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Main Qs Pharmaceutical Industry Landscape
m I I I I I Identifi es key issues driving and transforming your dentifi es key issues driving and transforming your dentifi es key issues driving and transforming your dentifi es key issues driving and transforming your dentifi es key issues driving and transforming your dentifi es key issues driving and transforming your What are the crucial issues affecting the customer Skyrocketing healthcare costs
market issuesarket issues
mark
mark
mark landscape? Which shifts are underway? Where is Emphasis shifting from treatment to prevention
market from Customer and Offer perspectiveset from Customer and Offer perspectiveset from Customer and Offer perspectiveset from Customer and Offer perspectiveset from Customer and Offer perspectiveset from Customer and Offer perspectives
mark
mark
the market heading? Treatments, diagnostics, devices, and support services
are converging
Emerging markets becoming more important
W
m
market segmentsarket segments I I I I Identifi es the major market segments, describes their dentifi es the major market segments, describes their dentifi es the major market segments, describes their dentifi es the major market segments, describes their dentifi es the major market segments, describes their What are the most important Customer Segments? hat are the most important Customer Segments? Doctors and healthcare providers
attr Where is the biggest growth potential? Which segments here is the biggest growth potential? Which segments Governments/regulators
attr
attractiveness, and seeks to spot new segmentsactiveness, and seeks to spot new segmentsactiveness, and seeks to spot new segmentsactiveness, and seeks to spot new segmentsactiveness, and seeks to spot new segmentsactiveness, and seeks to spot new segmentsactiveness, and seeks to spot new segments
attr
attr
attr
W
attr
a
are declining? Which peripheral segments deserve re declining? Which peripheral segments deserve Distributors
att Patients
attention?ention?
market
202 forces Strong potential in emerging markets
202
U.S. remains the predominant global market
Outlines market needs and analyzes how well utlines market needs and analyzes how well utlines market needs and analyzes how well utlines market needs and analyzes how well utlines market needs and analyzes how well
needs and demandseeds and demands O O O O What do customers need? Where are the biggest Strong, with dispersed need for niche treatments
n
they are servedy are servedy are servedy are served
the
the unsatisfi ed customer needs? What do customers really Need to manage exploding cost of health care
the
want to get done? Where is demand increasing? Large, unsatisfi ed health care needs in emerging markets
— market analysis —
Declining? and developing countries
Consumers are better informed
s switching costswitching costs D D D D D D What binds customers to a company and its offer? Monopoly on patent-protected drugs
Describes elements related to customers switching escribes elements related to customers switching escribes elements related to customers switching escribes elements related to customers switching escribes elements related to customers switching escribes elements related to customers switching escribes elements related to customers switching
busines What switching costs prevent customers from defecting Low switching costs for patent-expired drugs replaceable
business to competitorss to competitorss to competitorss to competitors
busines
busines
to competitors? Is it easy for customers to fi nd by generic versions
and purchase similar offers? How important is brand? Growing amount of quality information available online
Deals with governments, large-scale healthcare providers
increase switching costs
r
revenue evenue Identifi es elements related to revenue attractiveness What are customers really willing to pay for? Where can High margins on patent-protected drugs
attractivenessttractivenessttractivenessttractivenessttractiveness
attractiveness
a a a a and pricing power the largest margins be achieved? Can customers easily Low margins on generic drugs
fi nd and purchase cheaper products and services? Healthcare providers, governments enjoy growing infl uence
over prices
Patients continue to have little infl uence over prices
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