GSK Capabilities

Part
01
of six
Part
01

GSK Capabilities/Initiatives 1

GlaxoSmithKline (GSK) uses artificial intelligence (AI) in developing and enhancing their drug discovery expertise. The company utilizes influencers and celebrity endorsers to promote their brands and to engage their consumers in social media. GSK also uses personalized experience and communications to provide tailored experiences to consumers.
  • All details have been provided in the attached spreadsheet.
Part
02
of six
Part
02

GSK Capabilities/Initiatives 2

We have provided all the required information for rows 24 to 43 of the attached spreadsheet. GSK is making use of IoT within all its products to capture and transmit data through tools such as adherence monitors, biosensors and electronic diaries to better understand how their medicines interact with patients and inform their drug development decisions.
  • GSK is making use of IoT within all its products to capture and transmit data. The company is using tools such as adherence monitors, biosensors and electronic diaries to better understand how their medicines interact with patients and inform their drug development decisions.
  • GSK has only partnered with researchers from the University of Nottingham to study 3D technology (which is an IoT technology) and invent novel methods to produce drugs.
  • GSK invented a way to use augmented & virtual reality by creating The Migraine Experience. The Migraine experience is a simulator "designed to give non-sufferers the chance to safely experience symptoms of a migraine including disorientation, aura, sensitivity to light and blurred vision.
  • GlaxoSmithKline (GSK) is collaborating with many companies to speed deployment of blockchain-based supply chain systems.
  • GSK is sharing their knowledge and "resources to support broader progress with environmental sustainability through participation in the UN Caring for Climate Initiative and the UN CEO Water Mandate, a business-led movement to advance water stewardship and sanitation."
Part
03
of six
Part
03

GSK Capabilities/Initiatives 3

GSK's Transform the Future of Self-Care Innovation is the company's mission in providing innovative and new products by actively looking for a strategic partnership with startups or entrepreneurs in getting new and brilliant ideas.

The link to the spreadsheet is here.

Materials

  • GSK is continuing its efforts in looking for innovative product and technology ideas across all their brands to "accelerate the process of developing new consumer healthcare products, from testing to commercialization".
  • They are open to ideas and building a new partnership with startups, established companies, investors or academic institutions. GSK Consumer Healthcare is on a mission to Transform the Future of Self-Care" by actively looking for a strategic partnership with startups or entrepreneurs.
  • The new partner's mission needs to match with GSK's main area of business — Digital Health, Formulation Technologies, and At-Home Diagnostic.
  • In 2019, in order to find new brilliant ideas, they ran a crowdsourcing challenge that would help the company finding new opportunities that match their mission. Winners include Bortek, Cara Care, Sensirion, Bittium, and iPrescribe Exercise.
  • Also, GSK acquired Tesaro and GlycoVaxyn to help them with product development.

Direct to Consumer

  • GSK hasn't fully penetrated e-commerce. This channel only represents 2% of their sales.
  • Due to this, the company is currently undergoing digital transformation and boosting e-commerce as one of its priority. They created the FPC e-commerce model which stands for ‘findability, conversion, performance’.
  • This model will enhance the presence of GSK in the digital world, optimizing their product findability, create rich contents in their retailer's portal, and put up high-profile ads in different e-commerce sites.
  • GSK signed up a partnership with Alibaba to reach out to their consumers through e-commerce buying experience where GSK products for oral care, pain management, and respiratory issues would be available.

Online Marketplace

  • While GSK has no direct involvement with online marketplaces such as Alibaba, the partnership will provide them profound insight into the purchasing behavior of consumers. They will also invest in digital and big data marketing to tap the consumer insights.
  • Sensodyne is one of the growing brands in China where its sales were largely from e-commerce platforms.

Loyalty

  • We looked for loyalty or reward programs by GSK promotion on brand values that will provide exclusive access or unique experience. However, no data could be traced.
  • We found that GSK has a website for health professionals as part of their promotion. The website provides exclusive access to professionals referred to as health partners and offers educational resources, patient tools, and options to request for GSK products samples which makes them as prospective clients or leads of GSK.
Part
04
of six
Part
04

GSK Capabilities/Initiatives 4

The requested data points have been filled out in the attached spreadsheet rows 64 to 83 and a brief overview of findings have been presented below.

FINDINGS

RETAIL

  • GSK has a robust retail product line in oral health, respiratory, pain relief, nutrition and digestive health and skin health.
  • A search for innovative customer experiences or displays provided no additional information.

Partnerships

  • GlaxoSmithKline has reached an agreement with Pfizer Inc to combine their consumer health businesses into a new world-leading Joint Venture, with combined sales of approximately USD12.7 billion.
  • GSK will have a majority controlling equity interest of 68% and Pfizer will have an equity interest of 32% in the Joint Venture.
  • Purchases: In March 2018, GSK bought out Novartis’ 36.5% stake in the Consumer Healthcare Joint Venture for USD13 billion.

SHOPPER BEHAVIOR

Partnerships

  • The company hasn't been involved in any partnerships

E-COMMERCE

  • GSK is working to ensure they meet the demands of their online shoppers today while preparing to realize the opportunities of tomorrow.
  • The plan is to leverage the vast amounts of data they have to understand how consumers connect with their brands and their devices.

Partnerships

  • The company hasn't been involved in any partnerships

Part
05
of six
Part
05

GSK Capabilities/Initiatives 5

In pursuance of 3D technology, GSK has partnered with researchers from the University of Nottingham to investigate 3D technology and invent novel methods to produce drugs. Already, the partnership has seen the development of a UV inkjet 3D printed tablet. The spreadsheet can be found here.

3D PRINTING

  • The company (GSK) is in the process of testing 3D printing technology for tissue sampling, prototyping, and packaging of its medicines, vaccines, and consumer health products.
  • GSK is exploring test new drugs using tissues or organs that are representative of a human, and the possibility of print patient-specific dosage forms.
  • GSK has only partnered with researchers from the University of Nottingham to study 3D technology and invent novel methods to produce drugs.
  • The partnership has already seen the development of a UV inkjet 3D printed tablet.

PERSONAL STYLING

  • GSK is constantly exploring new technologies and initiatives regarding personalized options across medicines, vaccines, and consumer health products.
  • According to the Global Franchise Medical Head, GSK Respiratory, the company strongly believes in a personalized approach to ensure the right treatment for the right patient.
  • GSK and 23andMe have partnered in a deal of $300 million to develop personalized medicines for the treatment of Parkinson's disease.
  • GSK is also a member of the Personalized Medicine Coalition.
  • In 2012, GSK acquired Human Genome Sciences for $3.6 billion to pursue its objective for more personalized product options.

ANTI-THEFT AND COUNTERFEIT

  • The company is using anti-counterfeiting technology that helps trace the history and origin of its products to help protect patient safety; for example, in the past, GSK has distributed medicine tagged with radio-frequency identification (RFID) technology to stop the spread of falsified or substandard products.
Part
06
of six
Part
06

GSK Capabilities/Initiatives 6

GSK has built several products as per the need of people and made them available both on online and offline stores. It has not partnered or filed any patent with any company with Omnichannel or Subscription capabilities. The requested information has been completed in rows 104-113 of the attached spreadsheet and briefly summarized below.

OMNICHANNEL

SUBSCRIPTION:
  • The company is fully aware of the growing interest of consumers in subscription health services and therefore is working to enhance its monthly subscriptions service for home-delivered supplies.
  • Among the various partners of GSK, none mainly is for a subscription.
  • The company has not acquired any company, particularly with this capability.
  • The company has not invested in any company with subscription capability, nor filed any patent in this regard.
Sources
Sources

From Part 01
From Part 03
Quotes
  • "In 2018, we formed and exclusive collaboration with 23andMe, the world’s leading consumer genetics and research company. This will combine our scientific and medical knowledge with 23andMe’s large-scale genetic resources and unique data science skills, improving the probability of R&D success."
Quotes
  • "To succeed in our goal to be one of the world’s most innovative, best-performing and trusted consumer healthcare companies, we’re dependent on a steady supply of great ideas and brilliant science. Our R&D organisation employs a team of several hundred exceptional scientists, but we recognise we don’t have all the expertise."
  • "In January 2019, we ran an external crowdsourcing challenge to seek new opportunities in three areas aligned to our business: (1) Digital Health, (2) At-Home Diagnostics and (2) Formulation Technologies."
Quotes
  • "So again let’s just bring it to life in terms of what have we put in place to really be the best in class from an eComm perspective. There are three key pillars that we have been pushing through and scaling across the various markets that we are partnering with, so I will take you through each of them."
Quotes
  • "The FCP ecommerce model: GSK Consumer Healthcare has created the ‘FCP model’, which stands for ‘findability, conversion, performance’."
  • "Kristensen points to increased spend on Amazon as a sign the company is taking omnichannel commerce seriously, where previously, spend was dedicated to trade partners."
Quotes
  • ""Our partnership with Alibaba is meaningful and powerful in that we can innovate the way we communicate and engage with our consumers through our products, providing them with more useful information and a precise, efficient and enjoyable buying experience", said Marc Speichert, chief digital officer of GSK Consumer Healthcare."
  • ""By leading through innovation, GSK CH is able to grasp opportunities and boldly engage in digital marketing and e-commerce to continuously enhance consumer-centricity and be much closer to our consumers through our e-commerce channels, such as Alibaba, JD.com, Yhd.com, and all major online drugstores, and associated activities in the digital space", said Speichert."
  • "In China, a substantial proportion of Sensodyne toothpaste sales is realized through e-commerce platforms. Digital marketing and big data help the company to tap into consumer insights and purchasing behavior."
Quotes
  • "GSK Consumer Healthcare is on a mission to “Transform the Future of Self-Care” to enable consumers to do more, feel better and live longer. We are actively seeking to establish strategic partnerships with start-ups and entrepreneurs who are equally passionate about delivering against this mission."