Pharmaceutical Management Science Association

Thursday, January 14
7:00 am - 8:00 am	Breakfast
8:00 am - 9:30 am	APLD/RWD Use and Examples in the Disruptive Innovation Data Environment Paul Cariola, Sr. Principal Oncology, IMS More information The Pharmaceutical industry is moving fast towards more lean and efficient sales and marketing business model. Gaining further insight into ever changing market dynamics including disease specific utilization on treatment pathways in Oncology has become more of imperative in planning and implementing sales and marketing strategies. This study will build upon access to broad and in depth data with IMS health, as well as communications with industry business leaders, to demonstrate examples of market dynamics and insights that provide performance based analytics and insights for nontraditional oncology markets. This discussion will be applicable to many aspects of commercial decision areas such as Business / Product Development, Launch Readiness, Detailed physician Targeting, and Market Performance Assessment with a focus on: Commercial viability in terms of market sizing Launch forecast validation from treatment pathways in targeted tumor types Market performance metrics for targeted tumor pathways Patient Progression Prediction and Targeting
9:30 am - 10:30 am	How Predictive Analytics Can Enhance the Value of Real-World Data: An Overview with Examples from Rare Disease Detection to Physician Targeting John Rigg, PhD, Principal and Head of Predictive Analytics, Real-World Evidence Solutions, IMS Health More information Anonymised patient-level data is rapidly growing in both volume and complexity. This presents exciting opportunities to help drive clinical insight and commercial value. At the same time, the very volume and complexity of the data poses analytical challenges. This session will explore how novel analytical methods from the field of predictive analytics / machine learning can enhance the value of real-world data. Examples will be used to motivate the session, including illustrations of how predictive analytics can be used to I) detect undiagnosed patients with rare diseases and II) improve salesforce physician targeting by identifying physicians with patients immediately prior to key treatment switches and / or disease progression.
10:45 am - 11:45 am	Applications of Genomic Data to Transform the Drug Development Lifecycle Luke Dunlap, Sr. Principal, IMS Ronald Miller, PhD, Specialist Consultant, RWES, IMS Health More information Advances in biotechnology continue to enhance the power and speed of genomic capabilities through the rapid generation of large, high quality, genomic datasets. Genomic data, combined with our knowledge of biological pathways and our expanding Real World Data capabilities will play an increasingly critical role in all aspects of the drug development life cycle. This discussion will focus on current and future applications of this data in the generation of Real World Evidence.
11:45 am - 1:00 pm	Lunch
1:00 pm - 2:00 pm	Putting the Data to Work Ruth Phillips, RN, BSN, MS, OCN, Oncology Clinical Lead, IMS More information Each cancer has unique properties which are considered when choosing a treatment for a patient. Just as each cancer is unique so are the methods and data sources required to answer the multitude of questions posed to the brand, sales and analytics teams when marketing and tracking an oncology product. Understanding these unique differences and how best to leverage the various sources and methods can strengthen a brands strategy.
2:00 pm - 2:30 pm	Roundtable/Q&A Moderator: Ruth Phillips, RN, BSN, MS, OCN, Oncology Clinical Lead, IMS
2:45 pm - 4:30 pm	Lab Data Integration as a Disruptive Innovation Anne Bentley, Chief Marketing Officer, Medivo Tatiana Sorokina, Data Science Lead, Medivo More information The aim of this workshop is to illustrate how disruptive innovations in healthcare data, particularly lab data integration, can be used to inform commercialization strategies and improve brand success. This workshop will address how the healthcare space is evolving with the growing mountain of data that is available today. We’ll discuss what challenges will result when we are presented with many sources of data and what disruptive innovations in healthcare data will help your brand to tackle those challenges. When properly integrated, the various types of healthcare data can provide crucial insights all along the patient journey. In this session, Medivo will go over the basics of data integration, including benefits, challenges, and application.
6:30 pm - 7:30 pm	Reception
Friday, January 15
7:30 am - 8:30 am	Breakfast
8:30 am - 10:00 am	Promotional Response in the Era of Managed Care, Specialty Pharma and Modern Data Jean-Patrick Tsang, PhD & MBA (INSEAD), President, Bayser Shunmugam Mohan, Senior Consultant, Bayser More information The aim of this class is to bring the participant up to speed regarding one of the most fundamental techniques of our industry, Promotion Response modeling, and to explain how this technique has evolved over the years to accommodate the new reality we live in. Topics will include: The availability of new data assets such as patient claims data, EMR, and registries SP and hub data, in relation to specialty drugs The coming to the fore of managed care as reimbursement surges to prominence The consolidation of providers into IDN's and ACO's whose level of control ranges from absolute to laissez-faire This class consists of 3 parts. The first part presents the nuts and bolts of promotion response, and ensures that the participant has the requisite vocabulary and concepts in place. The second part is a blinded case study where the participant is asked a series of thoughtful questions. By contemplating the problem, the participant will get a better appreciation of the finer points of Promotion Response modeling. The last part concludes with lessons learned in a playful Q&A format. This will reinforce key messages conveyed throughout the class.
10:15 am - 11:30 am	Model Structure in Promotion Response Estimation in Oncology Markets David Wood, PhD, Senior Principal, Axtria More information This discussion will cover a variety of advanced topics in setting up a promotion response model, interpreting the coefficients, and deriving optimal strategies from the results. Examples of ideas to be discussed: How results are driven by a mixture of cross-sectional (between physicians) variations and by individual physician-level variation over time (in response to variations in promotion). Which is “best” for robustness of results? What strategies are available for shifting this in one direction or another? Choice of segment membership “Standardization” or “normalization” of results by physician prior to modeling What are the implications in your choice of dependent variable to measure: Share, sales, or something else? NRx, TRx, or ...? Role of autoregressive terms (if you use them). How do they change the interpretation of other coefficients? Mixing of promotion variables on the “independent variables” side of the model How does your choice of functional form imply what you can, and cannot, see in the results? How does your model “see” possible interaction effects? Or does it implicitly deny their existence? How does your model account for possible substitution effects among different promotional tactics? Are there other ways to do this? Would they be better? “S-shaped” or “Threshold” models: They’re probably more realistic (maybe), but are they worth the analytical headaches to use them? Non-Parametric models: do we really have to believe the model follows a specific functional form at all? What if we “set it free”? Active audience participation will be welcomed.
11:30 am - 12:15 pm	Going Beyond Account Level Promotion Response Modeling for Biologics: Integrating New Data Assets and Marketing Insights for Enhanced PRM Precision Brian Gibbs, Ph.D., Principal, Axtria Kishan Kumar, Manager, Axtria More information Integrating New Data Assets to Go Beyond Account Level, Cross-line/Patient type PRM Few things are more exciting to an industry than the prospect that new data assets can be harnessed to provide insights that can drive competitive advantage. There are well-known gaps in data assets for injectable products for physician level valuation and response modeling for specific lines of therapy and subsets of relevant patients. The default in most cases is an approach that lacks precision - insights at higher levels of aggregation (i.e., account level) across all lines and patients that lack precision. The presenter will cover a framework for addressing these gaps, and a brief case study on applying this integrated data ‘triangulation’ approach. Integrating Marketing Insights for Enhanced PRM Precision for Personal Promotion For most brand’s detailing costs are still the most important factor underlying its P&L. The most promising paths for enhancing the effectiveness of that investment is to systematically and continuously evaluate targeting for those encounters, messaging conveyed in those encounters, and in some markets the timing of those encounters, and to calibrate quickly. The presenter will include an integrated framework for evaluating a brand’s targeting efficiency, taking into account structural factors, behavioral propensities, and willingness to engage in promotional efforts for the brand, and its communication effectiveness using IVA tablet data. A brief case study on the application of this framework will also be presented, along with ‘backtest’ personal promotional response modeling results substantiating the value of acting on those insights.
12:15 pm - 1:15 pm	Lunch
1:15 pm - 2:30 pm	Understanding Promotional Response in Local Customer Networks Markus Hauser, founder and CEO, enginologi Kilian Weiss, General Manager, KOL Solutions, Veeva Systems More information This session will focus on modeling local influence in local healthcare markets, promotional response modeling in networks, and empirical findings in the U.S. market.
2:30 pm	Wrap Up

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Speakers

Anne Bentley, Chief Marketing Officer, Medivo
Anne Bentley has over 20 years of Executive Marketing leadership experience, which has included sales and marketing, commercialization of products, branding, advertising, market analytics, business analytic insights, pricing, packaging and positioning. Prior to Medivo, Anne was the SVP Consumer at WebMD and launched new audience segments and solutions, which fueled consumer traffic and revenue growth. Anne was instrumental in driving the trust consumers have in WebMD as a brand. Anne’s career has spanned several constituents in health from a focus on the payer markets, to addressing value for the Life Sciences companies and to empowering consumers through the access of information to increasingly making decisions for themselves and their families. Her responsibilities in the consumer-facing health information businesses included solutions for web, mobile and print along with key brand strategies, plans, execution and delivery. In all these roles, her professional interests have been developing innovative solutions for multiple business segments and finding new approaches to the use of information to improve people’s lives.


Paul Cariola, Senior Principal, Oncology Commercial Effectiveness, IMS Health
Paul has more than eighteen years of experience in pharmaceutical marketing and marketing research, business development and consulting; with 11 years experience with IMS (SDI) and more than 15 years of patient level data analytics. He is an expert in Oncology Data for use in sales, marketing and commercial strategy. Paul has executed numerous projects and client consulting in Oncology – with over 30 different tumor types and specialized solutions in complex market strategies and insights. Specific IMS Health insights/client partnerships include pipeline analysis, sales targeting, KPI development, promotional evaluation, market entry strategies, licensing/partnership assessments, and RWE platform development and execution.

Paul holds a BS in Accounting and Risk Management from Temple University. He has been a guest speaker at multiple marketing, marketing sciences, and patient level data specific events. Prior to his time with IMS, Paul managed the immunology market research group for Wyeth Pharmaceuticals with an emphasize on biologic analysis and multi channel markets.


Luke Dunlap, MS, Senior Principal, RWES, IMS Health
Luke Dunlap is a Senior Principal in IMS Health’s Real World Evidence Solutions practice based out of Plymouth Meeting, PA. Luke is a senior leader in the Products & Business Development team focused on the development of ground-breaking RWE products and services for IMS’s Life Science, Payer, and Provider clients.

Luke combines a deep background in R&D research, drug development and regulatory approval with a passion for building information technology solutions that optimize research capabilities through the innovative use of technology. While entrepreneurial in nature, Luke is a trained research scientist with over 10 years of scientific research experience in both ophthalmology and infectious disease research,17 years of experience developing and executing informatics and data management strategies, and over 5 years of designing, building and executing scientific computing, cloud and big data analytic platforms.


Brian Gibbs, Ph.D., Principal, Axtria
Brian is currently a Principal at Axtria. He previously led the consulting practice at Symphony Health Solutions (ImpactRx) responsible for designing and overseeing engagements to optimize brand launch, resourcing and channel mix, segmentation/targeting and messaging in the Pharmaceutical market. Strategic thinker with broad Quantitative experience across full range of Oncology marketing issues. Led engagements in that role for more than 100 brands across all key markets resulting in directly actionable strategic insights.

Previously a Senior Principal in Consulting at IMS, an Associate Partner at Rosetta Marketing, Director of Advanced Analytics at V2-GfK, and a Principal in the Management Analytics Consulting Group at PriceWaterHouseCoopers. Frequent presenter at top Pharmaceutical industry conferences. Prior academic experience includes seven years in applied social science research and teaching at the University of Michigan (Ann Arbor) and Princeton University, and guest lecturing at the Wharton School of Business.


Markus Hauser, founder and CEO, enginologi
Markus is founder and CEO of enginologi - a company that provides business insight and promotion response capabilities to pharmas/biotechs. He and his team implemented and extensively tested promotion response algorithms in the US, Asia and Europe. Markus is the former Head of Commercial Innovation and Excellence at Biogen and held roles in International Operations, Marketing and New Product Commercialization in Europe and the US. Prior to his biotech days, Markus was an engagement manager at ZS Associates and later Booz & Co. in Frankfurt, Boston and New York. His work focused on Sales, Marketing and Payor related strategy and operations for pharmas/biotechs. He co-founded AdPilot, a NYC based company delivering data on the effectiveness of mass media advertising to consumer packaged goods companies, retailers and ad agencies. Markus holds MBA and a PhD from the University of Zurich and taught Strategy and Organizational Behavior at the Wharton School, University of Pennsylvania. Markus is married and lives with his wife and 3 kids near Boston, MA.


Kishan Kumar, Director, Axtria
Kishan is a pharmaceutical sales consulting and analytics professional with specific expertise in Oncology and Primary care markets. He has led successful sales operations engagements involving sales force Sizing, Structure ,Targeting and Incentive compensation. He also has experience conducing sub-national ROI analyses on personal/ non-personal sales channels. Kishan has worked very closely with Market access and marketing sciences teams in Oncology, delivering several engagements on payers, IDNs and specialty pharmacies. Prior to joining Axtria, Kishan has worked for a few global consulting firms including Cognizant and the Alexander group. In his current and prior roles, He has experience in designing and conducting surveys & field interviews , management of cross-functional client teams and delivering business solutions to several pharmaceutical clients. Kishan has a Masters degree in Biotechnology from the University of Pennsylvania (UPenn), Philadelphia, PA.


Shunmugam Mohan, Senior Consultant, Bayser
Shunmugam Mohan is a Senior Consultant with Bayser. He is fascinated with Specialty Pharma and is on his way to becoming an expert. Another of his interests is simulation and he recently developed an agent-based model in the urology field that forecasts sales while leveraging group practice dynamics. Shunmugam worked on several territory alignment projects and is always on the lookout for creative displays of multi-dimensional information. In the cardiovascular field, his recent contribution has been to build a potential assessment model of hospitals that incorporates geographic dynamics around the hospital. Prior to joining Bayser, Shunmugam worked in immune system modeling where he specialized in 3D texture analysis of multiple imaging modalities during his Masters in Electrical Engineering at the Ohio State University. He can be reached at (847) 679-8265 or This email address is being protected from spambots. You need JavaScript enabled to view it..


Ronald Miller, PhD, Specialist Consultant, RWES, IMS Health
Ronald Miller is a Specialist Consultant in IMS Health’s Real World Evidence Solutions practice based out of Fairfax, VA. In his current role, Dr. Miller is working to develop new RWE products and services that integrate genomic, clinical, and other health data.

Dr. Miller has over 9 years of research lab experience in functional genetics, transcriptome profiling, and embryonic stem cell research. Over the past 4 years within IMS, Dr. Miller provided genomics and programmatic expertise in the development of a personalized medicine platform for a large government agency. This platform provided support for all aspects of personalized medicine, including genomic research project development, bioinformatics infrastructure planning, genomic education programming, and personalized medicine / genomic policy analysis. Dr. Miller holds a PhD in Human Genetics from Johns Hopkins School of Medicine and is a member of the American Society of Human Genetics.


Ruth Phillips, RN, BSN, MS, OCN, Oncology Clinical Lead, IMS Health
Ruth Phillips is an Oncology Clinical Manager at IMS Health. Ruth has more than 20 years of experience in oncology settings including inpatient, outpatient and within the pharmaceutical industry. She is a clinical partner to clients and internal IMS teams by providing clinical guidance to consulting project teams in the design, development and interpretation of results for Oncology focused projects. She creates standard clinical guidelines for developing market definitions and benchmarks.

Prior to joining IMS, Ruth was a clinical nurse educator for Quintiles/Novartis focusing on Oncology, Endocrinology and Gastroenterology practices. Ruth was practicing Oncology nurse for nineteen years. Ruth is a member of ASCO and ONS. She holds a BSN from Pensacola Christian College and a Masters in Healthcare Communications from Boston University.


John Rigg ,PhD, Principal and Head of Predictive Analytics, Real-World Evidence Solutions, IMS Health
John Rigg, PhD heads-up Predictive Analytics in IMS Health’s Real-World Evidence Solutions. He develops innovative solutions to solve challenging problems using patient-level data using a variety of advanced statistical and machine learning methods. This encompasses applications such as clinical decision-support tools, risk stratification calculators, rare disease detection algorithms and physician targeting alerts. John has over twenty years developing predictive analytics solutions in life sciences, financial services and academia.


Tatiana Sorokina, Data Science Lead, Medivo
Tatiana Sorokina is a Data Science Lead at Medivo with experience in data analytics, experimental design and machine learning as well as passion for healthcare and biotechnology. Tatiana holds B.Sc. degree in economics from Moscow State University (Moscow, Russia) and M.Sc. degree in marketing and analytics from Columbia Business School (New York, NY). Tatiana joined Medivo in market research role in 2012 and transitioned to advanced analytics in 2013. Currently she leads a team that helps Medivo clients understand provider behavior and patient outcomes through lab data and draw insights that enable pharmaceutical brands improve their targeting strategies and increase ROI of their programs.


Jean-Patrick Tsang, PhD & MBA (INSEAD), President, Bayser
Jean-Patrick Tsang is the Founder and President of Bayser, a Chicago-based consulting firm dedicated to pharmaceuticals sales and marketing. JP is an expert in patient-level data and related analyses ranging from longitudinal analyses to hospital-retail spillover, KOL identification, influence mapping, referral networks, molecular targeting, promotion response, and the like. JP is also an expert in managed care and has worked on numerous managed care projects. JP publishes and talks on a regular basis and runs one-day tutorials several times a year. In a previous life, JP deployed Artificial Intelligence to automate the design of payloads for satellites, methaners, ethaners, and cruise-liners. JP earned a Ph.D. in Artificial Intelligence from Grenoble University and an MBA from INSEAD in France.


David Wood ,PhD, Senior Principal, Axtria
David Wood, PhD brings more than 35 years of experience in mathematical modeling of business problems, with over 20 years in sales and marketing analysis for Life Sciences companies. At Axtria, David serves as a Senior Principal, with emphasis on projects in mathematical modeling of sales operations and multi-channel promotion analysis. Prior to Axtria, he was a Sr. Vice President at marketRx, where he did significant work in all forms of sales and marketing optimization in the health care, pharmaceuticals, and managed care industries, with scores of engagements including sales and marketing structure, site location, and multi-channel marketing. David served as Executive Director for Strategic Planning Consulting at Health Products Research (now part of inVentiv Health). In addition, David has done substantial work in the development of Yield Management for the commercial airline industry (at Sabre Decision Technologies), and has worked in finance, energy and natural resource economics issues. David holds a PhD from the University of California, Berkeley, in Operations Research.