文档介绍：CONFIDENTIAL
Pharmaceutical Life Cycle Management (LCM)
Client workshop
June 2001
Today´s discussion
* Footnote
Source: Source
Key elements of Life Cycle Management
Thoughts on how anize for LCM
Key issues
1
Life Cycle Management
Life Cycle Management is largely about building brands over time – by incremental investments in value creating activities to maximize the value of pound
Objective
Building a business based on a great product idea/brand –
not just launch an innovation
Mindset
2
LCM requires mercial mindset
Setting ambition level
Shape the product
Shape the market
Shape
pany
3
LCM requires mercial mindset
Setting ambition level
Shape the product
Early cross functional agreement on vision for the product (target label)
Invest with a venture capitalist mindset
Deliver against timeline
Focus on what is important
Continuously petitive differentiation
Clinical development entirely focused on value creation (., most important indications)
4
LCM requires mercial mindset
Setting ambition level
Shape the market
Shape the market early and actively
Clear and consistent messages munication/PR strategies
Recognize regional differences in key markets
Clear and broad perspective on resources required to shape the market
Ensure tight link between R&D strategy and market strategy
5
LCM requires mercial mindset
Setting ambition level
Shape
pany
Have a consistent and mercialization process
Market leading where it really matters
Strong motivation among employees to bring product to market
Partnership/ communications across functions/teams/MCs
Timely training of all relevant employees
6
LCM requires mercial mindset
Setting ambition level
Early cross functional agreement on vision for the product (target label)
Invest with a venture capitalist mindset
Deliver against timeline
Focus on what is important
Continuously petitive differentiation
Clinical development entirely focused on value creation (., most importa