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市場調查報告書
醫藥品業界的變革：Pfizer處方箋
Executing Change in the Pharma Industry--Prescription for Pfizer
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本報告已在2011年12月21日停止出版。
專門於醫療業界領域進行廣泛調查的美國專業調查公司 Decision Resources Inc. (總公司：Massachusetts)，調查分析了Pfizer公司的現狀，並有系統地出版了報告書 "Executing Change in the Pharma Industry--Prescription for Pfize" 。
此報告書在介紹企業變革影響的基本概念後，同時也調查Pfizer公司的概要與面對同樣類型公司的戰略處方計畫。此外也分析了經費削減、行銷及販賣、Lipitor的動向等。報告書之內容摘要如下所示。
摘要
漸漸走向錯誤方向的企業執行狀態
基本概念
為了節省經費而減少員工所導致之惡性循環
醫藥品研究開發的效率與效果
過度削減員工所導致之員工過重負荷
針對Pfizer的處方箋
Pfizer現在的困境
- 受到Lipitor營業販賣影響力的考驗
- Pfizer營業管道的發展
- 必須不斷地開發新製品的壓力
- 礙於企業規模使開發目標受到限制
- 對於小企業而言則是增加了製品機會
- 是否任何一家製藥公司都可在Pfizer的現狀中得到教訓呢?
醫藥品業界的5個重要項目
- 減輕銷售壓力
- DTC推廣中心的變革
- 零預算設定
- 投資報酬率
- 有關文化方面的監察
結論
Abstract
Introduction
Pharmaceutical history is littered with the abandoned husks of great ideas,
many costing a king’s ransom and never able to live up to their promise.
Indeed, there is little doubt that in recent years pharmaceutical companies
have been getting their execution wrong. The key to future survival and
success is a company’s willingness to embrace change and adopt new
approaches to execution. Pfi zer’s recent implosion speaks to the heart
of the challenges facing the pharmaceutical industry today. Dynamic changes
are under way in this industry, and downsizing alone is unlikely to be enough
to save many companies. This report suggests several changes to both strategy
and execution that will help companies be viable in tomorrow’s
marketplace. While there are both challenges to overcome and pitfalls to avoid
along the way, getting execution right now matters more than ever.
Get the Answers You Need to Shape Your Strategy
There is little doubt that in recent years, pharmaceutical companies have been
getting their execution wrong. What mistakes have been made and how can
companies correct their execution of strategic goals?
The cost structure of today’s pharmaceutical industry has changed.
What procedures will improve effectiveness in this new business
environment?
A number of valuable opportunities for change exist for pharmaceutical
management. What are they, and how will they affect the success of the
industry?
There are major impediments to change in the pharmaceutical industry. What
are they, and how can they be overcome?
Scope
- Basic concepts affecting and impeding company change: corporate
culture, strategy versus execution, behavior versus attitude, effi ciency
versus effectiveness.
- Pfi zer: victim of its own success and prescription for change.
- Prescriptive plans for Pharma: simple strategies to improve
execution of strategic goals.
- Cost-cutting: a vicious cycle of long-term, negative effects from
short-term solutions.
- Marketing & selling: optimizing direct-to-consumer advertising and
salesforce size.
- Lipitor: useful as a litmus test for the impact of promotion on
sales in the current market.
- Outsourcing and Offshoring: cost-effi ciencies that create
tomorrow’s competition.
Mentioned in This Spectrum Report: Business Terms
- Accountability
- Attitude
- Behavior
- Buy-in
- Centralization
- Command & Control
- Communication
- Complexity
- Consolidation
- Controls
- Coordination
- Corporate culture
- Cost cutting
- Cost structure
- Credibility
- Cultural Audit
- Decentralization
- Direct-to-Customer
- Downsizing
- Due diligence
- Effectiveness
- Efficiency
- Enterprise
- Execution
- Fit-for-purpose
- Free market economics
- Globalization
- Holistic approach
- Incentivizing
- Inlicense
- Information sharing
- Knowledge transfer
- Layoffs
- Leadership
- Legacy costs and processes
- Lobbying
- Managed risk
- Marketing & Selling
- Mergers & acquisitions
- Offshoring
- Organizational size
- Outsourcing
- Performance feedback
- Phased redundancies
- Profit margins
- Quality
- R&D
- Results-oriented business
- Return-on-investment
- Right-sizing
- Risk management
- Salesforce size
- Share-of-voice
- Silos
- Skills drain
- Specialized therapies
- Standard operating procedure
- Strategy
- Structure
- Training bias
- Transparency
- Zero-based budgeting
Table of Contents
- Executive Summary
- Strategic Considerations
- Stakeholder Implications
- Companies Have Been Getting Execution Wrong
- Basic Concepts
- Strategy and Execution
- Behavior
- Attitude
- Strategy-Execution Disconnect
- A Vicious Cycle Arises from Shedding Employees to Cut Costs
- Knowledge/Organizational Size Disconnect
- Effi ciency
- Effectiveness
- Effi ciency and Effectiveness in Pharmaceutical R&D
- Wars of Attrition Over Salesforces
- Direct-to-Consumer (DTC)
- Getting Execution Right Now Matters More Than Ever
- Prescription for Pfi zer
- Pfi zer in a Nutshell
- Falling on Your Sword
- Victim of Its Own Success
- Look Beyond Simplistic Downsizing
- Pfi zer’s Current Predicament
- Lipitor as a Litmus Test for the Impact of Promotion on Sales
- Pfi zer’s Pipeline Progress
- Pressure to Find Suffi cient New Products
- Corporate Size Limits Available Targets for Development
- Increased Product Opportunities for Smaller Companies
- What Pharmaceutical Companies Can Learn From Pfizer’s Current
Predicament
- Five Quick Wins for Pharma
- Downsizing the Salesforce
- Changing the Focus of DTC Promotion
- Zero-Based Budgeting
- Return-on-Investment (ROI)
- Cultural Audit
- The Bottom Line
- The Curse of the Margin
- The False Prophets of Outsourcing and Offshoring
Figures
- 1. Execution: Many Strive, Few Succeed
- 2. Components Central to Outstanding Execution
- 3. Strategy & Execution: Massive Imbalance of Effort and Effect
- 4. Pharma Industry Cost Structures: Major Changes Driven by the Need to
Find and Sell Product
- 5. Pfizer’s 2005 Drug Sales by Therapeutic Area
- 6. Pfizer’s 2005 Pharmaceutical Sales by Business Category
- 7. Pfizer’s Forecasted Sales from R&D Pipeline Products, 2006-2010
- 8. Pfizer’s Worldwide Product Sales Categorized by Technology, 2005
- A. Competition in the U.S. Statin Market, 2005-2006
- B. Ranked Sales of Global Best-Selling Pharmaceutical Products, 2005
- C. Percentage of Global Sales Represented by Best-Selling Pharmaceutical
Products, 2005
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