IM Associates: 2012 service offering

Service offering - 2011

IM Associates

IM Associates service offering

29/11/2011

© 2011 IM Associates: service offering 2

IM Associates analyse healthcare insights

Patient flow intelligence

Customer profiling, segmentation & targeting

Market dynamics & GEOanalyses

29/11/2011


How do you assess current treatment algorithmes / patient flows?

• Where does the patient initiate?

• Who’s the key stakeholder for cure?

• How many lines of treatment are there?

• What’s the impact between secondary and primary care?

• To what extent has patient compliance an impact?

When do you run such questions?

Flows are dynamic, how do you secure this?

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IM Associates build dynamic patient flow models

In a patient flow model, IM Associate start with the available market research, pharmaco insights, desk research and interview information from the field / customers.

The first insights are consolidated in a flow chart model; a key step is to determine the impact of the dynamic and variables that will change commercial success.

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IM Associates build dynamic patient flow models

After approval of the flow, a dynamic simulation model is built in PowerSim software (with an Excel input/output).

Dynamic simulations are used to analyse the impact between variables in flow model. It’s crucial to grasp such impact.

Advantages for dynamic simulations:

• Linked to a time-interval (week, month, quarter, year)

• Delays are included (eg average treatment duration, time to pass from GP to SP, …)

• Circular references are not a problem (eg relapse)

Powersim

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Why do customers do, what they do?

• What are drivers for prescription?

Who are your loyal customers?

• How do you define loyalty?

• What do they prescribe for your competitor(s)?

Who are your early innovators?

• Why, what’s the rationale?

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IM Associates translate profiling to the field

In a customer profiling project, IM Associates identify & analyse customer behaviour:

• Qualitative

• Interview based

• Market research

• Quantitative

• Buying process

• Prescriptions

• Sales data

The research conclusions are implemented in a profiling tool so that the selling organisation can expand the insights to the full customer universe.

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Entering a new market?

• New country

• New pathology

• New target audience

• ….

Who are the important stakeholders?

How does reimbursement work in this pathology?

What’s the competitive detailing activity?

Is there are potential concentration?

…

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In a market dynamics scan, IM Associates screen the market conditions:

• Are there guidelines, protocols, etc and what’s their field relevance?

• What’s the reimbursement situation and in which life-cycle stage are the direct competitors?

• Who are the key stakeholders?

• How to phase the launch investments?

IM Associates provide a document with a summary of the analyses and insights, including launch propositions.

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IM Associates advise on commercial excellence

Key account & stakeholder management process design

Foresight & scenario building

Performance management & rewarding

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Who’s the main target audience today?

• Has this changed or is it undergoing change?

Who are customer facing people?

• To which extent has this changed over time?

• What’s the impact on day-to-day customer contacts?

• How does the integration and communication work?

Who’s responsible for the national stakeholders?

• How do insights flow through the organisation?

• Who’s following-up on the stakeholder plan?

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IM Associates build sales processes

A changing environment with an increasing number of internal & external stakeholders requires a new commercial approach.

IM Associates support to redefine and reshape the commercial process:

1. Demonstrate the need for change

2. Create buy-in

3. Build the process

1. Segmentation strategy

2. Action plan development

3. Roles & responsibilities

4. Follow-up KPIs & objectives

4. Ensure flawless execution

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How do you see the evolutions in pharma Belgium into 2012-2015?

• What are critical uncertainties?

• Which driving factors are relevant in a changing market?

• What are your biggest hopes and worst fears?

• …

How do you anticipate changes in the healthcare environment?

How do you prepare for your future?

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IM Associates run scenario building

Foresight and scenario building is a Shell-based methodology applied by IM Associates to develop plausible scenarios for the future.

The goal is to define a strategic toolbox (strategic options) for each of the scenarios.

Foresight is a participatory process whereby multi-functional stakeholders (internal, but also external) are connected in interactive workshops.

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Where is the link between sales objectives and incentive plans?

• How is this percieved by the commercial organisation?

• To which extent is it flexible in a changing healthcare environment?

• How transparent is the sales objective methodology?

• How do the incentives link into the objectives?

• How documented is the incentive plan design?

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IM Associates utilise sales objective methodology

and link it to incentive plans

IM Associates have developed a transparent methology to provide a commercial organisation with objectives, taking into account:

• Splits for cycles or quarters

• Retail and hospital drugs

• Dedicated and mirrorred sales teams

• …

• A set of variables per brick/territory:

• Market potential (incl trial-locked potential)

• Product(s) sales

• Sales growth margin

• …

Next to the objectives, IM Associates make sure that the incentive plan is in line with the company KPIs and with the objective settting design.

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IM Associates build tailor made tools & reporting

solutions

Performance management platform IM.smart

GEOmarketing tools

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IM Associates has developed a reporting solution that provides personalised insights

• Across datasources

• Accessible through email, iPad, website portal or through Excel

• Personalised reports

• Full functional dashboards

• …

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Example: sales rep dashboard

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Example: web portal access

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IM Associates build tailor made tools & reporting

solutions

Performance management platform IM.smart

GEOmarketing tools

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IM Associates build tailor made tools

Tailor made GEOtools already built:

• Customer network builder (building influence networks)

• Hospital monitor

• QB-monitor

Non GEOtools:

• Profiling tool for Xponent exercises

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IM Associates train healthcare professionals

Healthcare environment dynamics:

• During a workshop meeting with the field representatives, IM Associates prepares a field team for the changes in the healthcare environment.

• Starting from the rep input, dynamics of the Belgian and surrounding country environments are shown and discussed.

Competence management (Sales, KAM, …):

• Building on the Insights (www.insights.com) methodology, IM Associates identifies the required skill set, maps the GAP with the existing resources and proposes individual training needs.

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http://www.insights.com/





IM Associates service offering

29/11/2011


Geert Vromman

Director

www.im-associates.eu

[email protected]

+32 473 900 475

IM Associates take project ownership and

focus on implementation. Our goal is to

establish a preferred partnership with our

clients by building trust and achieving results.

IM Associates: 2012 service offering

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