Public

1
Implementing Strategic
Roadmaps at Pfizer, A Case
Study
Building Business Capability 2013
November 13, 2013
Carol Scalice
Manager, Business Partner, Pfizer
President, IIBA

Pharma/Biotech Special Interest Group

Public
Disclaimer
The information and opinions presented in these materials are the express
opinion of the author and may not represent the opinions or views of
Pfizer, Inc. The materials presented are informational only and does
not represent a guarantee by the author based on the use or misuse of
such information. You are free to use any of the materials presented
with appropriate citation.
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Agenda
Elements of a Strategic Roadmap
Leveraging the Roadmap
Challenges & Tips
Public Domain
Strategy Defined
A plan, method, or series of maneuvers for obtaining a
specific goal or result
"strategy." Dictionary.com Unabridged. Random House, Inc. 23 Jan. 2012.
<Dictionary.com http://dictionary.reference.com/browse/strategy>.
Public Domain
Strategy in Context
Hambrick, Donald C, and James W Fredrickson. "Are you sure you have a
strategy?." Academy of Management Executive. 19.4 (2005): 51-62.
Vision Mission
Strategy Execution
Activities Rewards
Policies Org Structure
Enablers
Customer Need
Competitors & Market
Trends
Internal Strengths &
Weaknesses
Regulations
Strategic
Analysis
Public Domain
Roadmap Content
Content for your roadmap
Organizational vision, mission, and goals
Capability assessment results summary
Top 3-5 focus areas
Recommendations
Implementation plan
Sequence of initiatives
What, Why, When
Success Criteria
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Vision
Aspirations
Where does the organization want to be in 3/5/10 years?
Example
highest revenue pharmaceutical company in the world
Have the most advanced therapeutic bioconjugates in the industry
Vision Mission
Strategy Execution
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Mission
Components of a Mission Statement
Organizational Purpose
Primary Stakeholders/Customers
Value Provided products, services, etc
Vision Mission
Strategy Execution
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The Components of a Strategy
Arenas
Differentiators
Economic Logic
Vehicles
Staging/Phasing
Vision Mission
Strategy Execution
Hambrick, Donald C, and James W Fredrickson. "Are you sure you have a strategy?." Academy of Management
Executive. 19.4 (2005): 51-62.
Public Domain
Strategy Summary
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Arenas Where will we be active?
Who are our core customers?
Differentiators How will we be different from our
competitors?
How will we win?
Economic Logic Why is this valuable to do?
How will we obtain economic returns?
Vehicles How will we get there?
e.g. acquisitions, joint ventures, internal
development, etc
Staging/Phasing What is our speed and sequence of moves?
Hambrick, Donald C, and James W Fredrickson. "Are you sure you have a strategy?." Academy of Management Executive. 19.4 (2005): 51-62.
Public Domain
Strategy Summary
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Arenas
Therapeutic bioconjugate creation and peptide
technologies, from research and early development
through POC focusing on Oncology, Metabolic Disease,
and Immunology
Differentiators
CovX will not be reliant on protein/scaffold backbones or
any single compound class, linker technology will continue
to be a key area of differentiation
Economic Logic
Faster approval and cost of administration via first-in-class
conjugate therapies with high confidence
Vehicles
Collaborations with external providers, academic
institutions and other Pfizer groups; increase colleague
headcount
Staging/Phasing
Immediately focus on collaborations, expand internal
capabilities over next 2-3 years through phased hiring
Sample strategic summary from a former Pfizer Business Unit
Public Domain
Roadmap Content
Content for your roadmap
Organizational vision, mission, and goals
Capability assessment results summary
Top 3-5 focus areas
Recommendations
Implementation plan
Sequence of initiatives
What, Why, When
Success Criteria
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Capability Assessment
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Technology
Risk
Business
Priority
1.No solution exists
2.Solution available external to Pfizer, works as is
3.Solution available external to Pfizer, changes required
4.Solution available at Pfizer, works as is
5.Solution available at Pfizer, changes required
6.Solution available at CovX, changes required
7.Solution available at CovX, working well, no changes requested
Does Not
Exist Today
Italics
Sample capability assessment from a former Pfizer Business Unit
Public Domain
Problem
Weak peptide
screening hits must be
optimized by
redesigning each
linkage point one
position at a time and
re-testing, adding cost
and delaying drug
approval process
Business Solution
Need
Automate and
streamline the peptide
screening and link
redesign process;
improve productivity
using computational
and predictive modeling
Outcome
Reduce manual
process and time-delay
in developing effective
peptides that are
differentiated through
linker technology
Benefit
Reduce time-intensive,
low value-added
manual screening and
optimization to increase
revenue via faster drug
approval for first-in-
class therapies
Business
Achievement Goal
Ensure optimal peptide
docking by redesigning
weak potential links to
find an effective
position and linker
Peptide Docking
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Business
Success
Validation of success, business
needs, problems, and outcome(s)
the solution needs to enable
Value Validation Cycle,
courtesy of B2T Training
Public Domain
Roadmap Content
Content for your roadmap
Organizational vision, mission, and goals
Capability assessment results summary
Top 3-5 focus areas
Recommendations
Implementation plan
Sequence of initiatives
What, Why, When
Success Criteria
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Recommendations & Implementation
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Solution
Hire employee with expertise in
computationally predicting docking
optimization
Outcome Contribution
Increase internal skill set to
automate
Major Risks
Unable to find qualified
candidate
Lack of internal expertise may
make it difficult to identify a
good candidate
Customer Group(s) Business Unit Name
Timing/Horizon 4Q2011-1Q2012

Customer Group(s) Business Unit Name
Timing/Horizon 1Q2012

Solution
Purchase commercial software offering(s)
that performing structural manipulation of
conjugates
Outcome Contribution
Provide software capabilities to
perform predictions required to
automate
Major Risks
Dependent on input from
expert, not yet identified
Commercial solutions may not
be viable, could require custom
development
Business Solution Need
Automate and streamline the
peptide screening and link
redesign process; improve
productivity using
computational and predictive
modeling
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Roadmap Content
Content for your roadmap
Organizational vision, mission, and goals
Capability assessment results summary
Top 3-5 focus areas
Recommendations
Implementation plan
Sequence of initiatives
What, Why, When
Success Criteria
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KPI Ladder
courtesy of B2T Training
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Had a need to
design a peptide
conjugate for a
disease
Identified peptide
candidates from
screening library
Predicted
optimized peptide
docking structure
Engineered
bioconjugate
Performed
experiment test
bioconjugate
efficacy and
payload delivery
Successfully
validated
bioconjugate
performance
Reduced time
to develop
peptides that
are
differentiated
through linker
technology
Monitoring Measures:
A. # peptide conjugate projects
B. Computational docking structure
alternative predictions
C. Time to develop new peptide conjugates
A
B
C
Public
Agenda
Elements of a Strategic Roadmap
Leveraging the Roadmap
Challenges & Tips
Public Domain
Leveraging the Roadmap
Make it part of your everyday work
Avoid documentation for the sake of documentation
Use the roadmap as a tool for analytical thinking
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Leveraging the Roadmap
Benefits
Prioritize initiatives against the strategic plan
Ensures alignment with strategic imperatives
Increase transparency through clear communication
Communicate future plans and delivery accomplishments
Reuse materials in business case delivery
Build the business case as you go
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Agenda
Elements of a Strategic Roadmap
Leveraging the Roadmap
Challenges & Tips
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Challenges & Tips
1. Tools, Not Templates
Challenge: Templates become meaningless forms
Tips
Provide tools, not templates
Allow alternative representations
Focus on intent of content
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Challenges & Tips
2. Design tools with group participation
Challenge: Dictating undermines ownership
Tips
Use organizational change management techniques
Avoid selecting tools & templates in a silo
Allow analysts to help determine content and format
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Challenges & Tips
3. Keep it simple and reuse
Challenge: Complex roadmaps are time consuming
Tips
Reuse roadmap content for business cases and progress monitoring
Keep visualizations simple, easy to fill in and update
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Challenges & Tips
4. Maintain a live document
Challenge: Outdated roadmaps take longer to update
Tips
Set goals for update timelines, e.g. quarterly
Motivate updates by using in regular communications
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Questions