In preparation for the next Eye for Pharma event, where I will have the honour of speaking, I participated in a webinar to share some views with two other speakers (Laurent Décory, Former Senior Director, Business Operations and Implementation & Burak Ergenoglu Department Head, Strategic Planning and Portfolio Management).
The most significant challenges for Global Strategy teams are how to keep up to date with changes in the localities, ensure communication is up to date and facilitates a clear commitment to the regional markets.
We developed Richter’s innovative strategy through its intranet programme to solve this problem. Put into the context of understanding market development and the differences between regional customers, learn how you can effectively remain a key player in geographically and evolution-wise poles-apart markets.
In the webinar, it gave a step-by-step guide to ensuring your global strategy remains meaningful and effective:
- Remove the barriers between departments: hear about Gedeon Richter’s latest innovative strategy for enhancing communication between regions and central headquarters.
- Map market evolution from global HQ through clustering: understand how, from central Europe, you can follow the progress of the regional markets as they develop and build the suitable capability models
- Understand your regional customers and how the markets are developing: hear about Sanofi’s approach to understanding and catering to your regional customers. A unique overview and practical steps to engage your most relevant customers.
- Engage in a Q&A: get the questions you want to be answered with the unique opportunity to address each of these experts.
The webinar was engaging as we exposed the subject from 3 different angles. My part highlighted something I believe is critical for brands in the pharma industry: actual value generation. With generics and the expansion of biosimilars, it is more crucial than before not just to build brands for the sick of doing it by the book but indeed to generate value for the prescribers and patients.
Creating new services around the pill or shaping how you look at a disease has become state-of-the-art. Digital can play a role here, as it is not a trend anymore; the demand for services using this channel is growing, and it is the missing link in a multi-channel environment.
One of our brands at Richter is thought with a digital branch DNA, and we push ourselves hard to keep it in everything we do. I will cover in detail this approach of value generation and the fact that doing it globally, reducing the boundaries of the cultures and the markets through technology, is critical to ensure success.
Rendez-vous at Berlin for the event on the 25-26 of February 2014. You can contact me if you want to come and benefit from a discount.
