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 Analytics Keys to Successful Analytics Technology Presentation Skills ToolSet Understanding Business Needs Data Integration

Pragmatic Approach to Analytics Performance 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 Analytics Transportation Company Analogy 100% Data and Technology Development MapsDistancesImplied 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 Analytics Take-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 Analytics High-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 Share Targeting Incentive Comp Sales Force Sizing Mirror Territories Not a causal relationship No explicit time dimension

Pragmatic Approach to Analytics Take-away 2 Accurate assessment of analytical limitations caused by data quality is the key for improving the value provided by analytics

Pragmatic Approach to Analytics Another peril of “High Analytics” area Data and Technology Development Not to scale

Pragmatic Approach to Analytics Take-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 Expansive Efficient

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

Pragmatic Approach to Analytics Organizational Challenge

Pragmatic Approach to Analytics It’s Bigger Than just Creating a Model Reality IssueModel Directions Implementation Where is the knowledge collected? Training

Pragmatic Approach to Analytics Organizational 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 Analytics Take-away 4 Pharma companies need to significantly enhance and restructure their efforts on monitoring analytical performance Suggested Typical Development Validation

Pragmatic Approach to Analytics

2010 PMSA Conference Westin Savannah Harbor Hotel Savannah, GA