How Resource Groups Saved This Pharma $2 Million

Novartis Pharmaceuticals' ethnic resource groups eliminate the need for costly market research and provide the cultural insights needed to improve sales.

Novartis wanted to fulfill its business mission of improving patients' lives by reducing healthcare disparities and also to reach its business goal of increasing sales. Using its seven resource groups based on race/ethnicity (groups for Blacks, Latinos, Asians, Russians, Chinese, Southeast Asian Indians and American Indians), the company conducted its own market research on culturally competent strategies. Hundreds of strategies were vetted over a two-year period for cultural insights, consumer research, translations and new ideas.


Novartis reports that the strategy led to more than $2 million in savings on market research and helped it reach more than 30 million consumers last year. Employee participation in the resource groups has also increased substantially. Novartis Pharmaceuticals Corporation is No. 13 in the 2012 DiversityInc Top 50.

Watch the presentation by Steve Millerman, director of cross cultural marketing for Novartis Pharmaceuticals Corporation, below to learn more about these resource groups. Presentation slides are available on BestPractices.DiversityInc.com.

View the other Innovation Fest! presentations from our event at www.diversityinc.com/innovationfest.

For more best practices on resource groups, view our Diversity Web Seminar on Resource Groups: Connect With Customers for Top Sales Results.

Stop Talking About the Rooney Rule

Magical thinking will not move the needle on your diversity efforts, or your career, if your leadership is not accountable for results.

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Luke Visconti is the founder and CEO of DiversityInc. Although the title of his column is meant to be humorous, the issues he addresses and the answers he gives to questions are serious — and based on his 17 years of experience publishing DiversityInc. Click here to send your own question to Luke.

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Achieving Gender Balance in Senior Leadership

Leaders from Novartis, Sodexo, Johnson & Johnson and Marriott International provide insights into critical factors that enabled their companies to make progress in gender balance in senior leadership.

Novartis, J&J, Marriott and Sodexo have made significant progress in increasing women representation in senior leadership. Four years ago, these four companies, on average, had 13% and 6% more women in levels 2 and 3, respectively (one and two levels below CEO and direct reports), than the Top 50. Now, they have 25% and 36% more women in those levels than the Top 50.

This panel discussion from the 2017 DiversityInc Top 50 Learning Sessions will give you insights into critical factors that enabled these companies to make progress in gender balance in senior leadership.

Panelists:

• Caryn Parlavecchio, Head of HR and US Country Head HR, Novartis Pharmaceuticals Corporation

• Wanda Hope, Chief Diversity Officer, Johnson & Johnson

• Marisa Milton, Regional VP Human Resources, Marriott International

• Moderator: Sandy Harris, Vice President, Global Diversity & Inclusion, Sodexo