Created by Bernard Associates · Winning Since 1999
Pharma 2.0
Winning System™
Not consulting.
A system for winning.
Agenda
Platform
Actions
Why Do We Need Pharma 2.0?
The Industry Has Changed
Since the late 1990s, the industry has entered a fundamentally different lifecycle stage: the Competition Stage. There are more products, competitors, noise, and stakeholders. Pharma 1.0 approaches do not work in a Pharma 2.0 world.
Bernard Associates identified this structural shift and built the Pharma 2.0 Winning System in direct response — creating the only framework purpose-built for competing and winning in this new era.
The Pharmaceutical Industry: Four Lifecycle Stages
The industry entered the Competition Stage in the 1990s.
Key Differences between Pharma 1.0 and Pharma 2.0
Categories
PHARMA 1.0
1960-1998
PHARMA 2.0
1998-Present
Lifecycle Stage
Commercialization Stage
Competition Stage
Competitive Model
Product Selection
Product Election
Playbook
Product Playbook
Political Playbook
Key to Winning
Differentiating the Brand
(“Detailing”)
Creating the Agenda
(“Playing Your Game”)
Approach/ Objective
Selling/
Sales Maximization
Inspiring/
Patient Matching
Communication Platform(s)
Multiple, Different Platforms
(Marketing, Medical, IR, PR, Sales, etc.)
One, Single Platform
(All Functions Sing from the Same Song Sheet)
Launch Campaign
Post-Launch, Military-Style
(Launch 1.0)
Pre-Launch, Election-Style
(Launch 2.0)
Target Opinion Leaders
KOLs
(Physicians)
Pharma 2.0 Opinion Leaders
(COLs, KOLs, SOLs, etc.)
Competitive Levels
One Level: Brand
Multi-Level Competition:
Brand, Franchise, Portfolio, & Corporate
Mindset
Reactive, Defensive
(Scenario Planning)
Proactive, Offensive
(Market Ownership)
Investment Levels/Sales
Higher Investments/
Lower Sales
Lower Investments/
Higher Sales
“The pharmaceutical industry has transitioned into the Competitive Stage of its lifecycle. The companies that understand this — and compete accordingly — win. The ones that don’t get left behind.”
— Stan Bernard, MD, MBA · President, Bernard Associates
Are You Winning Or Losing in Pharma 2.0?
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Top Global Pharma
Companies Served
300+
Simulated Launches
60+
Countries
25K+
Trained Professionals
80+
Publications
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Build Your
Winning System.
The Pharma 2.0 Winning System is not a framework to study. It is a system to deploy. Contact Bernard Associates to apply it to your product, your market, your organization.