Harnessing the Power of Big Data and Analytics in Medical Affairs

June 2016

A FirstWord ExpertViews Dossier Report

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Harnessing the Power of Big Data and Analytics in Medical Affairs

Published June 2016© Copyright 2016 Doctor’s Guide Publishing Limited

All rights reserved. No part of this publication may be reproduced or used in any form or by any means graphic, electronic or mechanical, including photocopying, recording, taping or storage in information retrieval systems without the express permission of the publisher.

This report contains information from numerous sources that Doctor’s Guide Publishing Limited believes to be reliable but for which accuracy cannot be guaranteed. Doctor’s Guide Publishing Limited does not accept responsibility for any loss incurred by any person who acts or who fails to act as a result of information published in this document. Any views and opinions expressed by third parties and reproduced in this document are not necessarily the views and opinions of Doctor’s Guide Publishing Limited. Any views and opinions expressed by individuals and reproduced in this document are not necessarily the views and opinions of their employers.

Cover image: © lovegtr35/ProMotion | AdobeStock

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All Contents Copyright © 2016 Doctor’s Guide Publishing Limited. All Rights Reserved

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ContentsExecutive summary .............................................................................................................................. 1

Research methodology and objectives .................................................................................3

Contributors ...............................................................................................................................................4

Introduction ................................................................................................................................................5

What is big data? ..................................................................................................................................5

Big data in healthcare .........................................................................................................................6

Medical affairs as guardian of a centralised data resource? ...................................................8

Advantages of big data and analytics solutions for medical affairs ..............10

Medical affairs challenges and how big data can help .................................................................10

Enhancing the flow of information to provide value .................................................................. 11

KOL engagement................................................................................................................................12

Communication and education .......................................................................................................13

HEOR and real world studies ..........................................................................................................13

Retaining knowledge within the company ...................................................................................14

Information is constantly updated and enhanced .....................................................................15

Deeper knowledge can enhance future engagement .........................................................16

Information sharing and opportunities for cross-functional collaboration ...................... 17

Using big data to develop a KOL strategy .........................................................................18

Key insights .....................................................................................................................................18

Objectively finding the right people to talk to ..............................................................................19

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Segmentation, targeting and engagement strategy ................................................................. 21

Connecting office and field teams .................................................................................................23

Identifying the next generation of KOLs .......................................................................................23

Leveraging big data for a product launch in a new therapy area ....................................24

Tracking KOL actions to show the value of medical affairs ....................................................26

Using big data for outcomes research .................................................................................28

Key insights .....................................................................................................................................28

Identifying clinical sites for real world studies ............................................................................28

Understanding real world evidence ...............................................................................................29

Planning a big data solution ........................................................................................................32

Key insights .....................................................................................................................................33

Identify a business need before investing in a big data system ...........................................33

Data must be relevant and trusted ................................................................................................35

Sophisticated data integration ........................................................................................................40

Making information accessible through a user-friendly application ..................................... 41

Cultural change and training ...........................................................................................................43

Partnering with a technology company ........................................................................................44

Remaining compliant .........................................................................................................................45

Internal procedures and firewalls ..............................................................................................46

Privacy and data ownership ....................................................................................................... 47

Working more efficiently ...................................................................................................................48

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Harnessing the Power of Big Data and Analytics in

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The future for big data in medical affairs ............................................................................49

Key insights .....................................................................................................................................49

Finding ways to share patient data ...............................................................................................49

Using big data analysis for the development of better medicines ........................................ 51

Medicines could be developed to better fit into patient lifestyles ....................................52

Using big data to improve scientific understanding ..................................................................53

Sharing data while safeguarding intellectual property .............................................................54

Summary .....................................................................................................................................................55

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Harnessing the Power of Big Data and Analytics in

Medical Affairs

Research methodology and objectivesThrough industry insights, this FirstWord Dossier ExpertViews report examines the challenges and opportunities for utilising big data and analytics in medical affairs.

The information for this report was gathered from multiple sources, including primary research from in-depth telephone interviews with medical affairs professionals and consultants, supported by secondary research, mainly from publically available sources of information.

Key questions explored in this report include:

nWhat is the significance of big data and the value it has to the medical affairs function?

nIn which areas are medical affairs teams using or planning to use big data solutions?

nAre big data solutions dedicated to the medical affairs function or are they also used by other teams within the company?

nWhat are the biggest challenges faced by medical affairs teams in realising the benefits of big data and how are they planning to overcome these challenges?

nWhat are the best future opportunities for medical affairs teams to use big data?

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ContributorsnMedical Director, US

nSVP, Global Medical Affairs and Strategic Partnerships, International Myeloma Foundation, US

nVP, Medical and Scientific Affairs, US

nVP, Medical Affairs, US

nCarlos Moreira, US Lead for Data and Analytics, Pricewaterhouse Coopers (PwC)

nGary Tyson, Managing Partner, Pharma Initiatives, US

nMedical Affairs Consultant, UK

nLeilani Latimer, Sr. Director, Global Marketing, Zephyr Health, US

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Harnessing the Power of Big Data and Analytics in

Medical Affairs

Segmentation, targeting and engagement strategyOne of the advantages of a powerful data analytics solution is the specificity of segmentation that can be achieved. Experts note that with the right tools to interrogate the data, the medical affairs team is able to precisely identify a specific subset of individuals with whom they wish to engage.

“Let’s say maybe I’m trying to reach out to the community oncologist and understand his or her thinking of how do they combine combination chemotherapies. How do I find those people? With a big data platform, I can do things that are very complex and specific, such as finding people based on where they practice, finding people that have only been in practice for between five to 10 years, then only physicians who have graduated from a particular institution and who have published at least 10 articles on this topic, and so on. It’s like when you’re trying to do a PubMed search, you can just keep sorting until you find that golden nugget article of exactly what you want.”

SVP, Global Medical Affairs & Strategic Partnerships, US

One expert interviewed for this report highlights how a big data solution provided their company with an opportunity to re-examine its KOL engagement strategy, particularly with regard to later stage clinical trials, and provided insights to enable the company to engage with a larger group of HCPs.

“You start working with your top tier international thought leaders in Phase I. You work with the same people in your Phase II programme, but you’re spreading out a little bit. By the time you get to Phase III and post-approval activities – you’ve got marketing, you’ve got the sales activities – there were times when that same core group of physicians were being asked to do everything. You’re not really engaging enough of these other physicians. Big data allowed us to understand who and how we could engage physicians who were not the ones that we had been very comfortable with. That was very helpful to us. We were able to grow our thought leader base fairly quickly and really feel that we were broadening the education and the awareness of our company and our drug.

“I think it allowed us to use our top tier people the way we should, which is, as we moved out of the US and into other countries, sometimes we needed the big names and to know how and when we wanted to utilise them. The other thing was knowing where they had been in previous meetings and who they interacted with. The big

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Internal procedures and firewallsThe first step to ensuring compliance is for the biopharma company to advise the technology company of internal procedures. The technology company can then build appropriate firewalls into the system that determine who is able to access different types of data. With appropriate rules built into the system, compliance is automated so that it is not possible for the MSL to access sales information or for the sales team to access patient data, for example.

“In the US, we have different compliance rules for medical affairs and the sales teams. We have user based logins for our customers, so a medical affairs user can’t actually access any of the commercial information. If we’re working with a customer where we have a sales team and a medical affairs team, based on their user login, they will have a different view, so they’re not going to see competitive data, sales and treatment data, because that’s what the compliance regulations dictate. But they’ll be able to see that someone visited that institution or that physician.”

Leilani Latimer, Zephyr Health

“There are different levels of security that have to be maintained with these data. Access needs to be controlled based on the user of the system. If you are a sales representative, your level of access is going to be different than that of a medical science liaison or the VP of clinical development. The onus is on the company to clearly identify that and build in those levels so that [for example] we don’t have a sales rep who’s got patient-level data that they’re utilising to target their customers, which would be inappropriate. The biopharma company has to determine who gets to see what, so their own internal policies and procedures have to come into play. Then this is provided to the technology company that then would configure the subscription to their database appropriately so that everybody gets what they are supposed to get, and no more.”

VP, Medical and Scientific Affairs, US

“The big data companies that I’ve worked with certainly had user-specific firewalls. So if we took the customer master list from commercial and ingested it into the platform and you’re a medical affairs person, you would not be able to see how many prescriptions a doctor writes for whatever drug, which is absolutely appropriate. Maybe on the commercial side, they won’t have access to which physician’s using

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