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 This presentation reflects personal opinions of its author, which are not necessarily shared by his employer

Pragmatic Approach to Analytics Make it Working Better for You. Provocative Thoughts on Pharma Analytics

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

Pragmatic Approach to Analytics Directions – Execution - Results Performance % following directions Why the impact of our recommendations is not always pleasing? 1.Data / Model limitations 2.Experienced reps may be more critical to analytical recommendations 3.Do we know “What the Good (performance) Looks Like”?

Pragmatic Approach to Analytics Transportation Company Analogy Data and Technology Development MapsDistancesTravel Time 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 Proposed Focus Existing Focus Market, Models Data

Pragmatic Approach to Analytics High-Analytics Area in Pharma Data and Technology Development Caution: “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 Diligent assessment of analytical limitations caused by data quality is the key for improving the value provided by analytics. It also helps our reputation as analysts

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 growth may lead to a critical re- evaluation of the role and scope of analytics Expansive Efficient

Pragmatic Approach to Analytics “ Acknowledge the Limitations” Self-Check Consider the most simplistic situation: One rep in a territory Prescribers are the only decision makers 2000 calls per year vs prescribers All targeting-related information is available Where and how frequently to call? What sales total to expect? How can you prove that your guidance is optimal?

Pragmatic Approach to Analytics What to Do If We Don’t Know What the Good Looks Like? Data and Technology Development Acknowledge our limitations Develop “Pragmatic” analytics Combined metrics Collect feedback Grow and store knowledge This Can’t Be Done Individually!

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 Program Execution Analytics Impact

Pragmatic Approach to Analytics Assessing Analytical Performance Program Impact Factors Sales growth Stock growth Customer satisfaction rates Analytics Impact Factors + R 2 Bias Consistency % miss

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 Develop models Assess program impact “Best of Class” analytics Analyze processes Assess analytical impact “Adequate” analytics Shifting Focus

Pragmatic Approach to Analytics See this presentation at veledv.wordpress.com Your comments are welcome

2010 PMSA Conference Westin Savannah Harbor Hotel Savannah, GA