McKinseyFebruary2002PharmaCoCaseStudy:

AchievingSalesGrowththroughKnowledgeManagementBackgroundThislevelofgrowthcombinedwithincreasingcomplexityisachallengeunlikelytobeachievedbyconventionalmeans.SalesGrowthStaffGrowthCustomersPatientsCo-MarketingInfluencesValues&PerformanceSiteMoveConventionalOrganisationNewDisciplinesKnowledge

ManagementTheNeedExpectedSalesGrowthofPharmaCoChangingBusinessEnvironmentObjective:TripleSales

from1997to2001AnumberofBusinessissuesweretobeadressed...KnowledgeintheorganisationtendstobeisolatedinSilo’sandthereforepoorlyexploitedTherearemanyexamplesof‘re-inventingthewheel’PharmaCoispresentlymeetingmarketdemandthroughincreasedsalespersonnelattheexpenseofimprovingtheireffectivenessMechanismstoformaliseknowledgearenotcommonlyinplaceMostinitiativesappeartostopattheconceptphaseanddonotgetimplementedintotheorganisationKnowledgesharingisnotyetembeddedaspartofthecompany'scultureUnclearunderstandingofhowtoeffectivelyimplementKnowledgeManagementToaddresstheseissuesandbuildaKnowledgeManagementOrganisation,wefollowedaclearprocessStepstobuildaKM-OrganisationPracticalExamplesDevelopaKnowledgeManagementVisionDefineobjectives,measuresandbenefitsIdentifykeycapabilitiesBuildKnowledgeOrganisationCreatesupportingSystems(IT,people)BemostinnovativepharmaceuticalcompanyIncreasenumberofpatentsby100%InnovationTechnologySetupCOCsponsoredbyR&DboardmemberLinke-mail&othersystemstoprovidequickaccess12345ProcesstobuildaKnowledgeManagementOrganisationWeranthreeseparateworkshopstodevelopacommonviewofthewayforwardDescribingthecharacteristicsofaknowledgeenabledorganisation.Definingthelookandfeelofwhatwillbedifferentfromtoday.Definingthecapabilitiestodevelopcorporateknowledge.IdentifyingtheKPI’sforeffectiveKnowledgeManagement.KnowledgeManagementVisionworkshopKnowledgeManagementPerformanceModellingWorkshopKnowledgeManagementProjectDesignWorkshop1November17November4december3–4implementationoptions.ImplicationsandCSF’sofeachoption.Recommendationofmostsuitableoption.KnowledgeManagementshouldfirstbepracticedinapilotareaLaunchPlanningDeliverablesMissioncriticallearningsfrompreviouslaunches.Alaunchplanningcampaignroom.AcoreteamofPharmaCoKnowledgeManagementpractitionersKnowledgerolesandrequiredskillprofilesforlaunchteamsWho’sWhoinproductlaunchcommunity.Aneffectivecontentmanagementprocess.AssessmentofITenablers.BenefitsLaunchclosertoapprovaldate.Reduceduplicationofeffortinlaunchprocess.IncreasedadoptionratethroughcloserinvolvementofkeyStakeholdersImprovingfuturelaunchmanagementcapabilitythroughestablishingknowledgerolesandcapabilitiesinMarketingExampleofaPilotAreaThepilotprovidesaprototypeforfuturelaunchesandotherbusinessprocessesMissionControlCampaignRoomEventTrackerWearehereJJKJJLInfluenceContactMapsStakeHoldersAnalysisfasdjfkjsdsdfasfasüüüüüüüüüCountdownClock214DaystoLaunchAssumptionTracking}üüScenarioPlanningNYIdealLaunchScenariofasdjfkjsdsdfasfasüüüüüü

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?Go!Go!Go!Go!AllSystemsGo!5miles2miles1mileForexamplealaunchplanningcampaignroom:TheKnowledgeManagementleadstosignificantimprovementsAfullyimplementedknowledgenetworkwillenablePharmaCotomeetitschallenginggrowthtargets.IncreasedSalesImprovedskillsofSalesandMarketingprofessionals.Morerapidreplicationofwhatworks.Bettersupportedrelationshipswithkeycustomers.Highersuccessrateinnewproductlaunches.LowerCostsQuickerlearningcurvefornewemployees.Increasedpersonnelproductivity:Lesstimespentonunnecessarycommunication.LessworkduplicationImprovedMarketPositionFostermoreeffectivefeedbackfromthemarketplace.Improvedutilisationofcustomerknowledge.Morerapidcommunicationandimplementationofnewproductsanddirections.HIGHERGROWTHRATEFocusAreasOpportunityAreaYear1Year2Year30.577.96CustomerContactManagementImprovedAdoptionRatebySharingofBestPracticeImprovedKnowledgeofGovernmentDecisionCriteriaFastResponsetoCompetitorIntelligenceImprovedCallManagementShortenTimeforNewRepsToGetUpToSpeed000000.462.192.121.440.580.133.482.821.921.8511.75TotalProductLaunchPlanningShortenedLaunchProcessbyUsingLessonsLearnedMoreEffectiveCommunicationintheLaunchProcessReducedDuplicationofEffortinLaunchProcessExploitSecondaryIndicationsEarlier0.250.240.0800.360.600.160.050.420.940.080.12Thefinancialbenefitsareover￡20m

EffectonMarketingmarginforPharmaCo(￡ms)￡20.3mTotalBenefits:Lessonslearntfromthispilotsuggestedsomecriticalsuccessfactorsfortheroll-outoftheKnowledgeManagementprogrammeIncorporatingandbuildingontheinsightsdevelopedduringthepilotphasewaskeytothecredibilityoftheroll-outphasesKnowledgedoesnotexistindatabases,butintheheadsoftheindividuals!Putmostemphasisontheculturechange,i.e.aknowledgesharingcultureEmphasizethatKnowledge“flows”;Knowledgeisnotfrozen....Measure,measure,measure...againstBusinessobjectives9、靜靜夜夜四四無無鄰鄰，，荒荒居居舊舊業(yè)業(yè)貧貧。。。。1月月-231月月-23Friday,January6,202310、雨中黃葉樹樹，燈下白頭頭人。。01:31:5401:31:5401:311/6/20231:31:54AM11、以以我我獨獨沈沈久久，，愧愧君君相相見見頻頻。。。。1月月-2301:31:5401:31Jan-2306-Jan-2312、故人江海別別，幾度隔山山川。。01:31:5401:31:5401:31Friday,January6,202313、乍乍見見翻翻疑疑夢夢，，相相悲悲各各問問年年。。。。1月月-231月月-2301:31:5401:31:54January6,202314、他他鄉(xiāng)鄉(xiāng)生生白白發(fā)發(fā)，，舊舊國國見見青青山山。。。。06一一月月20231:31:54上上午午01:31:541月月-2315、比不不了得得就不不比，，得不不到的的就不不要。。。。一月231:31上上午午1月-2301:31January6,202316、行行動動出出成成果果，，工工作作出出財財富富。。。。2023/1/61:31:5401:31:5406January202317、做前，能夠夠環(huán)視四周；；做時，你只只能或者最好好沿著以腳為為起點的射線線向前。。1:31:54上午1:31上上午01:31:541月-239、沒有失敗敗，只有暫暫時停止成成功！。1月-231月-23Friday,January6,202310、很多事事情努力力了未必必有結(jié)果果，但是是不努力力卻什么么改變也也沒有。。。01:31:5401:31:5401:311/6/20231:31:54AM11、成功就是是日復(fù)一日日那一點點點小小努力力的積累。。。1月-2301:31:5401:31Jan-2306-Jan-2312、世間成成事，不不求其絕絕對圓滿滿，留一一份不足足，可得得無限完完美。。。01:31:5401:31:5401:31Friday,January6,202313、不知香積寺寺，數(shù)里入云云峰。。1月-231月-2301:31:5501:31:55January6,202314、意意志志堅堅強強的的人人能能把把世世界界放放在在手手中中像像泥泥塊塊一一樣樣任任意意揉揉捏捏。。06一月20231:31:55上午01:31:551月-2315、楚塞三湘湘接，荊門門九派通。。。。一月231:31上上午1月-2301:31January6,202316、少年十十五二十十時，步步行奪得得胡馬騎騎。。2023/1/61:31:5501:31:5506January202317、空山新雨后后，天氣晚來來秋。。1:31:55上午1:31上上午01:31:551月-239、楊楊柳柳散散和和風(fēng)風(fēng)，，青青山山澹澹吾吾慮慮。。。。1月月-231月月-23Friday,January6,202310、閱讀一一切好書書如同和和過去最最杰出的的人談話話。01:31:5501:31:5501:311/6/20231:31