2012 Conference Agenda

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Sunday, May 20, 2012

1:00 p.m.- 5:00 p.m.

Conference Tutorials

Note: Tutorials run concurrently

How to Design a Winning Sales Incentive Plan in a Volatile Pharmaceutical Market
John W. Keon, Ph.D., President and Founder of The Marketing Advantage, Inc., and Richard DiPalma, Sales Manager, The Marketing Advantage, Inc.

TUTORIAL 2: Forecasting Methods for the 1st 24 Months of the Product Life Cycle
Jerry A. Rosenblatt, Ph.D., Foster Rosenblatt, Partner and Prof. Thomas Foster, Foster Rosenblatt, Partner

TUTORIAL 3: NeuroImmersion 101: How to Apply Neuroscience to Primary Market Research
Dr. Stephen Genco and Dr. Michael Smith, NeuroFocus, a Nielsen Company

6:30 pm – 9:30 pm

Welcome Reception

Monday, May 21, 2012

7:00 a.m.- 8:00 a.m.


8:00 a.m.- 8:15 a.m.

President's Welcome Address
Jesse Ma, PMSA President

8:15 a.m. - 9:45 a.m.

Keynote Presentation
Health Reform on the Mayan Calendar: What is Health "Reform," Will it Work, and What Will the Health Care System Look Like After 2012?

J.D. Kleinke, Medical Economist

9:45 a.m. - 10:00 a.m.Break

10:00 a.m. - 10:45 a.m.

General Session 1: Impact of e-Prescribing on Drug Selection and Treatment Choice
Karin Hayes, Source Healthcare Analytics; Paula Fullman, Wolters Kluwer Health; and Shiraz Hasan, Reimbursement Intelligence

Electronic prescribing has more than doubled over the last couple of years from 10% of prescriptions e-prescribed in the first half of 2009 to 21% in the first half of 2011. While e-prescribing offers numerous benefits, to what extent are e-prescribing technologies disruptive to the current prescribing environment, and how does e-prescribing actually alter practitioner behavior and impact pharmaceutical promotional effectiveness? As e-prescribing becomes fully adopted, pharmaceutical companies will need to understand the extent to which practitioner behavior will shift due to the availability of information on medication safety, cost, and formulary at the point of care. This session provides an overview of the e-prescribing landscape and a foundation for understanding how electronic prescribing is impacting prescriber and patient behavior. In addition, an approach designed to evaluate the impact of electronic prescribing on specific products and markets will be recommended. This approach will support pharmaceutical sales and marketing leaders in making decisions on how to adapt and optimize commercial strategies and tactics to support the new prescribing environment.

10:45 a.m. - 11:30 a.m.

General Session 2: Cross-Functional Effectiveness: Data Strategy to Drive Big Picture Decisions
Laura Jirele and Karthik Subramanian, Cognizant

The Pharma industry is transitioning from a portfolio anchored by legacy blockbuster products to a hybrid portfolio of retail & specialty products. The treatment paradigm found in Specialty Markets generates a vast amount of information (rarely all from a single source) and most companies have strong legacy constraints on the data sources they can use. The Data Strategy a pharmaceutical/biotech company adopts can profoundly impact cross functional effectiveness to drive commercial decisions. The company needs a broad base of evidence, and cross-functional teams within the company need access to a "mosaic" of information. In this presentation, we will initially define the key elements of a "Data Strategy". We'll then describe a process that can be used to develop a "Data Strategy" and illustrate this via two real-world case studies — the first for a growing Oncology business unit and the second a 3-5 year portfolio strategy. We'll conclude by discussing the implementation challenges typically faced and how these can be minimized by including them within the strategy itself.

11:30 a.m. - 1:30 p.m.

Lunch and VENDOR FAIR/Poster Session

Download Poster Presentation Abstracts
  • The Agile Sales Operation: Aligning Your Analytics to the New Commercial Model (Alex Contreras, ZS Associates)
  • The Effect of State Pharmacy Drug Product Selection Laws on Patient Generic-to-Branded Statin Drug Switch-Backs (George Chressanthis, Temple University)
  • Patient Data Going Global? Why Global Headquarters Commission Multi-Country Longitudinal Patient Studies (Michel Denari and Jennifer Millard, IMS Health
  • Choice-Adapted Bass Models: The Use of Choice Modeling, and Physician Level Extended Bass Models From Surveys to Forecast Orphan, Rare or Products Where There is a Lack of Physician Level Specific Data (L. Andrew Douglas, GFK Healthcare)
  • Forecasting New Products: How to Improve Forecast Accuracy and Predict Each Physician's Prescribing Amount (Brian Gibbs, ImpactRx)
  • Revenue Management at the Core of Key Marketing & Sales Processes (Arnaud Grunwald and David Stasior, Model N)
  • Building Brand Strategy Using Clinical Data (Steve Gun and Matt Weist, Humedica)
  • Changing Role of Commercial Operations: Building A Marketing Operations Function (Adam Hadjinian and Ganesh Vedarajan, ZS Associates)
  • Promotional Response from Quantitative Plus Qualitative Metrics (Sylvia Lifschitz, Kantar Health)
  • Estimating the Caregiver Effect: A New Way to Measure Conversion (John Lin and Qizhi Wei, Epsilon)
  • Integrating Retail Pharmacy and Medical Claims Data for a Comprehensive Review of Physician Practice Dynamics (Santosh Sastry and Priyanka Parameswaran, Genentech Inc)
  • Patient Claims Data Driven Advanced Analytics to Support Account Based Targeting for Anatomic Pathology and Molecular Diagnostics Service Provider (Sunil Suri, Cognizant and Matthew Green, Caris Life Sciences)

1:30 p.m.- 2:15 p.m.

General Session 3: Promotional Mixology: The Impact of Marketing Efforts on A Mature Drug Category
Alex Pedan, Adheris and Steve Corby, Campbell Alliance

Marketing activities within the pharmaceutical industry operate through various sales and promotional channels with the aim of convincing physicians, patients, and payers of the value and efficacy of products. A variety of marketing tools are used by pharmaceutical companies, including direct-to-consumer (patient; DTC) advertising, direct-to-physician (DTP) promotion, and advertising in medical journals. Meanwhile, the role of marketing promotion changes over the lifecycle of a drug. Because a growing number of branded drugs have recently lost exclusivity, it is important to drug manufacturers to understand the impact of promotional activities on a mature drug category. To determine the impact of DTP, DTC, and other marketing activities on a mature drug category in which generics have a significant market share, inVentiv Health's Adheris and Campbell Alliance conducted research and analytics to quantitatively estimate the impact of pharmaceutical promotions on physician prescribing behavior for three statin brands — Lipitor, Crestor, and Vytorin — after controlling for factors such as patient, physician and physician practice characteristics, generic pressure, et cetera. The analysis includes competitive promotion audit data integrated with patient longitudinal prescriptions. The findings reveal that even though the marketing efforts affect the brand share positively, the magnitude of the effects is very brand specific.

2:15 p.m.- 2:45 p.m.Lifetime Achievement Award Presentation

2:45 p.m.- 3:00 p.m.Break and Vendor Fair

3:00 p.m.- 3:45 p.m.General Session 4: Managing You and Your Career Through Change
Charlotte Sibley, Sibley Associates

Change is great, right? Sure! But usually more fun if you are the changer, not the changee. And for most of us, most of the time, we will be the changee. So how do you manage your career in these changing times? How do you not get lost in the bureaucracy? How do you develop resilience, a key component of success and health? Some hard-learned lessons from one who has been there.

3:45 p.m. - 4:30 p.m.General Session 5: Evaluating the Impact of Non-Sales Metrics in Incentive Compensation Plans
John Berreman, Incential Software, and Annette Yeary, MAP Pharmaceuticals

In recent years, the pharmaceutical industry has shown increasing interest in using non-sales data measures to incentivize sales reps in the field. Traditional incentive compensation plans are typically designed to use monthly sales data to rank and pay the top sales performers. Recently, legal restrictions and changes in sales strategies have been driving some companies to experiment with allocating a greater weight of variable compensation pay toward non-traditional measures like surveys, spot bonuses, team performance and MBO's. This presentation analyzes changes in sales performance when non-traditional incentive compensation measures are used to incentivize sales reps. The study will analyze the pros and cons of using non-traditional metrics and will provide insights into plan design guidelines that incorporate these measures. The data for this study is based on plans that range in field size from 20 to 500 representatives and span various therapeutic classes and organizations. Data will be presented for all stages of the product life-cycle: launch, growth and mature. The results will show the changes in employee retention, payouts, and rankings before and after non-traditional measures are introduced into the plan and will address the overall impact on sales performance. This presentation will provide a realistic recommendation of how companies can incorporate non-traditional measures into their compensation plan while maintaining their focus on sales performance.

4:30 p.m. - 4:45 p.m.


4:45 p.m. - 5:15 p.m.

PMSA Business Meeting

6:30 p.m.

PMSA Special Event

Tuesday, May 22, 2012

7:00 a.m. -8:00 a.m.


8:00 a.m. - 9:00 a.m.

General Session 6: Bio-2-Tech
Moreshwar Deshpande, Director, Segment Insight and Analytics at Amazon.com

9:15 a.m. - 10:00 a.m.

General Session 7: Analytics 360 - Through the Eyes of a Recruiter
Kyle Diamond, Smith Hanley Associates

The pharmaceutical industry is facing challenges — loss of patent protection for billions of dollars in product revenue, significant headcount reductions to ensure profitability, mergers and acquisitions to bolster weakened R&D pipelines, and on, and on goes the list. The pharmaceutical industry is also overwhelmed with data from numerous sources — primary surveys and focus groups, physician script level, patient longitudinal, and managed care. Now is the time where those in marketing science and sales analytics can create the largest impact with our organization; to harness the power that lies in these numbers could improve brand and/or sales force performance. Now is the time when we can show Senior Leadership the value that WE provide to the organization. After years of gathering information and perspective from candidates, clients, and professional conferences, this session will touch upon
  • The job market for Analytical Professionals
  • The profiles most coveted by hiring managers
  • The current salary benchmarks
  • The future of Analytics

10:00 a.m. - 10:15 a.m.


10:15 a.m.- 11:00 a.m.

TRACK A: Non Traditional Analysis - Thinking Creatively About Data Case Study: Predicting Physician Risk in the Evolving Oncology Marketplace
Jennifer Soller, Genentech

In the business setting, when forecasting real-world situations, it is customary to simplify the system being modeled to be able to use easily-accessible data and get actionable results in a timely manner. However, by doing so, researchers run the risk of omitting key insights and obscuring crucial drivers that distinguish between cases on a granular level. Creative thinking about data proxies and modeling techniques needs to be used more often in these situations. The implications of the evolution of the infused oncology marketplace is a case in point. An increasing number of patients are being treated in the hospital outpatient setting instead of office-based oncology practices. Understanding where this shift is happening can help marketing teams deploy tools aimed specifically at hospital promotion. Predicting where this shift is going to happen in the future can help to manage revenue expectations and to proactively create strategies designed to mitigate the shift. Complicated competitive forces between payers, providers, and hospitals shape the local changes in the oncology marketplace. Overlay on top of this regional differences in fee schedules, payment timing, and population growth and you have a complex, multifaceted prediction problem requiring creative use of both data and analytics.

TRACK B: Technology and Media - Integrating Consumer Digital into the Marketing Mix Problem
David Wood and Randall Risser, Axtria

Pharmaceutical marketers have struggled with the challenge of optimizing the overall marketing mix for some time now, and reasonable progress has been made. However, this fails to hold with consumer marketing, particularly consumer digital marketing. A variety of channels exist (banner ads, paid search, branded websites with or without consumer registration, etc.). Some of these currently benefit from predictive. But most of these are still poorly measured (even for basic ROI) and are generally not yet fully integrated into the overall marketing process. The interaction effects with marketing to Health Care Professionals are not yet well understood, and an appropriate budgeting framework is lacking. Based on our experience in Pharma and other industries, this talk will explore these issues and approaches to solving them. We will present examples that illustrate approaches for measuring ROI of digital marketing programs in Pharma (addressing the challenge that most consumer digital marketing is difficult to link to actual Rx volume) We will present a framework for modeling consumer promotional channels and their interaction among each other, and with professional promotion. This allows for optimization of overall budgeting (accounting for interaction effects) and lays the groundwork for a more detailed microtargeting on both sides.

11:00 a.m. - 11:45 a.m.

TRACK A: Non Traditional Analysis - Filling Gaps in Biologics & Oncology: APLD for Targeting and Compensation
Igor Rudychev, Bayser

In this work we developed a new approach to fill gaps in biologics & oncology Patient-Level Data on the physician level for targeting & compensation. In this approach, Patient-Level Data for biologics, IV/injectables, and office procedures is aggregated & projected for each individual physician. We investigated the nature of the data gaps in biologics APLD and identified 10 major issues with the data. Using Rx & Mx capture rates and external data, such as outlet shipment data and physician-level Rx data, we tested projection results and found that they match the shipment data. Unfortunately, there are no available APLD databases that capture 100% of biologics, oncology, and injectable activity at the individual physician level and could be used for targeting and compensation. After filling the gaps, the biologics patient-level data can be reliably used for segmentation, targeting, sales force sizing, alignment, and incentive compensation.

TRACK B: Technology and Media - Case Study: Abbott Laboratories - Identifying Emerging Physician Trends Through Real Time Physician Intelligence
Venkatesh Tanuku, Abbott Laboratories; Dhiraj Rajaram, Mu Sigma; and Gopi Vikranth, Mu Sigma

Many large healthcare firms and pharmaceutical companies such as Abbott Laboratories have a diverse portfolio of pharmaceutical products available and in production. Various market factors like managed care, price, promotional programs and increased competition affect physician prescription behavior. A company's sales force is often flooded with information about a physician and deciphering the key factors attributing to the physician's behavior might be difficult. As a result, identifying emerging physician trends and addressing unmet opportunities on a real-time basis was a critical need for Abbott Laboratories. Mu Sigma worked closely with Abbott Laboratories to develop a unique intelligent self-learning smart alert system that resulted in critical real-time data surrounding physician's behavioral patterns allowing the company to make more well-informed business decisions. The RTPI system adopted by Abbott Laboratories:
  • Integrates and exploits multiple data sources on physician behavior and factors influencing physician behavior.
  • Recognizes early trends in physician behavior and identifies physicians that warrant attention on a real-time basis (weekly and monthly).
  • Ties back performance to causal and correlated factors.
  • Provides real-time actionable alerts around physician performance that enabled Abbott be more proactive and to take appropriate actions to improve sales performance and marketing efforts.

11:45 a.m. - 1:45 p.m.

Lunch and VENDOR FAIR/Poster Session

1:45 p.m. - 2:30 p.m.

TRACK A: Non Traditional Analysis - Understanding the Patient Journey
Sonya Suarez-Hammond, Univision

The Univision Patient Journey was designed to identify and understand the health attitudes and behaviors of Hispanics vs. Non-Hispanics. Starting with selecting a closed system APLD source enabled the study to follow the patient cohorts from the initial diagnosis through the treatment paradigm. Patients were followed from diagnosis through treatment using metrics such as days to convert, compliance, persistency and length of therapy. They were segmented and profiled enabling differences to be identified and quantified between patients. These differences where then used to formulate a thesis to direct the primary research in order to explain the drivers of such behavioral variations. Using both qualitative and quantitative primary research the key hurdles and motivators to diagnosis and treatment have been highlighted. This initiative has enabled marketers to identify the stages in which the greatest impacts can be made on health outcomes and brand performance. Further, through the addition of primary research, we are able to better understand how best to position and communicate to the target audience in order to achieve higher response levels.

TRACK B: Technology and Media - Pharma Rep 3.0: How Convergence of Technological Innovations Can Radically Transform Pharma Sales Representatives
Dharmendra Sahay, ZS Associates

Faced with economic and regulatory pressure, the Pharmaceutical industry in the last few years has been constantly looking for new ways to improve sales force effectiveness. Companies are focusing on how their reps can see more customers, carry more products in the bag, spend more time in front of customers and add more value to them. Much of the focus of sales force effectiveness initiatives have been on selling model innovations. For example, differential resourcing and localized deployment, more specialized sales rep roles and increased prevalence of non-sales force channels. But now convergence of big data, automated analytics, social media and mobile technology is brewing a "perfect storm". These technological innovations are going to drive the next big wave of sales force effectiveness improvements and, if deployed appropriately, can transform the role and inherent value of the Pharma sales reps.

In the session we will share case studies that illustrate how these improvements in sales force effectiveness are being realized by companies who are deploying emerging technologies aggressively. We will also demonstrate select prototype solutions that will communicate the key themes visually. Finally, we will also share evidence that clearly highlights the size of the opportunity that exists with the right deployment of the technology. For companies that have taken steps to a forward looking and business oriented adoption of the emerging technology, significant benefits are already becoming evident.

2:30 p.m. – 3:15 p.m.

TRACK A: Non Traditional Analysis - Identifying Early Drug Adopters with Social Network Analysis
Greg Szwartz and Jim Guszcza, Deloitte LLP

In this talk, we provide an overview of how one can apply social network analytics to the problem of identifying early drug adopters. Traditionally, marketing has used relatively simple methods such as deciling or scoring models that evaluate each physician in isolation. While these methods can work well, they ignore the social environment in which a physician works and how a peer recommendation can greatly increase the likelihood of trying a new drug treatment. We will describe our methodology for creating a physician network and show how we can use the network to model influence and early adoption probability. We applied our approach to the analysis of new drug releases in a single therapeutic area and we summarize many of the lessons learned from the analysis.

TRACK B: Technology and Media - eDTCA 2.0: Global Regulation and Public Health Issues Associated With Interactive Internet Media
Timothy Mackey, Institute of Health Law Studies

Direct-to-consumer advertising (DTCA) is the fastest growing form of pharmaceutical marketing. Yet, DTCA is legal only in the United States and New Zealand of developed countries. However, the advent of online DTCA and interactive social media "Web 2.0" technologies — that is, eDTCA 2.0 —represent new challenges in pharmaceutical marketing and public health. We conducted a descriptive study of the prevalence of eDTCA 2.0 marketing in the top 10 global pharmaceutical corporations and 10 highest grossing drugs of 2009. All pharmaceutical companies reviewed (10/10, 100%) have a presence in eDTCA 2.0 on Facebook, Twitter/Friendster, sponsored blogs, and really simple syndication (RSS) feeds. In addition, 80% (8/10) have dedicated YouTube channels, and 80% (8/10) developed health care communication-related mobile applications. For reviewed drugs, 90% (9/10) have dedicated websites, 70% (7/10) have dedicated Facebook pages, 90% (9/10) have health communications-related Twitter and Friendster traffic, and 80% (8/10) have DTCA television advertisements on YouTube. A majority of these heavily marketed drugs also have a questionable safety profile. We also found 90% (9/10) of these drugs had a non corporate eDTCA 2.0 marketing presence by illegal online drug sellers. Conclusion: Nearly all major pharmaceutical companies and blockbuster drugs utilize eDTCA 2.0 to market their products. In addition, illicit online drugs sellers are now heavily utilizing eDTCA 2.0 which may endanger public health worldwide.

3:15 p.m. – 3:30 p.m.


3:30 p.m. – 5:00 p.m.

Panel Discussion: Insourcing and Outsourcing Data Analytics

This year's panel discussion will involve interaction with analytic leaders from several pharmaceutical manufacturers. In particular we hope to address and discuss the following set of questions with full audience participation:
  • What types of activities are being outsourced? Does the scope differ based upon portfolio size?
  • In what situations and for what reasons are you pursuing or not pursuing outsourcing
  • How do you engage potential outsource partners in the evaluation process?
  • What types of arrangements are idea for various situations?
  • What cost-savings should you expect and should you temper your expectations?
  • What are the best practices for managing relationships?

Wednesday, May 23, 2012

7:00 a.m. - 8:00 a.m.


8:00 a.m. - 8:15 a.m.

Final Day Announcements

8:15 a.m.- 9:00 a.m.

General Session 8: Quantitative Approach to Developing Payer Contracting Strategy for Pharmaceutical Manufacturers
Yilian Yuan, Lingyun Su, and Suzanne Sullivan, IMS Health

Facing fierce competition from comparable products and intense scrutiny by health plan sponsors, pharmaceutical manufacturers today routinely spend millions of dollars on contracting with payers. The most common strategy today is contracting from a more restrictive access to less restrictive one, such as moving from tier 3 to tier 2 with a contractual price discount and rebate. However, access improvement in terms of tier movement is not guaranteed to generate sufficient market share expansion to offset the discount and rebates. Therefore, contracting strategy must integrate both tier and copay structures to be commercially successful. We use Angiotensin II Receptor Blockers market as an example to illustrate our analytical approach to integrate the tier status and copay structure to develop contracting strategy. Discrete Choice Models are used as the analytic framework for quantifying the impact on product performance from tier positions and copays of competing products. Our study demonstrates a quantitative approach for optimal decision making in contracting. We believe this approach can benefit both pharmaceutical manufacturers and health plan managers if used properly. In a more efficiently managed healthcare market, patients will eventually benefit though better drug availability and lower out-of-the pocket cost.

9:00 a.m.- 9:45 a.m.

General Session 9: Unintended Consequences? Understanding the Impact of theMedicare Modernization Act of 2003 on the Delivery of Oncology Patient Care
Jillian Scaife, Trinity Partners
The Medicare Modernization Act of 2003 (MMA) radically changed the payment methodology for Part B covered drugs. Prior to the MMA, drug utilization in the physician office and the hospital outpatient settings was reimbursed at 95-100% of the average wholesale price (AWP). After the MMA legislation, payment became 106% of the average sales price (ASP) which drastically changed the economics of treating oncology patients. This study utilizes the 2005-2009 CMS Medicare longitudinal claims data to explore the impact of this reform on the delivery of oncology patient care and the implications for various stakeholders.

9:45 a.m.- 10:00 a.m.


10:00 a.m. - 10:45 a.m.

General Session 10: Analysis of the Impact of Health Plan Medication Access Policies on Patient Continuity of Care in Schizophrenia: Application of Integrated Managed Care and Linked Patient Databases
Joel Silver, Source Healthcare Analytics and Dilesh Doshi Janssen Scientific Affairs, LLC

The presentation will provide the audience with how understanding the methods that payers can deny prescription claims might assist in the development of strategies to reduce [unnecessary/redundant] medication rejections and increase patient access or delays in treatment.

We will walk the audience through a real case study where a pharmaceutical manufacturer applied patient analyses of claims data to demonstrate the impact of payer controls on patient access and the relationship of those controls to payer cost reduction strategies. These controls range from the amount of the copay that the patient is responsible for or through other requirements that the patient or provider must satisfy, such as step edits. Some of the other rejections beyond the drug utilization reviews (DUR) often include Prior Authorizations and other benefit design controls aimed at enacting road blocks for the patient to receive the therapy choice of the prescribing physician. Often, the manufacturer seeks to mitigate or negotiate the reduction of these types of rejections. Within the context of this case study, the 'cost of rejection' to the health plan will be discussed as well as the possible 'cost' to patient of a delay in the prescriber preferred treatment.

10:45 a.m. - 11:30 a.m.

General Session 11: Evaluating the Impact of Improved Access on Patient Medical and Drug Behavior
Matthew Sulzicki and Steve Clark, OptumInsight

The Affordable Care Act (ACA) will increase enrollment of underinsured and uninsured US citizens through (a) broader Medicaid eligibility, and (b) private coverage subsidies for low income individuals . Increased enrollment of health plan members creates a new market for pharmaceutical manufacturers who have a larger group in need of their product. We intend to use patient level data from year 2008 through 2011 to evaluate the impact of the ACA by evaluating the medical and prescription drug utilization of Medicaid patients or patients who reside in low income zip codes. Thus we will identify currently enrolled members in our database that proxy as this future newly insured group given the similarity in socio-economic characteristics between the two groups. Together this information can help pharmaceutical manufactures gauge how this population will increase overall drug utilization within a managed care organization, managed Medicaid, or health insurance exchange.

11:30 a.m. - 12:00 p.m.

Wrap up and raffle