--- title: "2023 Symposium" description: "" url: "https://pmsa.org/events/symposium/2023-symposium" date: "2026-06-15T06:11:09+00:00" language: "en-GB" --- # 2023 Symposium ![Fall Symposium • Las Vegas, Nevada • November 9-10](https://pmsa.org/_resources/images/symposium/2023/banner.webp) [ Login to Access Presentations ](https://pmsa.org/index.php?ymrequest=oauthredirect) [ Photo Gallery ](#) | THURSDAY, NOVEMBER 9, 2023 | |---| | **07:30 AM - 08:30 AM** | Breakfast Virginia City 2 | | **08:30 AM - 08:45 AM** | Open & Welcome Laughlin 2-3 | | **08:45 AM - 09:30 AM** | [ Evolving Field Sales Planning & Incentive Compensation for Omnichannel Strategy Success](#thu0845am) Life sciences companies are making multi-million-dollar investments in omnichannel strategy even though success is still elusive. Pharma commercial teams are being challenged by leadership to demonstrate the effectiveness and impact of omnichannel investments. Time is of critical essence for companies to identify and address the key bottlenecks of omnichannel strategy otherwise they risk dealing with ongoing sub optimal business outcomes while companies with successful omnichannel strategy forge ahead and gain significant competitive advantage. This presentation will share strategic insights on current industry state from Axtria’s Customer Engagement Planning and Execution Industry Survey and will showcase tangible ways life sciences organizations can transform their field deployment and incentive compensation approaches to drive the success of their omnichannel strategy. Speaker: Vineet Rathi - Principal, Axtria Inc.; Daniel Stewart, Senior Director, Commercial Excellence, Axtria Inc. Laughlin 2-3 | | **09:30 AM - 10:15 AM** | [ A New Era of Personalization: Applying Generative AI to Dynamic Customer Engagement](#thu0930am) Our industry has witnessed profound changes to field planning and deployment in recent years. Challenges with personal promotion had been mounting in access restrictions and increased sophistication of non-personal outreach, only to reach a crescendo when the pandemic hit. As we seek to best equip field teams, our industry has transitioned from static call plans to intelligent, dynamic routing. This has created a need to catalog and interpret the data in simple, digestible formats. Where in the past a sales team may have been provided semesterly plans of action and been measured off of simple reach and frequency metrics, the commercial team of today is processing real-time trigger data, patient-originated events, lab data, and even predictive outputs.Using oncology as an example therapeutic area, life science organizations will see how they can meet patients and providers where they are, at the time of critical care events. We will demonstrate how combining data that can be flexibly queried with an intuitive technology platform can yield insights that accelerate a patient’s path to appropriate interventions. Participants will witness the migration away from table-based reports that the home office may distribute to their district managers to the next generation of intuitive reporting. In a joint effort between WhizAI and IPM.ai, both innovators in artificial intelligence, all functions at a manufacturer can have usable, real-time data at their fingertips. Speakers: Dan Fisher - Managing Director and Practice Lead, Real Chemistry; Bijal Karande, Vice President, Partnerships and Pre-Sales, WhizAI Laughlin 2-3 | | **10:15 AM - 10:45 AM** | Networking Break Laughlin 2-3 | | **10:45 AM - 11:30 AM** | TRACK A: Gen AI/LLM - Use Cases in Pharma — Leveraging Large Language Models for creating winning sales rep-triggered emails Speakers: Vardhan DVL, Senior Manager of Client Services at Indegene; Samantha Nair, Associate Marketing Manager, Indegene; Nitin Raizada, Vice President of Enterprise Commercial Solutions at Indegene Laughlin 2-3 --- [ TRACK B: Driving Field Execution to Next Level — Innovative Methods to Tackle Sales Force Sizing, Resource Allocation, and Scenario Planning due to the Growing Influence of Digital Promotional Tactics](#thu1045am1) In the post-pandemic era, there has been a significant change in the way doctors interact with pharmaceutical representatives. Many doctors have become less accessible to reps, opting for a no-see approach. This shift has presented a challenge for pharma companies, as it restricts their ability to engage with healthcare professionals (HCPs) through traditional in-person detailing. How can we make sure that all the critical HCPs are engaged with a mode that works well for them as well as for the pharmaceutical company? Speaker: Anisha Jagadesan - Senior Manager, Genpact Virgina City 3 | | **11:30 AM - 12:15 PM** | TRACK A: Gen AI/LLM - Use Cases in Pharma — Demystifying Contextual Messaging for AI Powered Field Alerts with and Large Language Models Speakers: Sambit Nandi - Data Science Manager, ZS Associates; Arrvind Sunder - Principal, ZS Associates Laughlin 2-3 --- TRACK B: Driving Field Execution to Next Level — Precision Targeting for Maximizing Pull-Through by Identification of High Propensity Targets Speakers: Ankit Chhabra, CustomerInsights.AI Virgina City 3 | | **12:15 PM - 01:15 PM** | Lunch Virgina City 2 | | **01:15 PM - 02:00 PM** | [ TRACK A: Gen AI/LLM - Use Cases in Pharma — Can ChatGPT Truly do Serious Data Analytics?](#thu0115pm1) “Can ChatGPT truly do serious data analytics?” is an obvious and compelling question that needs to be addressed. The answer has huge and potentially transformative implications for our industry. ChatGPT is very powerful but not without shortcomings. It hallucinates and makes up very convincing but wrong answers. It has seen a drop in IQ since inception. Also, it is sometimes fickle. There are days it responds to a prompt and another when it refuses to answer the same prompt. This talk describes the experiments, findings, and reflections on their implications. Three things stand out. First, we cannot overstate the importance of prompt engineering. Second, data analysis is a multi-step process where the outcome of one task largely dictates what the next task ought to be, making the original sequence of tasks obsolete as soon as something unexpected turns up. This dynamic refresh of the plan of actions requires a deep understanding of the intricacies of the larger picture. Third, before delving into the analysis, a seasoned data analyst will start off by seeking to understand the purpose of the analysis and how the results will be deployed. Can ChatGPT truly hold a candle to the data master? Speakers: JP Tsang, PhD & MBA (INSEAD) - President of Bayser; Xiaohao Ji - Director of Commercial Analytics, Kyowa Kirin Laughlin 2-3 --- TRACK B: Driving Field Execution to Next Level — Data Science Methodologies for Successful Design and Implementation of Dynamic Call Planning Speakers: Neha Rastogi, Director, Commercial Excellence, Axtria Inc.; Saurabh Sarker, Director, Commercial Excellence, Axtria Inc. Virgina City 3 | | **02:00 PM - 02:45 PM** | TRACK A: Gen AI/LLM - Use Cases in Pharma — Scaleable Conversational Capabilities Leveraging Generative AI Speakers: Srivatsa Kanchibotla - Principal, Chief Data Scientist, TheMathCompany; Ashwin Gopalakrishnan - Partner, Head of Healthcare & Life Sciences practice, TheMathCompany Laughlin 2-3 --- [ TRACK B: Driving Field Execution to Next Level — Unlocking the Power of ML-Powered Recommendation Engines for Superior CX](#thu0200pm2) Engaging healthcare professionals (HCPs) with precision and personalization has never been more crucial. However, data reveals that a majority of HCPs feel that sales representatives do not completely understand their requirements well enough to provide them with personalized experiences. This presentation delves into the groundbreaking possibilities that machine learning-powered xAI recommendation engines can offer when assisting sales representatives with dynamic targeting for better CX. The presentation outlines a four-step foundational blueprint for building such recommendation engines. It also covers the data sources to leverage (such as sales representatives’ feedback), the importance of making these recommendation models explainable to drive adoption among sales representatives, and much more. Innovations like these reshape the way sales representatives connect with HCPs and, in turn, transform patient outcomes. Don’t miss out! Speakers: Arvind Dakhera - Senior Director, Data and Analytics at Indegene; Mario Nagathota - Director, Data and Analytics Solutions Business Partner at Otsuka; Nellai Srinivasan - Senior Manager, Data and Analytics at Indegene Virgina City 3 | | **02:45 PM - 03:15 PM** | Networking Break Laughlin 2-3 | | **03:15 PM - 04:00 PM** | TRACK A: Gen AI/LLM - Use Cases in Pharma — Applications of Generative AI and Large Language Models (LLM) in Pharma Sales & Marketing Speaker: Ayush Mundhra, CustomerInsights.AI Laughlin 2-3 --- [ TRACK B: Driving Field Execution to Next Level — Unleashing the Power of Rep Notes: Extracting Actionable Insights through NLP driven Analysis](#thu0315pm2) In the pharmaceutical industry, unlocking the wealth of knowledge embedded in a vast array of pharma representative notes is pivotal for enhancing sales strategies, fostering data-driven decision-making and ultimately optimizing interactions with healthcare professionals (HCPs). Within life sciences organizations, there are usually multiple teams of reps operating in isolated silos--and the full potential of these valuable notes often remains untapped. This innovative approach aims to achieve the following outcomes: - Intuitive Insights Across Therapeutic Areas and Business Units - Identification of Hot Topics, Trends and Key Client Remarks - HCP Conversation Summarization using Generative AI for Reps via CRM solutions Speakers: Arvind Balaji Gunasekaran - Principal Consultant - Data Science, Trinity Life Sciences; Janani Gantal Damodaran - Principal Consultant, Trinity Life Sciences Virgina City 3 | | **04:00 PM - 04:45 PM** | [ TRACK A: Gen AI/LLM - Use Cases in Pharma — The Magic of AI: How can Pharma Firms Benefit from the Latest AI Advances?](#thu0400pm1)In this session we will walk through the latest AI advances that pharma firms can benefit from. Starting from digital ads using AI to using CoPilot in increasing effectiveness of our daily work. We will discuss specific examples that you can use immediately in your work. Speaker: Ashish Agrawal, CEO ProcDNA Laughlin 2-3 --- [ TRACK B: Driving Field Execution to Next Level — "How did it Land?": Uncovering the Psychological Dynamics of Effective Sales Reps](#thu0400pm2)Success in the pharmaceutical industry relies on an effective sales force. A proactive approach is essential to evolve sales force effectiveness and incentive compensation planning. This involves a comprehensive understanding of why sales team members underperform. Sales effectiveness depends on the interactions between physicians and reps, involving thoughts, emotions, and behaviors. To capture these elements, we advocate an approach that transcends the more siloed approach typically employed. Instead, we use a multi-level strategy incorporating: - Secondary prescribing data to identify high and low-performing reps and target segments - Rep ride-along and qualitative interviews with physicians to provide an in-depth insight into recent sales experiences, focusing on both hard and soft skills - A quantitative survey to evaluate reps using predetermined hard and soft performance metrics This approach delves beyond traditional metrics, emphasizing soft factors like warmth, product knowledge, and personal brand, which are crucial for influencing physician behavior. It recognizes the importance of alignment between reps and target physicians and offers actionable recommendations for improving training and sales calls. Ultimately, this holistic understanding enhances sales force effectiveness, ensuring successful physician interactions. Speaker: Andrew Pilecki, PhD - Associate Director, KMK Consulting Inc. Virgina City 3 | | **06:30 PM - 09:00 PM** | Reception Sponsored by Claritas Rx Virgina City 2 | | FRIDAY, NOVEMBER 10, 2023 | |---| | **07:30 AM - 08:30 AM** | Breakfast Virgina City 2 | | **08:30 AM - 09:15 AM** | [ Panel Session: The Go-To-Market Evolution: Gen AI / LLMs’ Role in Pharma – Dispelling Myths and Seizing Opportunities](#fri0830am) Objective of Panel discussion at PMSA has always been to generate energizing discussion with various viewpoints, discussing current use cases, opportunities, and challenges to provide our audience food for thought and to inspire them taking new initiatives in their respective organizations. Key Discussion Points - What is Gen AI / LLM ? Role in Pharma - Potential benefits of Gen AI / LLMs i.e. why does Pharma Commercial leadership care about it? What will you be missing out if you don’t? - Case Studies (both Manufacturers / Vendors) - Challenges and Concerns: Data privacy, Salesforce buy-in, ethical considerations. - Regulatory Landscape: Is that worth the hassle for Go-To-Market efforts? - Measuring Success - Audience questions Moderator: Mayank Misra - Managing Partner, Charles River Healthcare Partners, and interim Vice President, New Product Planning, Analytics & Operations, PharmaEssentia USA Speakers: Yasser Ali - Vice President, Commercial Operations and Business Analytics at BeiGene; Cindie Dilley - US Head of Business Anaytics and Insights and Global Head of Advanced Analytics; Jessica Jarvis - Principal, ZS Associates; Vineet Rathi - Principal, Axtria Inc. Laughlin 2-3 | | **09:15 AM - 10:00 AM** | [ Uncover Sub-National Opportunity Levers in Oncology – Patient Led Growth Strategy to Fuel Brand Growth and Optimize Field Action](#fri0915am) Determine how patient unmet needs and local nuances/variations and drivers leading to certain decision in patient treatment helps armor pharma reps with the deep insights to enable impactful detailing which ultimately drives brand sales. Speakers: Atharv Sharma - Advanced Data Science Manager, ZS Associates; Arrvind Sunder - Principal, ZS Associates; Manu Prasad - Decision Analytics Manager, ZS Associates Laughlin 2-3 | | **10:00 AM - 10:15 AM** | Networking Break Laughlin 2-3 | | **10:15 AM - 11:00 AM** | Effectively Predict Patient Discontinuation with Machine Learning/AI and Opportunities for Rx Switching using Real Time Competitive Market Alerts Speaker: Ryan Sun - Sr. Director of Analytics, Claritas Rx Laughlin 2-3 | | **11:00 AM - 11:45 PM** | Use of AI/ML and ChatGPT Techniques to Determine Staging and Prognosis in Myelodysplastic Syndrome Patients in the Electronic Health Records (EHR) from Optum’s De-identified Market Clarity Database Speaker: Vikash Verma - Director, Data Science, Optum Lifesciences - UHG Laughlin 2-3 | | **11:45 AM - 01:00 PM** | Lunch Virginia City 2 | ## Schema ```json { "@context": "https://schema.org", "@type": "BreadcrumbList", "itemListElement": [ { "@type": "ListItem", "position": 1, "name": "Home", "item": "https://pmsa.org" }, { "@type": "ListItem", "position": 2, "name": "2023", "item": "https://pmsa.org/events/symposium/2023-symposium" } ] } ``` ```json { "@context": "https://schema.org", "@type": "Organization", "@id": "https://pmsa.org/events/symposium/2023-symposium#organization3", "name": "Pharmaceutical Management Science Association", "alternateName": "Agentis", "legalName": "Agentis Management", "email": "info@pmsa.org", "url": "https://pmsa.org", "telephone": "(859) 899-9130", "foundingDate": "1977-01-01", "logo": "https://pmsa.org//images/gsd.png", "image": "https://pmsa.org//images/gsd.png", "address": { "@type": "PostalAddress", "streetAddress": "1024 Capital Center Drive, Suite 205, Frankfort, Kentucky", "postalCode": "40601" } } ``` ```json { "@context": "https://schema.org", "@type": "Article", "mainEntityOfPage": { "@type": "WebPage", "@id": "https://pmsa.org/events/symposium/2023-symposium" }, "headline": "2023 Symposium", "description": "2023 Symposium Login to Access Presentations Logout Photo Gallery THURSDAY, NOVEMBER 9, 2023 07:30 AM - 08:30 AM Breakfast Virginia City 2 08:30 AM - 08:45 AM Open & Welcome Laughlin 2-3 08:45 AM - 09:30 AM  Evolving Field Sales Planning & Incentive Compensation for Omnichannel Strategy Success Life sciences companies are making multi-million-dollar investments in omnichannel strategy even though success is still elusive. Pharma commercial teams are being challenged by leadership to demonstrate the effectiveness and impact of omnichannel investments. Time is of critical essence for companies to identify and address the key bottlenecks of omnichannel strategy otherwise they risk dealing with ongoing sub optimal business outcomes while companies with successful omnichannel strategy forge ahead and gain significant competitive advantage. This presentation will share strategic insights on current industry state from Axtria’s Customer Engagement Planning and Execution Industry Survey and will showcase tangible ways life sciences organizations can transform their field deployment and incentive compensation approaches to drive the success of their omnichannel strategy. Speaker: Vineet Rathi - Principal, Axtria Inc.; Daniel Stewart, Senior Director, Commercial Excellence, Axtria Inc. Laughlin 2-3 {show usergroup="Registered"} Download Presentation {/show} 09:30 AM - 10:15 AM  A New Era of Personalization: Applying Generative AI to Dynamic Customer Engagement Our industry has witnessed profound changes to field planning and deployment in recent years. Challenges with personal promotion had been mounting in access restrictions and increased sophistication of non-personal outreach, only to reach a crescendo when the pandemic hit. As we seek to best equip field teams, our industry has transitioned from static call plans to intelligent, dynamic routing. This has created a need to catalog and interpret the data in simple, digestible formats. Where in the past a sales team may have been provided semesterly plans of action and been measured off of simple reach and frequency metrics, the commercial team of today is processing real-time trigger data, patient-originated events, lab data, and even predictive outputs.Using oncology as an example therapeutic area, life science organizations will see how they can meet patients and providers where they are, at the time of critical care events. We will demonstrate how combining data that can be flexibly queried with an intuitive technology platform can yield insights that accelerate a patient’s path to appropriate interventions. Participants will witness the migration away from table-based reports that the home office may distribute to their district managers to the next generation of intuitive reporting. In a joint effort between WhizAI and IPM.ai, both innovators in artificial intelligence, all functions at a manufacturer can have usable, real-time data at their fingertips. Speakers: Dan Fisher - Managing Director and Practice Lead, Real Chemistry; Bijal Karande, Vice President, Partnerships and Pre-Sales, WhizAI Laughlin 2-3 {show usergroup="Registered"} Download Presentation {/show} 10:15 AM - 10:45 AM Networking Break Laughlin 2-3 10:45 AM - 11:30 AM TRACK A: Gen AI/LLM - Use Cases in Pharma — Leveraging Large Language Models for creating winning sales rep-triggered emails Speakers: Vardhan DVL, Senior Manager of Client Services at Indegene; Samantha Nair, Associate Marketing Manager, Indegene; Nitin Raizada, Vice President of Enterprise Commercial Solutions at Indegene Laughlin 2-3 {show usergroup="Registered"} Download Presentation {/show}  TRACK B: Driving Field Execution to Next Level — Innovative Methods to Tackle Sales Force Sizing, Resource Allocation, and Scenario Planning due to the Growing Influence of Digital Promotional Tactics In the post-pandemic era, there has been a significant change in the way doctors interact with pharmaceutical representatives. Many doctors have become less accessible to reps, opting for a no-see approach. This shift has presented a challenge for pharma companies, as it restricts their ability to engage with healthcare professionals (HCPs) through traditional in-person detailing. How can we make sure that all the critical HCPs are engaged with a mode that works well for them as well as for the pharmaceutical company? Speaker: Anisha Jagadesan - Senior Manager, Genpact Virgina City 3 {show usergroup="Registered"} Download Presentation {/show} 11:30 AM - 12:15 PM TRACK A: Gen AI/LLM - Use Cases in Pharma — Demystifying Contextual Messaging for AI Powered Field Alerts with and Large Language Models Speakers: Sambit Nandi - Data Science Manager, ZS Associates; Arrvind Sunder - Principal, ZS Associates Laughlin 2-3 {show usergroup="Registered"} Download Presentation {/show} TRACK B: Driving Field Execution to Next Level — Precision Targeting for Maximizing Pull-Through by Identification of High Propensity Targets Speakers: Ankit Chhabra, CustomerInsights.AI Virgina City 3 {show usergroup="Registered"} Download Presentation {/show} 12:15 PM - 01:15 PM Lunch Virgina City 2 01:15 PM - 02:00 PM  TRACK A: Gen AI/LLM - Use Cases in Pharma — Can ChatGPT Truly do Serious Data Analytics? “Can ChatGPT truly do serious data analytics?” is an obvious and compelling question that needs to be addressed. The answer has huge and potentially transformative implications for our industry. ChatGPT is very powerful but not without shortcomings. It hallucinates and makes up very convincing but wrong answers. It has seen a drop in IQ since inception. Also, it is sometimes fickle. There are days it responds to a prompt and another when it refuses to answer the same prompt. This talk describes the experiments, findings, and reflections on their implications. Three things stand out. First, we cannot overstate the importance of prompt engineering. Second, data analysis is a multi-step process where the outcome of one task largely dictates what the next task ought to be, making the original sequence of tasks obsolete as soon as something unexpected turns up. This dynamic refresh of the plan of actions requires a deep understanding of the intricacies of the larger picture. Third, before delving into the analysis, a seasoned data analyst will start off by seeking to understand the purpose of the analysis and how the results will be deployed. Can ChatGPT truly hold a candle to the data master? Speakers: JP Tsang, PhD & MBA (INSEAD) - President of Bayser; Xiaohao Ji - Director of Commercial Analytics, Kyowa Kirin Laughlin 2-3 {show usergroup="Registered"} Download Presentation {/show} TRACK B: Driving Field Execution to Next Level — Data Science Methodologies for Successful Design and Implementation of Dynamic Call Planning Speakers: Neha Rastogi, Director, Commercial Excellence, Axtria Inc.; Saurabh Sarker, Director, Commercial Excellence, Axtria Inc. Virgina City 3 {show usergroup="Registered"} Download Presentation {/show} 02:00 PM - 02:45 PM TRACK A: Gen AI/LLM - Use Cases in Pharma — Scaleable Conversational Capabilities Leveraging Generative AI Speakers: Srivatsa Kanchibotla - Principal, Chief Data Scientist, TheMathCompany; Ashwin Gopalakrishnan - Partner, Head of Healthcare & Life Sciences practice, TheMathCompany Laughlin 2-3 {show usergroup="Registered"} Download Presentation {/show}  TRACK B: Driving Field Execution to Next Level — Unlocking the Power of ML-Powered Recommendation Engines for Superior CX Engaging healthcare professionals (HCPs) with precision and personalization has never been more crucial. However, data reveals that a majority of HCPs feel that sales representatives do not completely understand their requirements well enough to provide them with personalized experiences. This presentation delves into the groundbreaking possibilities that machine learning-powered xAI recommendation engines can offer when assisting sales representatives with dynamic targeting for better CX. The presentation outlines a four-step foundational blueprint for building such recommendation engines. It also covers the data sources to leverage (such as sales representatives’ feedback), the importance of making these recommendation models explainable to drive adoption among sales representatives, and much more. Innovations like these reshape the way sales representatives connect with HCPs and, in turn, transform patient outcomes. Don’t miss out! Speakers: Arvind Dakhera - Senior Director, Data and Analytics at Indegene; Mario Nagathota - Director, Data and Analytics Solutions Business Partner at Otsuka; Nellai Srinivasan - Senior Manager, Data and Analytics at Indegene Virgina City 3 {show usergroup="Registered"} Download Presentation {/show} 02:45 PM - 03:15 PM Networking Break Laughlin 2-3 03:15 PM - 04:00 PM TRACK A: Gen AI/LLM - Use Cases in Pharma — Applications of Generative AI and Large Language Models (LLM) in Pharma Sales & Marketing Speaker: Ayush Mundhra, CustomerInsights.AI Laughlin 2-3 {show usergroup="Registered"} Download Presentation {/show}  TRACK B: Driving Field Execution to Next Level — Unleashing the Power of Rep Notes: Extracting Actionable Insights through NLP driven Analysis In the pharmaceutical industry, unlocking the wealth of knowledge embedded in a vast array of pharma representative notes is pivotal for enhancing sales strategies, fostering data-driven decision-making and ultimately optimizing interactions with healthcare professionals (HCPs). Within life sciences organizations, there are usually multiple teams of reps operating in isolated silos--and the full potential of these valuable notes often remains untapped. This innovative approach aims to achieve the following outcomes: Intuitive Insights Across Therapeutic Areas and Business Units Identification of Hot Topics, Trends and Key Client Remarks HCP Conversation Summarization using Generative AI for Reps via CRM solutions Speakers: Arvind Balaji Gunasekaran - Principal Consultant - Data Science, Trinity Life Sciences; Janani Gantal Damodaran - Principal Consultant, Trinity Life Sciences Virgina City 3 {show usergroup="Registered"} Download Presentation {/show} 04:00 PM - 04:45 PM  TRACK A: Gen AI/LLM - Use Cases in Pharma — The Magic of AI: How can Pharma Firms Benefit from the Latest AI Advances? In this session we will walk through the latest AI advances that pharma firms can benefit from. Starting from digital ads using AI to using CoPilot in increasing effectiveness of our daily work. We will discuss specific examples that you can use immediately in your work. Speaker: Ashish Agrawal, CEO ProcDNA Laughlin 2-3 {show usergroup="Registered"} Download Presentation {/show}  TRACK B: Driving Field Execution to Next Level — "How did it Land?": Uncovering the Psychological Dynamics of Effective Sales Reps Success in the pharmaceutical industry relies on an effective sales force. A proactive approach is essential to evolve sales force effectiveness and incentive compensation planning. This involves a comprehensive understanding of why sales team members underperform. Sales effectiveness depends on the interactions between physicians and reps, involving thoughts, emotions, and behaviors. To capture these elements, we advocate an approach that transcends the more siloed approach typically employed. Instead, we use a multi-level strategy incorporating: Secondary prescribing data to identify high and low-performing reps and target segments Rep ride-along and qualitative interviews with physicians to provide an in-depth insight into recent sales experiences, focusing on both hard and soft skills A quantitative survey to evaluate reps using predetermined hard and soft performance metrics This approach delves beyond traditional metrics, emphasizing soft factors like warmth, product knowledge, and personal brand, which are crucial for influencing physician behavior. It recognizes the importance of alignment between reps and target physicians and offers actionable recommendations for improving training and sales calls. Ultimately, this holistic understanding enhances sales force effectiveness, ensuring successful physician interactions. Speaker: Andrew Pilecki, PhD - Associate Director, KMK Consulting Inc. Virgina City 3 {show usergroup="Registered"} Download Presentation {/show} 06:30 PM - 09:00 PM Reception Sponsored by Claritas Rx Virgina City 2 FRIDAY, NOVEMBER 10, 2023 07:30 AM - 08:30 AM Breakfast Virgina City 2 08:30 AM - 09:15 AM  Panel Session: The Go-To-Market Evolution: Gen AI / LLMs’ Role in Pharma – Dispelling Myths and Seizing Opportunities Objective of Panel discussion at PMSA has always been to generate energizing discussion with various viewpoints, discussing current use cases, opportunities, and challenges to provide our audience food for thought and to inspire them taking new initiatives in their respective organizations. Key Discussion Points What is Gen AI / LLM ? Role in Pharma Potential benefits of Gen AI / LLMs i.e. why does Pharma Commercial leadership care about it? What will you be missing out if you don’t? Case Studies (both Manufacturers / Vendors) Challenges and Concerns: Data privacy, Salesforce buy-in, ethical considerations. Regulatory Landscape: Is that worth the hassle for Go-To-Market efforts? Measuring Success Audience questions Moderator: Mayank Misra - Managing Partner, Charles River Healthcare Partners, and interim Vice President, New Product Planning, Analytics & Operations, PharmaEssentia USA Speakers: Yasser Ali - Vice President, Commercial Operations and Business Analytics at BeiGene; Cindie Dilley - US Head of Business Anaytics and Insights and Global Head of Advanced Analytics; Jessica Jarvis - Principal, ZS Associates; Vineet Rathi - Principal, Axtria Inc. Laughlin 2-3 09:15 AM - 10:00 AM  Uncover Sub-National Opportunity Levers in Oncology – Patient Led Growth Strategy to Fuel Brand Growth and Optimize Field Action Determine how patient unmet needs and local nuances/variations and drivers leading to certain decision in patient treatment helps armor pharma reps with the deep insights to enable impactful detailing which ultimately drives brand sales. Speakers: Atharv Sharma - Advanced Data Science Manager, ZS Associates; Arrvind Sunder - Principal, ZS Associates; Manu Prasad - Decision Analytics Manager, ZS Associates Laughlin 2-3 {show usergroup="Registered"} Download Presentation {/show} 10:00 AM - 10:15 AM Networking Break Laughlin 2-3 10:15 AM - 11:00 AM Effectively Predict Patient Discontinuation with Machine Learning/AI and Opportunities for Rx Switching using Real Time Competitive Market Alerts Speaker: Ryan Sun - Sr. Director of Analytics, Claritas Rx Laughlin 2-3 {show usergroup="Registered"} Download Presentation {/show} 11:00 AM - 11:45 PM Use of AI/ML and ChatGPT Techniques to Determine Staging and Prognosis in Myelodysplastic Syndrome Patients in the Electronic Health Records (EHR) from Optum’s De-identified Market Clarity Database Speaker: Vikash Verma - Director, Data Science, Optum Lifesciences - UHG Laughlin 2-3 {show usergroup="Registered"} Download Presentation {/show} 11:45 AM - 01:00 PM Lunch Virginia City 2", "image": { "@type": "ImageObject", "url": "https://pmsa.org/" }, "publisher": { "@type": "Organization", "name": "Pharmaceutical Management Science Association", "logo": { "@type": "ImageObject", "url": "https://pmsa.org//images/gsd.png" } }, "author": { "@type": "Person", "name": "Paul Scarnegie", "url": "https://pmsa.org/events/symposium/2023-symposium" }, "datePublished": "2025-10-15T15:14:09+00:00", "dateCreated": "2025-10-15T15:14:09+00:00", "dateModified": "2025-11-14T19:21:24+00:00" } ```