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2010 PMSA Conference Westin Savannah Harbor Hotel Savannah, GA

2010 PMSA Conference Westin Savannah Harbor Hotel Savannah, GA. Vladimir Velednitsky. Director of Analytics and Reporting, Pfizer. Pragmatic Approach to Analytics: Make it Working for You.

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2010 PMSA Conference Westin Savannah Harbor Hotel Savannah, GA

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  1. 2010 PMSA ConferenceWestin Savannah Harbor Hotel Savannah, GA

  2. Vladimir Velednitsky Director of Analytics and Reporting, Pfizer Pragmatic Approach to Analytics: Make it Working for You This presentation reflects personal opinions of its author, which are not necessarily shared by his employer

  3. Pragmatic Approach to Analytics Make it Working Better for You. Provocative Thoughts on Pharma Analytics

  4. Pragmatic Approach to AnalyticsKeys to Successful Analytics Technology Integration PresentationSkills ToolSet Understanding Business Needs Data

  5. Pragmatic Approach to AnalyticsDirections – Execution - Results • Why the impact of our recommendations is not always pleasing? • Data / Model limitations • Experienced reps may be more critical to analytical recommendations • Do we know “What the Good (performance) Looks Like”? Performance % following directions

  6. Pragmatic Approach to AnalyticsTransportation Company Analogy • Travel Time Detailed Look: • Posted speed • Average speed • Speed=f(time of the day) • Speed=f(day of the week) • Real-time speed Performance Impact (%) Investment ($) Quantitative Qualitative Data and Technology Development Real-time Traffic Maps Distances Travel Time

  7. Pragmatic Approach to AnalyticsTake-away 1 Data quality is arguably the biggest factor impacting the place of analytics in Pharma, and influencing the choice of right analytical methods Data Market, Models Existing Focus Market, Models Data Proposed Focus

  8. Pragmatic Approach to AnalyticsHigh-Analytics Area in Pharma • Caution:“Because We Can” Principle: • Call plans • Target-list-based IC • 100% quantitative IC D C B E A Investment ($) Performance Impact (%) Data and Technology Development

  9. Pragmatic Approach to Analytics“Because We Can” Illustration Sales Force Sizing Mirror Territories Targeting Incentive Comp Share No explicit time dimension Not a causal relationship Calls

  10. Pragmatic Approach to AnalyticsTake-away 2 Diligent assessment of analytical limitations caused by data quality is the key for improving the value provided by analytics. It also helps our reputation as analysts

  11. Pragmatic Approach to AnalyticsAnother peril of “High Analytics” area Not to scale Performance Impact (%) Investment ($) Data and Technology Development

  12. Pragmatic Approach to AnalyticsTake-away 3 With Pharma industry reconsidering its business model, the high investment in analytics coupled with just incremental performance growth may lead to a critical re-evaluation of the role and scope of analytics Efficient Expansive 2005 Expansive Efficient 2010

  13. Pragmatic Approach to Analytics“Acknowledge theLimitations” Self-Check Consider the most simplistic situation: One rep in a territory Prescribers are the only decision makers 2000 calls per year vs. 5000 prescribers All targeting-related information is available Where and how frequently to call? What sales total to expect? How can you prove that your guidance is optimal?

  14. Pragmatic Approach to AnalyticsWhat to Do If We Don’t Know What the Good Looks Like? • Acknowledge our limitations • Develop “Pragmatic” analytics • Combined metrics • Collect feedback • Grow and store knowledge Investment ($) Performance Impact (%) Data and Technology Development This Can’t Be Done Individually!

  15. Pragmatic Approach to AnalyticsOrganizational Challenge

  16. Pragmatic Approach to AnalyticsIt’s Bigger Than Just Creating a Model Training Reality Issue Model Directions Implementation Execution Program Impact Where is the knowledge collected? Analytics

  17. Pragmatic Approach to AnalyticsAssessing Analytical Performance Program Impact Factors • Sales growth • Stock growth • Customer satisfaction rates Analytics Impact Factors + • R2 • Bias • Consistency • % miss

  18. FDA-type Team at Pharma + Consistent strategy - What if it is wrong? Vendor Consolidation + Better Integration - Overdependence Pragmatic Approach to AnalyticsOrganizational Solutions Communicating Limitations + More precise directions - May be confusing Task Force Team at Pharma + Thorough analysis - Not long lasting External Strategists + Expert advice - No consistent validation

  19. Pragmatic Approach to AnalyticsTake-away 4 Pharma companies need to significantly enhance and restructure their efforts on monitoring analytical performance Shifting Focus • Develop models • Assess program impact • “Best of Class” analytics • Analyze processes • Assess analytical impact • “Adequate” analytics

  20. Pragmatic Approach to Analytics Thank You See this presentation at veledv.wordpress.com Your comments are welcome

  21. 2010 PMSA ConferenceWestin Savannah Harbor Hotel Savannah, GA

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