Pham_life_cycle_mgmt生命周期管理.ppt

Pharmaceutical Life Cycle Management (LCM) Today′s discussion Life Cycle Management LCM requires a commercial mindset LCM requires a commercial mindset LCM requires a commercial mindset LCM requires a commercial mindset LCM requires a commercial mindset The life cycle can be divided into three phases Best practice targets for ”launch” phase Selecting the right label requires a clear ambition Trend towards compressed launch schedules – case example: Pfizer Marketing investment becoming more aggressive Dynamic marketing model Example of physician decision funnel Publication volume is important in differentiating drug products Master planning chart Best practice targets for ”extend” phase Examples of product extensions Examples of product extensions Capturing benefits of continued research Impact of new indications Sustained results with proactive Life Cycle Management – example Voltaren Increasing challenge to maintain KOL network demands focus Retaining and motivating top talent over years requires more than money Best practice targets for ”sustain” phase 5 key competitive levers to maximize late life cycle NPV Internal barriers to address lifecycle extensions Non-traditional skills needed in late Life Cycle Management Today′s discussion Design principles Focus areas and early recommendations Life cycle thinking should be part of the early development tollgate decisions A good LCM plan considers a broad range of strategic initiatives Create quality standard overall and within the LCM plan Life cycle plan – annual portfolio review post launch Life cycle plan – annual portfolio review post launch – cont. Life cycle management team – example Today′s discussion Key issues Drive life cycle management around the major planning events (early on milestones and later in annual planning cycle) Create clear roles and responsibilities between global and markets Document life cycle management thinking in a simple document that potentially is broader than the business plan docum