Its Not an Option It Customer Centricity is the Future

Brian Jahns, Business Unit Director, Hematology, Roche Canada

Our Old Practices Just Dont Cut It Anymore

Pharma traditionally Brand focused Business model founded on reach & frequency Increasingly difficult to differentiate External pressures of: Access Increased competition Budget constraints Regulatory pressures

Focus on the Customer Satisfaction & Loyalty Provides a Competitive Advantage

Customer Value Strategy

Influence & Access

Customer Loyalty

Sustained Competitive Advantage

Profitability

A Customer-Centric Pharma Organization Focuses on the Win-Win

Deliver more than just drug products Unique, relevant & holistic solutions to unmet customer needs Create beneficial, sustainable relationships Become a member of the health delivery team

It Starts and Ends With the Customer

1) Know the Customer Interested in what customers think, believe and need Translate these insights into business decisions about service 2) Reach Customers Via their communication preferences 3) Deliver Customer Experience See through the eyes of the customer Act decisively Speak with one voice

Deliver the WOW Experience

Customer feels great about their experience Their needs were uncovered & met or exceeded Proactively talk about the experience in a positive way Proactively refer someone

Move Customers Along the Continuum & Drive Loyalty

The Bar Will Continue to Rise

Critical

76%

Very important

21%

Somewhat important

2%

Not very important

1%

97% of executives agreed that customer experience is either very important or critical to their success.

Source: Forrester's Q4 2008 Customer Experience Peer Research Panel Survey

Why are they focusing on the Customer?

Differentiate ourselves from all firms across any industry Differentiate ourselves from competitors in our industry Maintain parity with other leaders in our industry Keep from falling too far behind leaders in our industry Stay in the mainstream in our industry Stay slightly behind the mainstream in our industry

8% 72% 13% 4% 0% 2%

Source: Forrester's Q4 2008 Customer Experience Peer Research Panel Survey

Select Metrics, and Live By Them

Customer Satisfaction Voice of the Customer Completely/very satisfied Likelihood to recommend Preference to deal with Index integrating many of above

 Select one or two that everyone buys into,  Integrate into day-to-day operations via a dashboard

Why do Voice of Customer Programs Fail?

1) Companies do not invest long-term. 2) Action plans are de-prioritized. 3) Rewards & Recognition programs not aligned. 4) Individual customers are lost in the aggregate. 5) Employees are not empowered to act.

Developing the Customer Strategy by Triangulation

Voice of the Customer Satisfaction Surveys Voice of the Employee

Other/All Customer Interactions

Develop Action Plans

Implementation

ReRe-measure

* Including Social Media

Link the Customer into the Companies Capabilities

Recruitment Training & development Performance management, reward & recognition Integration into CRM system Enhance strategic planning Enhance individual customer planning Development & delivery of customer programs

Closing Thoughts
1) Look at your business through the eyes of the customer. 2) The road to success is to enable your customers to succeed. 3) You have to follow the customer. Do not expect the customer to follow you.

Becoming a customer-centric organization is a journey. customer-

Roche global presence

A leading healthcare company

Active in 150 countries on all continents, around 81,500 employees Clear focus on research-driven healthcare Unique innovation model

One of the best pipelines in the industry pharmaceuticals & diagnostics

Pharmaceuticals: no. 3 worldwide*; leading supplier of medicines for cancer and a market leader in virology Leader in in vitro diagnostics (#1) Worlds biggest biotech company*
* Source: Wood Mackenzie

Roche Canada

Our local presence

Founded in 1931 885 employees across Canada 505 in Pharmaceuticals 380 in Diagnostics Pharmaceuticals Head Office Mississauga, Ontario #1 Hospital sales company* 10th in total pharma sales* Diagnostics Head Office Laval, Quebec
Diagnostics Pharmaceuticals

*IMS Health Canada, MAT Reports

We Innovate Healthcare