Content Management in the Content Management in the Pharmaceutical Industry Pharmaceutical Industry ––An OverviewAn Overview

Dr Arun Gangatkarhttp://in.linkedin.com/in/drarungangatkardrarunj@gmail.com

Blockbuster!!!Blockbuster!!!

Avatar ◦ USD 2 Billion

revenues

Lipitor◦ USD 12.5 Billion in

2008

Global Global PharmaPharma Market Shares by Market Shares by Sales (Approx. USD 700 Billion)Sales (Approx. USD 700 Billion) Top 10 Pharmaceutical CompaniesTop 10 Pharmaceutical Companies

1. Pfizer (USD 48 Billion)2. Sanofi-Aventis3. GlaxoSmithKline4. Novartis5. AstraZeneca6. Merck7. Johnson & Johnson8. Roche9. Eli Lilly & Co.10. Bristol-Myers Squibb

(USD 18 Billion)

1. Ranbaxy2. Dr Reddy’s

Laboratories3. Cipla4. Sun Pharma Industries5. Lupin Labs6. Aurobindo Pharma7. GlaxoSmithKline

Pharma8. Cadila Healthcare9. Aventis Pharma10. Ipca Laboratories

Global India

Life Cycle of a DrugLife Cycle of a Drug Organization StructureOrganization Structure

ExecutiveBoards

R&D

Marketing

SalesFinance

PR

Support

Pharmaceutical Industry

Where is Data Required?Where is Data Required?

Everywhere!!!

What Shall we See Today? What Shall we See Today?

R&D Marketing Sales

Types of ContentTypes of Content

8

Content

PrimaryPrimary SecondarySecondary

SubscriptionSubscription

• Sales Data

• Prescription Data

• Market Research Data

• CRF

• Primary Intelligence

• Company Reports

• Publications

• Congress Reports

• Databases

• Financial Reports• Paid databases

PublicPublic

• Available in public domain

Data CycleData Cycle

CollectionCollection

StorageStorageAnalysisAnalysis

Dissemination & StorageDissemination & Storage

ProcessingProcessing

Technology has Proven to be a Powerful Technology has Proven to be a Powerful Enabler Throughout the Life CycleEnabler Throughout the Life Cycle

Informationsharing

Informationsynthesis

StreamlinedProcess

Datamining

InsightsGeneration

Web crawlers

IntelligentSearch

E-mail DesktopIntranet

Web-based

Technology& Analytics

Questions???Questions???Functions and Data CyclesFunctions and Data Cycles

We are looking at the “Tip

of the Tip of the

Iceberg”

R&D DataR&D Data

Primarily from Clinical Trials Data ranging from less that 20 patients to

>1000 Single to multi-center

R&D Data (Clinical Trial)R&D Data (Clinical Trial)

Clinical Trial Protocol

Case Report Form

Reporting Systems

CollectionCollection

Clinical Trial Data Management Software

StorageStorage

Medical Writers

Statisticians

Copy Editors

AnalysisAnalysis

Publications

Posters

Regulatory submission reports

Dissemination & StorageDissemination & Storage

Statistical Methods

Cohort Studies, Controlled study,

Randomized controlled trial , Observational

study, Cross-sectional study, Longitudinal

study, Case-control study and others

ProcessingProcessing

Poster

Marketing DataMarketing Data

Related to market related information Used to generate:◦ Market Assessment◦ Clinical, Competitive and Business Intelligence◦ Forecasting◦ Epidemiology ◦ Market Access◦ White Papers◦ Patent Analysis

Marketing Data (General)Marketing Data (General)

Secondary Research

Subscription Databases

TrialTrove

ADIS

Primary Market Research

Instruments

Questionnaires

CollectionCollection

Online Repositories Desktop Tools Mails Forms

StorageStorage

Statistical Models

Analytical Models

Graphs

Human Intelligence

AnalysisAnalysis

E-mail

Desktop tools

Online repositories

Dissemination & StorageDissemination & Storage

Analytical Software

SPSS (Statistical Package for the

Social Sciences)

SAS

Rating Matrices

ProcessingProcessing

Rating Matrix Rating Matrix

Date of publication/studyperiod

<1990-2000 2000-2005 2005-2009

Study design Review Retrospective StudyPopulation based

studies, prospective studies

Study setting Primary Care CentreSecondary Care

CentreTertiary Care Centre/

Multi centric

Sample size Less than 30 30-100 Above 100

Type of publicationScientific

Newsletter/Blog/e-mail communication

Scientific Abstract Scientific Full text

Recruitment District/city based County/state Entire country

Randomization Done - -

Study Population Defined - -

Survey design Explained - -

Score Quality

15 and above High

8-14 Medium

<7 Low

Sales Data Sales Data

Product related information of sales, prescriptions and dispatch

Used for:◦ Sales force sizing◦ Sales force effectiveness◦ Forecasting◦ Strategic Intelligence

Sales Data (Product Sales)Sales Data (Product Sales)

Primary Research

Retailer Supply

Prescriptions

CollectionCollection

National Ambulatory Medical Care Survey (NAMCS)

National Hospital Ambulatory Medical Care Survey (NHAMCS)

IMS (Intercontinental Medical Statistics)

StorageStorage

Statistical Models

Analytical Models

Graphs

Human Intelligence

AnalysisAnalysis

E-mail

Desktop tools

Online repositories

Dissemination & StorageDissemination & Storage

Analytical Software

SPSS (Statistical Package for the

Social Sciences)

SAS

ProcessingProcessing

Case Study Case Study –– American Society of American Society of Clinical OncologistsClinical OncologistsBusiness

Need

• A leading bio-pharmaceutical company needs to update its decision makers with real time intelligence from a leading medical congress

Approach

• Data Mining: Semi-automated excel tools • Data Storage: MOSS• Processing: Semi-automated excel tools, human intelligence• Analysis: Analytical Software• Deployment: Online MOSS

Solution• Online database that provides a real time update on

events integrating both secondary and primary data points

Benefits• Early Alert Mechanism • Competitor Trends and Intelligence• Aids Strategic Decision Making

Technology has Proven to be a Powerful Technology has Proven to be a Powerful Enabler Throughout the Life CycleEnabler Throughout the Life Cycle

Informationsharing

Informationsynthesis

StreamlinedProcess

Datamining

InsightsGeneration

Web crawlers

IntelligentSearch

E-mail DesktopIntranet

Web-based

Technology& Analytics

CertificationsCertifications

HIPAA ISO BS

CompaniesCompanies

R&D• Oracle• Accenture• Quintiles

Marketing• Synovate• TNS• GFK

Sales • IMS (Intercontinental Medical Statistics)

Data Analytics

• Pennside• PharmARC• Genpact• TCS

Questions??? Questions???

Thanks for Paying Attention

Good Luck!!!