How eBusiness will Evolve and How Market Research

1
How e-Business will Evolve and How Market
Research Can Impact Future e-Business Initiatives
Agenda Situation Analysis E-Business
Revolution Market Research Summary
Discussion
2
How e-Business will Evolve and How Market
Research Can Impact Future e-Business Initiatives
Agenda Situation Analysis E-Business
Revolution Market Research Summary
Discussion
Branded House
House of Brands
Pharma X
Brand 1
Brand 2
Brand 4
Brand 3
Product Focused ?
Customer Focused ?
3
How e-Business will Evolve and How Market
Research Can Impact Future e-Business Initiatives
Agenda Situation Analysis E-Business
Revolution Market Research Summary
Discussion
E-Business Revolution

• Transforming relationships with Trading Partners
• Customers
• Suppliers
• Distribution Channels
• ...and Employees
• Transforming internal processes -
• Customer-focused Product Flow
• Transforming business models

4
How e-Business will Evolve and How Market
Research Can Impact Future e-Business Initiatives
Agenda Situation Analysis E-Business
Revolution Market Research Summary
Discussion
E-Business Revolution

• Pharma catching up
• Transformation governance models
• E-nable the business
• Internal E-Business unit
• Spin-off
• Buy a channel
• Transform the company

5
How e-Business will Evolve and How Market
Research Can Impact Future e-Business Initiatives
Agenda Situation Analysis E-Business
Revolution Market Research Summary
Discussion

• Market Research
• Answers we are looking for remain largely the
  same
• What are needs, perceptions, attitudes,
  preferences, habits, propensity for change,
  loyalties of healthcare professionals, patients,
  care givers, payors
• Predict the business benefits of our intended
  actions
• Evaluate the effectiveness and business benefits
  of our past actions - suggest corrective actions
• What is different?
• Ability/Need to move from aggregate data to
  individual customer data
• Ability/Need to significantly expand
  longitudinal data
• 360 Degree view of the customer -Integration of
  disparate data sources.
• Real-time market analysis

6
How e-Business will Evolve and How Market
Research Can Impact Future e-Business Initiatives
Agenda Situation Analysis E-Business
Revolution Market Research Summary
Discussion

• Market Research
• Leverage eCRM for market research
• Customer relationship Management
• Integrate all touch points/channels (Web, SFA,
  Call Centers, transactional systems, ERPs, 3rd
  party)
• Improved analysis of customer behavior and
• preferences, theoretically to the individual
  level
• Customer centric analysis for microsegmentation
• Personalization
• Targeted campaigns
• Ultimately on-to-one marketing

7
How e-Business will Evolve and How Market
Research Can Impact Future e-Business Initiatives
Agenda Situation Analysis E-Business
Revolution Market Research Summary
Discussion

• Market Research / eCRM
• How Market Research Can Impact Future e-Business
  Intiatives
• Improved understanding, at more granular level,
  of customer behaviors and preferences.
• More focused, and therefore more effective
  campaigns.
• A more complete view of the customer, combining
  internal and external data.
• Monitoring of Marketing Campaigns real time.

8
How e-Business will Evolve and How Market
Research Can Impact Future e-Business Initiatives
Agenda Situation Analysis E-Business
Revolution Market Research Summary
Discussion

• Summary
• Prisoners dilemma for pharma
• Balance of customer vs. product focus
• E-Business triggers a fundamental change in the
  relationships and the processes of the
  organization, and enables a better customer focus
  without losing the product focus
• Market Research can impact future E-Business
  initiatives by improving our understanding of
  customer behaviors and preferences, so that we
  can improve our relationships with the customer,
  and tailor the products and services we offer.
  This includes an improved experience for the
  customer at all touch points

9
How e-Business will Evolve and How Market
Research Can Impact Future e-Business Initiatives
Agenda Situation Analysis E-Business
Revolution Market Research Summary
Discussion
Discussion