2010 PMSA Conference

Westin Savannah Harbor Hotel Savannah, GA

Director of Analytics and Reporting, Pfizer

Vladimir Velednitsky

Pragmatic Approach to Analytics: Make it Working for You

Pragmatic Approach to Analytics

Make it Working for You

Pragmatic Approach to AnalyticsKeys to Successful Analytics

Technology

PresentationSkills

ToolSet

Understanding Business Needs

Data

Integration

Pragmatic Approach to Analytics

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30

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Perf

orm

an

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Compliance

Why the impact of our recommendations is not always pleasing?

1.Data / Model limitations

2.Experienced reps are less compliant

3.Do we know “What the Good (performance) looks like?

Pragmatic Approach to AnalyticsTransportation Company Analogy

100%

Data and Technology Development

Maps Distances Implied Speed Real-time Traffic

Travel Time Detailed Look:

1. Posted speed

2. Average speed

3. Speed=f(time of the day)

4. Speed=f(day of the week)

5. Real-time speed

Qualitative Quantitative

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

Pragmatic Approach to AnalyticsHigh-Analytics Area in Pharma

100%

Data and Technology Development

Peril 1: “Because We Can” Principle:

• Call plans

• Target-list-based IC

• 100% quantitative IC

Pragmatic Approach to Analytics“Because We Can” Illustration

Calls

Sh

are

TargetingIncentive Comp

Sales Force Sizing

Mirror Territories

Not a causalrelationship

No explicit time dimension

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

Pragmatic Approach to AnalyticsAnother peril of “High Analytics” area

Data and Technology Development

Not to scale

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

2010

2005Expansive

Expansive Efficient

Efficient

Pragmatic Approach to AnalyticsWhen will We Know What the Good Looks Like?

Data and Technology Development

Acknowledge our limitations

Develop “Pragmatic” analytics• Combined metrics• Collect feedback• Grow and store knowledge• Apply Darwin principle

Pragmatic Approach to AnalyticsLimitations Acknowledgement Self-CheckConsider the most simplistic situation:

One rep in a territoryNo competitionPrescribers are the only decision makers2000 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?

Pragmatic Approach to AnalyticsOrganizational Challenge

Pragmatic Approach to AnalyticsIt’s Bigger Than just Creating a Model

Reality Issue Model Directions Implementation

Where is the knowledge collected?

Training

Pragmatic Approach to AnalyticsOrganizational Solutions

FDA-type Team at Pharma+ Consistent strategy- What if it is wrong?

Vendor Consolidation+ Better Integration- Overdependence

Communicating Limitations+ More precise directions- May be confusing

External Strategists+ Expert advice- No consistent validation

Task Force Team at Pharma+ Thorough analysis- Not long lasting

Pragmatic Approach to AnalyticsTake-away 4

Pharma companies need to significantly enhance and restructure their efforts on monitoring analytical performance

Suggested

TypicalDevelopment

Development Validation

Validation

Pragmatic Approach to Analytics

2010 PMSA Conference

Westin Savannah Harbor Hotel Savannah, GA