See how Biopharma marketing leads can drive growth. Visit https://accntu.re/2uK9UPf to learn more.

1. Patient Inspired. Outcomes Driven.
HARNESSING
CHANGEFOR
GROWTH
BIOPHARMAMARKETING

2. We surveyed
40 biopharma CEOs
and their marketing leads.
2Copyright © 2020 Accenture. All rights reserved. 2
This is what they told us about the
futureof marketing
for biopharmaceuticals.

3. 3Copyright © 2020 Accenture. All rights reserved. 3
Source: Accenture CEO and marketing executive research
CEO’s expect
deep customer
insights…
87%
of biopharma CEOs think
their marketing leaders
should be developing
continuous, actionable
customer insights to
improve marketing impact.

4. 4Copyright © 2020 Accenture. All rights reserved. 4
But marketing
leads are not
prepared…
of biopharma marketing
executives say they lack a good
understanding of what customers
want or need, and…
~50%
say customers are becoming
more unpredictable and this has
a large impact on their marketing
strategy.
~ 2 in 3
are “not very” or only
“somewhat” confident that they
have the right tools, talent and
capabilities to deliver disruptive
growth.
3 in 4
Source: Accenture CEO and marketing executive research

5. People agree.
5Copyright © 2020 Accenture. All rights reserved. 5
50%
of patients surveyed said
biopharma companies
don’t understand their
emotional, financial and
treatment needs.
Source: Corporate Reputation of Pharma 2018-19 survey
http://www.patient-view.com/bull-about-corporate-reputation-of-pharma-2018-2019.html

6. 6
HOWARELEADERSDRIVINGCOMMERCIAL
GROWTHINBIOPHARMA?
Copyright © 2020 Accenture. All rights reserved.
ORIENTING THEIR
COMMERCIAL
MODEL AROUND
OUTCOMES
IMPLICATION:
Adapt your go-to-market
model to meet changing
customer needs
1.

7. 7Copyright © 2020 Accenture. All rights reserved.
90%
of biopharma CEOs
believe the dynamic
orchestration of more
complex ecosystems
will become a core
activity of the
marketing executive.
Marketing leaders will need to collaborate
externally with payers, providers, advocacy
groups, and new entrants. Deep collaboration
goes far beyond traditional solutions (i.e.,
developing a joint mobile app). It involves
sharing data and insights to provide the best
holistic care throughout the patient journey.
Source: Accenture CEO and marketing executive research

8. 8
HOWARELEADERSDRIVINGCOMMERCIAL
GROWTH?
Copyright © 2020 Accenture. All rights reserved.
ARCHITECTING A
NEW MARKETING
ORGANIZATION
IMPLICATION:
Shift ways of working,
mindsets, and skillsets to grow
2.

9. 9
SHIFTMINDSETANDBEHAVIORS
Copyright © 2020 Accenture. All rights reserved.
to capture the growth potential from new team members, new
roles, and new ways of working
thinking about payers as gatekeepers...
...enabling them to deliver better health outcomes
thinking about patients as a series of
medical milestones
... treating them as people who have changing medical,
emotional, and social needs
FROM TO
selling products to healthcare providers...
...partnering with them to balance the quality of care,
outcomes and costs in an increasingly complex, expensive
ecosystem

10. 10
HOWARELEADERSDRIVINGCOMMERCIAL
GROWTH?
Copyright © 2020 Accenture. All rights reserved.
EMBRACING
DATA AS AN
ENABLER OF
EVERYTHING
IMPLICATION:
Analyze customer insights
in real-time, all the time
3.

11. 3.
Copyright © 2020 Accenture. All rights reserved.
THE CONUNDRUM
75%
of biopharma marketing
execs strongly agree
that artificial
intelligence will change
customer interactions.
60%
say their marketing
organization isn’t
ready for artificial
intelligence.
but
11
Source: Accenture CEO and marketing executive research

12. 12
SEE3STEPS
Copyright © 2020 Accenture. All rights reserved.
to build a new commercial model
https://www.accenture.com/us-en/insights/life-
sciences/biopharma-marketing-harnessing-growth
Talk to our leaders:
EVA WIEDENHÖFT
Managing Director, Customer Insights & Growth, Europe
eva.wiedenhoft@accenture.com
ELIZABETH OTTERMAN
Managing Director, Customer Insights & Growth, North America
elizabeth.otterman@accenture.com
AKASH PATEL
Managing Director, Customer Insights & Growth, North America
akash.s.patel@accenture.com