ROCHE DIAGNOSTICS

LINKING CUSTOMER SATISFACTION & PROFITS

Group 3:
Mala
Manish
Manuj
Mihir
Mojahid
Monis
Murli
Navneet
Nitesh
Prashant
Prashant Mishra
 HISTORY
Roche, Ltd. is a Swiss global health-care company that operates
worldwide under two divisions: Pharmaceuticals(Tami flu) and
Diagnostics (quick diagnosis, diseases at molecular level).

Founded in 1896 by Fritz Hoffmann-La Roche, the company was early on

known for producing various vitamins.

1934, it became the first company to mass produce synthetic vitamin C,

under the brand name “Redoxon”.

Roche has also produced various HIV tests and antiretroviral drugs.

In 1956, Iproniazid was accidentally created to become the first anti-

depressant

Roche Diagnosis was started in 1969.

 GROWTH & DEVELOPMENT
Roche Group
• Group sales for the first quarter up by 17% for the year 2008
Roche Pharmaceuticals
• Pharmaceuticals Division posts strong sales growth of 22%.
• Avastin successfully launched in Europe for colorectal cancer.
• Study shows Avastin also improves survival in lung cancer patients.
• Positive data of Avastin also in first-line metastatic breast cancer

Roche Diagnostics
• Diagnostics Division opens year with 4%* sales growth.
• Solid gains for diabetes care and molecular diagnostics, including women’s
health and blood screening products .
Roche Diagnostics expects sales growth to accelerate, particularly in the
second half, following new product launches in major markets.
 ROCHE DIAGNOSTICS
Roche Professional Diagnostics:
Provides integrated branded solutions for blood serum testing, virology, cardiovascular
& infectious diseases.

Roche Diabetics Care:

Steps to measure blood glucose,insulin guidance software and decision support
programs to help physicians and patients make better treatment decisions.

Roche Molecular Diagnostics

Identify patients with disease predisposition
Conclusively identify disease or differentiate disease subtypes and prognosis
Select best medicines, dosage, minimising the likelihood of adverse events, and predict
therapy response
Monitor treatment efficacy
Ensure the safety of the blood supply
ROCHE DIAGNOSTICS COMPETITORS

Affymetrix, AstraZeneca (AZN)

Beckman Coulter (BEC)
Bio-Rad Laboratories (BIO)
Pfizer (PFE)
Johnson & Johnson (JNJ)
Gen-Probe (GPRO)
 STRENGTHS
Roche monopoly “KING” in the production and distribution
of the drug known as Tamiflu.

Roche is the only drug company authorized to manufacture the

drug “tamiflu”.

First time in history they brought Diagnosis & therapy to one

common level ie. “Molecular level”.

Dow Jones survey put them first in sustainable index.

Creation of first anti-depressant “Iproniazid”.

 WEAKNESS

Customer care unit was not up to the mark.

Initial customer satisfaction research was not

transparent.

Online method of feedback was time consuming.

 OPPORTUNITIES

In survey it revealed that 39% people agreed

to buy their products in future.

57% people committed to recommend others.

Rising health awareness.

 THREATS

Increasing global competition.

Ability to sustain the current prices.

Wrong advice on phone can lead to disaster.

Government policies & taxes.

 CORPORATE LEVEL STRATEGIES

Achieve leadership & profitability through

customer satisfaction.

Improved research & development.

Designating a officer for global service quality

& satisfaction.
 BUSINESS LEVEL STRATEGIES

Link between customer & profitability.

Assesing the value of Roche product and

services through serveys.
 EXTERNAL ENVIRONMENT
Growing Population.
Ageing Population.
Migrating Population.
Rising Health Awareness.
Improvement in Lifestyle of People.
Improved Education.
Rising Government Responsibility.
Increase in Substitutes.
QUESTION 1: Analyze Roche Diagnostics’ Approach for
improving Customer Satisfaction ?

They directly did a survey with customers on a 5 points scale.

Roche Diagnostics came up with the idea of Hotline

number(Toll Free), where customer can directly interact with
concerned person.

They created a single group of service representatives who

were trained to provide order assistance.

Medical technical support team was also formed for instant

reply of queries.
QUESTION 2:What are the pros and cons. Of benchmarking
specific performance measures ?

It is the process through which one company compares it’s performances

from other company.

Following are the pros and cons of performance benchmarking:

Pros-
After getting information from customer , company will know about the
quality of the service and according to this they can improve the quality of
the service and it help to beat the competition of the market.

Cons-
If the quality of the service is the best then there is the possibility of
ignorance to improve the quality in the future and competitors can get the
benefits from this.
QUESTION 3: Why would a linkage between customer
satisfaction & Profitability be expected ?
QUESTION 4: Develop a 10 item vertical marketing audit on
customer satisfaction for Roche diagnostics ?

What is the Marketing Audit ?

A marketing audit is a comprehensive, systematic, independent, and
periodic examination of a company’s, business unit’s, marketing
environment, objectives, strategies, and activities with a view of
determining problem areas and opportunities and
recommending a plan of action to improve the company’s marketing
performance.
 WHAT IS MARKETING AUDIT PROCESS?
How is the marketing performed? Marketing
auditing follows the simple three-step
procedure.

Agreement on
Report preparation and
objectives. Scope and Data collection presentation
approach
MARKETING AUDIT
 RECOMMENDATIONS

Keep on calling existing customers on regular

intervals.
Competent customer care executives/technical
staff to handle customer queries.
Regular feedback of customers regarding
services.
Quick and instant reply to customer queries &
messages.