行销分析（全英文）.ppt

PharmaMarketing&Sales,Beyond2005,CapGeminiErnst&YoungEyeforPharma,Amsterdam22October2001,天马行空官方博客：,Theindustryiscurrentlyfacingachanginglandscapethreateningitshistoricalprofitability,Morecomplexsetofinfluencers,Unsustainablesalesforcearmsrace,Increasingavailabilityofconnectingtechnology,Relianceonblockbusters,Marginserosion,Empoweredpatient,Mostcompaniesarerespondingtothesechallengesbyinvestingintheirmarketingandsalesactivities,MarketingandsalesisbecomingthecriticalbattlegroundforPhamacompanies,Lookingbeyondthecurrentwaveofinvestment,whatdoesthefuturehold?,PharmaBeyond2005?,BlockbusterLaunches,IndustryConsolidation,CRM,e-detailing,SalesforceExpansion,Todaysworkshopisaboutpreparingforthefuture-beyond2005,WorkshopObjectivesToexplorethedrivingforcesshapingtheindustryToreviewtheimplicationsforthekeyplayerswhatitwilltaketowininthepharmamarketplacein2005andbeyondToidentifytheactionsneededtoprepareforthefuture,OurapproachiscentredontheidentificationoftheMegatrendswhichwillshifttheindustry,Agenda,ExamplesofMegatrendsfrompreviousworkshops,EmergenceofaPremierLeague,ConsumerisKing,TowardsP-to-PHealtcare,TheDeathoftheSalesRep,TheDeathoftheMolecule,Imperativesforaction,Whatdoesapharmacompanyneedtodotodaytoprepareforthefuturebeyond2005?,Imperatives,Wherewillyourcompanysitonceconsolidationiscomplete?Ensureyouhaveacleardefinitionofyourfocus,propositionandpositioningfor2005andbeyondYourmayneedaruthlesscullofyourportfoliotoalignitwithyourstrategyHowareyousizingyourfuturesalesforce?Ifyouareusinghistoricbenchmarks,stop!Youneedtodevelopanewmodelwhichtakesintoaccounttheimpactofe-detailingandotherchannelstomarketAreyouimplementingCRMfastenough?(andnotjustinstallingthesoftware)Arevolutionisunderway.Thewinnerswillbethecompanieswhichlearnfirsthowtoexploittherichnessoftheircustomerdata.Deployacceleratorstobecomecustomer-centric.Isyourcompanyculturefocusedonscience.oroncustomers?Thewinningcompaniesarelearningtolove(oratleastvalue)theirmarketers.HowmanyFMCGexpertshaveyouhiredlately?Hiremore.Ise-Businessnowestablishedasamainstreamchannel?ItistimetomakeboldmovesinredefiningyourchannelstrategytoadjustforDTCande-Businessopportunities.,Additionalmaterials,Effectivemarketingandsalesrequirestheintegrationofpeople,processandtechnology,PharmaceuticalsMarketingandSalesFramework,CustomerandProductStrategy,BusinessGoalsandObjectives,SupplyChainInterface,MarketingandSalesOperations,OrganisationCapability,InformationManagement,CRMPlatform,TouchpointIntegrationandSupportTools,ProductPositioningandChannelStrategy,Datawarehousing,analyticsupportandKnowledgeMgmt.,SystemsInfrastructureandApplicationSupport,Connectivity,Mindset,Relationship,Focused,Customer,Focused,Market,Focused,Unconnected,Departmental,Integrated,RelationshipManagers,RelationshipOptimizers,PleasantTransactors,CustomerSatisfiers,CustomerConnectors,BasicTransactors,BasicConnectors,RelationshipBuilders,EnterpriseConnectors,CGEYdefinesCRMintermsofMindsetandConnectivity,Source:Winningintherelationshipeconomy:RealizingaCRMTransformation,CGEY,2001,Phase1Laythefoundations,Phase2DemonstratethePower,Phase3Raisethebar(Institutionalise),Establishacross-fuctionalCRMadvisoryboardDevelopaCRMvisionandmissionstatementPerformeconomic-valuecustomersegmentationDefinecustomerneedsandpreferencesDevelopcustomerscorecardformeasurementBenchmarkyourcapabilities,BuildthebusinesscaseEstablishpilotsMeasureresultsandcommunicatesuccessLeverage/Strengthencustomer/targetprofilesIdentifykeyprocessesandtechnologyenablersforfull-scaleoperationEstablishCRMCenterofExcellence,Establishentreprise-widecustomerroutingschemeEnablereal-timepoint-of-contact(POC)decision-makingSynchroniseandintegratetouchpointstocreateconsistentcustomerexperie