strategic differentiation:
Reshaping the Behavior of Markets for Established Drug Brands
Description: Pharmaceutical companies are operating with a view of their business as being manufacturers and marketers of individual drug brands, rather than as an industry in the service of health. This download is a presentation that opens a door to strategic imagination. It shows how to shift the center of gravity in pharmaceutical market strategy away from promoting features and benefits of drugs, and move toward collaborating with integrated delivery networks (IDNs) to overcome fragmentation in healthcare delivery. It is an approach that links a pharmaceutical company and a consumer packaged goods company as keystones in a new system of health. The payoff for this kind of strategic move is significant: it has the potential to shape entirely new growth trajectories for the businesses collaborating on shared marketspace, while also improving health outcomes.
Pieces Linked into a New Health Ecosystem: Pfizer, General Mills, Blue Cross/Blue Shield, Cerner Corporation, Google
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marketing ecosystem design:
Posted 12.02.09 A Generic Design Concept for Marketing Ecosystems
Description: Driven by the "urgent need to find new thinking" in cross-platform measurement and content delivery, executives from across the media, broadcast, and marketing services industries launched the Coalition for Innovative Media Measurement in 2009. Marketing ecosystem design is a new structure for action. It centers on the art of arranging and balancing disparate activities from the marketing services and information technology domains into whole new configurations. It is the intimacy of interaction -- the way pieces are connected in time and space -- that changes how campaigns are planned, creates a new context for competition, develops an ability to transform signals into meaning, and delivers a qualitative leap in business performance.
Pieces Linked into a New Marketing Ecosystem: Ketchum, Ogilvy, Nielsen, Comcast Cable, Facebook, Acxiom
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value innovation:
Reframing the Value Proposition of Pharmaceutical Sales
Description: At a macro level, conventional approaches to sales force modeling in the pharmaceutical industry have not been successful. Despite all the available data to guide decisions, and off-the-shelf methodologies to "optimize" the sales force for an operating environment that is constantly changing, access is not improving. For the most part, pharmaceutical sales forces are perceived by the marketplace as delivering little value.
Opportunity space for value innovation comes from (i) understanding drug sales as but one component to a larger system of components marketing into physician group practices; and (ii) organizing a value-added network that links interactions between components, establishing a new standard of care from a more sophisticated form of marketplace integration. It is the intimacy of interactions in the business ecosystem that creates a new market opportunity, and a qualitative jump in system performance, for stakeholders collaborating in this wider combination.
Pieces Linked into a New Business Ecosystem: Allscripts Healthcare Solutions, Cerner Corporation, McKesson Corporation, Microsoft Corporation, Oracle Corporation, Trizetto Group
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briefing notes:
| Updated 11.21.09 -- Pharmaceutical Promotion At Its Productivity Frontier |
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Updated 11.05.09 -- A System-Level View of Policy Shaping Prescription Assistance |
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| Posted 2.23.09 -- Business in the Year of the Ox |
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| Strategy Management at a System Level |
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| Closed-Loop Marketing: A Holistic Framework to Amplify Results |
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| Marketing Innovation and Systems Theory |
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our january white papers:
Health Ecosystem Design
Description: This white paper introduces the concept of 'health ecosystem design'. Health ecosystem design is a new architecture for grand strategy in the pharmaceutical industry. Pharmaceutical companies can use the concept to collaborate with integrated delivery networks (IDNs) on marketplace aggregation and service innovation. Health ecosystem design is a new strategic vision focused on reassembling building blocks to health to create a new standard of care, producing a new growth platform for a range of players simultaneously. In other words, prospects for new market power -- achieving differentiation and premium pricing, something most pharmaceutical companies and IDNs are struggling with -- will come from risk factor alignment through market alignment.
Pages: 16 (includes endnotes)
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Marketing Ecosystem Management
Description: New markets come from linking complementary business landscapes into marketing ecosystems. This white paper frames an approach to design these marketing ecosystems. The information economy has a level of complexity that fractures the mind. Presented in the light of this dynamic, the white paper argues that successful strategic performance will come from aligning a set of economic actors around shared business objectives. Rather than pursuing stand-alone business strategies, companies should develop new platforms for collaboration. The goal is to create self-generating markets by tying together previously disconnected elements into new wholes.
Pages: 19 (includes endnotes)
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A System-Level Framework to Increase Marketing Competitiveness
Description: The 'center of gravity' for nearly all marketing activity revolves around promoting the features and benefits of products. Markets are studied, predictive models designed, resources allocated, and agencies given their marching orders based on a default assumption: that it all comes down to positioning a carefully-scripted product message in the mind of someone who matters. The problem is, that for all but the most differentiated and creative of companies, competitive convergence is the reality. Product performance is identical or easily comparable, vendors are a commodity input, and the messages, tactics and technologies brand teams use to push their promotion on a saturated marketplace are the same and accessible to all.
Opportunity space for advantage will come from shifting this center of gravity, so that new power is created from configuring pieces and parts into tactical systems. In other words, "message" is incidental to the more influential payback from "message interactions" that are connected in time and space. Understood with a systems view, this is an example of emergence, a new property that arises from creating a new whole. While useful for all industries, this white paper provides an actionable framework for pharmaceutical companies to increase their marketing competitiveness using a systems approach.
Pages: 26 (includes endnotes)
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