CREATING VISION FOR LAZOXA

A N D R E ’ H A R R E L L ( A H 2 & B E Y O N D C O N S U L T I N G )

CREATING THE VISION FOR “LAZOXA” B U I L D I N G T H E C O R E P U R P O S E & V A L U E S F O R

“ L A Z O X A ”


Vision

Market Concept

Building equities

Positioning & messaging

R&D

LCM

Publication Planning

Regulatory activities

Corporate relations

Vision (core ideology) + (mission)

where core ideology is comprised of the core purpose & the core values

VISION DEFINED

Equities the activities undertaken by

the “Lazoxa” team will continuously shape the

perceptions of customers so as to result in a belief that

“Lazoxa” is committed to delivering on that vision as well as the market concept


THE VISION FOR “LAZOXA” EXECUTIVE SUMMARY

The core purpose for “Lazoxa” (The enduring reason for the brand's existence)

“Lazoxa”’core values (What will “Lazoxa” always stand for ?)

Scientific rigor Patient safety Reliability Acceptability

“Lazoxa” promise (If my vision succeeds, how will I differ?)

To our Patients To Payers To Physicians To Internal

Stakeholders

“Lazoxa” is a true partner as they understand my realities & sticks with me –even during the

hard times

“Lazoxa” approaches my population responsibly as

they seek only appropriate use of “Lazoxa”

“Lazoxa” enables me to do what I couldn't do before as they

understand my realities

I am a part of something transformational –yet

again!

“Lazoxa” mission for the Future (The overarching goal that the brand is aiming for)

The mission for “Lazoxa” is to increase the quality of life of patients suffering from pain and to set the standard for pain management therapy and become a leader in

assisting HCP’s in their goal of providing effective pain relief for their patients.

With patients’ quality of life as the fundamental goal, “Lazoxa” commits to advance pain

management therapy that is effective & HCP accepted


THE CORE PURPOSE OF “LAZOXA”

Core purpose: • The most fundamental reason for “Lazoxa’s” existence • Idealistic motives for our work • The soul of the product, not its indications or attributes



Vision = (core purpose & core values) + (mission)

The Future Competitive Environment • With forward thinking market intelligence we’ve identified that

“Lazoxa” would be competing against well-resourced & fierce competitors –all of whom are vying for a position in the growing pain management market

• As no one agent is the clearly entrenched leader, the vision (as well as subsequent equities) for edoxaban is one that must render the brand differentiable and truly unique in this competitive marketplace Degree & Kind of Innovation Sought

• It’s critical that a “new market disruption” strategy level of innovation is not only necessary but achievable.

• This implies that “Lazoxa”, while acknowledging current standards of care and prevailing practices in pain management, will achieve the current metrics of performance in today’s marketplace that’s accepted by KOL’s & “APS”. That is, “Lazoxa” will identify what patients and HCP’s come to expect from pain management therapy



Building blocks for the core purpose

Many archetypes were identified for the core purpose of “Lazoxa”. These included:

a) Personalized medicine: That is, an agent that enables the practitioner to individualize treatment for each and every patient while fully aware that each patient is different and changes disposition over time

b) Unrivaled treatment without the usual trade-offs/avoiding the usual hassles with PM therapy: “Lazoxa” provides the best or optimized treatment, through its ease of use and flexibility, yet without the trade-offs one has come to expect with existing pain management therapy

c) Scientifically-guided precision: “Lazoxa”, unlike all other opioids, provides data to the prescriber that enables them to be very precise in their prescribing of “Lazoxa” as “Lazoxa” has peerless scientific study and rigor to support & guide prescriber decisions

d) “Lazoxa” is grounded in the real world: “Lazoxa” , and the development that created it, is pragmatic & savvy as it understands the very real challenges that are omnipresent when treating real patients in the real world. The brand provides for that as it has been studied with these realities in mind



THE CORE PURPOSE OF “LAZOXA” THE FINAL CORE PURPOSE

With patients’ quality of life as the fundamental goal, “Lazoxa”

commits to advance pain management therapy that is effective & HCP accepted.

• Rooted in the dynamic realities of the patient –as well as those who care for them (inter- & intra-patient variability, emerging markets, financial, etc. )

• Enables a more tailored pain management treatment decision

• “Lazoxa”’s unmatched understanding of pain management science, data and the conditions

• All patients can be more appropriately titrated –whether existing or naive

• Optimized care as patient realizes the best outcomes while doing no harm



THE CORE PURPOSE OF “LAZOXA” CORE PURPOSE EXPLAINED

“Lazoxa” was engineered with patient quality of life needs as the

overriding guiding principle. This also includes those who care for

these patients..

Responsibility is the essential archetype at the heart of the core purpose. “Lazoxa” will always seek to improve PM treatment in a manner that is respectful of the realities of

patient care, ensuring that patients’ benefits far exceed their risks and that treatment can

be tailored to their unique and evolving needs.

And, finally, “Lazoxa”s aim is not “speed to

market” but doing conducting innovative & thoughtful clinical programs that are

superior in their design

“Lazoxa” seeks to advance the treatment for all patients –those that are treated, under-treated as well as naïve to pain management therapy. In the final analysis, pain management with “Lazoxa” will be superior (an advancement) versus how that patient is being treated

today

Innovation is a critical aim for “Lazoxa as the brand understands that differentiation from existing opioids in terms of efficacy and increasing patient quality of life is critical. In all cases, “Lazoxa” is the brand that understands the realities of treating these patients and knows that the right treatment for the right patient at the right time is the primary task at hand and makes such practice treatment convenient and simple for the practitioner . “Lazoxa” understands that pain management therapy needs to be developed considering the broad range of realities

that face patients, physicians and other stakeholders. Therefore “Lazoxa will always strive to answer the questions about optimal care considering the truths of the “real world” in which it will

be used.

More & more, patients require better pain control without fear of addiction.. “Lazoxa” was developed as the agent that can be flexible as patient needs evolve over time --thus, the agent that can maintain the patient’s quality of life for the long term & over

time. This adaptability is anchored in data that gives the provider a greater sense of confidence when making

refinements to their patients’ pain management regimen.


With patients’ quality of life as the fundamental goal, “Lazoxa” commits to advance pain

management therapy that is effective & HCP accepted.


THE CORE VALUES

Core values: • Guiding principles & tenets that are always associated with the brand • Not business practices or operation • Stand the test of time • Independent of business environment, management fads or competitive requirements


THE CORE VALUES OF “LAZOXA”

Many core values were mentioned. These include:

• Mitigation of risk/safety • Understand patient differences • Ethical responsibility to patients • Reliability & predictability • Scientific rigor • Partnership & support • Adapted for life/sustainability • Understand the realities of treatment • Integrity

While all of those listed at left are critical, one may conclude that the most essential or core values would be:

• Scientific rigor

• Patient safety

• Reliability

• Integrity

• Enduring



WHAT FINISHED LOOKS LIKE

“Lazoxa” promises to its key stakeholders • Answering the question…When “Lazoxa” has successfully achieved its vision, how will “Lazoxa” be different

and what will it stand for to its most important HCP’s?


THE VISION FOR “LAZOXA” ”LAZOXA” PROMISES

“Lazoxa” promises:

While there are surely many important ones, the main stakeholders for “Lazoxa”, as identified by the group, include:

• Patients • Physicians (treating as well as academic) • Payers • Regulators • Patient advocacy • The competition • Investors • Media • Potential partners


THE VISION FOR “LAZOXA” ”LAZOXA” PROMISES; WHAT FINISHED LOOKS LIKE

With patients’ quality of life as the fundamental goal, “Lazoxa” commits

to advance pain management therapy that is effective & HCP

accepted

“Lazoxa” vision of the future

If “Lazoxa” is to be

successful, what does that

look like to our key stakeholders?

To our Patients To Payers To Physicians To Internal

Stakeholders “Lazoxa” is a true partner

as it understands my realities & sticks with me

–even during the hard times

“Lazoxa” approaches my population responsibly

as they seek only appropriate use of

“Lazoxa”

“Lazoxa” enables me to do what I couldn't do

before as they understand my realities

I am a part of something Innovative and Valued

• “Lazoxa” gives me more hope & allays my fears

• They educate me as to what I need to know

• They act with integrity, are transparent and let me know information as soon as they

know it

• “Lazoxa” is only in patients who truly need it

• They help me help myself (education, risk management, patient stratification & others)

•Helps me extend care to those who need it yet are not being

treated effectively (i.e. the un- or under-treated)

• “Lazoxa” is scientifically-driven

•They truly listen to me

• “Lazoxa” places substance above form --it’s the real thing and is intrinsically valuable to

both me and my patients

•“Lazoxa” is not a one-trick product.

• I feel good about what I do as I am truly helping people.

• My morale is great as what I am doing earns people’s trust as

well as their respect


THE MISSION FOR “LAZOXA”

The mission: • The long-term (up to 15 years) objective for “Lazoxa” that you will know when you have

achieved it • It too stands the test of time


THE VISION FOR “LAZOXA” THE MISSION DESCRIBED

The mission: • The long-term (up to 15 years) objective for “Lazoxa” that you will know when you have

achieved it • It too stands the test of time

Articulating The Mission

• Think about the following: • What will I have observably achieved if “Lazoxa” has

stayed true to its core purpose?

• Your stakeholders will be able to determine whether or not you have achieved your mission

Examples • Google: To organize the world's information and make it

universally accessible and useful

• Stanford University (1940’s) : To become the Harvard of the West

• Honda (1970’s): Yamaha wo tsubusu! We will destroy Yamaha!

• Opioid addiction agent: Become the standard of care for opioid addiction & against which all others are measured

• MS agent: Increase the MS workforce productivity 100% within ten years of launch



With patients’ quality of life as the fundamental goal, “Lazoxa” commits to advance pain management therapy

that is effective & HCP accepted

THE VISION FOR “LAZOXA” THE MISSION


Andre’ Harrell

AH2 & Beyond Consulting www.ah2andbeyond.com

267-221-8529


http://www.ah2andbeyond.com/

CREATING VISION FOR LAZOXA

Documents

Transcript of CREATING VISION FOR LAZOXA