In the preparation of the next Eye for Pharma event where I will have the honor of speaking, I participated in a webinar to share some views with 2 others speakers (Laurent Décory, Former Senior Director, Business Operations and Implementation & Burak Ergenoglu Department Head, Strategic Planning and Portfolio Management).
The greatest challenges for Global Strategy teams is how to keep up to date with changes in the localities, ensure communication is up to date and facilitates an effective commitment to the regional markets.
To solve this problem, we developed at Richter a very innovative strategy through its intranet programme. Put into the context of understanding market development and the differences between regional customers, learn how you can effectively remain a key player in markets which are geographically and evolution-wise poles apart.
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 those in the regions and at 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 right capability models
- Understand your regional customers and how the markets are developing: hear about Sanofi’s approach to understanding and catering for your regional customers. A unique overview and practical steps of how to engage your most relevant customers.
- Engage in a Q&A: get the questions you want answered with the unique opportunity to address each of these experts
The webinar was interesting as we exposed the subject for 3 different angles. My part highlighted something I believe is key for brands in the pharma industry: true value generation. With generics and soon the expansion of biosimilars, it is more important than before to not just build brands for the sick of doing it by the book, but truly to generate a value to the prescribers and patients.
Creating new services around the pill, or shaping the way you look at a disease start to become the state-of-the-art. Digital can play a role here, as, it is not a trend anymore, the demands of services using this channel is growing, and it is the missing link in a multi-channel environment.
One of our brand 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 details this approach of value generation, and the fact that doing it globally, reducing the boundaries of the cultures and the markets through the technology is key 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.