Integrated value chain

Group-7Atul Jain (roll no-02)Kamal krishna Singh(roll no-18)Rohan Chavan (roll no-20)Ritu Gautam(roll no-36)Laxmi Sardeshpande( roll no-37)

Presentation overview

IntroductionResearch and developmentProduction and distributionMarketingSales and customer relationship

managment

Introduction

Integrated Value Chain in Pharma:

It is a chain of activities occurring in pharma industry to give value to the end customers in return of monetary value.

The integration of these activities happen through the flow of information and materials.

Internet services play a vital role in coordinating the Integrated Value Chain.

E- Research & DevelopmentData Management system

The typical steps in product registration in India (The basic steps are same for agrochemical and

Pharmaceutical industry)

5. Central InsecticidesLaboratory (Testing)

2. CIB & RC, Ministry of Agriculture (Registration & Scrutiny)

1. Applicant AdmnOffice

Legal Chemistry Bioefficacy

ToxicologyPackagingRegistration Committee

3. ICAR

For Products Manufactured in India

Inspector visits site and collects the

sample

Sample analysis

For Imported Technicals

Submit samples

Sample analysis

4. Ministry of Health (MRL Fixation)

Secretariat scrutinizes residue pro

forma

SCPR studies data

and recommends the MRL

CCFS studies SCPR

recommendation and

approves MRL

Submits application along with

data

Deficiency report

5. Central InsecticidesLaboratory (Testing)

2. CIB & RC, Ministry of Agriculture (Registration & Scrutiny)

1. Applicant AdmnOffice

Legal Chemistry Bioefficacy

ToxicologyPackagingRegistration Committee

3. ICAR

For Products Manufactured in India

Inspector visits site and collects the

sample

Sample analysis

For Imported Technicals

Submit samples

Sample analysis

4. Ministry of Health (MRL Fixation)

Secretariat scrutinizes residue pro

forma

SCPR studies data

and recommends the MRL

CCFS studies SCPR

recommendation and

approves MRL

Submits application along with

data

Deficiency report

Real Time Flow of Information

R and D in USA

Packaging Development R & D

Plant R and D ( India, NK)

ProcessImprovement

Product Improvement (India, Hyderabad)

Research and Development Structure of a pharma company

E-recruitment

E-recruitment, also known as online recruitment, is the use of technology to attract candidates and aid the recruitment process.

Key Driver of E-recruitment:• Reducing recruitment costs.• Broadening the selection pool.

• Increasing the speed of time to hire.

• flexibility and ease for candidates.• 24*7 access.• Eco-friendly process.

Shortcomings and Disadvantages

1. Screening and checking the skill mapping.

2. Authenticity of resumes.

3. Low Internet penetration.

4. No access and lack of awareness of internet.

5. Preference & faith on face-to-face interaction over e-mails.

Shifting Recruitment PatternsMethod of attracting candidates

% of businesses that used this method: 2006

% of businesses that used this method: 2013

Online recruitmentOnly method that gained in last 8 yrs.

16% 38%

Local press advertisingBiggest decline seen here

79% 29%

Traditional agencies 76% 49%

Company websitesMost effective in the public sector

75% 62%

Employee referral schemes 47% 33%

Table source: CIPD reports (2008 - 2013): ‘Recruitment, retention and turnover’. - Available on the CIPD website

E-Trial

Better use of e-health records cuts clinical trial costs.

Facilitate recruitment of patients to clinical trials Gathering data to support groundbreaking work.

WORLD NEWS | JULY 15, 2014 (PHARMATIMES), ENGLAND

1-use of statins in 300 people with high risk of cardiovascular disease by tracking their electronic records.

2-use of antibiotics in patients with chronic obstructive pulmonary disease (COPD).

E-submission Benefits A dramatic increase in the speed. 24*7 availability. Accuracy & reliability on time line. Virtually instantaneous provision of filing receipt and serial number; Saving a great deal of money. More efficient review of the applications. Automatic confirmation of receipt of all submissions, helping to

avoid abandonment. Automatic reminder generated for renewal of submission so

chances of failing decrease.

Manufacturing

Gain real time visibility about the plants for equipment availability and utilization

Help in inventory management API & Excipients.

Ensure compliance at all times and opportunity to respond in real-time.

Minimize waste of time & resources by monitoring equipment used for serialization throughout the distribution channels.

Marketing of products or services with the help of Technology

Digital Marketing, also termed as e-marketing, web-marketing, online marketing or Internet Marketing, e-marketing also includes the management of digital customer data and electronic customer relationship management (e-CRM) systems.

e-marketing allows the placement of media along many different stages of the customer engagement cycle.

What is Digital E- Marketing?

Pharmaceutical Digital Marketing

Target Audience: Digital Marketing is an extension, can be implemented across Verticals i.e. Doctors, Hospitals, Patients & Sales Team :

Health Care Professionals (HCPs): This is based on providing services, scientific data, business analytics etc. to the specialists in order to promotion of products/services.

Patient’s: to ensure awareness & adherence to the therapy. Sale’s Team: To make their customer calls more interactive &

upgrade their skills and motivation

Internet is now a significant source of health information and connectivity between providers, prescribers and patients.

We attend at the transformation of traditional 4Ps Operational Marketing to e-Marketing

The interest in e-health as a channel for the marketing of health-related products and services increasing every day. From social networking tools and advanced physician portals to streaming video and closed loop strategies, the opportunities to open new communication channels with patients, physicians and KOL are limited only by a marketers imagination and determination.

PATEINT PERSPECTIVE

DR. GOOGLE IS IN!

Patients start to notice something doesn’t feel quite right, so they Google their symptoms and make their own preliminary diagnosis. In fact, 80% of patients conduct a health related search before scheduling a doctor’s appointment.Social media impacts their choice of healthcare providers. Patients assume that they will end up with specialist, so they read the local specialists reviews on Vitals and Healthgrades, blogs etc

Hearing patients on the Web

WHERE ARE THEY HEARD?

E- MARKETING OPPORTUNITIES

Awareness / Adherence Portal for Patients: More and more patients demand to know and expect up-to-date

information on their condition and treatment, as well as alternative treatment options.

The access to information via the Internet means that information on a US website can be read by a Indian patient and may

Include information on their branded medicine The foundation of sustainable success in the application of e-

Marketing for pharmaceutical lies the combination of strategic alliances and technological innovation

E-MARKETING STRATERGIESTHE DIAGNOSIS

Health education approaches

– Share stories/inspirations

– Acknowledge range of emotions; sense of loss

– Correct misconceptions

– Provide framework for understanding treatment options and benefits

E-MARKETING STRATERGIESCUSTOMER ENGAGEMENT

Health education approaches

– Follow health literacy principles (accessible, accurate, actionable)

– Create opportunities for value clarification (“What’s important to me?”)

– Build knowledge about treatment options

Marketing implications

– There is a market expansion opportunity

– The opportunity depends on how many people fall into the “isolation” circle and what it will take to move them toward engagement

– Tactics that encourage peer-to-peer support (eg, social media) may spark transition to engagement

E-MARKETING STRATERGIES TREATMENT INITIATION

Health education approaches

– Easy-to-understand disease and treatment education (including risk information)

– Realistic expectation setting

– Practical, “how-to” education (including side effect management; self-injection training)

– Care partner support and education

Marketing Implications

– Disease management programs may be warranted for distributing educational content

– Conversation analysis can help brands tease out which side effects pose greatest threats to treatment

– Patients are using search to find information about side effects and how to cope

TECHNOLOGY AT ITS BEST

Technology is at the intersection of patients & healthcare

Technology removes the knowledge barriers in patients

lives.

Patients expect access to information and use technology to take control of their healthcare (or the healthcare of others)

Healthcare organizations and professionals see technology

Contd…..

Healthcare organizations and professionals see technology as essential to connecting with patients, donors, referring physicians, media and the community

Technology is moving quickly to connect patients with providers

Leveraging digital data can allow healthcare organizations to

anticipate events or trends

Utility of digital media marketing company perspective

Utility of digital media marketing company perspective

Blogs. Fb page/brand Fb page. Twitter. Mobile apps. Product websites. Emails. YouTube. Slide share.

Pinterest.

Digital strategy for a New launch

Company can plan a pre launch activity in advance before the launch.

Company can create a separate website for the product and all Clinical Trial related updates will be made available for doctors.

Company can Engage the top KOL of the country through online portal where they can speak about the Disease and updates.

Company can also Make a mobile based application for the

awareness purpose of Rheumatoid arthritis.

Digital strategy for New launch

All the clinical data related query can be solved through an online portal.

Field staff will promote the Brand through I-pad, the pictures on Ipad will differentiate the brand.

If the product is expensive, Company can also outsource a patient care and engagement to outsourcing company.

Online weekly training will be provided to the field staff to update them on

product knowledge and also evaluate them periodically.

Digital strategy for launch

A Facebook page can be created by company where the regular update about the basic diet schedule or exercise will be shared.

An innovative online teaser campaign can be launched to create the curiosity among the doctors.

Online blog by the doctors who used the product in some of the patient and are satisfied with the product result

Sales /Customer relationship management(CRM)

ONLINE

E detailing

E conferences

Physician patient connectivity

E consultation

Remote monitoring

OFFLINE

Offline detailing

Patient education

Sample delivery

E-detailing

The use of electronic ,interactive media to facilitate sale presentation to physician.

Pharmaceutical and medical companies depend on eDetailing to deliver the message of their brands and products along with any related information to healthcare professionals.

ADVANTAGES & ΒΕΝΕFITS OF e-DETAILING

Doctor

Faster, accurate and more impressive presentations

Increased brand awarenessInteractive & multimedia content

Self-guided e-detailing, when the doctor is available

Focus on specific areas of interest

Constructive conversations and information exchange with colleagues

Company

Measurable results, statistics and reports

Field data for CRMreduce or even completely eliminate the need for printed material

Full control of promotional material and presentationsZero-time delivery of promotional material and presentations

Can be applied at any stage of product's life cyclereduced promotional costs at all levels

Representative

Time efficiencyCustomizable, targeted and more effective presentations

Easier follow-up and leads

Centralized app solution that improves work-flow and reporting

Reduced transportationsAutomated procedures

E conferences E-conferencing refers to innovative technologies that allow

people to communicate or "conference" over the Internet.

Audio conferencing, web conferencing, and collaborative conferencing, are all components of e-conferencing

Advantages-

Convenience,

Easy Storage of Materials,

Fluid Communication,

Opportunity for Selecting Information

Physician patient connectivity E consultation

Advantages

Cost of examinations drops.

Productivity of the physicians would rise .

Patients get more timely treatment.

Can Contact by phone, emails, blog etc

Time convenience

Remote monitoring The technology available today allows for new systems that are a fraction of the cost and

are far easier for patients to use than those that have traditionally been available.

RPM can now be cost-justified based on improvements to clinician productivity in clinical trials and as part of a treatment protocol for patients at moderate to high risk (e.g., on certain medications).

Ease of use is greatly improved with no Bluetooth pairing, no extra steps required to send readings and the ability to use health meters in their natural locations in the home.

Increases the patient engagement and medication adherence

Helps to learn how to enroll patients, keep them engaged, perform meaningful data analytics, and coordinate with providers and payers.

Low cost RPM has the potential to be a valuable tool for 50% of patients at risk versus the 5% highest at-risk patients currently.

RPM will enable patients to track their health at home and be more connected to their providers who can adjust treatment as needed based on higher frequency data, which will reduce expensive hospitalizations, improve patient outcomes, improve patient satisfaction and increase medication adherence

Offline detailing

Visual aid-

Is a print piece (booklet or brochure) ,used by pharmaceutical sales representatives.

Composed of-

Information about the products efficacy. Clinical data that support the manufacturer's claims,Charts and

graphs. Guidance for dosing and administration of the drug. Summary information pertaining to the product”s tolerability and

safety. Include the official labeling. Is primarily a marketing tool that incorporates creative elements

such as photos, slogans, and brand logos .

Patient education

Patient education is defined as any set of planned educational activities designed to improve patients’ health behaviors and health status.

Its main purpose is to maintain or to improve patient health or, in some cases, to slow deterioration.

However, patient and family education goes beyond this main purpose. An informed and educated patient can actively participate in his or her own treatment, improve outcomes, help identify errors before they occur, and reduce his or her length of stay.

Organizations that provide targeted and appropriate patient and family education can reap other benefits as well, including:-

Increased customer satisfaction Compliance with regulatory standards Improved efficiency through cost-effective care Better informed patients and a lessened chance for malpractice claim

Benefits of patient education include Increasing the patient's ability to cope with and manage his or her health.

Facilitating understandings of health statuses, diagnosis and treatment options, and consequences of care for patients and their families.

Empowering patients to make decisions related to their care.

Increasing patients’ potential to follow a health care plan.

Helping patients learn healthier behaviors.

Promoting recovery and improved function.

Increasing patient confidence in his or her self care.

Decreasing treatment complications

Sample delivery

• Advantages-

• Maintaining the highest level of patients compliance• Reducing costs associated with the distribution of sales

samples

• Improving field sales productivity through efficient

scheduling and a flexible shipment delivery process.

Thank you…….