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genericpresentation .pdf



Nom original: genericpresentation.pdf
Titre: Diapositive 1
Auteur: Medicus

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Our ressources
StratAdviser strategic consultants are:
– Economists, Scientists and Lawyers
• with MSc/MD/PhD in Finance, Strategy, Business, Marketing,
Information and communication technologies (ICT), Neuro-Sciences, and
Medicine

– Multinational individuals
• who live and work in an international environment
• have a specific knowledge focused on trans-national and trans-cultural
issues
• as well as they can work in a mono-national context

– Proficient in foreign languages such as English, French, Spanish and
German

StratAdviser key players have:
– 10 years or more of experience working in their respective fields
• teach management, crisis management, strategy, marketing,
communication and medicine
• at Business Schools, Engineering Schools and Universities.
10/05/2010 confidential

2

Our Fields of Expertise

Our International Reach

Angel
GONZALEZ

Beata
LEWANDOWSKA

Erwan
YANN

Sébastien
MODICOM

Søren
MUUS

Jeffrey
Taylor

Brian
FLECK

Our Expert Resources

Dr Jan-Cédric
HANSEN
Medico-Marketing European Strategist

10/05/2010 confidential

5

StratAdviser in short
StratAdviser impact on Consulting
– StratAdviser strategic package
• Strategic Diagnosis, Strategic Recommendation and
Strategic Follow-up

– based on medical processes delivers
• valuable strategic advice easy to access and implement
• as well as adequate cost control thanks to its simple
costing policy

StratAdviser and You
– Any time your company and/or you face an issue
• just contact StratAdviser knowing that
– the proper strategic recommendation will be delivered and
followed through
– adapted to the availability of your financial and human resources
10/05/2010 confidential

6

Additional features
Registered as a lobbyist
with the European
Commission
– Allows us to deliver specific
solutions regarding regulatory
issues and the like…

All of our recommendations
are assessed for legal risk
– by a Franco-British
Independent lawyer firm
10/05/2010 confidential

7

Our specific
approach to
strategy

Medical methodology inspires us
In medicine, diagnosis is:
– the process of identifying a medical condition or disease
by its signs, symptoms, and from the results of various
diagnostic procedures

Doctors are trained to:
– take decisions in acute and uncertain situations
– constantly challenge and reassess their decisions
– think strategically before taking actions

StratAdviser considers that such a methodology
applies nicely to its client’s needs because
diagnosis is a fluid process
10/05/2010 confidential

9

High added value oriented
In order to deliver high added value advice and
ensure its optimal ROI we follow three steps
1. Strategic Diagnosis - allows deeper exploration to
re-establish and reformulate the need
2. Strategic Recommendation - develop what to do and
how in order to best respond to the need
3. Strategic Follow-up - monitoring the application of
recommendations and their positive impact

10/05/2010 confidential

10



Proprietary
Methodology
in Practice

Our Strategic « 3 Step » Process
Expression of a
potential need
(prospecting or spontaneous)
meeting with client for
clarification of advice level
Brainstorm Workshop
for reformulation of need
& selection of appropriate
team/resources

Strategic Diagnostic

Strategic Recommendation

Brainstorm Workshop
restitution and reformulation
of SD content

Brainstorm Workshop
for fine tuning
of SR content

Submission of draft
Anamnesis, Investigations
& Prognosis

Submission of draft
Advice prescription,
Integration plan
& Appropriation process

no

Submission of draft
methodology, timeline and
global estimate

Your
Validation

yes
no

Your
Validation

yes

Strategic Follow-up
no

Your
Validation

yes

Brainstorm Workshop
for Tactical Implementation
Submission of strategic advice
+/- plan of action
+/- appropriation plan
+/- related additional costs
Delivery
no

10/05/2010 confidential

Your
Validation

yes

12

Our Stategic Diagnostic Step
Brand
Essence
Communication
Positioning
Statement
Personality &
Core values
Brand Promise &
Reasons to Believe
Target insight
Attributes
Features and benefits
SWOT
Unmet needs
Target Audience Descriptors
Brand vision

10/05/2010 confidential

13

Our Strategic Recommendation Step
Key
Strategies

Action Plans

Key Expected
Results

Rapid adoption amongst primary target
of Sarcoma Specialists
• Communication and PR plan to increase
awareness of PharmaMar as an innovative oncology
company and raise awareness of disease
• Working with Cooperative Groups (BC, NSCLC)
and Patient Groups (Potentiate formation)
• Corporate sponsorship of major meetings and
bodies PharmaMar stand-alone event ( MoA)
• Promotional activities: Global branding and
campaign
• Promotional materials
• Congress activities, PharmaMar stand-alone event,
Publications
• PharmaMar internet site and Yondelis website
• KOL development
• Vehicle (e.g. Ad Board) to review and revise clinical
endpoints in sarcoma
(RR does not correlate with OS)
• EORTC collaboration to develop standard
classification tools for STS
• Increase awareness and usage
• Complete territory mapping and identification of
key stakeholders, prescribers and patient pool by
2003 YE
• 2003 Ex factory sales
• SoV increases 20%p.a., versus Novartis (Glivec),
Baxter (ifosf), S-P (Caelyx), Astra-Zeneca
(Irtessa).

10/05/2010 confidential

Example of Yondelis contribution

Optimise pricing
and secure
reimbursement

Broaden
clinical
experience

Development and
execution of global
Life Cycle Plan

• Development
of panEuropean
Pricing and
reimbursement
strategy
• HE plan and
economic
model
• Sequential
launches to
optimise price

• Transition of
compassionate
use to commercial
drug
• Phase IV
programme
• Life cycle plan in
conjunction with
J&J – new
indications (1st line
STS, breast
cancer, NSCLC,
ovarian cancer),
more convenient
regimens (3h
schedule, weekly),
combinations/
sequential therapy
with other major
cytotoxics

• Develop and optimize
formulations

• Pricing strategy
complete by end
2002
• Implementation by
end 2003
• Launch first in
Germany, UK and
Sweden

• ATU cohort after
CPMP opinion
• Phase IV strategy
by Q1 2003

• Ensure progression of
manufacturing to
semi-synthetic
• Develop regulatory
strategies for ex-US
territories
• Optimize market
exclusivity and patent
estate
• Develop targeted
labeling

• Target profiles for
new indications by
YE
• GLCP by YE and
presented to Joint
Steering Committee

14

Potential Strategic Synergies

Strategic Diagnostic

Your communication Agency
Briefing

Brand Pyramid

Strategic Recommendation

Communication Platform
Visual identity
Graphic Chart
Strategic Follow-up
(Tactical Implementation)

Matrix

10/05/2010 confidential

15

Continuous Dynamic Interaction
Structure
and/or Profit
and/or Resilience
and/or Personal
development

Required again

Follow-up

?

Diagnosis &
Recommendation

StratAdviser
achievement

Potential
Early diagnosis
Uncertain
environment

Potential
reaction

Natural
evolution

10/05/2010 confidential

time
16

Our Strategic Advice
in Practice

We build your strategy together
One methodology
– StratAdviser proprietary methodology

Two different kinds of deliverables
– Recommendation alone
– Recommendation and related deliverables

Three ways to collaborate
– Long term programs
– Annual supports
– 1-3 day seminars

Our Long Term Programs
Corporate/Portfolio Strategic coherence along
market evolution
Corporate/Portfolio European Strategic Lobbying
High Profile Managers Key Decisions process
assistance
International Marketing Task Force management
European Expert Group & Related Publication
Plan
Prelaunch & Launch Strategic Matrix
implementation

Our Annual Supports
Corporate/Portfolio Strategy Fine Tuning
Corporate/Portfolio Strategy Stakeholders
Appropriation
Corporate/Portfolio Strategy Tactical
Field/Market Adaptation
Prescribers Scrutiny through Sales’ Forces
Optimizing Sales’ Forces impact factor
Sales Oriented Medical Education
Contextual Incentive

Our 1-3 day seminars
Market Study Audit
New Competitive Edges
Competitors’ Strategy Simulation
Enhance Brand’s Resilience
Joint Strategic Workshops
Brand Audit
Brand Rejuvenation
Portfolio Audit
European Creative Seminar
Tender Notice Audit
Lecture & Workshops

Let Our “ Lectures & Workshops ” be
your “ Lectures & Workshops ”
Available conferences 2009-2010
– “Crisis communication, legal issues & economic impact of the pandemic threat”
– “Expanding your European position despite inhomogeneous maturation of portfolio
among target countries”
– “Understanding benefits of brand vs product communication strategy”
– “Strategic healthcare communication during crisis management”
– “Turning affiliates “specificity” into powerful European strategy”
– “Strengthening European cooperation between pharmaceutical Industry and Private
Hospitals: a promising competitive edge”

Coming conferences 2011-2012







“Post crisis management, frequent mistakes and consequences”
“Efficient Orphan drugs marketing approach: musts and options”
“Key topics to understand the Japanese market entry limitations”
“Rising competition among generics: time for redesigning the brand concept?”
“Terms and Conditions of Sales as a competitive edge”
“Identification of new communication themes for MEDED programs”

10/05/2010 confidential

22

Samples of Strategic
Advices and Related
Deliverables

Provide High Value European Insights
Situational analysis
– Need for global expertise regarding the
European Market and specificity of
European healthcare systems

Strategic Diagnostic
– Content analysis of available publication
on the disease
– Reassessment of available Market
Studies
– Identification and Interviews of KOL
– Cross matching of findings with
StratAdviser expertise

Strategic Recommendation
– Drafting of preliminary report to fuel the
strategic thinking including promising
positioning & potential communication
plan

Strategic follow-up
(Tactical Implementation)

– Left to our client

Deliver High Standard Expertise
Situational analysis

– A spring water trade organisation is
sued by a mineral water trade company
for improper health claim

Strategic Diagnostic

– The trial is backed up by a report from
the French Academy of Medicine
– Risk is that the trial outcome will
ultimately apply to all spring water
manufacturers

Strategic Recommendation

– Strike back should be managed by the
spring water trade union
– Need for a contradictory report with
higher quality standards to neutralize
the French Academy of Medicine

Strategic follow-up
(Tactical Implementation)

– Deep analysis of the French Academy
of Medicine report and writing of the
contradictory report
– Work in tandem with the trade Union
Lawyer Firm
– Help the client in implementing its
lobbying actions

10/05/2010 confidential

25

Elaborate Strategic Positioning
Situational analysis


A thermal Bath faces constant regression of
turnover

Strategic Diagnostic




Thermal Bath location and accommodations
inadequate to drain clients by themselves
Thermal medicine no longer considered as a
reference for chronic conditions by GPs
100% of French centres for burned patients
refer cases to the Thermal bath

Strategic Recommendation




Reinvest the neglected local medical
expertise
Position the Thermal Bath as “First
European Dermatology Spa”
Take into account the public (patient /
companion) specificity

Strategic follow-up
(Tactical Implementation)




Redesigning existing communication tools
and creation of new ones (detail aid, ...)
Creation and training of a sales’ force
dedicated to GPs

Design International Expert Group
Situational analysis
– Prescribers tend to restrict more and
more the use of Fluoroquinolones among
Companion Animals

Strategic Diagnostic
– Prescribers tend to apply Large Animals
prescription rules for lack of
spokespersons highlighting Companion
Animal specificity

Strategic Recommendation
– Design an European Expert Board eliciting
recognized European Guidelines

Strategic follow-up
(Tactical Implementation)






10/05/2010 confidential

Recruit & support members
Suggest themes and developments
Supervise premise organisation & logistic
Develop communication tools
Work out publication plan and awareness
campaign
27

Enhance Disease Awareness
Situational analysis
– Dravet’s syndrome is under
diagnosed due to insufficient
awareness

Strategic Diagnostic
– Orphan Drug status doesn’t allow
classic communication

Strategic Recommendation
– Medical Education and Unbranded
communication are appropriate to
elicit significant market penetration

Strategic follow-up
(Tactical Implementation)






Design of support
Perform interviews
Editing of interviews and animations
Checking of scientific and medical
relevance

Rejuvenate a European Brand
Situational analysis


Major Brand, once innovative, is loosing
market shares at unexpected rate

Strategic Diagnostic


Recent external growth and introduction to
stock exchange of company impact on
stakeholders neglected

Strategic Recommendation


Creation of an International Brand Task Force
composed of the International Marketing
Team and affiliates leaders

Strategic follow-up

(Tactical Implementation)
– Creation of the International Marketing Team
leadership
– Animation of task force meeting
– Brand rejuvenation along with task force
participants
– Press Ad execution supervision and detail
aids content

10/05/2010 confidential
29

Re-Launch an International Brand
Situational analysis
– The launch of the Biomedic portfolio
didn’t match expectations
Strategic Diagnostic
– The initial pure cosmetic positioning
was inadequate regarding
Dermatologists considering the peeling
has a strong effect requiring medical
supervision
– Side effects elicit a negative image
among customers
Strategic Recommendation
– Reposition portfolio as a “Medical”
Must
– Create a European expert group to
endorse the new positioning
Strategic follow-up
(Tactical Implementation)

– Expert group design and management
– Drafting of guidelines for good practice
for the use of peeling
– Elaboration of CME training modules
– Recruit & support speakers
– Develop communication tools
– Dissemination of the group concept to
each target region (Asia, North
America, South America)

Shift Paradigms

Situational analysis


The French Defence Medical Service has to
switch from an endowment driven to a client
driven activity

Strategic Diagnostic


There is a need for a deep and homogeneous
change in management paradigms as well as
clear understanding of the new strategy

Strategic Recommendation


Develop a specific appropriation and
implementation methodology

Strategic follow-up
(Tactical Implementation)





10/05/2010 confidential

Contribution to the fine tuning of the strategy
Creation of appropriation methodology
Develop communication & appropriation
tools
Recruit, train & support speakers/high
profile managers

31

Manage High Risk Communication
Situational analysis

– French President elicited the creation
of the “multilateral cooperation for
defense and security in the Western
Mediterranean forum”

Strategic Diagnostic


Territorial conflicts and cultural
discrepancies among participants may
rise resistance in a highly sensitive
context

Strategic Recommendation

– Encourage experience, knowledge and
previous cooperation sharing
– Build an event momentum driving
participant to sign up a committing
multilateral partnership agenda

Strategic follow-up

(Tactical Implementation)

– Co-management of the event
– On site elaboration of the draft
Covenant
– One to one meetings with participant to
validate final draft and to encourage
covenant signature

10/05/2010 confidential

32

Provide High Standards Conferences
Lectures & Workshops
Institut of Directors
Journal of Communication in Healthcare
Henry Stewart Publishing
ESReDA (Alstom seminar)
Eurosatory 2010
European Defence and Security Meetings
Paroles d’experts HCFDC
Ecole de Guerre Economique

10/05/2010 confidential

33

Pharma Firms which benefited from our
team members advices
Abbott
Alcon
Allergan
AltanaPharma
Astra Zeneca
Biocodex
BMS
COOPER
Eisai
Ferring
Fournier
Fresnius-Kabi
Galderma
GSK
Hutchinson

Jancen-Cilag
La Roche Posay
Lilly
Merck
Nestlé Infant Nutrition
Novartis Santé Familial
Novartis Animal Health
Pfizer
Pharmamar
Sanofi-Aventis
Sanofi-Pasteur
Shering-Plough
Stallergenes
Vétoquinol
Wyeth



Our costing
procedure

Our Costing Grid
StratAdviser approach consist of
– Setting the level of strategic advice required
– Determining the required time and team to follow our
proprietary methodology
– Applying our costing chart
Functions
Director of Strategies

£2,317.00

Client Service Director

£1,472.00

Director of Operations

£1 227.00

Scientific Director

£1 227.00

Consultant/
Expert

£1 704.00

Account Executive
10/05/2010 confidential

Daily rates

£320.00
36

Five levels of advice
Instant advice




The client is confident with his own analysis of the issue he is facing. He doesn't want
StratAdviser to challenge his analysis and his formulation of the need
The client wants a solution ready to use with short notice
The client doesn't need StratAdviser to integrate the advice or to provide any follow-up regarding
tactical recommendation linked to the strategic advice that has been provided

Classic advice




The client is confident with his own analysis of the issue he is facing. He doesn't want
StratAdviser to challenge his analysis and his formulation of the need
The client wants StratAdviser to deliver a ready to use strategic Prescription as well as the proper
systematic related Integration Plan and Appropriation Process to solve his issues
The client doesn't need StratAdviser to provide any follow-up regarding tactical recommendation
linked to the strategic advice that has been provided

Advanced I & II advice




The client expects StratAdviser to help him to analyse the issue he is facing
The client wants to develop a clear understanding of the situation along with StratAdviser, then to
build the appropriate strategic response with StratAdviser methodology, then elaborate the proper
systematic related Integration Plan and Appropriation Process to solve his issues
Eventually, the client needs StratAdviser to provide a follow-up while integrating the advice among
his usual staff

Custom


The client expects StratAdviser to challenge his analysis and his formulation of the question
(other selections are possible)

10/05/2010 confidential

37

Average time spent for each levels

AE: Account Executive ● SD: Scientific Director ● DO: Director of Operations ● CSD: Client Service Director ● DS: Director
of Strategies ● C/E: Consultant/Expert ● TC: Technical Costs ● OOPs: Out Of Purchase

10/05/2010 confidential

38

Our Commercial policy
Our estimates reflect a deep analysis of our client’s need with a constant
concern to find the best compromise between their expectations, their real
needs and their financial constraints
– StratAdviser commercial team will invest appropriate time and effort during the
negotiation phase to come up with the best case scenario estimate
– In some rare situations, this may imply difficult choices for both parties to be made

Therefore after the validation of the estimate no adjustment is allowed
except for the following rules:
– Account Executives have a goodwill up to 5% rebate
– Client Service Director have the ability to negotiate another additional 5% rebate if
the situation justifies it
– In some exceptional situations, the General Manager might allow to negotiate an
additional 5% rebate

In any other case the estimate is voided and a new round is initiated
– Any validated estimate voided due to client’s direct or indirect decision implies the
payment of 10% of the estimate in addition of any ready intermediate achievements
which would be charged “prorata temporis”.
10/05/2010 confidential

39

More precisely, what are the issues you
are currently facing?
Which one should benefit from our
Strategic Diagnostic,
Strategic Recommendation &
Strategic Follow-up?

● Structure development ● Profit development ● Resilience development ● Personal development

StratAdviser Ltd
Berkeley Square House
London W1J 6BD UK

www.stratadviser.com

Beata LEWANDOWSKA
Tel: +44 (0) 207 8874510
Fax: +44 (0) 796 4330504
b.lewandowka@stratadviser.co.uk

StratAdviser France
8 rue Saint Marc
75002 Paris France

Sébastien MODICOM
Tel : +33 (0)9 64 25 23 92
Fax : +33 (0)1 42 33 44 76
s.modicom@stratadviser.com
41


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