Mark Draper - 2014-15 Portfolio
1000mm
Logo Design
THE PROJECT
STAGE 1
DETERMINE POSITION
Strategy Issues Industry & Market Data -
STAGE 1
OUTCOME
Deep dive into company information determining current position.
An extensive report on the current position of the US business.
STAGE 2
OUTCOME
2 day Lockdown event to create the strategy, communications and engagement plan
A strategy, communications and engagement plan
Customer Insights -
Identify strategic issues to address Identify market opportunities and threats Assess current satisfaction and future demand
Employee Input -
Determine strengths and weaknesses
SWOT -
Synthesize the data into summary SWOT items
STAGE 2
DEVELOP STRATEGY
Mission -
Determine your organization’s core purpose
Value -
Identify your core beliefs
Vision -
Create an image of what success looks like in 5 years
Competitive Advantages Org. Wide Strategies Long-Term Objectives -
Solidify your unique position Establish the approach for how you will succeed Develop a 3 year balanced framework of (maximum) 6 objectives
Forecast -
STAGE 3
OUTCOME
Creation of a communication vehicle to disseminate the strategy to the organisation
Alignment and engagement within your organisation
STAGE 2
Determine Position
The Lockdown Event
Develop Strategy
Build the Plan
Interviews with leadership teams Input taken from survey results
C R E AT I N G
1000mm
How to create your 2015 strategy, communications and engagement plan in 24 hours Introducing the
CONCEPT and VALUE CONCEPT Each member of the leadership team will be collected from home and driven to a secret location. For the next 24 hours they will be put through
Facilitated session to create the strategy
A N
A L I G N E D
Post-Event
Process the SWOT to set priorities
Organizational Goals -
Determine your organization’s core purpose
KPIs -
Select key performance indicators to track progress Cascade org goals to department (12 months)
Team Member Goals -
Cascade department goals to individuals
Budget -
Align a one year budget with the plan
Rollout -
Communication strategy to whole organisation
Manage Performance
STAGE 3
Communicate to the whole organisation
L E A D E R S H I P
BUILD THE PLAN
Use SWOT -
Department Goals -
Pre-Event
Develop a 3 year financial projection
MANAGE PERFORMANCE
Set Calendar -
Establish schedule for progress reviews
Adapt Quarterly -
Hold Progress reviews and modify
Update Annually -
Review end of year, plan next year
T E A M
Example agenda DAY 2
DAY 1
ACTIVITY
ACTIVITY
08:30
Arrival
08:00
Arrival
09:00
Opening and setting the scene
09:00
Day 1 review and questions
10:00
What is our VMV (Vision/Mission/Value)
10:00
Building the plan part 1
11:00
What will make us successful
11:00
Building the plan part 2
12:00
Lunch
12:00
Lunch
13:00
Action session 1
13:00
Building the plan part 3
14:00
Action session 2
14:00
Building the plan part 4
15:00
Action session 3
15:00
Building the plan part 5
16:00
Let’s hear it from a knowledge expert
16:00
Review of the plan part 1 Review of the plan part 1
17:00
‘Brain shower’
17:00
their paces by a world-class facilitation team, helping them to create the 2015 strategy, also challenging their thinking on priorities and the
18:00
Re-energize session
18:00
Close
19:00
Working dinner
19:00
Drinks and celebration
‘must win’ battles.
22:00
End of the day
THE VALUE 1
Your organization will have a comprehensive 12 month strategy which is aligned to the customer, employee and organizational goals
2 Through this process You will gain alignment with your executive team
THE JOURNEY & VENUE
3 Through this process You will create a high performance leadership team. 4 The output of this process will provide you with a tool to enable greater engagement with the strategy throughout your organization.
BIG PICTURE
• Pre-Event – Define the position
PRISON
warehouse
ship
luxury hotel
• Lockdown event design
RESEARCH AND PREPERATION
LOCKDOWN 24
LAUNCH OF
LAUNCH OF
COMMUNICATION 2
• Pre-Event - Define the position
COMMUNICATION 3
LAUNCH OF
COMMUNICATION 1
LAUNCH OF
COMMUNICATION 4
• Lockdown Event
• Organization Communication
01 - ASTRAZENECA, THE LOCKDOWN “BIG PICTURE” This sales pitch was created for the Pharmaceutical giant Astrazeneca. It was important for me to create a memorable presentation tool that also felt familiar to the company’s brand.
02 - IMD BUSINESS SCHOOL, BEING INNOVATIVE WITH BILL FISCHER Breaking IMD’s previous boundaries, I helped to create their first digital course. The 8-week course uses a combination of illustration, motion graphics and live footage to enable the student to engage in visual learning.
03 - DELIVERERS, BRANDING GUIDELINES In my downtime working at Deliverers I took it upon myself to collate all branded work and put together brand guidelines to ensure consistency in the company’s resources and in future projects.
04 - DELOITTE, GLOBAL NEW PARTNERS SEMINAR PLATFORM I worked closely with a Developer to refresh an existing micro-site platform that could easily be edited and re-branded for multiple projects. The initial design was created for Deloitte to host pre-event videos and games.
05 - ANDY HOSEGOOD, PIN UP ARTIST 2014 CALENDAR This limited edition calendar was created using a range of Adobe Creative Suite programs, featuring a typographical cover and a simple date system to not detract attention from the paintings.
06 - DELOITTE, PEER COMMUNITY DOCUMENT I worked alongside another Graphic Designer to typeset multiple internal documents for Deloitte. It was key in this project to communicate clearly with my colleague to ensure each booklet followed the same guides and style.
Business Cards
Website
Service Icons
07 - PRIMA DONNA PETS, WEBSITE & BUSINESS CARDS Brentwood-based pet boutique Prima Donna Pets wanted to create an eye-catching website based around their existing branding. I made sure to stay true to their current brand while introducing new elements and a simple navigation.
3000mm
850mm
AHA!2.0 ‘TODAY IS TIME FOR CHANGE’
“TURNING A MARKET ACCESS CHALLENGE INTO A BEST IN CLASS ASSESSMENT AND A MARKET EVENT” (THOMAS LANG AND STEFANIE TUEBBEN, MSD GERMANY)
| WHAT WE DON‘T WANT TO SEE FOR OUR PRODUCTS…
| WHAT WE ARE WORKING FOR IS…
| DIABETES ASSESSMENTS 2006-14 NO (ADDED) BENEFITS
Bestandsmarkt: Novartis nimmt Vildagliptin vom Markt
proudly presents:
Zum 1. Juli 2014 stellt Novartis hierzulande den Vertrieb seiner Antidiabetika mit dem Wirkstoff Vildagliptin ein. Wie der Schweizer Pharmakonzern heute bekannt gab, reagiere man damit auf die unbefriedigenden Preisverhandlungen mit dem GKV-Spitzenverband für die Mittel Galvus®/Eucreas® (Vildagliptin/Vildagliptin plus Metformin). Zuvor hatte der Gemeinsame Bundesausschuss (G-BA) im Rahmen der Nutzenbewertung des Bestandsmarkts für den Wirkstoff Vildagliptin und die Wirkstoffkombination keinen Zusatznutzen gegenüber der zweckmäßigen Vergleichstherapie mit einem
Advantage for Sitagliptin
Sulfonylharnstoff festgestellt. Dies hatte für den Hersteller zur Folge, dass die Höhe des Erstattungsbetrags mit den Kassen verhandelt werden musste.
THE AMNOG DPP-4 CHALLENGE
Insulin Glargine Insulin Detemir Pioglitazone Rosiglitazone Exenatide Insulin Aspart Insulin Glulsine Insulin Lispro
Canagliflozin Dapagliflozin/Metformin FDC Dapagliflozin Vildagliptin/Metformin FDC Vildagliptin Lixisenatide Linagliptin Natelinide Repalinide
WITHDRAWN
Press releases
Vildagliptin WITHDRAWN from German market
MSD FORUM HEALTH CARE PARTNER: AN UNPARALLELED 4 YEARS ONGOING SUCCESS STORY
OBJECTIVE: Bringing together health policy stakeholders to learn from each other and to stand up for an efficient and effective healthcare system Patronage: W. Heubisch Bavarian State Minister for Science, Research & Art
Key Note Speaker: Ulrike Flach Parliamentary State Secretary MoH
2011
2012
2013 IN HAAR
SEPTEMBER 17TH IN HAAR
80 participants & Award announcement
135 participants & 50 Award applications
140 participants & 35 Award applications
180 participants & 53 Award applications
HOTEL HILTON MÜNCHEN
ADDED BENEFITS (IQWIG)
Patronage: Hermann Groehe Minister of Health
Patronage: Daniel Bahr Minister of Health
IN HAAR
2014
1. Sitagliptin (Metformin add-on) 2. Sitagliptin/Metformin FDC (Monotherapy)
NOMINATED FOR 2012 HEALTH CARE AWARD
UNSUCCESSFUL
STARRING MSD GERMANY DPP-4 GLOBAL DIAASSESSMENT BETES FRANCHISE GHO MRL THE CHALLENGE:
ADDED BENEFITS (G-BA)
DR. MED. PETERSEN DIABETOLOGIST & PROJECT OWNER
1. Sitagliptin (Monotherapy) 2. Sitagliptin (Metformin add-on) 3. Sitagliptin/Metformin FDC (Monotherapy)
• Comprehensive care program for T2D prevention • FINDRISK (diabetes risk) screening by GP • Includes individual health targets for patients
1. Saxagliptin (Metform. add-on) 2. Saxagliptin/Metformin FDC (Monotherapy)
New Bayer drug flopped in important benefit assessment
PILOT RESULTS • 1.200 participants during 2007 – 2011 • Significant weight loss • 7 % unreported T2D identified Standard of care treatment initiated, for new diagnosed T2D patients
Withdrawn from market: Canagliflozin, Vildagliptin, Vildagliptin/Metformin FDC,Linagliptin, Lixisenatide
A LANDMARK INITIATIVE FOR GERMAN HEALTH CARE SYSTEM & MSD – WE MADE IT POSSIBLE!
THE CHALLENGE: DPP-4 ASSESSMENT
JANUVIA® & JANUMET®: EVERY MILESTONE TURNED INTO A MARKET EVENT
JANUVIA/JANUMET ASSESSMENT OUTCOME
RECORD IMPLEMENTATION •
VILDAGLIPTIN EXIT : DIABETES CAMPAIGN JULY 1ST: FAST AND POWERFUL EXECUTION AS KEY TO SUCCESS
• •
Program leading Physicians
ENABLER: AHA!-PILOT & MSD-HEALTHCARE AWARD CLOSE CROSS-FUNCTIONAL COLLABORATION 500 TARGETED PHYSICIANS & 10.000 INSUREES
POWER 1.0 (G-BA)
Entire DPP-4 class called for assessment in summer 2012: Sitagliptin, Saxagliptin & Vildagliptin
POWER 2.0 (PRICE NEGO)
JMT = NO 1 (VILDA EXIT)
MSD - As trusted partner
ONE STRONG MESSAGE FOR ALL ACTIVITIES 2h after Vildagliptin news release: more than 400 reps were equipped with the relevant materials and ready to go
> 8.0% Januvia & Janumet
300,000 pages dossier assembled by MSD Germany in close collaboration with and support from global cross-functional teams
2. OBJECTIVE SETTING & INTERNAL APPROVAL
3. ETHICS COMMITTEE APPROVAL: JANUARY 2014 Local SHI - Physician Association
Patronage Regional MoH
7.0%
G-BA issued appraisal for Sitagliptin in October 2013: Most favourable outcome for any diabetes drug in Germany in last eight years. Recently, Novartis announced withdrawal of Vildagliptin from German market following unfavourable assessment outcome in AMNOG review
5.0%
4.0%
POWER CAMPAIGN FOR DIABETES: FOCUSED, SIMPLE & FAST EXECUTION
Physician Networks
Special Targeting assessment done in June
>
Galvus & Eucreas
Close collaboration between PC sales forces to cover the right customers in the right sequence Rented sales force in high potential vilda segments
> >
Onglyza & Komboglyze
4. CONTRACT SICK-FUNDS & PHYSICIAN ASSOCIATION SIGNED
5. PHYSICIAN REGISTRATION & INSUREE ENROLLMENT 6. EVALUATION & PUBLICATION
CLEAR REACH AND FREQUENCY OBJECTIVES
Jalra & Icandra 3.0%
CREATES UNIQUE ATTENTION IN DISCUSSIONS WITH STAKEHOLDERS
1.0%
EXTRA SALES INCENTIVE BASED ON SPECIAL MARKET SHARE ACHIEVEMENT
Source: IMS National Prescription Index
13 g-
p13 Oc t13 N ov -1 3 De c13 Ja n14 Fe b14 M ar -1 4 Ap r14 M ay -1 4 Ju n14 Ju l14
Se
Au
3
13
13 l-
n-
Ju
3
-1 ay
Ju
M
3
13
-1
-1
r-
ar
Ap
M
Fe b
Ja
n-
13
0.0%
98 FEET
SITAGLIPTIN: THE SUCCESS STORY CONTINUES
BEST IN DIABETES: IQWiG G-BA Price Neg. Execution
+ 72.2 MILL. € IN 2014 & 2015 NO. 1: DPP-4
45,000
July 1st
100%
35,000
80%
SOV (VS. 13): + 75% IN FTES + 257% IN CALLS
Sitagliptin MSD
Sitagliptin BC
30,000
Vildagliptin
Saxagliptin
30,000
Sitagliptin Total 20,000 Forxiga
CU/Day in 000
25,000
60% Market Share
35,000
25,000
40%
15,000 Xigduo
10,000
Invokana
20,000
20%
15,000
0%
67% 67%
83% 83%
May-14
Jul-14
Jun-14
Mar-14
Feb-14
Apr-14
Dec-13
DPP-4
Jan-14
Sep-13
Nov-13
Oct-13
Aug-13
Jul-13
May-13
SU
Jun-13
Mar-13
Feb-13
Dec-12
Jan-13
Sep-12
Nov-12
Oct-12
0
Aug-12
5,000
Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 Jan-12 Feb-12 Mar-12 Apr-12 May-12 Jun-12 Jul-12 Aug-12 Sep-12 Oct-12 Nov-12 Dec-12 Jan-13 Feb-13 Mar-13 Apr-13 May-13 Jun-13 Jul-13 Aug-13 Sep-13 Oct-13 Nov-13 Dec-13 Jan-14 Feb-14 Mar-14 Apr-14 May-14 Jun-14 Jul-14
2 – 5 H AFTER AFTER THE NEWS: More than 400 reps were equipped with the materials and messages. A big MultiChannel Campaign started.
Sales in EUR 000
40,000
40,000
Apr-13
April 1st
Jul-12
October 1st
Mar 14
Sitagliptin Total
Jul 14
Saxagliptin
OCT. 1ST 2014: 223 PHYSICIANS REGISTERED & 119 INSUREES ENROLLED
PROGRAM LAUNCH JULY 1ST, 2014
OPTIMIZE TARGETING: IDENTIFICATION OF VILDAGLIPTIN HEAVY PRESCRIBERS
Xelevia & Velmetia 6.0%
2.0%
MSD SITAGLIPTIN AMNOG DOSSIER
Germany‘s largest sick-funds
9.0%
Market Share (in Prescriptions)
2000mm
1. IDENTIFIED AS GERMAN 3P PROJECT (MSD HC AWARD)
Vildagliptin
08 - MSD, EUCAN DIABETES EVENT “BIG PICTURES” This is 2 of 24 large format prints that were created for a pharmaceutical event in Germany. We were supplied with Powerpoint documents from each client and asked to re-purpose their work using info-graphics and diagrams.
Thank you
Mark Draper - Graphic Designer mark.draperr@gmail.com
07736 966 072