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Introducing StratAdviser Ltd
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Transcript of Introducing StratAdviser Ltd
Generic Presentation
Our ressources
StratAdviser strategic consultants are:– Economists, Scientists and Lawyers
• with MSc/MD/PhD in Finance, Strategy, Business, Marketing, Information and communication technologies (ICT), Neuro-Sciences, and Medicine
– Multinational individuals • who live and work in an international environment • have a specific knowledge focused on trans-national and trans-cultural
issues • as well as they can work in a mono-national context
– Proficient in foreign languages such as English, French, Spanish and German
StratAdviser key players have: – 10 years or more of experience working in their respective
fields • teach management, crisis management, strategy, marketing,
communication and medicine • at Business Schools, Engineering Schools and Universities.
12/04/2023 confidential 2
Our Fields of Expertise
Our International Reach
Angel GONZALEZ
Brian FLECK
Beata LEWANDOWSKA
Sébastien MODICOM
Erwan YANN
JeffreyTaylor
Opening of
fully operating branch
office September 2010
Søren MUUS
In charge of developping
our Pharma Branch
Our Expert Resources
Dr Jan-Cédric HANSEN
Medico-Marketing European Strategist
More than
150 EuropeanExperts
12/04/2023 confidential 5
StratAdviser in short
StratAdviser impact on Consulting– StratAdviser strategic package
• Strategic Diagnosis, Strategic Recommendation and Strategic Follow-up
– based on medical processes delivers • valuable strategic advice easy to access and implement • as well as adequate cost control thanks to its simple
costing policy
StratAdviser and You– Any time your company and/or you face an issue
• just contact StratAdviser knowing that– the proper strategic recommendation will be delivered and
followed through– adapted to the availability of your financial and human
resources
12/04/2023 confidential 6
Additional features
Registered as a lobbyist with the European Commission– Allows us to deliver
specific solutions regarding regulatory issues and the like…
All of our recommendations are assessed for legal risk– by a Franco-British
Independent lawyer firm12/04/2023 confidential 7
Our specific approach to
strategy
Medical methodology inspires us
In medicine, diagnosis is: – the process of identifying a medical condition or
disease by its signs, symptoms, and from the results of various diagnostic procedures
Doctors are trained to:– take decisions in acute and uncertain situations– constantly challenge and reassess their decisions– think strategically before taking actions
StratAdviser considers that such a methodology applies nicely to its client’s needs because diagnosis is a fluid process
12/04/2023 confidential 9
High added value oriented
In order to deliver high added value advice and ensure its optimal ROI we follow three steps 1. Strategic Diagnosis - allows deeper
exploration to re-establish and reformulate the need
2. Strategic Recommendation - develop what to do and how in order to best respond to the need
3. Strategic Follow-up - monitoring the application of recommendations and their positive impact
12/04/2023 confidential 10
Proprietary Methodology
in Practice
–
Our Strategic « 3 Step » Process
12/04/2023 confidential 12
YourValidation
yesno
meeting with client for clarification of advice level
Brainstorm Workshop for reformulation of need
& selection of appropriate team/resources
Submission of draft methodology, timeline and
global estimate
Expression of a potential need
(prospecting or spontaneous)
Delivery
Strategic Diagnostic
Brainstorm Workshoprestitution and reformulation
of SD content
Submission of draft Anamnesis, Investigations
& Prognosis
Strategic Recommendation
Brainstorm Workshop for fine tuning of SR content
Submission of draft Advice prescription,
Integration plan & Appropriation process
Submission of strategic advice +/- plan of action
+/- appropriation plan +/- related additional costs
Brainstorm Workshop for Tactical Implementation
YourValidation
yesno
YourValidation
yesno
YourValidation
yesno
Strategic Follow-up
Our Stategic Diagnostic Step
12/04/2023 confidential 13
Unmet needs
Brand vision
Features and benefits
Target insight
Brand Promise & Reasons to Believe
Brand Essence
SWOT
Target Audience Descriptors
Attributes
Personality & Core values
Communication Positioning Statement
Action Plans
Key Strategies
Our Strategic Recommendation Step
Broaden clinical
experience
Rapid adoption amongst primary target of Sarcoma Specialists
Optimise pricing and secure
reimbursement
Development and execution of global
Life Cycle Plan
• Transition of compassionate
use to commercial drug
• Phase IV programme
• Life cycle plan in conjunction with
J&J – new indications (1st line
STS, breast cancer, NSCLC, ovarian cancer), more convenient
regimens (3h schedule, weekly),
combinations/ sequential therapy with other major
cytotoxics
• Communication and PR plan to increase awareness of PharmaMar as an innovative oncology
company and raise awareness of disease• Working with Cooperative Groups (BC, NSCLC)
and Patient Groups (Potentiate formation) • Corporate sponsorship of major meetings and
bodies PharmaMar stand-alone event ( MoA)• Promotional activities: Global branding and
campaign• Promotional materials
• Congress activities, PharmaMar stand-alone event, Publications
• PharmaMar internet site and Yondelis website• KOL development
• Vehicle (e.g. Ad Board) to review and revise clinical endpoints in sarcoma
(RR does not correlate with OS)• EORTC collaboration to develop standard
classification tools for STS
• Increase awareness and usage• Complete territory mapping and identification of key stakeholders, prescribers and patient pool by
2003 YE• 2003 Ex factory sales
• SoV increases 20%p.a., versus Novartis (Glivec), Baxter (ifosf), S-P (Caelyx), Astra-Zeneca
(Irtessa).
• Develop and optimize formulations
• Ensure progression of manufacturing to semi-synthetic
• Develop regulatory strategies for ex-US
territories
• Optimize market exclusivity and patent
estate
• Develop targeted labeling
• Development of pan-
European Pricing and
reimbursement strategy
• HE plan and economic
model• Sequential launches to
optimise price
• Pricing strategy complete by end
2002• Implementation by
end 2003• Launch first in Germany, UK and
Sweden
• ATU cohort after CPMP opinion
• Phase IV strategy by Q1 2003
• Target profiles for new indications by
YE• GLCP by YE and
presented to Joint Steering Committee
Example of Yondelis contribution
Key Expected Results
12/04/2023 confidential 14
Potential Strategic Synergies
Your communication AgencyBriefing
Communication PlatformVisual identityGraphic Chart
Communication Vectors
Brand Pyramid
Matrix
12/04/2023 confidential 15
Strategic Diagnostic
Strategic Recommendation
Strategic Follow-up (Tactical Implementation)
Continuous Dynamic Interaction
12/04/2023 confidential 16
Uncertain environment
Diagnosis & Recommendation
Potential Early diagnosis
Follow-up
Required again
time
?
Structure and/or Profit
and/or Resilience and/or Personal
development
Natural evolution
Potential reaction
StratAdviserachievement
Our Strategic Advice in Practice
We build your strategy together
One methodology– StratAdviser proprietary methodology
Two different kinds of deliverables– Recommendation alone– Recommendation and related deliverables
Three ways to collaborate– Long term programs– Annual supports– 1-3 day seminars
Our Long Term Programs
Corporate/Portfolio Strategic coherence along market evolutionCorporate/Portfolio European Strategic LobbyingHigh Profile Managers Key Decisions process assistanceInternational Marketing Task Force management European Expert Group & Related Publication PlanPrelaunch & Launch Strategic Matrix implementation
Our Annual Supports
Corporate/Portfolio Strategy Fine TuningCorporate/Portfolio Strategy Stakeholders AppropriationCorporate/Portfolio Strategy Tactical Field/Market AdaptationPrescribers Scrutiny through Sales’ ForcesOptimizing Sales’ Forces impact factorSales Oriented Medical Education Contextual Incentive
Our 1-3 day seminars
Market Study AuditNew Competitive EdgesCompetitors’ Strategy SimulationEnhance Brand’s ResilienceJoint Strategic WorkshopsBrand AuditBrand Rejuvenation Portfolio AuditEuropean Creative SeminarTender Notice AuditLecture & Workshops
Let Our “ Lectures & Workshops ” be your “
Lectures & Workshops ” Available conferences 2009-2010
– “Crisis communication, legal issues & economic impact of the pandemic threat”– “Expanding your European position despite inhomogeneous maturation of
portfolio among target countries” – “Understanding benefits of brand vs product communication strategy”– “Strategic healthcare communication during crisis management”– “Turning affiliates “specificity” into powerful European strategy”– “Strengthening European cooperation between pharmaceutical Industry and
Private Hospitals: a promising competitive edge”
Coming conferences 2011-2012– “Post crisis management, frequent mistakes and consequences”
– “Efficient Orphan drugs marketing approach: musts and options”– “Key topics to understand the Japanese market entry limitations”– “Rising competition among generics: time for redesigning the brand concept?”– “Terms and Conditions of Sales as a competitive edge”– “Identification of new communication themes for MEDED programs”
12/04/2023 confidential 22
Samples of Strategic Advices and Related
Deliverables
Provide High Value European Insights
Situational analysis– Need for global expertise regarding the
European Market and specificity of European healthcare systems
Strategic Diagnostic – Content analysis of available publication
on the disease– Reassessment of available Market
Studies– Identification and Interviews of KOL – Cross matching of findings with
StratAdviser expertise
Strategic Recommendation– Drafting of preliminary report to fuel the
strategic thinking including promising positioning & potential communication plan
Strategic follow-up (Tactical Implementation)
– Left to our client
Situational analysis– A spring water trade organisation is
sued by a mineral water trade company for improper health claim
Strategic Diagnostic – The trial is backed up by a report from
the French Academy of Medicine – Risk is that the trial outcome will
ultimately apply to all spring water manufacturers
Strategic Recommendation– Strike back should be managed by the
spring water trade union– Need for a contradictory report with
higher quality standards to neutralize the French Academy of Medicine
Strategic follow-up (Tactical Implementation)
– Deep analysis of the French Academy of Medicine report and writing of the contradictory report
– Work in tandem with the trade Union Lawyer Firm
– Help the client in implementing its lobbying actions12/04/2023 confidential 25
Deliver High Standard Expertise
Situational analysis– A thermal Bath faces constant regression
of turnover
Strategic Diagnostic – Thermal Bath location and
accommodations inadequate to drain clients by themselves
– Thermal medicine no longer considered as a reference for chronic conditions by GPs
– 100% of French centres for burned patients refer cases to the Thermal bath
Strategic Recommendation– Reinvest the neglected local medical
expertise– Position the Thermal Bath as “First
European Dermatology Spa” – Take into account the public (patient /
companion) specificity
Strategic follow-up (Tactical Implementation)
– Redesigning existing communication tools and creation of new ones (detail aid, ...)
– Creation and training of a sales’ force dedicated to GPs
Elaborate Strategic Positioning
Design International Expert Group
Situational analysis– Prescribers tend to restrict more and
more the use of Fluoroquinolones among Companion Animals
Strategic Diagnostic – Prescribers tend to apply Large Animals
prescription rules for lack of spokespersons highlighting Companion Animal specificity
Strategic Recommendation– Design an European Expert Board
eliciting recognized European Guidelines
Strategic follow-up (Tactical Implementation)
– Recruit & support members– Suggest themes and developments– Supervise premise organisation &
logistic– Develop communication tools– Work out publication plan and awareness
campaign12/04/2023 confidential 27
Situational analysis– Dravet’s syndrome is under
diagnosed due to insufficient awareness
Strategic Diagnostic – Orphan Drug status doesn’t allow
classic communication
Strategic Recommendation– Medical Education and Unbranded
communication are appropriate to elicit significant market penetration
Strategic follow-up (Tactical Implementation)
– Design of support– Perform interviews– Editing of interviews and animations– Checking of scientific and medical
relevance
Enhance Disease Awareness
Situational analysis– Major Brand, once innovative, is loosing
market shares at unexpected rate
Strategic Diagnostic– Recent external growth and
introduction to stock exchange of company impact on stakeholders neglected
Strategic Recommendation– Creation of an International Brand Task
Force composed of the International Marketing Team and affiliates leaders
Strategic follow-up (Tactical Implementation)
– Creation of the International Marketing Team leadership
– Animation of task force meeting– Brand rejuvenation along with task force
participants– Press Ad execution supervision and
detail aids content 12/04/2023 confidential
29
Rejuvenate a European Brand
Situational analysis– The launch of the Biomedic portfolio
didn’t match expectationsStrategic Diagnostic
– The initial pure cosmetic positioning was inadequate regarding Dermatologists considering the peeling has a strong effect requiring medical supervision
– Side effects elicit a negative image among customers
Strategic Recommendation– Reposition portfolio as a “Medical”
Must– Create a European expert group to
endorse the new positioningStrategic follow-up (Tactical Implementation)
– Expert group design and management – Drafting of guidelines for good practice
for the use of peeling– Elaboration of CME training modules– Recruit & support speakers– Develop communication tools– Dissemination of the group concept to
each target region (Asia, North America, South America)
Re-Launch an International Brand
31
Situational analysis– The French Defence Medical Service has to
switch from an endowment driven to a client driven activity
Strategic Diagnostic – There is a need for a deep and
homogeneous change in management paradigms as well as clear understanding of the new strategy
Strategic Recommendation– Develop a specific appropriation and
implementation methodology
Strategic follow-up (Tactical Implementation)
– Contribution to the fine tuning of the strategy
– Creation of appropriation methodology– Develop communication & appropriation
tools– Recruit, train & support speakers/high
profile managers12/04/2023 confidential
Shift Paradigms
Situational analysis– French President elicited the creation
of the “multilateral cooperation for defense and security in the Western Mediterranean forum”
Strategic Diagnostic– Territorial conflicts and cultural
discrepancies among participants may rise resistance in a highly sensitive context
Strategic Recommendation– Encourage experience, knowledge and
previous cooperation sharing– Build an event momentum driving
participant to sign up a committing multilateral partnership agenda
Strategic follow-up (Tactical Implementation)
– Co-management of the event– On site elaboration of the draft
Covenant– One to one meetings with participant
to validate final draft and to encourage covenant signature
12/04/2023 confidential 32
Manage High Risk Communication
Provide High Standards Conferences
Lectures & WorkshopsInstitut of DirectorsJournal of Communication in HealthcareHenry Stewart PublishingESReDA (Alstom seminar)Eurosatory 2010European Defence and Security MeetingsParoles d’experts HCFDCEcole de Guerre Economique
12/04/2023 confidential 33
Pharma Firms which benefited from our team members
advicesAbbottAlconAllerganAltanaPharmaAstra ZenecaBiocodexBMSCOOPEREisaiFerringFournierFresnius-KabiGaldermaGSKHutchinson
Jancen-CilagLa Roche PosayLillyMerckNestlé Infant NutritionNovartis Santé Familial Novartis Animal HealthPfizerPharmamarSanofi-AventisSanofi-PasteurShering-PloughStallergenesVétoquinolWyeth
Our costing procedure
–
Our Costing Grid
StratAdviser approach consist of – Setting the level of strategic advice required– Determining the required time and team to follow
our proprietary methodology– Applying our costing chart
12/04/2023 confidential 36
Functions Daily rates
Director of Strategies £2,317.00
Client Service Director £1,472.00
Director of Operations £1 227.00
Scientific Director £1 227.00Consultant/Expert £1 704.00
Account Executive £320.00
Five levels of advice
Instant advice– The client is confident with his own analysis of the issue he is facing. He doesn't
want StratAdviser to challenge his analysis and his formulation of the need– The client wants a solution ready to use with short notice– The client doesn't need StratAdviser to integrate the advice or to provide any
follow-up regarding tactical recommendation linked to the strategic advice that has been provided
Classic advice– The client is confident with his own analysis of the issue he is facing. He doesn't
want StratAdviser to challenge his analysis and his formulation of the need– The client wants StratAdviser to deliver a ready to use strategic Prescription as
well as the proper systematic related Integration Plan and Appropriation Process to solve his issues
– The client doesn't need StratAdviser to provide any follow-up regarding tactical recommendation linked to the strategic advice that has been provided
Advanced I & II advice– The client expects StratAdviser to help him to analyse the issue he is facing– The client wants to develop a clear understanding of the situation along with
StratAdviser, then to build the appropriate strategic response with StratAdviser methodology, then elaborate the proper systematic related Integration Plan and Appropriation Process to solve his issues
– Eventually, the client needs StratAdviser to provide a follow-up while integrating the advice among his usual staff
Custom– The client expects StratAdviser to challenge his analysis and his formulation of
the question (other selections are possible)12/04/2023 confidential 37
Average time spent for each levels
12/04/2023 confidential 38
AE: Account Executive ● SD: Scientific Director ● DO: Director of Operations ● CSD: Client Service Director ● DS: Director of Strategies ● C/E: Consultant/Expert ● TC: Technical Costs ● OOPs: Out Of Purchase
Our Commercial policy
Our estimates reflect a deep analysis of our client’s need with a constant concern to find the best compromise between their expectations, their real needs and their financial constraints
– StratAdviser commercial team will invest appropriate time and effort during the negotiation phase to come up with the best case scenario estimate
– In some rare situations, this may imply difficult choices for both parties to be made
Therefore after the validation of the estimate no adjustment is allowed except for the following rules:
– Account Executives have a goodwill up to 5% rebate – Client Service Director have the ability to negotiate another additional
5% rebate if the situation justifies it– In some exceptional situations, the General Manager might allow to
negotiate an additional 5% rebate
In any other case the estimate is voided and a new round is initiated
– Any validated estimate voided due to client’s direct or indirect decision implies the payment of 10% of the estimate in addition of any ready intermediate achievements which would be charged “prorata temporis”.
12/04/2023 confidential 39
More precisely, what are the issues you are currently facing? Which one should benefit from our Strategic Diagnostic, Strategic Recommendation & Strategic Follow-up?
● Structure development ● Profit development ● Resilience development ● Personal development
41
www.stratadviser.com
StratAdviser France8 rue Saint Marc
75002 Paris France
StratAdviser Ltd Berkeley Square HouseLondon W1J 6BD UK
Beata LEWANDOWSKA Tel: +44 (0) 207 8874510Fax: +44 (0) 796 [email protected]
Sébastien MODICOM Tel : +33 (0)9 64 25 23 92
Fax : +33 (0)1 42 33 44 [email protected]