Customer Analysis - I

1
Customer Analysis - I

• Baxter (A)

2
Generic Customer Activity Cycle
POST (keeping it going)
PRE (what to do)
Customer Activity Cycle (CAC)
DURING (doing it)
3
The After-market Opportunity
4
Therapy Life Cycle
Current situation
17,520
19,345
19,500
21,000
29,140
CAPD specials
CAPD
Quantum
APD
HD
Planned situation
5
Customer Activity Cycle Economic Purchaser

• POST
• follow-up
• treatment adjustment

• PRE
• diagnosing
• early referrals

TOTAL PATIENT MANAGEMENT

• DURING
• treating disease (logistics, etc.)
• monitoring disease
• managing patients
• training/rewarding staff

6
Customer Activity Cycle End User Patients

• PRE
• identifying disease early
• deciding on treatment options

• POST
• modifying treatment

RENAL INSUFFICIENCY MANAGEMENT

• DURING
• administering treatment
• monitoring health status
• getting supplies at home/abroad
• managing sickness abroad

7
Market Data
8
Some Implications

• A Dynamic View of The Customer-to-Product
  Relationship as opposed to a one shot transaction
• Choose where to match competitors, where to beat,
  and, where to lose.