How to Use Strategic Mapping to Interpret and Optimize Market Intelligence

The Intelligence Collaborativehttp://IntelCollab.com #IntelCollab

Powered by

How to Use Strategic Mapping to Interpret and Optimize

Market Intelligence

A Complimentary Webinar from Aurora WDC

12:00 Noon Eastern /// Wednesday 20 January 2016

~ featuring ~

Carl Derenfeld Arik JohnsonLisa Giles


Powered by

Lisa Giles

Lisa Giles is the President and CEO of Giles & Associates Consultancy (GAC), a private strategy consulting firm. For over 15 years, GAC has provided strategic consulting services for portfolio optimization, global product launch, market landscape and research across large, specialty and orphan diseases.The firm’s extensive list of clients spans across the Life Science Industry from Pharmaceutical, Diagnostic, Device, Government Agencies, to Academic Research Institutions. The firm’s expert teams work primarily with those discovering and advancing innovative products. GAC advises corporate boards, CEOs, and executive leadership teams on strategic direction, pipeline optimization, and market entry strategies. In 2015, Lisa was recognized by PharmaVoice as one of the top 100 most influential people in life sciences.

In 2013, she also founded and is also the CEO of Optivara, Inc., a software-as-a-service (SaaS) company that offers a suite of enabling tools to life sciences and innovative companies.

Email: [email protected]

The Intelligence Collaborative is the online learning and networking community powered by Aurora WDC, our clients, partners and other friends and dedicated to exploring how to apply intelligence methods to solve real-world business problems.

Apply for a free 30-day trial membership at http://IntelCollab.com or learn more about Aurora at http://AuroraWDC.com – see you next time!

http://intelcollab.com/

http://aurorawdc.com/


Powered by

α Use the Questions pane on your GoToWebinar control panel and all questions will be answered in the second half of the hour.

α You are welcome to tweet any comments on Twitter where we are monitoring the hashtag #IntelCollab or eavesdrop via http://tweetchat.com/room/IntelCollab

α Slides will be available after the webinar for embedding and sharing viahttp://slideshare.net/IntelCollab

α To view the recording and download the PPT file, please register for a trial membership at http://IntelCollab.com.

Questions, Commentary & Content

http://tweetchat.com/room/IntelCollab



http://slideshare.net/IntelCollab

http://slideshare.net/IntelCollab



Powered by

Copyright © 2016 by Optivara, Inc. – Confidential, not for distribution.


Powered by

How to Use Strategic Mapping to Interpret and Optimize Market

Intelligence

Prepared for IntelCollabJanuary 20, 2016



Powered by

• GAC - Founded in 2000 We guide innovation and sustainable growth for life-science and healthcare clients

• Strategists – Strategy Development, Intelligence, Transactions Life Science Companies (Biopharmaceutical, Diagnostic, Device) Academic Medical Research Institutions Technology Innovators

• Proprietary processes and technology advantages Methods to quickly understand current status and optimize each opportunity Content-rich enabling processes and proprietary technology platforms

• Optivara - Launched in 2013 Conceived and developed out of GAC experience and insights Suite of software applications available as a service or business process

About GAC and Optivara



Powered by

Common Challenges In Building and Vetting Strategies

Very complex questions, with ambiguity and conflicting viewpoints

Enormous amount of disparate information, many sources

Information captured and stored across different people and files - hard to retrieve or update

Address one-time answers, but rarely leveraged for ongoing insights

Manual, resource and time intensive

Recipients of plans (or answers) don’t always align on the building blocks

Optimal depth of information varies across functions

Knowledge experts change or leave – unreliable knowledge transfer and retention

Implications are not clear, limiting resultant action plans

No easy way to refresh the information or assumptions to revise and efficiently vet the strategy



Powered by

Common Questions Requiring a Future Market View?

What advances will most significantly change or restate one of our target market segments? …. How will it impact us?

How do we optimize our technology when the marketplace will

likely evolve by the time it is launched?

How will our products fit into a changing environment?

What will be the most attractive future opportunities? Where should we prioritize investment to develop or acquire? Where are our competitors going to play?

How attractive are the business development options that we are considering?

What will successful future competitors look like?



Powered by

No applications exist to help assimilate, organize, interpret and visualize a future market and how your strategy fits

Strategic Issues•External Environmental • Internal Aspirations/Challenges•Core Capabilities and Technology

Market Landscape•Market Segment Change Drivers•Stakeholders Needs•Competitors Approach / Pipelines

Opportunities and Risks•Fits and Gaps

Strategic Direction & Forecasts•Strategic Objectives & Priorities •Product & Pipeline Portfolio•Core Capabilities

Plan

ning

Ele

men

ts

Critical external and internal issues

Impactful trends Competitor advances

Best opportunities for participation,Fit and gaps with our capabilities and portfolio

Where we playBenefits we deliverHow we winHow we organize and resource for success



Powered by

Better Method

Unique methodology coupled with a data integration tool

Framework to organize, analyze, and help interpret a wide range of relevant information to better answer strategic questions

Technique to identify where opportunities exist and how to transform these opportunities into clear business strategies

Applicable to any markets undergoing change, initially designed for use in healthcare

Enables leadership to understand the timing, impact and relevance of intelligence

Creates a company “intelligence asset”

From leading hundreds of strategic projects, we saw the need for a better approachto capturing and utilizing information about the future.



Powered by

SaaS and BPaaS Solutions to Facilitate Strategic Excellence

Optivara’s Technology-Enabled Solutions

Prepare for market evolution and

prioritize opportunities for focused growth

Understand Market Evolution & Opportunity

Proactively Source and Interpret Intelligence

Select and Prioritize Future Investments

Determine Capabilities & Core Competencies

Build Strategic Plans



Powered by

Organize by Key Market Drivers of ChangeThe plethora of information can be sourced and organized

to help envision the future state through synthesis of Change Drivers, Trends, and Indicators.

Identify and Source Relevant Content Extensive information about the future of a market area

or technology abounds, but deciphering what the information means is onerous.

Interpret the Trends and Indicators for Each Key Driver Understanding and interpreting where the future is moving will reveal where

opportunities and potential risks lay ahead, and informs the relevance of pipelines, business development, and capability building initiatives.

Identify, Organize, & Interpret to Envision the FutureIntegration of Content and Process To Understand the Future State, Opportunities and Risks, and Strategic Implications



Powered by

Knowledge Management Framework

Market Change Drivers

STEP 1. Identify Major Market Change Drivers

Other major changes in your industry sectors or key issues?

Examples: Customer Needs & Engagement Innovation & Technology Advances Competitor Pipelines/Service Offerings Partnerships & Collaboration Government Regulations & Policies



Powered by

Inno

vatio

n/Te

chno

logy

Com

petit

or P

ipel

ines

/Ser

vice

sPa

rtne

rshi

ps &

Col

labo

ratio

nsGo

vern

men

t Reg

ulati

on/P

olic

y

STEP 2. Indicators Across the Time Horizon

Key Trends Accepted2016

Emerging2026

Change Driver Maps

Cust

omer

Nee

ds /E

ngag

emen

t Real-time Information

Access

Cost / Benefit Outcomes

Shared Risk Contracts

STEP

3. M

ajor

Tre

nds p

er C

hang

e Dr

iver

Mobile Internet

Individual Predictive Health Report

Population Wellness Metrics

Medicare Quality Metrics

Transparent Pricing

Real World EvidenceHEOR

ConvenienceIntegrated

Health System IT

24/7 Scheduling

Telehealth Mobile care delivery

Patient Sensors

Remote Diagnostics



Powered by

Within each Change Driver Map, there are approximately 5 Major Trends, and for each Trend there may be 5 to 10 evolving Indicators of change. The Indicators are ordered from left to right relative to their level of adoption (currently accepted to emerging).

Each Indicator contains detailed fields of information which are easily accessible and, based on designated user permissions, allow for full editing/updating or read-only rights.

Drivers of Change – Platform ConstructDeriving Opportunities & Risks Associated with the Path Ahead

INDICATORS

TRENDS



Powered by

Mapping the Future to Strategic Opportunities

Visual representation of a market’s evolution paints the picture of the future state.

Methodology organizes information over time from “accepted” to “emerging” that informs how a market will evolve.

Complements your strategic planning process, business development targeting, and business intelligence.

Enables evaluation of your plans: product portfolio, business development priorities, and organizational capabilities.

Provides context for evaluation of your competitor’s plans.

ACCEPTED - now EMERGING – 10 yrs+



Powered by

StratMap Indicator and Update FunctionalityA Collaborative Portal to Future Trends and Indicators of Change

Indicator Detail include a number of collaborative reference documents and website URLs.

Allows users the ability to drill down to detailed source documents and information.

Source reference documents can be downloaded and uploaded allowing for collaborative edits.

URLs can also be updated and added as new reference sites are identified.

As updates and additions are made to Indicators and Trends a change log is created.

Users can opt-in to email alerts ensuring that they are informed of updates.



Powered by

Indicator Detail External Resource FunctionalityA Collaborative Portal to Future Trends and Indicators of Change

Indicator detail seamlessly connects users to actual external reference sources...



Powered by

Rate Indicators For Importance and ImpactA Collaborative Portal to Future Trends and Indicators of Change

Each indicator can be rated across a set of consistent criteria

Scoring can structured to prioritize indicators of greatest relevance

High ratings can also highlight what Indicator/s are most critical to track

Using consistent criteria enables discussion across multiple constituents, and gain common understanding and alignment on what matters most

Filters Indicators for inclusion in the Opportunity Map



Powered by

Beacons + Risks

Strategic Knowledge Management Platform Each of the modules results in the development of referencable “Maps” that allow for organization, reference,

and quick drill down access into critical external market or scientific data.

Customized Change Driver Maps ~4-5



Powered by

Sampling of StratMap Applications

Market Segment Focus: Environmental Change --> Opportunity --> Strategy

Future of Oncology Market 2015-2025

Scientific, clinical practice, care sites, and patient evolution; opportunities to participate; disruptive technologies or Provider/Payer actions; Company therapeutic strategy comparison and refinement

Infectious Disease Crisis or Control 2024

Advances in hospital and community acquired infection – future impact of advanced diagnostics, therapeutics, standards of care on pipeline, business development, and capabilities investment

Evolution 2020 of USHealthcare Integrated Delivery Networks

How IDNs will reshape healthcare delivery and manufacturers participation as the ACA and healthcare reform advances. Demonstrated range of models and key themes for innovators, market leaders, followers.

Future of Robotics in Healthcare

What, where, when, and how will surgical robots to nano-bots impact diagnostics, therapeutics, and monitoring across applicable diseases and procedures

Future of Surgical Intervention

How will surgical practices evolve as new therapeutics, devices, and minimally invasive interventions redefine standards of care



Powered by

Software Enabled Intelligence Platform

Intelligence Synthesis & Interpretation

A process for organizing and interpreting intelligence

allows more holistic synthesis of multi-sourced information

Multi user Access & Collaboration

Visual display and supporting rationale allow

for collaboration and organizational alignment on

information relevance

Document Capture & Retrieval

A strategically organized document hub allows for a more relevant system for capturing and accessing up-to-date information



Powered by

Leading companies are proactively improving their approaches to strategic planning, information access, and utilization of intelligence

Using advanced technology and innovative methods, like StratMap, enables businesses to “future scape” more efficiently and objectively understand their opportunities and risks

Intelligence is most useful when the strategic context is clear, and why it matters is understood

A populated strategic maps allows information to be durable and provides a reference point for ongoing reevaluation and relevance

The intelligence framework, repository, and visualization also allows for consistent information retention, disseminated and organizational alignment

Closing Thoughts



Powered by

Strategy and Market Intelligence For Life

Sciences and Healthcare Innovators

drive global optimizationEnabling tools to

and

THANK YOU!

www.gilesaa.com / www.optivara.com / 847-615-8199

Questions?

http://www.gilesaa.com/

http://www.optivara.com/


Powered by

Thank you! Now how about a little Q&A?

Email: [email protected]

The Intelligence Collaborative is the online learning and networking community powered by Aurora WDC, our clients, partners and other friends and dedicated to exploring how to apply intelligence methods to solve real-world business problems.

Apply for a free 30-day trial membership at http://IntelCollab.com or learn more about Aurora at http://AuroraWDC.com – see you next time!


http://aurorawdc.com/

How to Use Strategic Mapping to Interpret and Optimize Market Intelligence

Business

Transcript of How to Use Strategic Mapping to Interpret and Optimize Market Intelligence