Webinars

Nearly half of all launches fail to meet first-year financial expectations. From the moment commercial planning begins, new product launches face a gauntlet of challenges. By applying a scoring model to new product launches, four archetypal launch profiles have been identified. Each Launch Archetype is defined by the product’s ability to fulfill a currently unmet need in the market and level of differentiation.

Understanding which Archetype defines a product’s launch can increase its chance of succeeding. Each Archetype comes with its own set of considerations, marketing implications, and associated launch challenges. Thus, a product’s Archetype should factor into key aspects of the launch plan including the product’s positioning, critical success factors (CSFs), key performance indicators, and the promotional budget.

Key Takeaways:

• An understanding of Launch Archetypes and their market profiles
• Science Sells
• Market Shaping
• Emphasize the Difference
• Who Benefits
• Strategic trends among Market Shaping launches
• Market factors influencing the trends
• Brand team responses to trends
• How to use Archetypes when developing a launch plan
• Identifying strategic themes
• Enhancing product positioning
• Developing Critical Success Factors
• Determining promotional investment

Presenters:

• Darin DeCarlo, Senior Principal & Segment Lead, Commercial Services, US - IQVIA
• Bill McClellan, CoE Leader, Launch Excellence, Commercial Services, US – IQVIA

The previous webinar focused on the strengths and weaknesses of each type of patient-level data. As you learned, while there are many strengths in each type, there are also gaps. Many of these gaps can hinder answering your complete research question. So how can you use real-world data and not compromise your research? The answer is in integration, bringing these datasets together.

This webinar will examine different methods for integrating RWD so that you can answer your patient-centric research objective. As part of this integration, the webinar will also examine how integrating other types of datasets with traditional RWD can offer unique insights in ways that could never be done before. Specific user cases and research questions will be examined to help illustrate RWD integration.

Presenters:

• Tom Haskell, Global Head of Data Analytics, Kantar Health

Organizations are transforming their sales functions from being reactive to proactive, and from intuition-driven to insight-driven. The emergence of vast amounts of sales and patient level data from multiple sources and platforms has provided companies with more information than they’ve ever had before. Machine learning is a branch of artificial intelligence that enables computers to recognize patterns in existing data, update with new patterns from incoming data and continuously optimize recommendations. Innovative machine learning methods, together with clinical insights and continuous model enhancements, provides superior proactive and precision targeting results. It allows sales functions to improve their sales performance and effectiveness.

In this webinar, we will discuss the following aspects:

• Business objectives and benefits of proactive sales strategy
• Proactively identify sales potentials among targeted universe
• Help sales functions update/prioritize their target and call focus with patient insights
• Improve sales performance
• Outline of machine learning methodology and process
• Data collection, cohort define and feature calculation
• Model build and selection
• Model validation & application
• Model enhancements and validation on precision targeting
• Model introduction: Logistic, Random Forest, XBG, Deep learning
• Enhancement: Stacking, Ensemble, etc (flexibility of using models)
• Demonstrate how proactive and precision targeting optimizes sales performance
• Illustrate how to validate model accuracy on a timely manner
• Describe case study objective
• How selected model is implemented
• Validation on precision on a timely manner
• Other insight of targeting in a timely manner
• Patient profile
• Doctor insight

Presenters:

• Li Zhou, Sr. Principal, Advanced Analytics Organization, Global, IQVIA
• Zhang Zhang, Manager, Advanced Analytics Organization, IQVIA
• Lynn Lu, Senior Principal, Advanced Analytics Organization, IQVIA

An effective Roster Management Module seamlessly integrates with upstream, downstream systems and provides an intuitive interface to home office and field to manage vacancies. A true transformation occurs when people, processes and technology are combined to help effectively manage vacancies for sales teams and bring tangible cost savings.

How often have we seen a regional manager asking for a territory to be backfilled? While home office/HR can help the manager to backfill vacancies, an ideal process should also be able to evaluate:

• Which territories should be backfilled first, out of all vacant territories?
• Is there a need to backfill all vacant territories OR can they be collapsed?
• What analytical framework is best suited to answer the above two questions?

Unless sales leaders and home office ask these strategic questions, they will be missing out on prioritizing territories that need to be filled. We have seen many pharma companies conducting exercises to evaluate geographies. In this session we will discuss:

• Elevating roster management into a strategic tool to effectively manage vacancies
• An analytical framework to successfully evaluate vacant geographies

Presenters:

• Ankush Mahajan, Associate Director, Axtria
• Anuj Mahajan, Associate Director, Axtria

In this session, presenters will discuss the following:

• Key aspects of integrating roster management with an HR system and interpreting HR data for important roster events
• Potential use of roster system for downstream processes, including rep licensing, credentials and sampling eligibility
• Inclusion of key stakeholder; apart from sales operations, including HR, technology business partners are extremely critical for a successful transformation and adoption of roster management processes
• Utilizing technology enablers to achieve efficient, automated roster operations with access to historical rosters for an employee or a team
• Adoption of "To be process" – like any other change, organizational culture needs to adapt to the new processes for roster management
• Case Study – Successful roster operations transformation for a pharma organization

Presenters:

• Nandana Kondur, Associate Director, Axtria
• Anuj Mahajan, Associate Director, Axtria
• Dhiren Patel, Principal, Axtria
• Gaurav Sharma, Senior Director, Axtria

In this session, speakers will discuss the following topics:

• A brief introduction to Roster Management for Pharma and its unique value proposition to improve Sales Ops efficiency
• Why pharma operations needs to embrace roster management transformation:
• Incentive compensation eligibility relies on updated roster information.
• Territory alignments take rep location as a key input for balanced, well designed territories.
• Personnel changes, to plan for backfills, or take any other decisions for the territory
• Fleet, sampling, legal, and training systems all rely on latest rosters to plan for their respective processes.
• Key challenges faced by Sales Operations leaders in absence of a roster management system:
• Manual, Excel-based maintenance of roster data is time consuming, complex and error prone.
• Employee assignment changes all the time and often sales operations is in reactive mode to such changes.
• Reliance on HR system to maintain employee assignment data.
• A discussion of the ultimate goals of undertaking a roster management transformation and what successful implementations look like

Presenters:

• Nandana Kondur, Associate Director, Axtria
• Anuj Mahajan, Associate Director, Axtria
• Dhiren Patel, Principal, Axtria
• Gaurav Sharma, Senior Director, Axtria

As health care technology evolves, medical claims data is becoming more rapidly available. This shift has opened a door to new and innovative ways of using daily and weekly claims feeds to derive key insights and enable more agile sales and marketing teams.

Through the use of near real-time medical claims in this way, we will explore how pharmaceutical companies can engage the right HCP at the right time, deliver the right message for their product, and drive sales with an early competitive advantage.

Presenters:

• Abigail Bernardi, LexisNexis® Risk Solutions – Health Care

The healthcare industry’s focus on patient centricity has meant that healthcare researchers working on behalf of the industry are looking for patient insights through a variety of channels – from healthcare providers, from the patients themselves and from biometric data, to name just a few. However, researchers face many challenges in protecting individual privacy: the copious amount of data being collected; the difficulty in keeping patient data absolutely anonymous at all times; the possibility of discovering patient information that the patients themselves are unaware of, such as from genomic sequencing; and the industry as a whole working on innovations that will change diagnosis, treatment and resource allocation that will be a potential minefield for privacy regulations.

This webinar will focus on helping you understand the tricky privacy landscape and examine how the landscape differs in different countries. It will also provide you practical advice on how to avoid pitfalls as you delve more into patient-centric research.

Presenters:

• Dr. Jessica Santos, Global Compliance and Quality Director, Kantar Health

With patient centricity the hot word in Life Sciences research right now, Real-World Data (or patient-level datasets) are absolutely critical to your research. Data suppliers are offering open claims, closed claims data, EHR data, patient registries, etc., and they claim their datasets provide exactly what you need to do your research. But can you trust these claims?

This webinar will focus on all of the different types of Real-World Data and “The Good, the Bad, and the Ugly” of each of these types to help you navigate through all of the vendor sales pitches to ask the right questions to your vendors so you can pick the best dataset for whatever your request objectives are.

Presenters:

• Tom Haskell, Global Head of Data Analytics, Kantar Health

It's not what patients say, but what they do and how they feel.

Healthcare is changing at a rapid pace, and to truly understand the individual suffering from a health condition you need to better understand the emotional drivers and challenges people face to maintain an acceptable quality-of-life, regardless of disease or condition. These make up the "Patient Ecosystem," which encompasses the person, his or her condition(s) or disease(s) and the many surrounding factors that influence behavior, attitudes, care and quality-of-life.

This Webinar will discuss a research approach that enables you to obtain insights into the relationship between the individual person and condition and the influences of behavior. By holistically working to gain a deep understanding of impactful socio-cultural influences and contextual environments, you are also able to identify and influence transformative strategies to change these behaviors.

We will use a real example with people with Irritable Bowel Syndrome (IBS) to demonstrate how we achieve an understanding of the physical, emotional and social impact of this condition.

Presenters:

• Sheila Mott, Kantar Health