1. PMSA 2012 Conference
Cross Functional Effectiveness:
Data Strategy to Drive Big Picture Business
Decisions
2. The Pharma industry is at a crossroad…
Blockbusters…go bust…
Federal controls…
grow stronger…
Budgets & profits decline
How to manage
through the changes
and ensure future
stability?
Data resourcing is exploding
and imploding in the US &
globally….
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3. Pharmaceutical data has seen a tremendous evolution over the past
30 years in response to shifts in the business paradigm...
Physician Level
Data
1990
Physician- Payor
Level Data
Late 1990s
What’s on the horizon…
1980
Zip Level Data
Distribution
Data
…. 2015
Expanded
use of
EMRs EHRs
Social
Media
PBM
Sourcing GPO
Sourcing
Specialty
Distribution
Big Data
ACOs
ICD-10s
Patient Level
Data
EDI Channel
Data
2000 -
2010
EMRs / EHRs
Data
M&A
SimpleData
Integration
ComplexData
Integration
4. • Data Vendor Mergers
- Will data still be available and in the same formats following M&As?
- How will Amerisource expand data offerings following the IntrinsiQ acquisition?
- Will ExpressScripts still license Medco data?
- Will SDI data be integrated into the current IMS data solutions?
• HIPPA restrictions?
- Will more restrictions be implemented for the use of EMRs/EHRs
• More analytics, less data
- Data vendors want to act as consultants doing reporting and analytics?
- Will they still license their data?
- Does the industry want that from their data vendors?
• Data integration issues
- Are systems ready to handle all the new data sources?
- Integrating EMR/EHR will be difficult due to the lack of standardization across
forms?
• Dynamic data sourcing models
- Can data companies provide dynamic data feeds that are based on the
lifecycle stage of a product? Can we get what we need when we need it?
5. Cross Functional Effectiveness – How is Data Relevant
Market Research &
Forecasting
Marketing
Marketing
Operations
Right Side of the Brain
Strategic Functions
Left Side of the Brain
Operational
Functions
Pharmaceutical Commercial Organization Compared to a Human Brain
Commercial Support
Field Sales
Sales Operations
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6. Outcomes &
Clinical Data
Longitudinal Data
Market Research
Data
Promotional Data
CRM/Activity Data
Retail Prescription
Data
Profile Data
Non Retail Data
Managed Care Data
Channel Data
Cross Functional Effectiveness – What is the Data Challenge
Each function predominantly uses different type of data
Data is the “blood” that flows between
the functions & provides the key
insights and keeps the “brain” healthy
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7. Data Strategy – Assessing through the Core Data Strategy Elements
The 7 Primary Data Strategy Elements establish the basis of the solid framework
7
Data Strategy is the development and maintenance of a plan for data acquisition and use as a
vital asset for Strategic And Operational Decision Making
Product
Policies Payer
ProviderPharmacy
Distribution
Patient
8. Data Strategy – Relationship with Big Picture Decision Making
In making critical Big Picture Business Decisions , there are 2 types of
information
The balance of Core & Influencing creates the stability of the strategy
INFLUENCING
CORE
• Improve revenue &
profitability
Pharma Company
• Drive Brand Strategies
Product
• Support Marketing
Research
Patient
• Improve promotional
effectiveness
Provider
• Improve MM
effectiveness
Payer
• Strengthen Trade &
Distribution
Pharmacies
• Align marketing &
commercial activities
Policies
9. Data Strategy – Relationship with Big Picture Decision Making
Information needs varied and unique often results in siloed commercial functions
for data acquisition, flow, and utilization
A stable data strategy allows cross-functional optimization and utilization
Visibility and communication across data flow increases successful alignment of functional goals
INFLUENCING
CORE
•Support Corporate
Strategy
Pharma Company
•Support Current and
Pipeline Portfolio
Product
•Determine
Disease/Patient
Characteristics
Patient
• Determine Physician &
Account Dynamics
Provider
• Determine Payer
Dynamics
Payer
• Determine Channel
Dynamics
Pharmacies
• Determine
Government &
Healthcare Policies
Policies
11. Confirmation of “360
Degree Response”
documents through Core
Team Meetings
“Confirmation of learnings”
“Distillation process”
Interviews with Key
Stakeholders”
“Planning Sessions”
Key Stakeholder Interview is a five step process critical to the development of Data Strategy
Data Strategy Phase I – Key Stakeholder Interview
1
2
3
4
5
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**360 degree is a method of confirmation of interview findings
12. Data Strategy Phase 2– 7 Element Assessment: Product
Supporting Big Picture Business Decision: A solid data strategy will
substantiate Brand strategies and reinforce competitive intelligence
1. Current Pipeline
2. Go-to-Market Strategy
3. marketing/promotional mix
4. Forecast
5. Approach to Markets
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13. Data Strategy Phase 2 – 7 Element Assessment: Pharma Company
Supporting Big Picture Business Decision: A solid data strategy improves
field and multi-channel marketing with effective return on investments
1. Promotional ROI
2. Internal system insight credibility
3. Do you know your customers?
4. Business Rules
5. Proprietary data
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14. Data Strategy – 7 Element Assessment: Patient
Supporting Big Picture Business Decision: A solid Data Strategy supports
Market Research in identifying and scoping out market opportunities
1. Patient Segmentation
2. Key Targets
3. Patient Characteristics
4. Treatment History
5. Diagnosis
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15. Data Strategy – 7 Element Assessment: Provider
Supporting Big Picture Business Decision: A solid Data Strategy augments
field ops by enhanced targeting, call planning and segmentation
1. Segmentation
2. Targets
3. Top Writers
This is just a sample of Provider Checklist and not a comprehensive Checklist.
This is also a Hypothetical Assessment in order to illustrate the Assessment
Framework
4. Key Opinion Leaders
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16. Data Strategy – 7 Element Assessment: Payer
Supporting Big Picture Business Decision: A solid Data Strategy
improve Managed Markets effectiveness
1. Outcomes
2. Plan Mix and Coverage
3. Managed Market Effectiveness
4. Formulary status
5. Re-Imbursement landscape
16
17. Data Strategy – 7 Element Assessment: Pharmacy(Distributor)
Supporting Big Picture Business Decision: A solid Data Strategy strengthens
Trade/Distribution by detailed characterization of channels and partners
1. Channel Distribution
2. Supply Chain
3. Specialty distribution
4. Forecast to Actuals
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18. Data Strategy – 7 Element Assessment: Policies
Supporting Big Picture Business Decision: A solid Data Strategy aligning
marketing and commercial activities in developing pricing & re-
imbursement strategies
1. Corporate Integrity Policies
2. Country /Healthcare Policies
3. Policy Decisions
4. Compliance
5. Preparedness for Sun-Shine Act
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19. Hospitals
Product Strategy
SunShineAct
LifeCycle
SpecialtyI M&A
Managed Care
Non-Retail
GPO
Promotional
Oral/Infused
/Injectible
SPP
Licensing
Agreements
Patent Cliffs
Commercial
Model
EMR
ProductPortfolio
Data AssetsData Vendors
Patient
Retail
Formulary
Driving Big Picture Decision Making: Through Data Strategy
Creating a customized Mosaic of Data Source Acquisition, Data Flow and Data
Utilization across functions based on 7 Elements of Data Strategy Assessment
Data
Acquisition
Data Flow
Data
Utilization
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20. Data governance & Key data
strategy decision levers
Case Study 1 – Data Strategy Assessment for New Business Unit
Situation Solution Outcome
Growing Oncology franchise and
needs strategic infrastructure to
future growth
Solid lifecycle management
data strategy
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Co-Promotion
Oncology Pipeline
IS & data expertise
Challenges
Key Interviews
Assembled Documentation
Gap analysis &Findings
Data Acquisition Guidelines
21. Case Study 2: Portfolio Data Strategy across multiple franchises
Situation Solution Outcome
Portfolio transformation and data management and
BI infrastructure for competitive advantage
Data and business strategy for a
3-5 year horizon
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Portfolio +new Markets
Re-vamp Data & IT
Re-assess Strategy
Strategy Matrix
Recommendation Process
Data/Business
Strategic Elements
5 Year Strategic
Roadmap
Tools & Framework
