commercial-operationso http://www.imshealth.com/deployedfiles/imshealth/Global/Content/IMS%20in%20

the%20News/Links/NCM_Requirement_for_Pharma_Growth.pdfo http://www.deloitte.com/assets/Dcom-UnitedStates/Local%20Assets/Documents/

us_lshc_CommercialOutsourcing_121611.pdfo http://www.deloitte.com/assets/Dcom-Global/Local%20Assets/Documents/SEA%2

0sales%20and%20marketing.pdf