Operating Model -AstraZeneca
The Situation
The head of pharmagenetics needed to understand the challenges in designing a new operating model to deploy the new genetic based solutions
AstraZeneca was developing targeted medicine’s based on DNA for a range of cancers. This was being developed alongside their traditional drug developments and needed its own R&D sales process’s, payments process’s and diagnostic infrastructure. In addition the existing operating model relies heavily on a regional model of sales and distribution. The drugs would be expensive so the go to market process would be difficult.
The Task
I was asked to review the basis of a new operating model specifically:
- Review the fit of any new design with established Oncology R & D included payer models, selling restrictions, and educating the medical community
- Develop a central hub to facilitate the regional priorities and needs according to market and franchise within the wider organisation (e.g. funding, medical affairs etc)
- Explore the need for a separate research unit for genetic medicine to accommodate the different needs
The Action / Approach
I interviewed several regional heads to understand their markets and how these new solutions could land and what they need.
I studies the diagnostic landscape for several regions to determine if it could support these solutions or if a new approach was needed
Worked up options for the central team including what they needed to do internally and for the regions
The Result
Drafted recommendations to changes to the operating model to accommodate the new solutions
The role of the center to 1) promote these solutions internally and secure larger budgets 2) to support the regions with literature and diagnostic processes
The regions to work with their own eco system of sales, marketing medical compliance and diagnostic infrastructure to bring these drugs to their market
This streamlined and accelerated the process
