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Copy of Paul HARTMANN Adriatic – Business Review

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Transcript of Copy of Paul HARTMANN Adriatic – Business Review

Paul HARTMANN Adriatic – Distributor meeting
Ljubljana, May, 15th, 2014
Macro-economic Indicators Slovenia
Slovenia by Buying Power
Look back ...
1991
2002
2004
Cooperation Paul Hartmann AG with Merit d.o.o. – National incontinence tender nursing homes
2002 Established Paul Hartmann Adriatic – Business hospitals, pharmacies and deliveries to Merit d.o.o., direct export
Paul Hartmann Adriatic is the window to the countries of ex-Yugoslavia (DX with Serbia, Kosovo, etc.)

Responsible for the whole business of the former Yugoslavia-countriesEstablished Paul Hartmann Croatia
Development 2009 – 2013 – Plan 2014
Stones on our way to success
Stones on our way to success
Stairway to success
Bridge
Street
Target, Vision, Mission
TARGET
Increase the profitability of PH AD to counteract the declining EBIT margin.
Harmonization and optimization of processes
Increase customer and employee satisfaction
Target, Vision, Mission
VISION
Our Vision is to grow in the next years significantly
Double turnover till 2020
Expand product portfolio
Become a competent and important partner in all areas of the Slovenian health care
Target, Vision, Mission
MISSION
We exist to help people manage health and ease suffering; through leading products and services, provided globally, by a responsible, reliable and forward thinking organization.
Target, Vision, Mission
MISSION
VISION
TARGET
Focus on the patient
From Vision To Sustainable Growth
Define Projects
& execute
Vision
Market - Challenges
Business plan & develope strategy to sustainable growth

HealthCare System
Market information
Trends / Chance
Customers &
Competitors
Products

Tarets
Marketshare & EBIT

Concept
Strategy
Medical Market Slovenia
Nursing Homes
Total 99
55 public, 39 with private concession
5 special institutions
Capacities: 20.164 beds
Co-payment by the municipality or relatives
Our market share: <17%
BA 12
Volume total: 21,6 Mio €
Turnover PH: 700 T€
Trend: HomeCare – caused by low income and unemployed relatives
Hospitals
Total 27
Only a few private
Ca. 10.000 bed
BA 09, 15, 16, 20, 21, 22
Turnover PH 900 T€
Trend: Late payment – Wholesalers will stop deliveries
Pharmacies
Total 319
24 public with total 179 and 39 subsidiaries
87 private with 12 subsidiaries
2 hospital pharmacies
5 wholesalers
Our market share: <20 %
BA 12
BA 10, 11, 16, 20, 21
Turnover PH: 1.500 T€
Trend: Focus on patient
Trend wholesaler: Sales decrease – cost saving health care insurance
Business Development
Organisation
Implement Tender Office » more sales time
Change in Sales Team » Product specialist
Training and education » How to sell the idea of HARTMANN
Cost savings » Optimization processes (logistic)
Product portfolio
OTC » strengthen the sales in pharmacies
Wound Management » identified a need of products on the market
Incontinence management » Step into Home delivery
Strategy
OTC concept » right products on the right place
Wound Management concept » follow the master plan
Lobbying » Visit the opinion leaders
Visit district nurses and doctors
Sales models » Telesales
Market share
Turnover
EBIT
Projects
How to start?
We identified around 40 task to work out
Importance?
We ask the 4 killer questions
Support of sustainable growth?

Support in price battle?

Support in reaching our profit target?

Within strategic frame?

With regulatory affaires and legal frame rules?
Must-Win Battles
Business plan
Must-Win-Battles
Projectplan
New Organization
Execution
INCO RECOVERY
Come back
Solution Rollcontainer
Home delivery
HOSPITAL BUSSINESS
Tender Office
Product portfolio
Visit Health Care Center / District Nurses
STRATEGIC PRICING
Calculation Tools
Price Mirror
Price Strategy
The Big Picture
New Organization
Challenge 2014
Plan 2014
Big Picture & Activity Plan 2014
Big Picture & Activity Plan 2014
Hospital – Concept by milestones
New reorganisation
1. Sales- and Marketing Manager Hospital

Specialists: WoundCare & NPWT / Disinfection / OTM
Tender Office

2. L.A.C.E. – Right people on the right place
Sales and product knowledge » Training
Program “Learn from the best”
Access and exchange of information on international level
Use sales tools » CRM U7, Alfresco

Market
1. Increase competences in hospitals » focus on sales and product
2. Presence in every hospital in SLO
Classification by potential » Coverage by responsibility and specialization
3. Closer cooperation with partners and support in tender business
Wholesaler » Sanolabor, CombiC
4. Visits Health Care Center. Districts Nurses and General Practitioners
5. Private clinics

Big Picture & Activity Plan 2014
Health Care Centers - Concept by milestones
General – Health Care Center
Cooperation with potential partners » CombiC, Sanolabor
Clear product- and price strategy
Find solutions for examination gloves business
Sales organization » start 01.02.2014
Product presentations to customers » nurses, pharmacists, microbiologists, general practitioners
Catalogues for health care centers, nursing homes » cross selling
Launch unique products » define, present and convinience (TenderWet, TenderWet +, Hydrotac)
Advertisement via mailing » regular information about news
Active participation on congresses » Lectures, workshops, educations, trainings » controlling and follow up
Research of reimbursed products » price, potential, chance » to be defined
Big Picture & Activity Plan 2014
Hospitals – Execution – make it visible
Map with classification
Basis information
Workshop
Blueprint
Big Picture & Activity Plan 2014
Hospital – Highlight / Lowlights
Tender office active
New organization active
Visits of Health Care Center started
Tender won
Market knowledge increased
Trainings and meetings on regular basis
Growth 16,4% CY/PY

NPWT – takes a long time to convince from test to decision
BODE product portfolio
Missing important tender information from the past
Small / No support from the HQ

Big Picture & Activity Plan 2014
Hospitals - Concept by milestones
Big Picture & Activity Plan 2014
Nursing Homes - Concept by milestones
Cooperation with potential partners » CombiC, Sanolabor
Clear product- and price strategy
Find solutions for examination gloves business
Sales organization » start 01.02.2014
Product presentations to customers » nurses, general directors
Catalogues for nursing homes » cross selling
Solution management: Rollcontainer
Launch unique products » define, present and convinience (TenderWet, TenderWet +, Hydrotac)
Advertisement via mailing » regular information about news
Active participation on congresses » Lectures, workshops, educations, trainings » controlling and follow up
Market research NPWT » to be defined

General – Nursing Homes
Big Picture & Activity Plan 2014
Nursing Homes – Highlight / Lowlights
Cooperation with Medikem, CombiC, Sanolabor
Active solution management
2nd Brand – MoliCare Comfort
Cooperation with CombiC – takes a long time from the 1st visit to start active cooperation » > 4 month
Absorption capacity MoliCare is too less
Strong competition » Tena, Abena
Lack of knowledge about the customers
Result YTD 04.2014 -13,7% CY/LY -16,0% CY/Plan
Big Picture & Activity Plan 2014
Pharmacies & Specialized Shops - Concept by milestones
Recovery incontinence – 2nd brand – preparation for “Own Shop”
Dansac – Close cooperation with „Preferred Partners“ – Proloco Medico, Inn d.o.o.
Launch Dermaplast
OTC concept
Sales organization » start 01.02.2014 – VI & VM as one channel » “CARE”
Stronger in modern WoundCare » concept

General – Pharmacies

Big Picture & Activity Plan 2014
Wholesaler / Pharmacies – Highlight / Lowlights
New organization active
Visits of Health Care Center started
Closer cooperation with wholesaler
Strong marketing activities
Market knowledge increased
Trainings and meetings on regular basis
Growth 20,1% CY/PY
Slow start with MoliCare Comfort - lost 6 weeks
Problems with Dansac products on stock » production on demand
Strong Inco-competition on the market » price
Unclear legislative situation » government wants to limit the margin for wholesaler and pharmacies
Big Picture & Activity Plan 2014
Direct Export - Concept by milestones
Increase the awareness of HARTMANN as a brand
Solution development
Launching of supportive tools and projects
Hospital business development in SRB
Widening of portfolio
Increased territory coverage
Positioning of products and providing better conditions
Big Picture & Activity Plan 2014
Direct Export – Highlight / Lowlights
Change in the organization » double function Medical trainer, Marketing coordinatorTender assistant new
Successful visits of District nurses in BG
Start with distributor management
Missing one month turnover
Problems with payments » risk
Our influence on the tender business in SRB is limited
Payment monitor » “one-page-information” per customer
Limited product portfolio » registration
Behind growth expectations » -9,2% CY/PY and -30,6% CY/PL per 04.2014
Big Picture & Activity Plan 2014
Marketing - Concept by milestones
Increase the awareness of HARTMANN as a brand
Increased the marketing budget
New/different way of presentations
Support re-launch activities Incontinence 2nd brand
Launch Dermaplast
Develop supporting tools
Cost savings » right marketing agency
More and more orientation on end costumers (“H2H”)
Pro activity
Big Picture & Activity Plan 2014
Marketing – Highlight / Lowlights
2nd MoliCare brand re-launched
Dermaplast launched
On-line catalogue
Selected participation on congresses with structured follow up
Marketing controlling tool for congresses and actions
Sales follows marketing
Active story telling and selling the value
Active on different online portals and events for end consumers
Email marketing on B2B market
Daily communication with headquarter
Re-launch MoliCare Comfort took to long
Re-launches not on time
Not all data files transferred from old to new marketing agency
HARTMANN MediaCenter not updated
To less marketing activities on ostomy business
On-line catalogue not finished yet
We’ve done a lot more
..to build up a world-class business
Thank you for participating
Come together
We look different and we are individuals but let’s create a masterpiece

Come Together
We look different and we are individuals but let’s create a masterpiece
Full transcript