John Zibert, Chief Medical Officer

DI’s Innovationskonference

Hindsgavl Slot, 24. november

Agenda

LEO Pharma with a long tradition

Why make LEO innovation Lab?

LEOiLab projects

Key take home messages

Q&A’s

LEO Pharma: more than 100 years

• Founded in 1908 by the two

pharmacists Anton Antons and August

Kongsted

• LEO Pharma was the first real

pharmaceutical company in Denmark

• Throughout its history, LEO Pharma

has served individuals and societies by

breaking new ground in

pharmaceuticals and demonstrating a

lasting commitment to patient care

Owned by the LEO Foundationsince 1984

From Diversity to Dermatology

1912 1940 196219581945

5 9

1923

4321

19911973

6 7 0

LEO Pharma: more than 100 years

1

2006 2012

1

2017

We are here

Deceptive Disappointment

Disruptive stress - opportunity (Chaos & Amazement)

The problem is that THE exponential reality becomes obvious when it is too late to react

The pharma industry going forward

Digital DisruptionThe development in digital solutions is supported by the exponential increase in

data capacity and booming market for connected devices

How do you build

disruptive innovation in a pharma organisation?

- You do not…

- You build a new organisation

which looks into doing things in a different way by:

- Recruiting people from other industries who might find novel

solutions to common and / or complicated problems

- Solve issues in a different way through e.g. digital HealthCare

Why making an innovation Lab

Exponential MedicineThe introduction of new digital technologies and their influence on healthcare is

growing exponentially – from ‘exceptional’ to becoming a ‘new normal’.

Social Network WearablesData and Machine Learning

Exponential Technologies

Systems Medicine Health AppsPatient

empowerment

Photographer LoboStudio Hamburg

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3

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5

6

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9

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0 1 2 3 4 5 6 7 8 9 10

Social Media activity vs. GPS location

Physical activity (steps and GPS)

(0, inactive; 10 very active)

So

cia

l M

ed

ia A

cti

vit

y

(0, in

active

; 1

0 v

ery

active

)Potential Measures:

- Passive data collection

- GPS

- Accelerometer

- App Usage

- Compass

- Decibel Level

- Gyroscope

- IP Address / WIFI

- Social media

activity

- Social media

listening

(psychometri)

- Active Data collection

- Pulse and HR

- Sleep

- Wearables

An international focus with a flat structure

SF Hub (1p)

CA Toronto Hub (2p)

UK London Hub (4p)

FR Paris Hub (3p)

DK Copenhagen Hub (58p)

ES Barcelona CPS-hub (1p)

Partnership

Boston (3p)

Framework - need for speed

Customer focus, identify key problems

EducationMental

Health

Family

Fitness

HCP vs Pt

Diet &

Nutrition

Fashion &

Beauty

Developing integrated care is a multi disciplinary approach which requires

stepwise innovation, superior use of data and patient centricity

Towards Integrated Care

EducationMental

Health

Family

Fitness

HCP vs Pt

Diet &

Nutrition

Fashion &

Beauty

Big Data

Exploration of solutions

within each needs space

for different types of

people

EducationMental

Health

Family

Fitness

HCP vs Pt

Diet &

Nutrition

Fashion &

Beauty

Big Data

Interconnection among

solutions

EducationMental

Health

Family

Fitness

HCP vs Pt

Diet &

Nutrition

Fashion &

Beauty

Big Data

An individualized “one

stop” universe of

solutions for each type of

person

Ideation Framework

Naked idea

• Short written

description

• ID customer

problem

• Idea assumptions

User trends

identified

user problem

Interpretation

• Hypotheses

• Gather research

• Gather

inspiration

1-2 weeks

User need

mapping

User research &

facts

Market research &

facts

Key hypothesis

Country proposal

Detailed MVP

• Key hypotheses

• Supporting

evidence

• Concept

description

• Technical

ressources

needed

2-3 weeks

Use cases Mock-

ups or

PoC, prototype

Customer

interviews

Supporting

evidence

Build and find users

• Engage users

• Build MVP

• Test refine & tests

• Plan market

experiment

• Set KPIs

100 days

User validation,

from

50-100 users

Validated

hypothesis

Early PoC: problem

&

value proposition

Engagement

strategy

Acquire real users

• Functional MVP

• Build-measure-

learn

• Proof of concept

• Plan growth

model

• Clear KPIs

1-2 quarters

KPIs reached or re-

evaluated

Evaluation of team

Functional MVP

1000-2000 users

Validated growth

model at small scale

Growing Solution

• Grow users

• Build-measure-

learn

• Explore business

model

• Test growth

model

1 year spin-out

Evaluated KPIs

reached

Functional BC

Evaluation of team

Min. users products

characteristics

Validated growth

model

Sta

ges &

Acti

on

s

Deliv

era

ble

s

Idea Concept MVP LaunchExperiment100 days build

5 6

Explore

4321

PipelineWe ensure a constant flow in the pipeline by structured idea facilitation with

multiple experiments in progress

1 2 3 4 5 6

Idea Explore Concept

MVP

100 days build Experiment Launch

KidsSynbiotics

+Pso Academy

Testing Wearables

Elly

Prediction & Behavioural

Change

Virtual reality kids

SmartTop

MyPso

Quality Care

Flaym

Uniqly

+ LEO innovation Lab ventures

CoolMind

SkinTech

HeroX

Graveyard

PATIENT COMMUNITYTRUE LABEL

LIFE GRAPH

CONTENT PLATFORM

Killing projects is key to ‘fail fast and cheap’ and creating an ambitious culture

Projects

PsoHappyPutting psoriasis on the political agenda through a happiness index

People with psoriasis are:

- 12% less happy in DK

- 20% less happy in US

- 24% less happy in UK

“I found that after the

first month that my

psoriasis wasn’t as

bad, and it made

eating healthy for me

even more rewarding ”

Improve your diet and fight

back against disease

Project Update Meeting — August 2016

Make your favourite products intelligent and connect to your online adherence plan

Track your psoriasis – see what’s going on – take control

InTouchManage Your Skin. Remotely. Digitally. Effectively.

Project Update Meeting — August 2016

The World’s first online store

dedicated to people living with psoriasis

Project Update Meeting — August 2016

Key take home messages

Start with Patient NeedsThe ability to develop intuitive and valuable solutions is driven by an

genuine and comprehensive involvement of patients – we always ask

patients to co-create

Ride the WaveWe are determined to invest resources to stay on top of the development

and we recognize where we are being in order to catch up to the wave

ProgressWe are ambitious and we want to be first movers in develop new solutions

and concept to psoriasis patients – breaking conventions and traditions if

necessary

Take RiskOur organization is based on a fail-forward culture and we compare our risk-

willingness to the risky nature of developing new pharmaceutical

technologies

Q&A’s

www.leoinnovationlab.com