2. Content ➨ Context
Content is the message, and can be incarnated as
text, voice, images, or video. Context is the un-coded
whimsy of what content works for you. Context
is not personalization driven by your actions; it is
the personification of your wishes hidden in your
thoughts. Pharma is good at biology, chemistry and
many times physics. We need to get better at math,
but this whimsy of context is psychology.
3. Care ➨ Cure
As the external innovation
continues to pour into
pharma, the old
model suggesting
“there is no
money in
prevention”
continues to
get less and less
valid. As a result,
many folks will
start to go past care
plus (Care+), or pill
plus (Pill+) and find the
business model for delivering
cure over care anchored in prevention and early
identification.
4. Compliance ➨ Culture
Compliance is a set of processes, and culture is a set
of habits. As margins continue to shrink, the ability
of pharma to “shake off” large regulatory sanctions
reduces significantly. Gone are the days when a
pharma company can simply “survive” a CIA with
a set of processes (compliance). It needs to employ
habits (culture). Are habits cheaper and more effective
than processes? Debate for sure.
5. Chain ➨
Constellation
Pharma still
has one of the
most inefficient
supply “chains,”
locked rigidly
with fixed long-
term contracts
with preferred and
single vendors. The
transformation incoming
will “rubberize” the supply chain, creating a set
of contestable vendors to select from in a supply
“constellation.” The chain is fixed and inefficient.
Want to see an industry that has gone from a supply
chain to a supply constellation? Look at auto.
6. Customization ➨ Configuration
This one is an oldie but goodie. Too many executives
still select technology that must be customized
by “system installers.” This model has been
outdated in other industries for a while. It is time
to get real about configuring without needing to
change, compile and test code in your technology
departments. The business constituents need to be
able to configure by themselves instead of relying on
IT to customize or, worse, relying on external and
expensive SI vendors.
7. Customer ➨
Consumer
The healthcare
provider (doctor
et. al.) is pharma’s
customer, but the
patient is pharma’s
consumer. As the
democratizing of diagnosis
continues, pharma will be forced to think about the
consumer more than the customer. This shift has
been starting, but will become pronounced as payors
engage and educate consumers/patients increasingly.
An educated consumer/patient is new to pharma,
and educated consumer/patient educated by payors
will be both new and surprising!
