豆丁 原動力資料庫 豆丁 原動力資料庫 McKinseyFebruary2002 PharmaCoCaseStudy AchievingSalesGrowththroughKnowledgeManagement Background Thislevelofgrowthcombinedwithincreasingcomplexityisachallengeunlikelytobeachievedbyconventionalmeans SalesGrowth StaffGrowth Customers Patients Co Marketing Influences Values Performance SiteMove Conventional Organisation NewDisciplines KnowledgeManagementTheNeed ExpectedSalesGrowthofPharmaCo ChangingBusinessEnvironment Objective TripleSalesfrom1997to2001 AnumberofBusinessissuesweretobeadressed KnowledgeintheorganisationtendstobeisolatedinSilo sandthereforepoorlyexploitedTherearemanyexamplesof re inventingthewheel PharmaCoispresentlymeetingmarketdemandthroughincreasedsalespersonnelattheexpenseofimprovingtheireffectivenessMechanismstoformaliseknowledgearenotcommonlyinplaceMostinitiativesappeartostopattheconceptphaseanddonotgetimplementedintotheorganisationKnowledgesharingisnotyetembeddedaspartofthecompany scultureUnclearunderstandingofhowtoeffectivelyimplementKnowledgeManagement ToaddresstheseissuesandbuildaKnowledgeManagementOrganisation wefollowedaclearprocess StepstobuildaKM Organisation PracticalExamples DevelopaKnowledgeManagementVision Defineobjectives measuresandbenefits Identifykeycapabilities BuildKnowledgeOrganisation CreatesupportingSystems IT people Bemostinnovativepharmaceuticalcompany Increasenumberofpatentsby100 InnovationTechnology SetupCOCsponsoredbyR Dboardmember Linke mail othersystemstoprovidequickaccess 1 2 3 4 5 ProcesstobuildaKnowledgeManagementOrganisation Weranthreeseparateworkshopstodevelopacommonviewofthewayforward Describingthecharacteristicsofaknowledgeenabledorganisation Definingthelookandfeelofwhatwillbedifferentfromtoday Definingthecapabilitiestodevelopcorporateknowledge IdentifyingtheKPI sforeffectiveKnowledgeManagement KnowledgeManagementVisionworkshop KnowledgeManagementPerformanceModellingWorkshop KnowledgeManagementProjectDesignWorkshop 1November 17November 4december 3 4implementationoptions ImplicationsandCSF sofeachoption Recommendationofmostsuitableoption KnowledgeManagementshouldfirstbepracticedinapilotarea LaunchPlanningDeliverables Missioncriticallearningsfrompreviouslaunches Alaunchplanningcampaignroom AcoreteamofPharmaCoKnowledgeManagementpractitionersKnowledgerolesandrequiredskillprofilesforlaunchteamsWho sWhoinproductlaunchcommunity Aneffectivecontentmanagementprocess AssessmentofITenablers Benefits Launchclosertoapprovaldate Reduceduplicationofeffortinlaunchprocess IncreasedadoptionratethroughcloserinvolvementofkeyStakeholdersImprovingfuturelaunchmanagementcapabilitythroughestablishingknowledgerolesandcapabilitiesinMarketing ExampleofaPilotArea Thepilotprovidesaprototypeforfuturelaunchesandotherbusinessprocesses MissionControlCampaignRoom EventTracker Wearehere J J K J J L InfluenceContactMaps StakeHoldersAnalysis fasdjfkjsd sdfasfas CountdownClock 214DaystoLaunch AssumptionTracking ScenarioPlanning IdealLaunchScenario fasdjfkjsd sdfasfas Go Go Go Go AllSystemsGo Forexamplealaunchplanningcampaignroom TheKnowledgeManagementleadstosignificantimprovements AfullyimplementedknowledgenetworkwillenablePharmaCotomeetitschallenginggrowthtargets IncreasedSales ImprovedskillsofSalesandMarketingprofessionals Morerapidreplicationofwhatworks Bettersupportedrelationshipswithkeycustomers Highersuccessrateinnewproductlaunches LowerCosts Quickerlearningcurvefornewemployees Increasedpersonnelproductivity Lesstimespentonunnecessarycommunication Lessworkduplication ImprovedMarketPosition Fostermoreeffectivefeedbackfromthemarketplace Improvedutilisationofcustomerknowledge Morerapidcommunicationandimplementationofnewproductsanddirections HIGHERGROWTHRATE FocusAreas OpportunityArea Year1 Year2 Year3 0 57 7 96 11 75 Total ProductLaunchPlanning ShortenedLaunchProcessbyUsingLessonsLearned MoreEffectiveCommunicationintheLaunchProcess ReducedDuplicationofEffortinLaunchProcess ExploitSecondaryIndicationsEarlier 0 25 0 24 0 08 0 0 36 0 60 0 16 0 05 0 42 0 94 0 08 0 12 Thefinancialbenefitsareover 20m EffectonMarketingmarginforPharmaCo ms 20 3m TotalBenefits Lessonslearntfromthispilotsuggestedsomecriticalsuccessfactorsfortheroll outoftheKnowledgeManagementprogramme Incorporatingandbuildingontheinsightsdevelopedduringthepilotphasewaskeytothecredibilityoftheroll outphases Knowledgedoesnotex