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what would a greater
focus on emerging
how can our value markets mean for the
Main Qs Pharmaceutical Industry Landscape what new key proposition address other building blocks
resources do we need the issue of exploding in our model?
market issues Identifi es key issues driving and transforming your What are the crucial issues affecting the customer Skyrocketing healthcare costs to develop or acquire health costs?
market from Customer and Offer perspectives landscape? Which shifts are underway? Where is Emphasis shifting from treatment to prevention in light of the ongoing
the market heading? Treatments, diagnostics, devices, and support services shift from treatment
are converging to prevention?
Emerging markets becoming more important
market segments Identifi es the major market segments, describes their What are the most important Customer Segments? Doctors and healthcare providersDoctors and healthcare providers
Governments/regulatorsGovernments/regulators
attractiveness, and seeks to spot new segments Where is the biggest growth potential? Which segments KP KA VP CR CS
DistributorsDistributors
are declining? Which peripheral segments deserve
attention?
Patients Patients
Strong potential in emerging marketsStrong potential in emerging markets KR CH 203
U.S. remains the predominant global marketU.S. remains the predominant global market
needs and demands Outlines market needs and analyzes how well What do customers need? Where are the biggest Strong, with dispersed need for niche treatments
they are served unsatisfi ed customer needs? What do customers really Need to manage exploding cost of health care
want to get done? Where is demand increasing? Large, unsatisfi ed health care needs in emerging markets C$ R$
Declining? and developing countries
Consumers are better informed
switching costs Describes elements related to customers switching What binds customers to a company and its offer? Monopoly on patent-protected drugs
business to competitors What switching costs prevent customers from defecting Low switching costs for patent-expired drugs replaceable what does the conver-
to competitors? Is it easy for customers to fi nd by generic versions gence of treatment,
and purchase similar offers? How important is brand? Growing amount of quality information available online diagnostics, devices,
Deals with governments, large-scale healthcare providers and support services how can we main-
increase switching costs mean for our tain earnings while what kind of new
key resources and addressing the public revenue opportunities
revenue Identifi es elements related to revenue attractiveness What are customers really willing to pay for? Where can High margins on patent-protected drugs activities? struggle to cope with
attractiveness and pricing power the largest margins be achieved? Can customers easily Low margins on generic drugs skyrocketing health- might be created by
the shift in emphasis
fi nd and purchase cheaper products and services? Healthcare providers, governments enjoy growing infl uence care costs? from treatment to
over prices prevention?
Patients continue to have little infl uence over prices
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