University of Illinois at Chicago, USA,
Degree awarded: MBA
中國醫藥大學, 台灣, Degree awarded: 藥學系
University of Southern California, USA,
Degree awarded: Clinical Pharmacy Program
瑞士商愛爾康大藥廠 /資深產品經理 /台灣
艾威群美時化學製藥 /產品經理 /台灣
瑞安大藥廠 /產品經理 /國外部經理/台灣
Bulmen Consultant Group / Sales and Marketing
Assistant Manager / Chicago, USA
藥人才專業藥師媒合平台/ 行銷顧問/ 專業課程講師/ 台灣
醫藥保健電視及廣播節目來賓、產品代言/藥師/台灣
Background
2 BUs in Alcon are very independent for their KPIs and business
Pharma team taking care of medicine for dry eye disease in medical channel
Surgical team taking care of medical device for Cataract and LASIK surgery
However,
There are 245,000+ cataract surgeries with 30+% patients suffering from Dry eye disease after surgery every year
Pharma team and Surgical team are sharing the same HCP in medical channel
Pharma team can help patient to increase QoL after surgery
The motivations to kick-off the Project Alliance in 2021
Cooperate with different BU to increase the awareness of dry eye disease
Approach HCP/KOLs from Surgical team
Build more referral and relationship betweenPharma and Surgical team
Maximize source among BU via capacity of PSR and spend sharing(↓50%)
The Key factors to achieve the goal (Decision, Action and Control)
Strong Collaboration
Hold 3 spots of marketing events by designing co-topic agenda with Surgical team to win with Science / HCPs
Maximize impact on Ocular Surgeons partnering with 120+ % attendance rate.
Clinical data support from HCP sharing in very important
Detailing decks
Focusing on detailing patient type of “Pre/Post-Surgery”
Generated localized clinical study and educational video
Patient Journey
Set up SOP for Clinics for Pre to Post surgery to increase satisfaction rate and QoL
Pre-surgery: Communication
Intra-surgery: Combination Therapy
Post-surgery: Educational Materials
Solid Execution
Always-on CME/RTD byPharma sales team (20+ spots/PSR/year)
Drive sales excellence by regular product training and certification of selling skill & product knowledge
The outstanding results for the Project Alliance (Distinctive Performance Management)
80+% Satisfaction rate from HCPS after Project Alliance execution
70+ New listing in clinics(10%) in 2H 2021
Gain market share to become the No.1 self-pay brand in artificial tears category
Moving forward
The purpose of providing vision care to patients is always the top mission.
Low satisfaction rate due to Dry eye disease after surgery is very critical to HCP. The way how to fulfill the unmet needs of reducing complains and increasing QoL is very important
Channel activities is in purpose of helping HCP to bring better treatment for patients
Find the way to maximize internal source is also very critical for business development