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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. 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

  3. Pragmatic Approach to Analytics Make it Working for You

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

  5. Pragmatic Approach to Analytics • Why the impact of our recommendations is not always pleasing? • Data / Model limitations • Experienced reps are less compliant • Do we know “What the Good (performance) looks like? Performance Compliance

  6. Pragmatic Approach to AnalyticsTransportation Company Analogy 100% • Travel Time Detailed Look: • Posted speed • Average speed • Speed=f(time of the day) • Speed=f(day of the week) • Real-time speed Reliance (%) Investment ($) Quantitative Qualitative Data and Technology Development Real-time Traffic Maps Distances Implied Speed

  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

  8. Pragmatic Approach to AnalyticsHigh-Analytics Area in Pharma • Peril 1: “Because We Can” Principle: • Call plans • Target-list-based IC • 100% quantitative IC 100% D C B E A Reliance (%) Investment ($) 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 Accurate assessment of analytical limitations caused by data quality is the key for improving the value provided by analytics

  11. Pragmatic Approach to AnalyticsAnother peril of “High Analytics” area Not to scale Investment ($) Reliance (%) 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 improvements over time may spark critical re-evaluation of the role of analytics Efficient Expansive 2005 Expansive Efficient 2010

  13. Pragmatic Approach to AnalyticsWhen will We Know What the Good Looks Like? • Acknowledge our limitations • Develop “Pragmatic” analytics • Combined metrics • Collect feedback • Grow and store knowledge • Apply Darwin principle Investment ($) Reliance (%) Data and Technology Development

  14. Pragmatic Approach to AnalyticsLimitations AcknowledgementSelf-Check Consider the most simplistic situation: One rep in a territory No competition Prescribers are the only decision makers 2000 calls per year vs. 5000 prescribers Where and how frequently to call? What sales total to expect? Would you bet your money on your guidance?

  15. Pragmatic Approach to AnalyticsOrganizational Challenge

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

  17. 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

  18. Pragmatic Approach to AnalyticsTake-away 4 Pharma companies need to significantly enhance and restructure their efforts on monitoring analytical performance Validation Development Typical Development Suggested Validation

  19. Pragmatic Approach to Analytics Thank You

  20. 2010 PMSA ConferenceWestin Savannah Harbor Hotel Savannah, GA

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