What is the benefit or value you're creating for your business?
The patient and the healthcare system are the parties that benefit the most from INSIDER. For this reason GSK has decided not to earn any money out of INSIDER sales and ‘donate’ the investment of over 1 million Euros to society.
However, there is absolutely value for GSK’s business: when the ‘reactive’ attitude of healthcare suppliers is changed into a proactive, patient focused approach, more patients will be seen by doctors to get the appropriate medicines they need, including medicines supplied by GSK.
How are you leveraging internal resources (funds, time, knowledge, etc.) to support this initiative?
For years the GSK Netherlands Management Team has deliberately separated a small department especially devoted to healthcare innovation. This innovation has its own separated expense budget, unrelated to commercial product targets. The budget can be used to develop healthcare innovations to better deliver (pharmaceutical) patient care. These innovations may be related to GSK’s drug portfolio but can also be unrelated (in the case of INSIDER for example). In the innovation team there are people working with unique knowledge, for example in the field of healthcare IT and business model innovation.
All the major decisions, like the commercialization of INSIDER and the privatization with InZo are taken with and supported by the Dutch Management Team.
Expand on your answer, explaining the long-term funding and support plan.
As mentioned before, the decision was made in 2010 to bring INSIDER to the market with its own, independent business model. From 1 January the marketing of INSIDER will be done by an independent company called InZo, with the ambition to make INSIDER commercially viable in 2 years time. Until 2014 GSK will continue to support InZo with financial investments (1 fte personnel and development subsidies) and investments in kind (1,2 fte).
After 2014 GSK will support InZo less financially but with knowledge and in use.
The aim of this strategy is to ensure that INSIDER can deliver value in the long term, even without financial support from GSK.
Tell us about your partnerships across your company and externally that are key to your project's success.
The success of this project is totally dependent on (new) partnerships with:
1. the IT developer and reseller (InZo)
2. the GP system suppliers to acquire their technical support and reach many customers in the shortest time frame (‘fish where the fish is’)
3. the Healthcare Insurers and the national doctors association to get maximum user acceptance
4. patient organizations to get the voice of the patient and deliver value patients need
What internal support have you gotten for your project? What kind of push-back have you received?
Although we have had our internal debates (‘why should GSK invest in IT’, ‘should we really offer any customer the chance to work with INSIDER’, ‘should we really allow our competitors(!) working with INSIDER’) the actual project has never been under discussion. The reason is that we have a fundamental belief that we / GSK can do much more for patients and society than developing medicines alone. Selling outcomes, instead of selling medicines!