Markets Without Borders
An increasingly challenging legislative environment and competitors entering the market with alternative brands or generics are two of the factors currently holding the attention of global pharma companies. In the US alone, patent protections covering branded pharmaceuticals worth over US$100 billion annually are about to expire, increasing uncertainty in the industry.
In this context, one particular feature of the BaseCase platform is worth focusing on, in that it kick-starts pharmaceutical companies’ efforts to become more efficient and cut costs. Multinational groups are aware that a product’s value story differs between countries according to market context, language and other local factors. The task of developing sales and marketing tools has therefore traditionally been undertaken at a localized level.
But where drugs or medical devices have a core message that applies across localities, costs are unnecessarily duplicated. The unique attraction of BaseCase is that it allows the manufacturer to incorporate invaluable local expertise into the sales process, without multiplying efforts in connection with core elements that apply across borders.
At a time when companies are looking to increase efficiency, the appeal of consolidating marketing structures is obvious. There are other benefits too. Global players need to prepare their affiliates in time for launch, and by reducing the marketing burden at the local level, the process can be streamlined. Centralization also enables drug companies to retain brand control and maintain consistency across their product portfolios.
This kind of effort is not entirely new. Historically, global HQ would outsource the work to create a generic deliverable that can be modified by region. But the engagement of a third party complicates the marketing process and attracts very high overheads and adaptation costs.
Answering the Call of Mobile
Against this background, more attention is being paid to mobile and cloud-based solutions. These technologies offer exactly the kind of flexibility and adaptability that is needed for a company selling products to diverse audiences.
BaseCase enables laypeople to create sophisticated and evidentiary value communication apps with simple drag and drop-type operations. Within a few years of its development, most of the top-ten pharma and biotech companies in the world were making use of the platform.
Our apps are comprised of two components which interact with each other: a spreadsheet layer and an interface layer. Existing health economics data (often in Excel format) is imported to the platform and used to power dynamic presentations designed on the interface layer. The resulting tools fit the unique evidential environment surrounding each product and locality.
Healthcare companies that have adopted the BaseCase platform have found that significant efficiency savings can be generated. Accessible through a web browser, the platform is exceptionally flexible and adaptable, so a sales tool with a single ‘core message’ can be created at a higher level in the company, and appropriate adaptations made at the regional level. Whilst finessing a local version, countries can ‘see’ what others have developed, make use of synergies and reuse content. All of this work can be done in-house, without resort to costly developers and consultants.
At a time when new technologies and innovations have become more mainstream, BaseCase offers a way for drug and medical device companies to gain market access and market adoption, whilst cutting the cost of marketing medical products and services.