1. Optimal use of information Numbers - Thinking - Outcomes Making data work
2. Why focus on use of information? 13/06/2011 Too much data, not enough intelligence Where is the ROI on my info/data spend? I don’t think we are measuring the right things I don’t know what information is available The information I have is not decision-ready
3. Training structure - three core areas - Making sense of data sources Internal Agency Public/clinical Other Info revolution 13/06/2011 Implementation Business cases Bonus schemes Targeting PM Reporting Match info to company needs Presentation Clarity Messaging Alignment Commentary
4. Delegates- training for - Business Intelligence Emphasis on data sources and how to present them internally 13/06/2011 Marketers and other HO roles Emphasis on use of information to build compelling plans Customer facing Emphasis on use of information to drive business with customers
5. Course design- formats - Off-site Venue - Roffey Park Institute 8-10 delegates or whole dept 1 to 1 training 13/06/2011 At HO Company or dept - specific 1 to 1 training Curriculum Designed with training dept. Tailored to development need
6. Follow-up- a lasting partnership - On-going mentoring One-to-one Face-to-face Aligned to PM 13/06/2011 Business case advice Task-oriented Feedback/QC on project Refinement ‘hot-line’ Advice line No question too simple or complex
11. Implemented company FF restructure (from ~1500 to ~800 personnel) Why VA Consultancy? 13/06/2011
Editor's Notes
Feedback from pharma companies:There are many data sources available to pharma companies. However, an overall view of these sources is often lacking. One part of the business may use traditional sales and activity datasets, another department may use commercial information and a third may be exploring data made available by the NHS or other country healthcare systems. Public data sources (such as those based on clinical coding) are often poorly understood and used very little (if at all) outside healthcare liaison teams.Most companies furnish their people with lots of numbers. Many personnel complain that these numbers actually give limited value.It is often observed that the information companies use to measure business success for individuals is not well-aligned to the activities and objectives of those individuals. It is a common cry that individuals are asked to do one thing and measured on another.Companies often spend significant sums on systems and reporting. Even so, many end-users observe that the numbers or information so-produced need further manipulation (MS Excel?) to be useful for decision-making.
Specialised training from VA Consultancy covers three core areas.In Part 1, we look at the available data sources to pharma and discuss the pros and cons of each.In Part 2, we move to matching company requirements to the data sources from the first section. It’s now about best use of relevant data. Which data/information combinations and how to best present them. In this section, we’ll look at the best way to present data/information for the target audience and some of the common pitfalls in presentation of information.In Part 3, we cover implementation. What makes a truly compelling business case (generically and specific to your business), how should a bonus scheme be designed and what’s the best methodology for targeting at your company. We will also touch on use of hard and soft measures in performance management and standard reporting.
The content of this training can be flexed dependent upon the delegates’ background - each course will be tweaked to best fit the delegates’ companies and skills.For delegates from the business intelligence/analyst community, we will spend a significant amount of time looking at the available data sources (and, if appropriate, data procurement) and how they are built. Then, the emphasis will be on reporting data internally for best results. This course would be suitable for those individuals looking to enter BI-type roles (perhaps as part of their development plan), or those looking to develop within their current BI position. For Marketers and those in similar head office roles, there is a different emphasis. There is less detail here on how the data sources are put together and more on their use. As pharma marketers have less analyst support, it is more important for them to be able to manipulate and present data themselves. The emphasis for this group is to maximise use of information to build rationale for operational/marketing planning. There will be a session on a generic (or company-specific if appropriate) ops planning slide deck and the information ‘fuel’ required.This course can also be adapted for end-users of information in pharma. Here, we concentrate on the link between use of information that is available, action plans and outcome. This approach would be suitable for field-based account and man managers, who have a responsibility for business planning and analysis. For healthcare liaison teams, we will build the learning around joint working business cases.
Our ‘home’ venue for training is the Roffey Park Institute in West Sussex which offers an excellent environment for learning away from the office. Our syndicated courses will be run at this venue - http://www.roffeypark.com/Facilities/Pages/overview.aspx (please note that these courses are run by VA Consultancy and are not linked to Roffey Park’s own training function).We can also run bespoke courses for single or multiple delegates at your company offices or favoured training venue. These company-specific courses have the advantage of being based on actual company practice (eg op plan templates, reporting software). Though the ideal is for delegates to have similar job responsibilities, mixed groups can be accommodated.If you anticipate the need for this training for several of your personnel over time, we would work with your company’s training function to build this in to your development curriculum.
VA Consultancy offers specialist training around the data and information available to pharma. We are committed to increasing the knowledge and skills of a wide range of pharma personnel in this specialist area.Part of that commitment is follow-up. Included in the price of a delegate place on one of our courses is ‘hot-line’ support. If and when issues we have covered arise in the workplace, we will offer advice on those specific issues. We also offer an extension to this phone/e-mail support. For instance, to critique and feedback on a specific project or piece of work (eg business case, new bonus scheme etc). We can also offer full, on-going mentoring if required.
Andrew Finnegan has over 18 years experience in the pharmaceutical sector, working for small and large companies on the pharma and agency sides.His roles have included general and specialist sales and sales management, training, commercial and marketing positions. In field-force effectiveness and commercial effectiveness, Andrew’s experience includes data procurement and vendor management, resource optimisation, customer targeting and reward and recognition schemes as well as overall reporting strategy.On the data supply side, Andrew has lead on the development and launch of a tool for pharma to fully utilize key NHS datasets.
