I’ve
been looking more into health care as it relates to pharmaceutical companies
and am seeing interesting opportunities for collaboration, process management,
etc.
Can
Pharma take advantages of collaboration lessons learned in the automotive
industry? In short, the answer is yes.
Economic
and business changes in Pharma are pushing firms to rethink business
operations, process methods and the “way of doing business”. End of cycle intellectual property, cost
of manufacturing, and long-term sustainability are forcing pharma companies to
reconsider past business models across the venture. Pressure from off shore
generics and other regulatory and external factors contribute additional
instability.
Benchmark
studies indicate that the domestic automotive industry was facing significant
similar challenges during the later part of 1990’s. Pressure arose from
Japanese car manufacturers in-sourcing plant operations in the south as well as
competitive business practices following concepts of TPS (Toyota Production
System). These actions, together with internal assessments of the current state
of the business, forced auto companies to shift towards a lean operations model
that sought to increase speed of execution, improve quality, reduce costs and,
in general, do more with less. This lean operations model was applied equally
across manufacturing and product development and was extended to include a
reduced number of suppliers in a much tighter working relationship.
The
shift in domestic automobile industry also saw migration to systems thinking, a
focus in integration and process management, and increased attention towards
efficient execution. These needs drove additional changes in the way business
practices were conducted and supported. A notable change was the introduction
of flexible, business friendly tools that could be managed at the business unit
and which could make immediate impact. Hugh scale IT tools that took years to
create and dozens of IT people to support, gave way to Out of the Box
applications that could be configured by the business unit to support its
business, its processes, its documents and its communications. A prominent tool
that emerged was collaboration: both as process management and the tools to
support it.
What
defined the issues at the execution level?
Business
units relied on email as their primary process execution tool. Documents were
passed back and forth, suggestions for changes offered from multiple sources, multiple
versions of documents were in play at the same time and most members of the staff
were unsure which was the “right” document. In emails, people were constantly
asking how to do something, since a standard process didn’t exist. Significant
amount of time was spent on getting clarification about what to do, where to
find something, who did what, or sending a document (often the wrong one) to a
supplier, playing phone tag with suppliers, delaying necessary actions, or
aggregating multiple documents into a single readable summary report. In general, time was spent just trying
to figure out how to operate within ill-defined processes.
Does
that sound familiar?
Many
solution suppliers want you to believe that content management is the key to
success. Were high cost and poor execution in automotive firms about inadequate
document sharing or content management? Not really, it was about out of control
processes, poor process management and inefficient execution. The most
successful among the automobile companies focused the solution on process
optimization and making people successful. And by getting the process right,
the documents “just went along for the ride”.
In
the end, business units conducted their business within collaboration
frameworks that were structured to mimic the best process methods and to
provide a familiar workspace that delivered benefits to all members of the
staff. Teams of business managers
and staff create the frameworks after much thought with regard to past
practices, new needs and a new attitude brought on by the realistic business condition
called “the wolf is at the door”. Collaboration set people to working better in
teams, developing a single process that they could all agree on, defining
procedures for dealing with documents, and other activities that seemed so
mundane in previous years.
Changes
and pressure in the automotive industry gave rise to changes in business practices,
which drove increases in execution efficiency. Collaboration around processes
was a major driver. With changes forcing Pharma executives to reconsider past
practices, can Pharma learn from Automotive and seek to shift to a process
centric execution model supported by concepts and tools of collaboration?