Virtual University

The goal of the PMSA Virtual University is to establish a venue for discussion & collaboration on best practices in analytics, marketing and sales operations.

How AI Is Revolutionizing Pharma Healthcare Data Analytics and Patient Care
Presented by Definitive Healthcare

Not only are artificial intelligence (AI) and machine learning (ML) two of the hottest buzzwords in the life science industry, but the underlying technology is changing the entire landscape of pharma, biopharma, and biotech. Increasingly, these companies are utilizing AI/ML analytics to inform decision making across the development lifecycle – reducing costs and shortening timelines associated with traditional data analysis.

In this session, industry experts will share how powerful AI / ML analytics can be used in pre- and post brand launch to provide treatments more quickly to patients, followed by specific applications to:
  1. Identify early signs of disease
  2. Speed up clinical trial patient recruitment
  3. Predict patients likely to respond to treatment options
  4. Monitor adverse events and side effects
  5. Estimate high-risk and rare disease patients
  6. Understand patient’s journey from multiple lenses
  7. Maximize promotional marketing and budget allocation

Future of Pharma
Presented by Fractal.AI

The Pharmaceutical Industry is experiencing significant shifts across the value chain: from the increased focus on SDOH & health equity, to deep tech being embedded across touch-points; with new stakeholders & potential partnerships, emerging channels, the lasting pandemic effect on public distrust, compliance shifts and regulatory challenges; this is a time to Disrupt or Be Disrupted. We will share insights, action and provocations with relevance for Pharma companies exploring growth drivers, resilience through external changes and the application of AI, Data, Automation & Analytics.

Presenter: Sagar Shah, Head, Pharma Practice & Responsible AI,

Uncovering Line Of Therapy (LoT) Insights for Improved HCP Engagement
Presented by CareSet

We will convene one or more life science analytics experts to explore the advantages of using commercial and Medicare data to understand patient journeys. The experts focused on cancer care/rare disease will discuss insights gained from time-based analysis and use it to find newly diagnosed patients and patients where disease progression has required changes in LoT.

The webinar will discuss the following questions:
  1. Why is it important to follow the patient journey:
    1. from pre-Medicare eligible to Medicare eligible?
    2. From the first line of treatment to later lines of therapy?
  2. How to evaluate the drugs in the market basket?
  3. What’s the lookback period?
  4. What are your best practices for asserting with combos or line switching?
  5. How to leverage data to better manage provider outreach?
  • Ashish Patel, Chief Growth Officer and co-founder, CareSet
  • Amy Bamford, Business Development Director, CareSet
  • Tom Boulay, Deciphera, Senior Director of Commercial Insights

Role of AI/ML in Commercial Insights and Customer Engagement
Presented by WhizAI

In today’s world of rapidly evolving analytics, legacy reporting and BI platforms hinder a company from using analytics to its full potential due to the associated technology barriers, limited capabilities and long development cycles. The promise of competitive differentiation is driving commercial organizations to invest in AI/ML powered analytics. Secondly, AI-powered insights coupled with enhanced user experience and productivity allow businesses to engage customers more effectively. As a result, there is an increase in AI adoption for meaningful business insights that are easier to access, faster and cost-effective compared to the legacy solutions.

Join us in this interactive panel discussion to hear from industry stalwarts how AI/ML/NLQ powered analytics enable accelerated insights and improve customer engagement for business success.

Key discussion points:
  • Business impact of democratized access to data insights and customer engagement
  • Role of AI/ML in the evolution of analytics: data integration at scale, expedited insights cycle and improved customer engagement
  • Key factors to consider for successfully utilizing AI/ML: richer data sources, 360 degree view and domain focus
  • Top themes for life sciences enterprises and commercial organizations for deploying AI/ML
  • Dharmesh Thakkar, Sr. Director - Commercial Operations, Janssen Pharmaceuticals
  • Stuart McGuigan, Senior Advisor, McKinsey & Co (former CIO Johnson and Johnson)
  • Manesh Naidu, Consultant
  • Moderator: Richard Clements, VP Marketing, WhizAI

Using Patient Claims Data to Model & Risk Stratify the U.S. Asthma Population
Presented by Pfizer and Veeva

Asthma presents a large burden to the U.S. healthcare system:
  • Estimated prevalence of 26 million
  • Annual health expenditure of approximately $50B
  • Severe flare-ups account for 1.7 million emergency department visits annually
An unmet need for more advanced treatment persists.

In this webinar, Pfizer and Veeva will discuss how they modeled asthma exacerbation risk factors. Using longitudinal medical and pharmacy claims data, they investigated:
  1. The landscape of asthma in the U.S.
  2. COVID-19-related trends
  3. Which risk factors predict asthma exacerbations across all provider settings
Their findings show how patient data can be integral to identifying the right patient sub-groups for drug development and to inform better disease management strategies for patients.

  • Andres Quintero, M.D., M.P.H., M.B.A., Global Medical Affairs Director, Glucocorticoid Portfolio Lead, Pfizer
  • Patryk Skowron, Ph.D., Data Scientist, Veeva Systems - Commercial Analytics

Keeping Omnichannel Marketing Analytics Simple
sponsored by Axtria

The amount of data available across marketing channels has exploded in recent times, leading to information overload without true insights. Our panel of experts with extensive experience in storytelling and insight mining will discuss how complex data can deliver easily understandable insights that drive action.

  • Robert (Bob) Allen, Lead, Worldwide Engagement & Channel Planning, US/Canada Oncology at Bristol Myers Squibb
  • Lisa Hernandez, Senior Director, US Omnichannel Marketing, Daiichi Sankyo Inc.
  • Siva Tallavajhala, Director, Omnichannel Mktg Innovation & Development COE, Menarini-Stemline
  • Vandana Singh, Principal, Omnichannel Practice, Axtria
  • Devesh Verma, Principal, Omnichannel expert, Axtria

Successful AI Use Cases in Pharma
sponsored by Definitive Healthcare

AI-ML can be used across various use cases in Bio Pharma. While popularly known to be used for identifying and accelerating new drug discovery & clinical applications especially in precision medicine, there is relevant and powerful application within the commercial setting as well to enable the right patients access to the right treatment at the right time.

In this presentation, Definitive Healthcare will showcase use cases across functions.
  1. A primary care drug hone & target to optimize a narrow strategic opportunity successfully (T2d)
  2. An expensive first in class statin with a niche indication find appropriate patients & broaden access
  3. Enabled a Biotech to get to market faster via accelerated enrollment
  4. Optimized patient compliance and reduced Patient Support Program spend via targeted interventions thru AI-ML predictive risk scoring of patients for non-compliance along with AI to determine top reason for non-compliance enabling right intervention at right time for right patient within Patient Hub

Top Pitfalls Observed When Using Real World Data
sponsored by Optum Life Sciences

Real world data is increasingly being drawn upon by the Life Science industry to inform a broad range of business functions throughout the product life cycle, including clinical trial support, market insight, comparative effectiveness, understanding existing care standards and much more. And despite the richness of insight available through E.H.R and claims-based data assets, we sometimes encounter concerns from end users about the data quality, and its ability to support the analytic goals of an organization. Oftentimes, such complaints are the result of misconceptions around what RWD reflects vs. their desired analytic purpose.

This discussion will provide a useful snapshot into some common pitfalls we encounter when it comes to data interpretation, use and expectations – along with recommendations as to how they can be managed/avoided.

Accelerating Decision-Making with AI-Powered Analytics in Life Sciences to Drive Commercial Success
sponsored by WhizAI

Legacy self-service analytics require extensive data model training and deep technical knowledge to be used effectively. The alternative is developer-driven dashboards that have too broad a scope and are not unique to each user request, territory, or country. Every new data insight requires the creation of a unique dashboard, custom-built to address the specific needs of each request. These dashboards have long development cycles and can only answer the specific analytics questions for which they are built. With existing solutions it is difficult for business teams — especially non-technical users in sales and management positions — to use reporting and analytics to its full capacity.

These problems hurt an enterprise pharma’s competitive advantage in the industry.

Join us in this interactive presentation session to hear from industry stalwarts how life sciences-trained, AI-powered analytics enables accelerated decision-making to drive commercial success.

Key Discussion Points:
  1. The historical role of commercial insights and the exponential evolution of data and insights and what it means for commercial operations
  2. Key capabilities to look for when reimagining commercial insights and the role of AI, ML, and NLQ
  3. The business impact of democratizing access to insights to help business users make smarter, faster decisions at significantly lower cost

Key Technology Considerations for the Next Generation Insights Platform
sponsored by WhizAI

A new era is dawning in analytics, but organizations must be thoughtful in what augmented analytics technologies they incorporate to achieve the holy grail – a one-stop-shop where users can connect to all data, easily share all the insights across the business and do this for real-time and batch use cases. In this live webinar, hear from two leading data and analytics technology experts as they discuss:
  • What do the next generation business insights solutions look like and how augmented analytics technologies fit into this vision
  • How this solution can be commercial ready and coexist in your current ecosystem
  • Where people and process come into the picture and considerations from an organization's perspective
  • The challenge of bringing this all together so business users and analysts will use its full potential

Provider Affiliations Using Graph Networks: A New Approach to an Old Problem
sponsored by Compile

Provider affiliations, between practitioners and facilities and facilities and IDNs, have been a foundational element of pharma analytics. Yet, building accurate provider affiliations is hard. One reason is scale. With millions of links across HCPs (healthcare professionals) and healthcare organizations (HCOs), manual or survey-based methods are limiting.
In this webinar, Compile, Inc. will describe a novel approach to constructing affiliations. Using a combination of graph networks and data triangulation, the drawbacks of individual data sources are mitigated. Further, participants will learn how graph structures are well suited in capturing the complex hierarchy that characterizes health systems today. Finally, the webinar will explain how this new affiliation structure, with quantitatively scored links, can help in common pharma use cases from sales attribution to account-based targeting. The webinar will be targeted toward data and analytics savvy audience.

Maximizing Engagement with a Commercial Response Model Based on Aggregated Competitive Data
sponsored by Veeva

The landscape in which pharma companies have been operating was changing even prior to the COVID-19 pandemic. The pandemic accelerated changes that were already happening.

  • Industry’s access to healthcare professionals (HCPs) is diminishing
  • Promotional materials need to be more personalized for the HCP to engage with them
  • Broader changes in the healthcare market (centralization of healthcare organizations, broader restrictions on healthcare expenditures, regulations such as the Sunshine Act, etc) have diminished demand for reps
  • Today’s HCPs demand more choice in both the message, frequency, and the medium
While untangling all these trends is a difficult task, Veeva has created a framework that is flexible enough to encompass the data available on many of these trends. In addition, this model takes into account that there is heterogeneity in the marketing approaches of different companies, and in how effective they have been in adopting each channel.

Leveraging AI-Powered Analytics for Pharma Brand Performance
sponsored by Tellius

Pharmaceutical companies have volumes of market data coming from numerous third-party providers, as well as internal sales force data. Instead of being overwhelmed by the torrent of data, teams are now able to leverage AI-powered analytics to receive real-time insights to solve all the complex questions about their brand’s performance. Teams in areas such as sales force effectiveness, market access, and payer analytics are utilizing Tellius Smart Analytics Frameworks to quickly build consolidated views of data, speed data analysis with AI-driven automation, and simplify access to insights with search-driven intelligence. 

Together, we will dive deeper into the analytics journey: data manipulation, ad hoc exploration, and uncover actionable insights to help increase your brand's market share. By the end of this webinar, you will be able to leverage AI-powered analytics to answer the most complex business questions, as well as implement best practices on receiving buy-in from upper management. 

Awash in Data, Yet Starving for Insights? Transform Life Sciences Commercial Teams with Augmented Analytics

sponsored by

Personalized communication is something the HCPs have come to expect. To do that, pharma sales reps need to know their customers well. In order to know the customer well, they need data. Enterprise pharma companies, however, have many data resources and lots of data at their disposal. In fact, there is a data explosion. So what do you do? How do you quickly provide field reps with contextual insights (not data) about their customers to have meaningful personalized conversations? How can sales ops teams leverage incentive compensation data to drive sales motivation and help sales reps surpass their quotas? Using real-time insights, how can commercial life sciences leaders skip the long, boring reports?

Applications in Advanced Analytics to Increase Early Treatment Rates in Patients with Multiple Sclerosis 
sponsored by Optimize Rx

Early treatment is a fundamental principle of MS disease management to help lower the risk of disease progression and prevent disability. However, patient awareness of the positive impact of early treatment and long-term continuous therapy remains an issue in MS disease management. Understanding key factors that delay new patient starts on therapy are critical to reaching and educating patients and getting them on the right therapy early on to prevent disease progression and keeping them adherent to prevent disability.

While pharma has been using real world data (RWD) to generate real world evidence (RWE) for clinical trials, post-marketing, and R&D for decades, the emergence and applicability of RWD to the sales, marketing, and commercial side of the house is now ramping up. Many organizations are exploring the possibilities related to targeting, segmentation, sales force effectiveness, and adherence, allocating growing budgets to acquire, analyze, and visualize data. How can pharma manufacturers leverage those resources to ensure they’re engaging HCPs and patients in a timely and precise manner to increase early start of MS treatment? That’s where advanced analytics in RWD translate into actionable insights that can drive positive outcomes.

In this webinar we’ll discuss how applications in advanced analytics and machine learning, can leverage clinical expertise in analyzing RWD to create predictive profiles of patients who meet the criteria for early MS treatment. In the same way, advanced analytics i can be applied to identify HCPs treating those patients along the journey and predict the best moments to share MS treatment information with those HCPs at the point of care – within their workflow. This ability to reach HCPs supports a proactive approach to treatment since they can be reached using an omni-channel approach, providing information beyond the EHR and even when they’re not with the patients.


Eze K. Abosi, Head, Real World Evidence Solutions

Adam Almozlino, Vice President, Data & Products, OptimizeRx  

Mark Bard, Co-Founder, The DHC Group

Rebecca Love, RN, MSN, FIEL

Accelerated Data Infrastructure to Power Brand Launch

Presented by DCube Analytics

Life sciences and Bio Pharma companies, small to large scale, in recent years have realized the importance of insights for effective drug launches in the market. It is no more the muscle power of the organization's sales and marketing team that guarantees the success of a new launch but is the ability of the organization to gather and leverage actionable Patient Insights, Physician Insights and Payer Insights effectively that makes the difference.

Companies procure data sets like CRM data, HCP/HCO Master data, Specialty Distribution data, among others for such use cases. Typically, these data sets are stored in data lakes or data warehouses. Building an effective, secure, and scalable data store is challenge which many enterprises are trying to solve.

Further drilling down, it becomes evident that there are 4 main aspects on which an effective data lake or data warehouse must deliver on:

  • Data Integration & Preparation
  • Data Democratization
  • Data Lineage
  • Data Ops & Governance

Based on analyst reports on an average it takes 6 to 9 months to build a data lake. Companies which are looking to launch will need the data infrastructure in a few weeks and require an alternative approach to achieve this.

In this webinar, we will talk about how a framework driven solution brings together all the aspects mentioned above in a single platform while specifically providing acceleration for life sciences and pharma companies.


Karthik Mohan is working as a Product Architect at D Cube Analytics with 14 years of experience building Cloud/On Premise based Data Analytics Platforms and Products.

Subidya Bharati is working as an Associate Product Architect at D Cube Analytics with 12 years of experience specializing in BI Solutions and Data Management within Cloud and On-Premises Platforms.

Enterprise-wide Democratization of AI/ML

Presented by DCube Analytics

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In the next few years, Enterprise-wide adoption of AI and Cloud would dramatically increase and the ability to build/utilize AI solutions will move from highly specialized data scientists to other Data Citizens as well. Pharma organizations should adopt a wholistic approach in democratizing their AI and Cloud assets to ensure ease of adoption, seamless governance, and strict compliance in order to be successful. Some of the barriers to this are:

  • Overhead effort in installing, setting up, maintaining, and connecting with enterprise data ecosystems with strong security and compliance.
  • Fragmented AI/ML Ecosystem, inconsistent technology usage, lack of trust, duplication of effort and difficulty in collaboration.
  • Leadership’s lack of ability to understand, estimate and monitor the Analytics costs across people and technology.

In this Webinar, we will be discussing about how a wholistic approach can be adopted by enabling a unified governance ecosystem which strikes a balance between governance and ease of use enabling organizations to adopt AI/ML freely.


Sammed Kumar is a technical product manager at D Cube Analytics, has 15+ years of Industry experience in Data and Analytics, Data governance and syndication. Sammed has managed various initiatives in the areas of building Pharma MDM platforms, Data Warehouse, and advanced personalization.

Samuel Jaideep is an Associate Product Architect at D Cube Analytics, has 7+ years of Industry experience in Web Technologies and Cloud Engineering. Jaideep has been involved in architecting and development of various Web Applications for multiple clients in the course of time.

Meda Ajay Krishna is an Associate Product Architect at D Cube Analytics. He brings close to 7+ years of experience in Cloud – DevOps and product planning. He has experience in designing network and security for various applications. He has experience in designing Data Engineering and Pharma MDM platforms.

Leveraging AI/ML Based Stewardship to Enable Robust Customer Master Data

Presented by DCube Analytics

Sammed Kumar, Technical Product Manager at D Cube Analytics
Pradeep Kumar, Principal Consultant Data Scientist at D Cube Analytics' India office

To make any successful marketing and customer engagement efforts, the first step is to have a well stitched Customer Master data with rich and accurate attributions. The conventional MDM Systems though have certain Fuzzy match capabilities , they still need significant Human Data Stewardship to audit merges and publish the master data. The Human interventions required to enable strong data stewardship introduces a lot of variability due to skill levels and increases costs significantly to scale up. The Data stewards leverage several resources typically unavailable to MDM systems such as Google searches, external websites, and looping through corrected Names, Addresses etc. which makes the data stewardship process difficult to reproduce within the conventional MDM assets.

In this Webinar, we will be discussing about a drastically different approach to Data Stewardship where an Assistant application complements the MDM app and leverages several technology advancements as well as AI/ML to accurately replicate or optimize the Human based stewardship process.

Sammed is a Technical Product Manager at D Cube Analytics, has 15+ years of Industry experience in Data and Analytics, Data governance and syndication. Sammed has managed various initiatives in the areas of building Pharma MDM platforms, Data Warehouse, and advanced personalization.

Pradeep is a Principal Consultant Data Scientist at D Cube's India office. He brings close to 12+ years of pure play analytics and data science experience across various industries like Pharma, Hospitality, Telecom and Retail. He has expertise in laying out complete analytical roadmap for the business. He has extensive knowledge of developing machine learning solutions to help support client in their decision making and process automation.

Unravel RWD with Advanced Analytical Frameworks to Strategically Prepare for Commercial Biosimilar Launch

Sponsored by D Cube Analytics

Janani Damodaran, Consultant at D Cube Analytics
Daniel Britto, Associate Consultant at D Cube Analytics

In the epoch of thriving Biosimilars launch phase, ever wondered why they haven’t been as successful as their reference Biologic product? The conventional brand launch strategies fail when it comes to Biosimilar launches as there is a huge gap in terms of awareness about Biosimilar products & Bioequivalence, Targeting, and Messaging. Therefore, it is important for the Pharma companies to understand the key drivers and the associated stakeholders that determine the success of a Biosimilar launch.

In this webinar, we will be discussing how to leverage RWD to build robust analytical framework for targeting the most influential stakeholders and positioning the Biosimilar for a strategic commercial launch.

Janani is Consultant at D Cube Analytics, she comes with 6+ years of experience in supporting Market Planning and Brand teams with analytical solutions to make strategic data driven decisions. She has extensively worked on Oncology, Neuro and Immunology therapeutic areas covering a spectrum of business problems - Pre/Post Drug Launch Strategic Analysis, Patient Chart Audits, Physician-level data analytics, Sales Force Effectiveness and Primary Market Research

Daniel is an Associate Consultant at D Cube Analytics, who has around 5+ years of experience in supporting the analytical needs of the regional and global brand teams in their quest towards building-up next-gen strategies across launch and pre-launch space. He brings in expertise on the Inflammation therapeutic area and has solved business problems pertaining to sales and commercial analytics, Payer and Provider analytics, and also Patient treatment dynamics by leveraging syndicated data sources and extensive market research.


HCPs Segmentation on Predicted Brand Growth

Sponsored by D Cube Analytics

Ankit Kohli, Data Science Lead in the space of AI, Machine Learning and Big Data
Dheeraj Kathuria, Consultant at D Cube's India office

Pharmaceutical industry is rapidly adopting Machine learning and Advanced Analytics to enhance their commercial strategies. To make any successful marketing and customer engagement efforts, it is necessary to know your customer/physician you are targeting and predicting new prescriptions/ patient’s growth gives us an edge while planning brand strategy. The ML applied engagement model can help in segmenting the prescribers into Brand Champions, Loyalists, Churners which can further help the marketing and SFE teams to effectively formulate messaging tactics accordingly. Primary objective of this model is to devise strategies to retain market shares among churners and reach out to them to get them migrate to a business driving segment. In this Webinar, we will be discussing about machine learning approach to segment the prescribers into Churners, Loyalist and Champions. This information can be used for adjusting call plans & targeting exercise, field force communication plan, personalizing communication across various channels, used to drive next best engagement communication models, etc.

Ankit Kohli is Data Science Lead in the space of AI, Machine Learning and Big Data helping organizations across globe in enabling the application of Advanced analytics. With over a decade of his professional experience, he is the lead in data sciences at D Cube Analytics. Prior to this he has worked in data sciences business engagements at Absolutdata, EXL and Cognizant (MarketRX) across industries implementing analytical frameworks to business strategies to augment revenue streams for the businesses.

Dheeraj Kathuria is a Consultant at D Cube's India office, has 6+ years of Industry experience in Data Analytics. He has analytics and data science experience across various industries like Pharma, Retail, FMCG, Automobile and Digital OTT platforms.

Claims Data Shows IDNs' Worth: Reaching Sales and Business Objectives through Understanding IDN Value

Sponsored by LexisNexis® Health Care Risk Solutions Group

Rebecca Hauck and Anja Maciagiewicz from LexisNexis® Health Care

Insights at the intersection of claims and integrated delivery network data can empower pharmaceutical and medical device companies to identify and prioritize high-value sales targets and opportunities. With many internal layers, connections, and networks invisible to outsiders, the modern Life Sciences universe has created new challenges for brand teams at pharmaceutical and medical device companies.

In recent years, Life Sciences organizations have operated in a challenging healthcare environment. Value-based care reimbursement models seek to improve outcomes while reducing costs; patient access to high-cost branded therapies is sometimes restricted; and acquisitions among hospitals and physician practices are now commonplace. One result of the altered operational landscape is a new model for care delivery: the Integrated Delivery Network (IDN).

Join Rebecca Hauck and Anja M. from LexisNexis® Health Care to learn how you can bring clarity to this complex universe by combining IDN provider and facility level data with medical claims volumes to help Life Sciences organizations determine the value of IDNs for a particular therapy area. These insights help transform challenges into opportunities by optimizing business processes, increasing market share, reducing coverage gaps, and improving revenue growth.

Patient Data Applications Across Product Lifecycle

Sponsored by Strategic Research Insights, Inc.

Sudhakar Mandapati, Principal, Strategic Research Insights, Inc.
Harshad Chiddarwar, Director, Strategic Research Insights, Inc.
Ren Zhao, Sr. Engagement Manager, Strategic Research Insights, Inc.
Gina Nelson, Senior Director, New Product Planning, Gossamer Bio, Inc.

Anonymized Patient Level Data (APLD) has been gaining popularity in recent times in commercial analytics. Since it provides rich longitudinal patient history, it is routinely used to understand patient journey, payor dynamics, and define HCP targeting strategies.

However, this is only scratching the surface when it comes to realizing the full potential of the data asset. Patient Claims Data has many applications across various stages of the product lifecycle, right from pre-clinical stage to loss of exclusivity.

Figure 1: Stages of Drug Lifecycle where Patient Data can be leveraged

This data can be used to guide strategic decisions such as acquisition of pre-clinical assets and can aid in identifying geographic concentration of patients of interest for enrollment into clinical trials. 


Anonymized Patient Data also offers what traditional HCP level Rx data is unable to offer – estimating the “Potential Opportunity” for your product among different providers.  Machine Learning models that predict volume of patients in different stages of a disease across different time intervals are useful in targeting HCPs that have the larger volume of specific types of patients of interest.  This enables precise targeting of HCPs for sales and marketing efforts, as well as customization of messaging based on prescription and referral patterns, particularly at launch.
When combined with call and promotional activity data, it can be used to measure campaign and message effectiveness, responsiveness to new communication channels, and to design near real-time tactics to gain and maintain market share. This is particularly critical in today’s times when sales reps are unable to meet with physicians in person due to the COVID-19 pandemic.
SRI has unique expertise in leveraging Anonymized Patient Data across all stages of the drug life cycle. 


PMSA Webinar: Daiichi Sankyo Inc Case Study Sponsored by Ataccama I Master & Reference Data Management for the Pharma Industry: Drivers & Opportunities

Presenters:  Sangeet Khullar, Director of Data Architecture, Daiichi Sankyo

Hear from Sangeet Khullar, Director of Data Architecture at Daiichi Sankyo, as he walks through his experience on Data Quality, RDM, and MDM initiatives in Pharma, including:

• Reference data ( industry-standard dictionaries for data analysis and publications)
• Master Data – Consistency of Protocol Numbers
• Cost reduction through simplifying data processes
• Regulatory Mandates ( IDMP etc.)

The session will detail how Daiichi Sankyo uses the Ataccama platform to control the quality of their data and maintain strict, holistic data governance—thereby supporting and ensuring the success of drug development  processes.

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Presenters: John Garcia, Alnylam Pharmaceuticals
Jonathan Woodring, Executive Vice President and General Manager,
Classical approaches to market sizing, patient journey, patient finding, etc. all begin with a common assumption: that combinations of medical and Rx claims at the patient level can be deduced and combined to create a de-identified patient level cohort to anchor analysis. However, as the pharma landscape shifts from one dominated by primary care markets with high prevalence and a plethora of launch blueprints to draw upon, to one where diffuse specialty markets with low prevalence and a lack of analogs to anchor launch strategy, this assumption rarely holds true and creates significant commercialization challenges. This conundrum is particularly acute in Rare Diseases, where only about 500 of 7,000 have a diagnostic code in the International Classification of Diseases (ICD), 10th revision.

However, the combination of sponsored genetic testing, the democratization of de-identified patient level healthcare data, the rise of tokenization across entities in the healthcare eco-system, and pharma’s reluctant embrace of Machine Learning, finally enables the clinical promise of precision medicine to become an analytical reality. In this session, we provide an overview of tokenization and integration with RWE data, and share a case study anchored in patient outcomes, where the above obstacles were overcome to effectively facilitate diagnosis for 66 previously un-diagnosed patients.
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PMSA Webinar: Power of Analytics to Optimize Promotional Investments As We Stabilize and Move Towards Reopening
Presenters: Paulomi Patel, Principal, Analytical Wizards
Mike Steward, Principal and Chief Digital Officer, Analytical Wizards
When an unforeseen pandemic like COVID-19 causes catastrophic disruption to the global healthcare system, we can look at more innovative analytical approaches and technology to help guide brand’s planning and forecasting.

As the country reopens at different paces regionally, analyzing promotional mix in real time and against historical activities will be critical.

This webinar will share how to optimize promotional investments in this dynamic market using data to inform and predict factors that will impact brand sales. This includes identifying the optimal time, channel, and sequence at the brand, portfolio and regional level.

In this webinar, we will explore the impact of the pandemic on promotional execution strategy, focusing on success stories of how organizations are pivoting with agility to meet the challenges of the COVID-impacted environment; specifically, the following areas:
  1. Optimizing promotional investment to account for loss /reduced personal promotions and its impact on brand forecast
  2. Customizing channel sequence at segment and/or individual customer level
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Revisiting Commercial Analytics for Effective Customer Engagement in the New Normal
Presenters: Krishnan Raman, Director, Indegene
Debasish Das, Sr. Manager, Indegene
Tarun Shukla, Engagement Manager, Indegene
The COVID-19 crisis has upended 2020 commercial priorities and budgets, leaving many pharma organizations searching for a customer engagement strategy that can operate in the New Normal. Pharma organizations need to succeed with a new commercial model by improving planning, coordination, and resource optimization in a way that ensures sales, marketing, and customer excellence are truly recalibrated to the current situation and contribute significantly to profits. While sales rep enablement for remote or virtual meetings is important, winning in the New Normal would require deep content, technology, data, and analytics capabilities across personal and digital interactions.

In this webinar, we will be discussing about how the pharma sales and marketing landscape is evolving and the critical strategic planning and executional capabilities required for next-gen commercial operations. We will also share a new unified approach towards driving sales and marketing analytics consisting of the following key components: Customer Strategy, Channel and Content Strategy, Unified Marketing Mix, Digital Call Planning and Sequencing, Deployment and Execution, and Measurement Planning.
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Leverage Real World Data for Building Robust Inputs for a Successful Forecasting Model
Presenters: Vishnu Prashanth, Principal Consultant, D Cube Analytics
Ajitha Surendran, Consultant, D Cube Analytics
To make any successful forecasting model, the first step is to identify the key supporting metrics required to build an accurate forecast model. The conventional data sources (e.g. chart audit, survey data) present only a small part of the very big picture, where a lot of indirect factors affect the share of the drug, thus limiting the insights and scope of the analysis. Real-world data can be the supplementary evidence, if not the substitute for conventional data sources, in increasing the confidence of forecasting inputs.

In this webinar, we will be discussing how to efficiently merge information from both real-world data and secondary research data and build robust KPIs which can support development of an efficient forecasting model.
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Is COVID-19 Accelerating The Pharma Industry’s Journey Toward Omnichannel Customer Engagement?
Presenters: Dhaval Mukhatyar, Senior Director, Axtria
Bob Mozenter, MS, MBA, Director, Marketing Solutions, Axtria
Devesh Verma, PhD, Principal, Axtria
The COVID-19 pandemic has impacted every walk of life, and businesses are still in the midst of evaluating the pandemic’s impact and mitigating potential losses during these times. The pharmaceutical industry, which is at the forefront of finding an effective cure for the pandemic, has also faced challenges. The industry needs to explore innovative ways to engage with its core customer groups (including patients, prescribers, and payers).

Even before the pandemic hit the globe, the pharmaceutical industry was grappling with the notion of enabling omnichannel strategies to engage with key customers. As the pandemic has resulted in complete lockdown on sales rep access to physician offices, the industry has been forced to devise an omnichannel engagement strategy “on-the-fly.” Most companies had to set up remote detailing capability in their reps’ CRM platforms. But omnichannel engagement goes beyond just remote or virtual detailing – it also requires changing the focus from the brand/campaign to the customer.

In this webinar, Axtria will review the current trends toward omnichannel migration in the industry. The webinar will discuss how the customers of the pharmaceutical industry (i.e., patients, prescribers, and payers) have embraced omnichannel to connect with each other and how the industry needs to adapt to meet needs based on customer-preferred channels. The webinar will also cover new approaches to using population mobility information to devise a differentiated omnichannel strategy during the time when local economies start to open up. Axtria will also recommend a path for pharmaceutical companies to transition their traditional multichannel planning approach to an orchestrated omnichannel planning approach.

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Elevate Your Market Access Intelligence to Identify Targetable Payer and Provider Segments
Presenters: Keshav Kabra, Principal Consultant, D Cube Analytics
Ajitha Surendran, Consultant, D Cube Analytics
The increasing costs of drugs in the US is a growing concern for payers. Customarily, payers were less willing to confine the market access of drugs that address perilous conditions like cancer; however, as newer and more efficacious treatments have become available, payers have begun to concentrate on strategies to abridge the expense of specialty drugs. Along with payers, provider organizations are also playing a significant role in driving therapeutic choice and managing the cost of specialty drugs. To respond to this evolving landscape, pharma companies need strong and novel analytics approaches to understand how payers and providers are driving drug utilization.

In this webinar, we will be taking you through how to target the right payers and providers and optimize contracting strategies for each of them by leveraging formulary, sales and real-world data. We will also be discussing how pharma companies can enhance contracting strategies across a portfolio of drugs by analyzing the utilization management patterns of payers, level of competition, market dynamics, etc.

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Combine Advanced Analytics and Real-World Data to Accurately Identify Treatment Drivers
Presenters: Srikanth Katasani, Principal Consultant, D Cube Analytics
Swetank Gupta, Associate Consultant, D Cube Analytics
Use of advanced analytics has been widely accepted by pharma companies in both drug discovery and development phases as well as for developing commercialization strategies. With the growing richness of new-age data sources like Real-world data, the application of advanced analytics has become relevant in place of conventional analytical methods.

In this webinar, we will be taking you through the application of advanced analytical techniques in building deeper understanding of a therapeutic area by analyzing the patient, provider and disease related factors that are driving treatment choices. We will be discussing the complexities that exist in Real-world data sources and how to systematically navigate through the same in making them analytics-ready. We will also be covering best practices in utilizing popular unsupervised classification techniques.

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A Strategic View of the Economic Effects of COVID-19 on Two Processes: Brand Financial Forecasting and Marketing-Mix Analysis
Presenters: George Chressanthis, PhD, Principal Scientist, Axtria
Vipul Pandey, MBA, Director, Decision Science, Axtria
David Wood, PhD, Senior Principal, Axtria
The coronavirus pandemic and responses in battling COVID-19 have created never-before-seen challenges for the pharma industry, such as public policy mandates (e.g., shelter-in-place orders, closing of non-essential businesses) and sweeping restrictions placed on industry representatives from entering offices and hospitals to see HCPs. These policy mandates and restrictions have generated an unprecedented adverse economic situation and caused companies to rethink their Go-To-Market strategy. The International Monetary Fund recently noted in their April 2020 World Economic Outlook, “The Great Lockdown. The world economy will experience the worst recession since the Great Depression.”

This webinar will conduct a strategic view on how the generation of economic effects from policy responses to COVID-19 are reflected through two critical processes: brand financial forecasting and marketing-mix analysis.
  • Part 1: Discuss and measure how brand financial forecasts can be adversely affected by COVID-19.
    We will demonstrate the development of an urban-level econometrically estimated inferential new prescription brand model, specified with management control and economic variables. This model is then used to predict generated drag effects on brand financial forecasts from a COVID-19 recession. The prediction model will also show how changes in sales, marketing, and payer-related channels can be implemented and measured to mitigate brand financial drag effects.
  • Part 2: Examine how a deep recession and continued industry representative access restrictions to see HCPs affect the optimal mix of commercialization activities.
    Pharma sales and marketing is evolving due to COVID-19, such as changes in sales rep access restrictions at physician offices and hospitals, greater use of digital channels to compensate for this decline in access to continue sales rep/HCP engagement, use of digital channels by HCPs as a means to acquire product information, potential changes in DTC spending to reflect patients decreasing their visits to their doctor, and a greater use of samples, copay cards, and other support programs to meet patient affordability and loss of insurance issues caused by the recession. Subject to caveats that pretty much everything is a bit uncertain (this is the first global pandemic for most of the living population), these changes will be analyzed by how they affect marketing mix optimization, scenario planning for budget allocation, and the measurement of budget trade-offs.
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Shorten Cohort Definition Times for RWE/HEOR Projects with Iterative Web-speed Creation and Visual Comparison of Patient Populations
Presenters: Jason Bhan, MD, Co-founder and Chief Medical Officer, Prognos Health
Kristian Kaufmann, PhD, Principal Data Scientist, Prognos Health
Using traditional methods, defining, analyzing, comparing, and finalizing a cohort of patients for HEOR and RWE analysis can often take months, impacting the ability to answer questions. Today, advanced technology, including AI and machine learning, enables a user to define and instantly generate a cohort including descriptive statistics such as age/gender distributions, patient counts, record counts, test, diagnosis, and Rx volumes, geographic distributions, and more. The ability to quickly adjust cohort definitions in a user-friendly format can also reduce the time it takes to understand results and their impact on the given analysis.
In this webinar, you’ll understand how advanced platform technologies can shorten the time it takes to create cohort definitions and iterate on cohort variables with output formats that meet unique business needs — such as charts, graphs, box plots, Sankey plots, and more. We’ll also look at:
  • Patient journey discovery
  • Real time cohort comparison
  • Provider relationship graphs
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Managing Incentive Compensation During COVID-19: Point-of-view on Managing Sales Force Incentive Program Strategy
Presenters: Asheesh Sharma, Head Commercial Excellence, Axtria
Daniel Stewart, Director, Axtria
Abhijit (Abhi) Paul, Director, Axtria
Life Sciences companies are grappling with the huge impacts that the global coronavirus pandemic is creating for day-to-day lives, health systems, and the global economy. Countries and localities have instituted travel bans and social distancing mandates, including closing non-essential businesses, to help contain the spread of the virus. In-person access to healthcare providers has been limited to just patients seeking treatment. While some of these measures are likely shorter-term in nature, experts are predicting longer-term impacts throughout 2020.
Pharma companies, and their sales forces in particular, are seeing huge disruptions. Access to health care providers is reduced or eliminated in much of the world, sidelining sales reps from their normal personal promotion work. Companies are grappling with how to proactively manage these key employees (and this key asset), considering the full sales operations landscape and incentive compensation (IC) plans, during these unusual circumstances.
In this webinar session, Axtria will:
  • Provide an overview of how COVID-19 is disrupting the sales force and impacting all sales operations areas, with a focus on IC.
  • Discuss the key objectives sales operations leaders are focused on when considering IC changes, including employee safety, sales force engagement, and effective use of IC budgets.
  • Look at the IC levers available to sales operations leaders while managing the impact of COVID-19 from a short-term, medium-term, and long-term perspective.
  • Review some of the commonly used tactics and strategies that pharma companies are embracing in these unprecedented times.
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From Multichannel to Omnichannel: How AI/ML Techniques Help Pharma Organizations Achieve Customer-Centricity
Presenters: Devesh Verma and Geeta Padbidri, Axtria (Part 1)
Robert Mozenter and Ilker Oruc, Axtria (Part 2)

Pharma companies are evolving to deliver a true omnichannel experience to their key customers. While it is crucial to develop both a personal and non-personal engagement plan for a multichannel strategy, a vital missing component is to connect next-best interactions and associated messaging across channels to create a harmonized omnichannel experience.

While a rep promotes his/her brand to an HCP, it is not common for the rep to discuss the brand’s digital presence, such as a published whitepaper or upcoming webinar to ensure prescribers are on-board digital channels. On the other end, brand marketers make considerable investments to engage customers using non-personal channels, but have no direct influence or control on the personal channel.

In this webinar series, we will review key challenges of interweaving personal and non-personal promotion to build an omnichannel customer engagement strategy. We will discuss ways to leverage AI/ML techniques to mine insights from complex and messy data and convert these insights to next-best-actions (NBAs) for sales professionals and other marketing channel providers. We will examine digital analytics KEY performance metrics and share an example of how these can be optimized for an email campaign for HCPs or patients. We will also showcase pharma industry-based case studies covering: customer journeys (across multiple digital channels, the journey analytics, and its impact on CX), and the power of AI/ML-based NBA suggestions in enhancing CX.

Part 1 will introduce a omnichannel customer engagement paradigm and part 2 will be focused on operationalizing omnichannel marketing.

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How to Derive Payer Insights from Specialty Pharmacy Data
Presenter: Ashwin Athri, MBA, SVP, Commercial Data Management, Precision Xtract

With more and more specialty pharmacy products being launched (and in the pipeline) utilizing a combination of sophisticated distribution, complex dosing & administration, and high cost and high touch patient services requirements, the reliance of pharmaceutical manufacturers on specialty pharmacy is only getting stronger.

Understanding the payer’s influence on patients access and adherence to medications is also becoming increasingly important as various payers look to implement utilization management tools for high cost medications; this can significantly impact not only the patient’s brand experience but also the overall utilization of the medication.

It is more critical than ever for analytics teams to understand the power and control that payers are having on their brands, and which policies can hurt or help them in the marketplace. Rising pressures on margins have led to the prioritization of predictive analytics, as organizations look for insights to support commercial decision making.

Join this webinar to hear how one organization created a process for connecting BIN/PCN/Group Identifiers to unlock payer information and connect data sources to create a holistic data mart. Hear their case study and understand actions taken by one organization to:
  • Analyze copay card buy downs by plan
  • Make impactful decisions on payer contracting
  • Develop refined forecast models
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Shattering Commercial Silos
Presenter: Mitchell Krassan, Chief Strategy & Performance Officer, TherapeuticsMD

This webinar will focus on breaking down the social construct in pharmaceuticals regarding the necessity of silos. The presentation will begin with a summary of silos and the types of silos that exist, both internally and externally. The pros and cons of building silos in the first place will be discussed From there, problems with silos are presented. Patrick Lencioni described silos as “a waste of resources, (that can) kill productivity, and jeopardize the achievement of goals.”

After learning about silos and the dangers they present, advice on breaking them down, and the benefits of doing so, will be presented. The presentation will then discuss creating synergized, multichannel silos that work together and benefit each other. Such silos look at stakeholders and analyze the interactions of multiple channels. Due to the synergy of multiple channels instead of direct, top-to-bottom approaches, multichannel is a more efficient implementation of silos in the pharmaceutical industry.

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Oncology Forecasting Session 2: Sourcing, Adapting and Integrating Data
Presenter: Bernie Manente, Foster Rosenblatt and Xin Hang, Senior Director, Foster Rosenblatt

Oncology has become one of the top therapeutic areas for the pharmaceutical and biotechnology industries and global spending is expected to approach $200 billion within the next 3 years. The industry must contend with a variety of elements that are increasingly complex including rapid changes in treatment standards and pathways driven in part by assimilation of new technologies and biomarkers. Forecasting design and development considerations for oncology were discussed in a prior webinar.

In this follow-up webinar, we will discuss data sources to support epidemiology-based oncology forecasting approaches. Data will be reviewed in terms of publicly available sources to address unique elements of oncology forecasts including epidemiology data, staging and treatment data. Additionally, securing and integrating data related to patient subsets and survival proxies will be discussed and examples of how to review, vet and integrate data will be reviewed. Live examples using SEER data will be demonstrated and challenges for alignment between data sources will be discussed. Examples of a health system epi-based model constructed using data inputs for staging, treatment, patient-subset and regimen-based progression curves will be demonstrated.

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Oncology Forecasting Session 1: Considerations for Design, Modeling and Alignment
Presenter: Bernie Manente, Foster Rosenblatt

Oncology has become one of the top therapeutic areas for the pharmaceutical and biotechnology industries and global spending is expected to approach $200 billion within the next 3 years. The industry must contend with a variety of elements that are increasingly complex including rapid changes in treatment standards and pathways driven in part by assimilation of new technologies and biomarkers. Forecasting in this complex environment can be fraught with many pitfalls and choosing the proper approach is driven by a number of considerations related to your product, your oncology portfolio and your organization.

In this webinar, we will demonstrate considerations for developing forecasts for oncology therapeutics. Attendees will learn from real-world examples how to utilize best practices for forecast development and discuss the options for securing data to support the alternative approaches. Additionally, we will discuss elements that can have the greatest impact on forecasts and offer guidance on how to secure internal alignment on these forecasts.

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Complexity and Network Modeling – Application in Pharma Commercial Operations
Presenter: Sridhar Turaga, Head of Technology, Mu Sigma Inc.

Pharma organizations are undergoing changes where the focus is more on transformative medicines catering to unmet need and on smaller agile R&D cycles. Tackling a complex ecosystem of patients, providers, payers, and regulators among other entities requires organizations to strengthen their predictive modeling capabilities. Traditional predictive modeling can be complemented further through application of System Dynamics, Networking Modeling, and Simulation. These models enable future insights while utilizing historical behavior, provide the ability to incorporate real-world feedback instead of reliance only on linear cause-effect relationships, and account for a more exhaustive set of parameters that capture customer interactions.

Various industries are utilizing these System Dynamics and Network Modeling techniques to enhance models for product launch, market mix, and ROI optimization, among others. Pharma companies can benefit from these methods to improve their commercialization effectiveness across similar problem areas. One such instance is where we helped a pharmaceutical company leverage system dynamics to model the effect of a biosimilar launch on the market share. Being able to simulate the impact of a biosimilar launch made the organization more proactive and nimble in modifying strategies. In this webinar, we will look to answer two key questions:
  1. How have network modeling and system dynamics been applied by pharma and organizations across other industries to drive business value?
  2. How can these techniques help pharma commercialization teams tackle the uncertain and complex ecosystem?
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Improving Completeness and Accuracy of Real World Data
Presenters: Bingcao Wu, M.S, Associate Director, Real-World Market Access Analytics, Janssen Scientific Affairs
Siddhant Deshmukh, Engagement Manager, Mu Sigma

The pharmaceutical industry today is evolving to develop patient experience as a core dimension when bringing new drugs to market. Shifting patient expectations combined with innovative technologies will have a dramatic impact on drugs and healthcare in the coming years. To cater to shifting trends, pharma companies are now turning towards patient data to power their decision making.

Real world data (RWD) accounts for 95% of the patient data, as opposed to the meagre 5% covered by clinical trials. Pharma companies are spending close to 20 Million USD annually on generating RWD-based insights. However, data fragmentation and non-standardized formats across RWD sources – coupled with incomplete and/or inaccurate data capture – raise concerns on the quality of RWD. In once such instance, the challenge was with low coverage of a key biomarker in one data source (<10%) while the coverage was better in another (>50%). We improved the coverage by experimenting with techniques such as Random Forest and Neural Networks to predict the values of the biomarker in the low-coverage dataset.

Parallelly, there is a boom in machine learning (ML) being used for data quality processes, which can aide stakeholders in overcoming the obstacles faced in the consumption of RWD. Various ML/DL algorithms can be implemented for the imputation of missing data, prediction of variables completely absent in a data source, and detect anomalies, thereby improving the completeness and accuracy of data. Effectiveness of the methods is measured through a combination of accuracy parameters, benchmarking against results from industry standard publications, and improvement in the number of potential studies. Through this webinar, we’ll be exploring:
  • What are the challenges in using Real World Data for product commercialization?
  • How can ML algorithms be leveraged to improve the quality of RWD sources?
  • What are the RWD elements (such as biomarkers) that could enrich a study based on patient data?
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Using Patient Data to Better Understand Disease Progression
Presenter: Dr. Aswin Chandrakantan, Chief Medical Officer & SVP Corporate Development, Komodo Health

Diseases like NASH traditionally require an invasive liver biopsy to positively identify patients. When no therapies exist on the market, healthcare providers often hold off on performing a biopsy, resulting in a significant number of undiagnosed patients. By harnessing large clinical encounter data sets, we can begin to understand the patient populations at each stage and severity of disease, leading to better guidance of treatment development and delivery.

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Using Closed-Loop Measurement to Take your DTC Marketing to the Next Level
Presenter: Greg Fry, Patient and Consumer Marketing Analytics, ZS Associates

Pharma spends nearly $4 billion a year on direct-to-consumer (DTC) advertising with no signs of slowing down. Yet, many pharma companies still struggle to analyze and optimize linear TV and digital marketing because they don’t know which components most effectively drive patient behavior and impact sales. By linking TV and digital ad exposure to health data in a privacy-safe way, clients can customize metrics to measure real world health actions and ultimately ROI.

In this webinar, we will demonstrate closed-loop measurement success through a client’s experience analyzing a specific TV campaign’s reach to a qualified audience and the campaign’s success in prompting action (for example: visiting a doctor, scheduling a screening, getting a script for the brand, etc.). Attendees will learn from this real-world example how closed-loop measurement provides best practices for directly measuring an advertisement’s impact on the patient journey and collaborating with creative and media agencies.

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Use of AI/ML Techniques in Sales Planning and Operations
Presenters: Tej Pandey, Lead, Commercial Excellence, Axtria; Ellie Houck, Consultant, Commercial Excellence, Axtria; and Landi Huang, Consultant, Commercial Excellence, Axtria

In the last few years, many companies have started to implement AI/ML practices to elevate user experience. Common examples of AI/ML include movie recommendations on Netflix, self-drive cars from Google, and photo tagging face recognition on Facebook. Pharmaceutical companies are also exploring ways to leverage AI/ML to improve the efficiency of their Operations and Sales teams. For example, AI/ML techniques can be used to perform early-stage error detection during data ingestion processes, leading to significant time and cost reductions. Additionally, AI/ML techniques can be utilized to increase the efficiency and effectiveness of sales representatives by providing them suggestions on next best actions. Throughout this session, we will be covering use cases of advanced AI/ML techniques to help pharmaceutical companies answer three key questions when working on Commercial Operations projects:
  1. How can AI/ML techniques help improve incentive compensation execution?
  2. How can AI/ML assist the sales reps in determining the next best target to call on?
  3. How can AI/ML help with optimizing territory alignments?
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Application of Analytical Models in Commercial Deployment and Operations: Current State and Evolving Industry Trends
Presented by Axtria

Presenters: Vineet Rathi, Principal, Axtria, and Erik Christianson, Director, Axtria

There is a lot of focus and investment in developing multiple analytical models each year by Insights and Analytics (I&A) teams. However, only a select few models are making the cut and being leveraged for translating strategy into actionable deployment. The objective of this webinar session is to provide an overview of various popular analytical models being leveraged across the Pharma Commercial Operations value chain. Additionally, the evolution/emerging industry trends will be addressed.

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Improving Targeting and Call Plans with Inclusion of Managed Care and Health System Considerations
Presented by Axtria

Presenters: Rakeshkumar Shingala, Associate Director, Axtria, and Anuj Sheoran, Senior Manager, Axtria

In order for pharmaceutical companies to achieve favorite formulary position, they are providing more discounts and rebates to payers. In addition, the key account management (KAM) team is also investing significant effort with HS/IDNs for influencing treatment guidelines. Manufacturers must consider the influence of payers and providers on treatment decisions and reconfigure their strategy and operations. The objective of this webinar session is to provide an overview of the HCP scoring and segmentation approach based on payer and IDN influence, and how HCP scoring can be leveraged to optimize call plans.

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How to Drive Earlier Diagnosis in Rare Disease with AI
Presented by Komodo Health

Presenter: Aswin Chandrakantan, M.D., Head of Product, Chief Medical Officer, Komodo Health and Neeraja Krishnaswamy-Bhagavatula, Alnylam

Rare diseases contribute a significant burden of illness due to the challenges associated with diagnosis. For the ~8,000 adult-onset or age-neutral rare diseases, patients can wait years between symptom onset and diagnosis leading to disease progression and poor outcomes. Biopharma companies struggle to efficiently engage and educate providers on rare diseases because most providers will see less than a handful of patients with a given rare disease over the course of decades of practice. Powered by large, provider identified clinical encounter data sets, machine learning models can now be used to compliantly “identify” providers who are managing patients with undiagnosed rare diseases.

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Readiness for Machine Learning – Data, Tools, People, and Process
Presented by Indegene

Presenter: Phil Daniels, VP, Data Ops and Analytics Platforms, Indegene

While many organizations are experimenting with machine learning in various corners of the organization, many are asking how to create something more robust. “How do we move from small, one-off experiments to something more repeatable and scalable?”. In this webinar, we’ll present a point-of-view on the critical elements and capabilities your organization will need to get there.

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HCP Engagement and Digital Strategy Relook
Presented by Indegene

Presenter: Mike Steward, Chief Analytics Officer, Indegene

As the stakes get higher for pharma companies vying for a physician’s time, HCP preferences need to be closely monitored to justify their investments in the channel mix. The sustained demand for medical representatives over the years has forced many manufacturers to rethink the effectiveness of their digital channels and raise questions about the way forward. This webinar takes a look at how HCP behavior has changed over the last few years, what new parameters influence prescription and why pharma companies should relook at their website quality to support physicians.

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Launch Archetypes: The Bedrock of Successful Launch Strategies
Presented by IQVIA

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

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:
  1. An understanding of Launch Archetypes and their market profiles
    • Science Sells
    • Market Shaping
    • Emphasize the Difference
    • Who Benefits
  2. Strategic trends among Market Shaping launches
    • Market factors influencing the trends
    • Brand team responses to trends
  3. How to use Archetypes when developing a launch plan
    • Identifying strategic themes
    • Enhancing product positioning
    • Developing Critical Success Factors
    • Determining promotional investment
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Innovative Machine Learning Methods for Proactive and Precision Targeting
Presented by IQVIA

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

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:
  1. Business objectives and benefits of proactive sales strategy
    1. Proactively identify sales potentials among targeted universe
    2. Help sales functions update/prioritize their target and call focus with patient insights
    3. Improve sales performance
  2. Outline of machine learning methodology and process
    1. Data collection, cohort define and feature calculation
    2. Model build and selection
    3. Model validation & application
  3. Model enhancements and validation on precision targeting
    1. Model introduction: Logistic, Random Forest, XBG, Deep learning
    2. Enhancement: Stacking, Ensemble, etc (flexibility of using models)
  4. Demonstrate how proactive and precision targeting optimizes sales performance
    1. Illustrate how to validate model accuracy on a timely manner
    2. Describe case study objective
    3. How selected model is implemented
    4. Validation on precision on a timely manner
    5. Other insight of targeting in a timely manner
      1. Patient profile
      2. Doctor insight
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Series 11: Efficient Roster Management – Tactical Approaches for Sales Operations Leaders

Session One: The Importance of an Efficient, Effective and Integrated Roster Management Process
Presenters: Nandana Kondur, Associate Director, Axtria; Anuj Mahajan, Associate Director, Axtria; Dhiren Patel, Principal, Axtria; and Gaurav Sharma, Senior Director, Axtria

In this session, speakers will discuss the following topics:
  1. A brief introduction to Roster Management for Pharma and its unique value proposition to improve Sales Ops efficiency
  2. Why pharma operations needs to embrace roster management transformation:
    1. Incentive compensation eligibility relies on updated roster information.
    2. Territory alignments take rep location as a key input for balanced, well designed territories.
    3. Personnel changes, to plan for backfills, or take any other decisions for the territory
    4. Fleet, sampling, legal, and training systems all rely on latest rosters to plan for their respective processes.
  3. Key challenges faced by Sales Operations leaders in absence of a roster management system:
    1. Manual, Excel-based maintenance of roster data is time consuming, complex and error prone.
    2. Employee assignment changes all the time and often sales operations is in reactive mode to such changes.
    3. Reliance on HR system to maintain employee assignment data.
  4. A discussion of the ultimate goals of undertaking a roster management transformation and what successful implementations look like
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Session Two: Integrating Roster Management with HR, Alignments and Incentive Compensation Systems
Wednesday, June 27, 2018   |   12:00 PM ET
Presenters: Nandana Kondur, Associate Director, Axtria; Anuj Mahajan, Associate Director, Axtria; Dhiren Patel, Principal, Axtria; and Gaurav Sharma, Senior Director, Axtria

In this session, presenters will discuss the following:
  1. Key aspects of integrating roster management with an HR system and interpreting HR data for important roster events
  2. Potential use of roster system for downstream processes, including rep licensing, credentials and sampling eligibility
  3. 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
  4. Utilizing technology enablers to achieve efficient, automated roster operations with access to historical rosters for an employee or a team
  5. Adoption of "To be process" – like any other change, organizational culture needs to adapt to the new processes for roster management
  6. Case Study – Successful roster operations transformation for a pharma organization
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Session Three: Transforming the Roster Management Process to Analytically Evaluate Territory Vacancies
Ankush Mahajan, Associate Director, Axtria and Anuj Mahajan, Associate Director, Axtria

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:
  1. Which territories should be backfilled first, out of all vacant territories?
  2. Is there a need to backfill all vacant territories OR can they be collapsed?
  3. 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:
  1. Elevating roster management into a strategic tool to effectively manage vacancies
  2. An analytical framework to successfully evaluate vacant geographies
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Series 10: Data Intelligence on Identities and Behavior for Life Sciences

Session One: Measuring the Impact of Near Real-Time Medical Claims to Target Physicians with Newly Diagnosed Patients
Wednesday, April 18, 2018   |   12:00 PM ET
Presenter: Abigail Bernardi, LexisNexis® Risk Solutions – Health Care

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.

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Series 9: Exploring The Patient as a Person
Winter 2018

The patient centricity sphere is expanding. Today, patients are not only patients, but also health consumers, and life sciences companies must start to realize that understanding this group goes well beyond what their prescriptions or medical charts say about them. They must understand all sides of the patient as an individual human consumer - in fact, it isn’t about understanding the patient, but understanding the person who happens to be living with one or more conditions. The better life sciences companies understand this premise, the more successful they will be and the more they will contribute to the health of their primary clients.

This webinar series will focus on numerous aspects of “understanding the patient as a person and as a health consumer,” from examining their ecosystem to the options for patient-level data and the value of integrating data, to ensuring that your focus keeps the individual’s privacy in mind.

Session 1: Patient Ecosystem: Gaining a Human Perspective of the Impact of Disease
Presenter: Sheila Mott, 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.

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Session 2: The Good, the Bad, and the Ugly: A Practical Guide to Real-World Data
Presenter: Tom Haskell, Global Head of Data Analytics, 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.

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Session 3: Integrating Real-World Data - How to Assess the Value
Presenter: Tom Haskell, Global Head of Data Analytics, Kantar Health

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.

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Session 4: Protecting Privacy in the Age of Patient Centricity
Presenter: Dr. Jessica Santos, Global Compliance and Quality Director, Kantar Health

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.

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Series 8: Sales Compensation in the Pharmaceutical Industry
Fall 2017

Preparing your 2018 plans and curious about what is changing in Pharma sales compensation? Working in sales operations and looking to grow your skills in other areas of sales ops? Looking to bring innovations to your organization?

If so, come join us for a timely three-part webinar  series presented by PMSA and Optymyze, focused on sales compensation in the pharmaceutical industry. In this series, presenters will share their experience designing, automating, and administering thousands of sales compensation plans in both the pharmaceutical industry and other industries.

As the pharma selling model has evolved, our sales compensation plans have had to keep up with massive changes in selling roles, payer influence, access to prescribers, increased complexity of our products, and many other shifts.

Attendees to this three-part series will learn about the current state of sales compensation, best practices for plan design and modeling, and some of the innovations we are seeing in both the pharma industry as well as other industries.

Session 1: Pharma Sales Comp 101
Presenters: Erich Sachse, VP Services Delivery, Optymyze
Join this session to learn the basics of sales compensation in the pharma industry. Presenters will share common types of plans in the pharma industry, and some of the considerations for each of these plan types. We will also review plan effectiveness best practices to help you self-assess your organization to know if your comp plans are working and allow you to track results on an ongoing basis.

In addition, we will share from our extensive experience in industries outside of Pharma. As the pharma landscape and selling model have evolved, it’s even more critical that we learn from companies that have faced similar challenges, regardless of industry. We will review similarities and differences, and how problems from other industries can be relevant to us in the pharma industry.
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Session 2: Pharma Plan Design & Modeling
Presenters: Dan Stewart, Professional Services Manager, Optymyze and Kriti Dua, Professional Services Senior Consultant, Optymyze
Join this session to learn how to design an effective sales compensation plan, from conceptualization to rollout. Plan design requires balancing a number of factors, including selling roles, sales and marketing strategy, compensation philosophy and competitiveness, product lifecycle and characteristics, and available data.

Effective plan design also requires an investment in modeling. This presentation will review some of the ways you should model your new plan both retrospectively and prospectively. Plan modeling is also a great place to leverage advanced analytic techniques, and we will share innovative modeling tools that can be used to ensure that your plans motivate the sales force while also being fiscally sustainable.
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Session 3: Innovations in Pharma Sales Compensation
Presenters: Bhavik Gandecha, Solutions Consultant, Optymyze and Erich Sachse, VP Services Delivery, Optymyze
Join this session to hear and see some of the recent and coming innovations in sales compensation. We will share some of the cutting-edge work being done in this space by both pharma and non-pharma companies.

Topics will include:
  • Gamification
  • Artificial Intelligence
  • Cognitive Automation
  • Behavioral Science
  • Collaborative Planning
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Series 7: Digital Media - Gaining a 360 Degree View of the Customer
Summer 2017

The technology revolution has created a paradigm shift in Pharma, which is merging the ecosystems between home and healthcare decisions. Smartphones and tablets with 24/7 access are educating and influencing customers (patients & caregivers) and bringing an end to the era of the physician as the sole gatekeeper. Digital media specifically is the fastest growing channel in Healthcare promotional activities and now assists in improving both access and self-education for patients. Pharma has been slow to embrace the true value of many of the digital media channels available to them in their overall business strategy, possibly due to compliance and other regulatory concerns, albeit valid, but more are expanding their promotional spend and activities to leverage these powerful channels. Education to better understand and utilize data to drive media insights, planning, and buying with relevant and robust analytics is critical in harnessing the value of digital media.

As Pharma continues to evolve in their portfolio composite from retail, non-retail and specialty, many are moving their Rx products to OTC rather than become victim to generic erosion. Many Pharma and their consumer affiliates are now sharing resources and data, and engaging in collaborative marketing and sales strategies. This webinar series seeks to engage Pharma (both Rx & OTC) to bring more understanding, value and efficiency in supporting and engaging with their customers (HCP, Patients, Consumers, Retailers). This training will assist Pharma to navigate this paradigm shift and build a more robust strategic advantage as well as gain a more comprehensive 360 degree view of their customer.

Session 1: The Digital Media Revolution
Presenters: Laura Jenkins Jirele, Vice President, Insights & Analytics, Medicx Media Solutions and Michael Joachim, Vice President, Sales, Medicx Media Solutions
This initial session will focus on current Pharma data and technology. Each continues to evolve at an exponential velocity, fueled by mobility and access to digital media. The focus will be on establishing a solid understanding of the underlying data found across media, and the digital media channels utilized by both through Pharma & OTC, and expanding the traditional resources of Healthcare to include those of the consumer, retailer, shopper and expert marketers. It is critical to expand the view of the traditional and media data landscapes to better understand the potential currently possible when leveraging both digital and other cross channel media approaches.
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Session 2: The Horizon is Broad and Vast and Moving Faster Than Ever!
Wednesday, August 2, 2017 | 12:00 PM - 1:00 PM ET
Presenters: Laura Jenkins Jirele, Vice President, Insights & Analytics, Medicx Media Solutions and Noel Webb, Vice President of Digital Media & Targeting Solutions, Medicx Media Solutions
We are not in Kansas anymore! This session will focus on a cross-functional view of media and how digital media relates to Pharma Rx, encompassing OTC/CPG. We will also discuss how a digital media campaign is planned, designed, bought and activated. Unlike traditional DTC/DTP, new aspects will be covered, such as the role of Programmatic Traders (much like your Merrill Lynch stock broker) in ensuring the campaigns are set up, managed and optimized, and the role of creative agencies, media agencies and partners and ad exchanges such as AppNexus, Rubicon, Adx and more. Improving campaign execution and performance through new innovations in audience targeting and addressable media tactics will also be covered. This webinar will seek to gain an understanding of the Media channels (OTT (over the top) TV, Addressable TV, Digital including Desktop, Mobile, and Tablet devices, and Email) as additions to the traditional promotional activities which bring new complexity to strategy, gaining insights not previously possible.
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Session 3: Knowledge is Power, We Need to Go Nuclear
Wednesday, August 9, 2017 | 12:00 PM - 1:00 PM ET
Presenters: Laura Jenkins Jirele, Vice President, Insights & Analytics, Medicx Media Solutions; Michael Joachim, Vice President, Sales, Medicx Media Solutions; and Tom Jirele, US Data Science Lead, Cognizant
This session will focus not only on the evolution, but the revolution, of the digital landscape, and how data and enhanced learning algorithms are key drivers of campaign success. With cutting edge ad and marketing technologies combined with advanced analytics, digital media can deliver more comprehensive insights and allow Pharma to achieve the 360 degree view of the customer. In this session, we expound on the different components of digital analytics (ROI, MMM, Digital Attribution, audience composition, and more) with how social media is assimilating into the mix. While this may be a topic that will seem overwhelming, it’s just math and this will not require an advanced degree. Understanding the basics will allow marketing and sales staff to expand the possibilities and bolster their assessment of derived value, validating return on investment and strategic advantage.
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Session 4: Ask the Experts: Their Perspective of Healthcare's Digital Evolution
Wednesday, August 23, 2017 | 12:00 PM - 1:00 PM ET
This session has two components and is comprised of a panel of industry experts in the areas of Online Publishing, Media Solutions & Consulting, Media Planning, Buying and Activation, Healthcare Intelligence and Pharma.

The panel will give a brief overview of their areas of expertise as it relates to digital in the Healthcare industry. Prior to the session, we will solicit questions for discussion. The panel will be comprised of:
  • Media Solution: Michael Joachim, VP, Sales, Medicx and Michael Weintraub, CEO, Medicx
  • Communication Agency: Lauren Jacobson, Director, Communications Design, Initiative
  • Healthcare Intelligence: Bob Gabruk, Vice President, Global Primary Intelligence, Global Services, QuintilesIMS
  • Pharma: Pat Miller, Executive Vice President of Prismic Pharmaceuticals
  • Media Agency: Leanne Smith,VP, Insights & Analytics, CMI/Compas
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Series 6 : Know Your Customer: Learn How You Can Leverage Data Insights to Better Know Your Customers Across Commercial, Compliance and Clinical Applications
Spring 2017

By leveraging industry-leading sources of provider, member, claims and public records data, life sciences organizations can improve efficiency, anticipate changing market dynamics, and impact health outcomes.

Session 1: The ABCs of IDNs – Systems of Care Case Study
Presenters: Don DeStefano and Kelly Sborlini, LexisNexis Health Care

Today’s health care landscape is comprised of highly complex, layered Integrated Delivery Networks (IDNs), which has led many life sciences organizations to shift toward account-based sales models. In this webinar, participants will:
  • Explore how the powerful combination of claims intelligence and provider demographic, affiliation and relationship data can help simplify and clarify markets made up of complex IDNs.
  • Hear a case study of how a major pharmaceutical company gained visibility into complex IDNs for a specialized market, resulting from promising capabilities that represent the future of life sciences market penetration strategies.
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Session 2: Global Transparency Reporting
Presenters: Theresa Greco and Greg Maynard, LexisNexis Health Care

Given the global footprint of many life sciences organizations, a global transfer of value (TOV) reporting solution that is managed centrally but flexible to support regional and local needs is a must today. In this webinar, participants will explore best practices to consider in a global TOV reporting solution, including:
  • How a highly configurable, hosted system can support the complex data management needs of life sciences organizations
  • How to create consistent and effective transparency policies for global reporting
  • Evaluation of cross-border consent with indirect payments and challenges that exist with cross border transactions
  • How to manage, control and audit cross-border payments most efficiently
  • Optimization resources to navigate global standards for data validation
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Session 3: Gaining a Competitive Advantage Through “Near Real Time” Medical Claims Data
Presenters: Don DeStefano and Kelly Sborlini, LexisNexis Health Care

Medical claims data has long been a rich source of critical insight in guiding sales and marketing efforts. However, as competition has intensified, and as specialty markets have become more prevalent, the need for more timely medical claim insight has also grown. We will explore how near real time medical claims can help pharmaceutical companies gain competitive advantages. In this webinar, participants will:
  • Uncover unexpected opportunities utilizing alerts
  • Understand how to identify physicians who treat rare diseases
  • Learn how to track and respond to physician utilization metrics
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Session 4: Making An Earlier Impact on Health and Outcomes – Why Wait?
Presenters: Eric McCulley and Kelly Sborlini, LexisNexis Health Care

Layering in socioeconomic data with insights into the health needs and risk profile of market areas can help life sciences organizations make more informed decisions and optimize resources. With this insight, life sciences organizations can help to improve disease awareness and patient care programs that support HCP and HCOs. In this webinar, participants will:
  • Explore an innovative approach to help better understand and manage health risk
  • Learn how social, economic and environmental factors can impact health conditions and understand how to go beyond claims data for a more comprehensive view of the individual and health risks.
  • Explore Social Determinants of Health and learn how using health attributes and risk scoring can impact health and outcomes
  • Explore the commercial impact to life sciences organizations.
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Series 5: Pharma Quotas

Session 1: Core Approaches to Pharma Quota Setting
Presenter: Erich Sachse, VP Professional Services, Optymyze
Setting accurate and fair quotas can be a key driver of a pharma organization’s ability to execute their sales strategy and maximize sales force productivity. One of the common struggles is identifying the best quota setting methodology. Join our live webinar to learn about common approaches to quota setting, and the advantages they bring when applied to different areas of the Pharmaceutical industry:
  • Acute vs. Chronic treatments
  • Product lifecycle (Launch vs. Mature)
  • Seasonality
  • First-in-class vs. Established market
  • Account-based vs. Prescriber-based
  • Payer influences

Session 2: How to Leverage Advanced Data Sets in Pharma Quota Setting
Presenters: Erich Sachse, VP Professional Services, Optymyze and Dan Stewart, Manager, Optymyze
The second session in the series will focus on how to go beyond sales data, using some of the advanced data sets and insights that are available to us in some markets as we look to enhance the quota setting process. Join our live webinar to learn how to leverage advanced data sets to build on basic quota methodologies, including:
  • Formulary data
  • APLD patient insights (claims, diagnostics)
  • Demographic data sets
  • DTC media spend and other non-personal promotion
  • Promotional response models and target lists
  • Predictive analytics
NOTE: Presentation will be data vendor-agnostic, as we believe that methodology should be independent of the specific data source

Session 3: Best Practices for Ongoing Management of Quotas
Presenters: Erich Sachse, VP Professional Services, Optymyze, and Justin Lucas, Senior Consultant, Optymyze
The third session will focus on the ongoing assessment and management of quotas. After setting quotas, when and how do you adjust them to make sure they stay aligned with your strategy?

In addition, we will review how to keep quotas fair as customers move, payer coverage changes, or other changes occur in the local landscape. We’ll also review how to know if your quota methodology is working, so you know when to change.

Join our live webinar to learn the best practices for ongoing management and assessment of quotas  and how to leverage those insights in real time to increase sales productivity.

Session 4: Quotas and Incentive Compensation
Presented: Erich Sachse and Bhavik Gandecha, Optymyze
The fourth session will focus on the linkage between quota setting and incentive compensation plan design. Although these processes are often managed separately, the accuracy and strategy of quotas needs to be taken into account when designing an effective incentive plan.

In this session, participants will learn:
  • How to determine the appropriate threshold, accelerators, and excellence points for your quota plan
  • Innovative techniques to prospectively model plans using simulations and future-looking performance
  • Whether different plans or curves are needed for differently sized territories
  • Mechanisms to ensure that fairness in quota setting cascades through to fairness in incentive plans
View this webinar to learn best practices for ensuring your quota process and compensation plan design are working together to motivate and reward your sales force!

Series 4: New Perspectives on Secondary Data

Session 1: Inference, Visualization and Dashboards from Claims and EHR
Presenter: Brigham Hyde, PhD, Chief Data Officer and SVP of Analytics, Decision Resources Group
This session will focus on the potential and pitfalls of leveraging claims and EHR data to map patient journeys and track outcomes of various treatment approaches. We will walk through methods of extrapolation and data correction, as well as visualizing results through tableau for greatest impact.

Session 2: Integrated Networks and Local Opinion Leaders
Presenter: Peter DeWan, PhD, Vice President of Research and Development, Decision Resources Group
A long history of research has shown that prescribing decisions are most affected by local opinion leaders, i.e. physicians who may not be the most prominent national experts, but have close ties to local practitioners. Using patient-level claims data, publications, organization memberships and other research activities provides a complete picture of the relationships between local clinicians and local experts. This enables teams to choose the best possible expert to influence a particular identified community of clinicians and to suggest attendees for events that are both clinically influential and have trusting relationships with the expert.

Session 3: Predicting Payer Reimbursement and Policy Decisions
Presenter: Brigham Hyde, PhD, Chief Data Officer and SVP of Analytics, Decision Resources Group
In this module, we will look at pre-launch extrapolation of clinical trial results to predict the timing and type of action payers will enforce on formulary and medical benefit. We will validate methods leveraging a recently launched drug, and express findings through the top 50 national payers.

Session 4: Affiliation Structure and Institutional Control Over Prescribers
Presenter: Peter DeWan, PhD, Vice President of Research and Development, Decision Resources Group
Using affiliations data assembled from both primary and secondary sources provides illumination of the multiple institutional contexts physicians work in, including both provider groups and ACO’s. In combination with claims data showing prescribing, it is useful to determine the degree to which a physician’s prescribing is determined by their institutional affiliations and which ones are most powerful. This enables teams to determine where resources are best spent – targeting the individual physician, or focusing efforts on the provider organization.

Series 3: Data and Analysis: The Data Zoo and the Secret Sauce

Session 1: The Data Zoo
Presenter: JP Tsang, Bayser
The aim of this session is to present the richness of data options at our disposal today. We'll present a whole zoo of data sources that are available for analysis. They include physician-level data, hospital-level data, insurance claims data, EMR, PLD/EMR hybrids, registries, affiliation data, IDN/ACO hierarchy data, lab data, profile data, bridges, crosswalks, keyword search data, and more. As we all know, data is only a means to an end and the end is to answer a specific business question. To drive this point home and also to provide a different perspective on databases, we'll discuss a few case studies where the goal is to identify the most compelling data sources for a given business question. In some cases, the answer may be a not-so-intuitive combination of databases.

Session 2: Analysis - The Secret Sauce
Presenter: JP Tsang, Bayser
This session starts off with the premise that the data asset is fraught with mistakes, holes, and incomplete information. We'll first discuss curation techniques to enhance the quality of data, then scaffolding techniques to fill in missing information. We'll also cover translation, a process that converts a high-level description of the business question into technical specifications that can readily be encoded in a computer program. We'll conclude with a discussion on the role of expectations. Without a doubt, expectations are essential to mindful analysis. How many times has our hunch told us that what was touted as the answer just did not make sense and thanks to our pushback, the mistake was spotted, corrected, and the analysis steered back on course? The key to good hunches is lots of information and nimbleness at connecting the dots.

Series 2: Sales Planning & Operations

Session 2:  Sales Force Sizing & Portfolio Optimization
Presenters: David Wood, PhD and Rajnish Kumar
This webinar describes the various approaches to determining the best sales force size, and situations when it is appropriate to use a given method. We will also explore portfolio optimization and scenario analysis. Building on the first webinar, questions covered will include: What are the building blocks? What decisions are involved? What does it look like? And of course, what are the lessons learned?

Session 3:  Territory Alignments & People Placement
Presenters: Charlie Thompson and Nitin Sethi
Territory alignment is one of the first tactical steps in implementing a chosen sales force strategy, where sales force structure and geographic resource allocation decisions are set into reality. More importantly, a well-executed alignment process enables sales leadership to embed the intended strategy as communication and change management cascades through the sales organization. Questions covered will include: What does a territory realignment process look like? What decisions are involved? Which techniques and tools are used? The wrap up will include lessons learned.

Session 4:  Targeting & Call Planning
Presenters: Chet Baboor and Vineet Rathi
The webinar series continues by exploring tactical targeting and call planning. In today’s tough environment (“doing more with less”, shrinking sales forces, reduced physician access, influence migrating from physician to system/payer contracts, etc.), we see pharma companies using ALL available resources (process, analytics, data sources, field input, etc.) to enhance targeting and call planning processes. Questions covered will include: What are the benefits of call planning? What are typical analytical approaches and techniques? What decisions are involved? How to we reconcile conflicting stakeholder priorities (marketing – sales; HQ – field)? What does it look like? What have we learned?

Session 5:  Incentive Compensation
Presenters: Asheesh Sharma, Erik Christianson, and Peter Koniaris
The webinar series wraps up with an overview on incentive compensation (IC). Where to begin... how to end (on time) … we could discuss incentives for a week! Questions covered will include: Why do we spend so much time and effort on incentives? What are typical IC plan types? What do they look like? What are the emerging trends? And finally, what lessons have we learned?

Series 1: Data Training
Presenter: Laura Jenkins Jirele

Session 1:  Learn About Core Pharmaceutical Datasets: Retail and Non-Retail
This initial session is intended to provide a foundational knowledge of the current data resources available and utilized by Pharma companies.  While the intent is to provide a cross sectional view, we will focus on how sales, sales operations and commercial analytics utilize traditional retail, mail-order and non-retail data.  The audience that will most benefit from this initial session will be new to Pharma and those who may not have been exposed to the use of these data in prior roles.

Session 2:  Dig Deeper into Analytics with APLD, EMR, and Specialty Data 
This second session expands the discussion to the use of claims, patient, medical and specialty data.  These resources provide Pharma more insights on the continuum of care, treatment patterns and the influences that affect them.  Analytics with these sources can be complex and use of these data requires a deeper understanding of both the source but more importantly the true insight required.  The audience that will benefit from this session will be those who may have a base knowledge of Pharma data, but may not be as familiar with the more complex or enhanced data resources and analytics.

Session 3:  The World of Big Data From the Evolving Digital World
This builds on the base knowledge of Pharma data with the expansion of sourcing and analytics outside the traditional secondary data resources.  Social media, digital and other types of information available are accessed differently and require a more evolved understanding of Big data, cloud-based sourcing and analytics.  The audience most benefited by this session will be more senior marketing and sales executives, data scientists, and methodologists.

Session 4:  Understanding Data Behind the Complex New World of Health Care Involving IDNs and ACOs
This final session is more a discussion of the influences and transformations that continue to occur in Healthcare and affect the manner with which Pharma views and utilizes data.  The healthcare infrastructure and influencers are changing to adapt to economic trends, government mandates and manufacturer portfolio transformations.  Navigating these changes is not straight forward, and balancing budget, resources and strategy requires a broader and deeper understanding of current and future influencers.

Presenter Bios

Rohit Marwah
Director, Passport Planning and Performance Real-world Data Strategy, Big Data Analytics
Definitive Healthcare

Rohit Marwah is a SME (Subject Matter Expert) on Commercial Analytics in the pharmaceutical industry. With over 12 years leading extensive data analytic projects defining commercial strategies using real-world data strategy.

Rohit earned his bachelor’s degree in engineering and biotechnology at Kurukshetra University in India, and his Masters in both Engineering and Biotechnology at Vellore Institute of Technology.

Manu Garg
Head, Passport Planning and Performance Customer Engagement Team
Definitive Healthcare

In his role, Manu is shaping a differentiated capability to position AW, DH’s analytical services as a strategic asset to our clients. Manu has deep experience in the Life Sciences Industry, specifically at ZS, a global analytics company, providing insights and analytics across functions and for many large pharmaceutical and bio-technology companies. Manu’s expertise in RWD analytics, qualitative and quantitative research methodologies, sales, and marketing analytics is extensive, including specialty therapy areas like Oncology, Immunology, Respiratory, Renal and Cardiovascular. With his experience, Manu brings a unique perspective on need for data driven decision making across product lifecycle and aims to achieve his vision by bringing together technology, data science and healthcare expertise.

Manu received his Bachelor of Technology (B.Tech.), Industrial Engineering and Management from the National Institute of Technology Kurukshetra.

Ashwin Athri currently leads Xtract’s Commercial Data Management (CDM) division from the Norwalk CT office. With a business first approach to designing and developing data models and systems, with turnkey reference data and prefabricated data attributes, CDM enables IT, Commercial and Sales operations and analytic teams and vendor ecosystem to advance to business insights with clean, organized, and powerful data systems that enable the desired speed to insight.

Prior to the acquisition of CORE Access Group by Precision for Medicine in 2014, he served as the Principal and Lead for Technology and Solutions Innovation, where he was in charge of the development of novel applications that house CORE’s unique data and analytics. At CORE, Ashwin had designed and developed cutting edge data and technology solutions for the leading Biopharmaceutical manufactures.

Prior to joining CORE, Ashwin was a healthcare consultant in the Biopharmaceutical Consulting Practice at Milliman. His responsibilities spanned a number of managed markets engagements, including projects in prescriber targeting, opportunity analysis, database design and development, payer value proposition creation, pricing, and Rx to over-the-counter (OTC) forecast models.

Ashwin received his undergraduate degree in electrical engineering from the National Institute of Technology Karnataka in India and earned his MBA in finance and strategy from the Kelley School of Business at Indiana University.

Chetan Baboor , Sr. Director, Axtria Inc., has more than a decade of experience spread across Sales Strategy Implementation, Product Management, Forecasting, Marketing analytics and effectiveness, Market Research, Technology Solutions for Sales and Marketing Operations. Chet has managed key accounts and initiatives interacting with executive management of top companies to improve their sales force strategic planning, implementation and brand market research to support product management. Chet has designed and implemented new selling models for top Pharma companies to better adapt to changing market dynamics. He has entrepreneurial experience with a startup company in sports analytics. Prior to that he worked with marketRx from 2004 to 2010 primarily in the pharmaceutical industry, sales & marketing analytics and consulting. He has delivered on multiple call planning and alignment projects for sales force ranging from 10 - 10,000. Chet has an MBA in International Management from Thunderbird, School of Global Management, in Glendale, AZ and a Bachelor of Engineering degree.

Abigail Bernardi is Director of Professional Services at LexisNexis Risk Solutions – Health Care. For nearly 10 years, she has served as a subject matter expert on technical and business aspects of medical claims data management, research and development, compliance, claims analytics, and professional services for the Life Sciences and provider industries. Prior to LexisNexis Risk Solutions’ acquisition of Health Market Science in 2015, Bernardi served as Director of Professional Services there. She led all medical claims-related services and consulted on master data management topics including ICD/CPT coding, custom product solution architecture, and application of best practices. Bernardi holds a Bachelor of Science degree in Health Systems from Georgetown University in Washington, D.C.

Aswin Chandrakantan, M.D., is Head of Product and Chief Medical Officer at Komodo Health. Prior to Komodo Health, he was a senior leader in Google’s Global Operations and Strategy, which was responsible for the implementation and support for Google’s 240+ ad products sustaining $110B annually in revenue. He also brings in-depth healthcare and analytics experience from his role as an engagement manager McKinsey where he was a founding member of McKinsey’s Healthcare analytics service line supporting leading biopharma companies, payer reform in over a dozen states, revenue cycle management at top IDNs. He also led strategic initiatives for polio eradication strategies for Nigeria. Aswin earned his M.D. from the UMDNJ (now Rutgers NJ Medical School) and a B.S. from The College of New Jersey.

George Chressanthis, PhD is Principal Scientist at Axtria, a thought leadership position held since his arrival in July 2016. He brings a unique combination of professional experiences into the commercial analysis of strategic and operational issues affecting the biopharmaceutical industry. His research focuses on pharmaceutical commercial issues and their intersection to drug industry business decision-making, public policy, clinical treatment decisions, patient outcomes, and cost of care. He has 25 years of experience working within and conducting research on the pharmaceutical industry. His research writings are freely available and can be read on the Axtria Research Hub:

Erik Christianson, Director, Axtria, has 15+ years of experience working in the Life Sciences space. At Axtria, Erik is driving end-to-end Commercial Excellence with a focus on SPM systems, sales force alignments, technology platform implementations, IC design, administration and governance.

He has been supporting technology transformations of commercial operations across many therapeutic areas in the Life Sciences including oncology, primary care, specialty and rare disease. He has managed the delivery of commercial ops projects from start to finish, including requirements gathering, software implementations and ongoing administration. He is actively responsible for innovation initiatives for commercial operations systems, technology integrations and the application of AI/ML in the commercial operations process. He is responsible for conducting effective software demonstrations to help companies unlock the value of cloud-based automation for call plan management, alignment maintenance and SPM processing.

Erik also possesses strong Program Management experience with a track record of delivering top quality communication services to the field to drive understanding and motivation through training programs, effective documentation and video creation.

Phil Daniels is VP, Data Ops and Analytics Platforms at Indegene, where he is driving Indegene’s build out of scalable data science capabilities. Phil’s background covers large scale data warehousing, analytics automation, and (more recently) data science platforms. He has worked in Life Sciences for over a decade. Phil lives in the Philadelphia metro area with his family, and is deeply involved with the school district and local education policy.

Debasish Das is a Senior Manager at Indegene, and has 12+ years of experience in Sales & Marketing analytics, focusing on pharma & healthcare industry. His key areas of expertise include Sales Force Effectiveness, Marketing Mix analysis, Forecasting, Customer strategy for both developed and emerging markets across various therapeutic areas. At Indegene, his team’s current focus is building & delivering solutions on commercial digital analytics for multiple clients.

Darin DeCarlo, Senior Principal & Segment Lead, Commercial Services, US - IQVIA
Mr. DeCarlo joined IQVIA’s Launch Advisory group in 2017, after 25 years of experience launching products for both large pharmaceutical, and start-up biotechnology firms. He is now leading a team of commercial services consultants that serve clients in the western and mid-western US. He has held industry leadership positions in brand marketing, sales, managed markets, and commercial operations.

Most recently, Mr. DeCarlo served as Vice President of Sales and Managed Markets at ACADIA Pharmaceuticals where he led the successful launch of a product in the CNS space. Prior to ACADIA, he spent 13 years at Eli Lilly and Company in a variety of commercial leadership roles in the CNS, Osteoporosis, Women’s Health, and Men’s Health therapeutic areas.

Siddhant Deshmukh, Engagement Manager, Mu Sigma, has 5+ years of experience in Decision Sciences for the Life Sciences Industry. During this tenure, he has worked as a consultant for R&D and commercial teams of several big pharma customers. He has extensive knowledge of traditional and emergent real-world data and its applications across business functions and various outcomes research related topics. He has co-authored multiple peer reviewed journals published in leading pharma conferences.

Don DeStefano is the Vice President of Business Development, and is responsible for the overall performance of the LexisNexis claims-based solutions.

Don has over 20 years of experience in the health care industry, spanning roles in market research, sales, and account management. At LexisNexis, Don has responsibilities for business development and account management. He works with pharmaceutical, biotech, and medical device companies, as well as other health care-related organizations, to provide strategic consulting and information solutions to sales, commercial operations, and marketing, across the full range of LexisNexis Market Intelligence solutions.

Prior to joining LexisNexis, Don was Sales Director at IMS Health, one of the world’s largest data and information companies in the pharmaceutical and healthcare industry. In this role, he supported numerous clients across multiple segments, including pharmaceutical and biotech companies, ad agencies, government agencies, consulting firms, and other health care-related organizations.

Don holds a BS in Business from Stockton University, and an MBA in Pharmaceutical Marketing from St. Joseph’s University.

Peter DeWan completed his PhD in Sociology at Harvard University in 2008. His research focused on two broad areas – integration of immigrant Muslims in western societies and social network analysis. His dissertation explored the formation of status reference groups and determined the degree to which different groups contributed to mortality and other measures of health. He also developed substantial expertise in statistical modeling and causal reasoning. He was employed by the European Union Monitoring Center on Racism and Xenophobia, where he completed various research and publication projects on immigrants in European societies. After graduation, he was a founder of Activate Networks, a company formed to commercialize social network insights developed at Harvard. He also maintained an appointment as a fellow at the Institute for Quantitative Social Science at Harvard. While at Activate Networks, he researched and productized new network-informed approaches to targeting populations for behavior change, particularly networks of physicians. In 2015, Activate Networks was acquired by Decision Resources Group, where Peter is Vice President of Research and Development. Along with regular commercial responsibilities, he is currently working on estimating the various institutional and clinical influences on physician prescribing decisions.

Kriti Dua, Senior Consultant, Optymyze, has been consulting with global clients across various industries from last 7 years and has helped clients strategize, develop and implement solutions related to sales planning, analytics, and sales force effectiveness.

Greg Fry has 13 years of marketing experience across the pharmaceutical and technology industries, on both the client and agency side. He leverages data to optimize his clients’ media investments and demonstrate business impact. Prior to joining the ZS Patient and Consumer Health team, Greg was the VP of Strategy and Analytics at Digitas Health and spent several years at IBM in digital marketing and analytics roles.

Bob Gabruk is Vice President, Primary Intelligence, Global Services at QuintilesIMS. Bob provides research, analytics, and consulting solutions to pharmaceutical manufacturers across many therapeutic areas and geographies. His professional experience spans over 20 years with specific interests in strategic consulting, market research, and quantitative analysis. Mostly recently, Bob has focused on analyzing and influencing buyers’ decision-making processes to create competitive advantage via strategic marketing, promotional resource planning, selling effectiveness, and business development. He is also aligned human capital management to business strategy through organization design and process reengineering. Bob has extensive experience in commercial strategy (e.g., product launches, stakeholder segmentations, drug licensing, marketing, and sales) with many leading pharmaceutical companies across most major TA’s. Bob brings deep commercial analytics and operations experience that enables him to provide actionable strategies that can be successfully implemented.

Prior to QuintilesIMS, Bob was the SVP of Client Success at Symphony Health Solutions and led the Commercial Services and Client Services teams. Before Symphony, Bob worked at Cognizant, where he led a practice of consulting, market research, analytics, and software development professionals serving global organizations across all major industry domains. Bob also worked at Deloitte Consulting in their Life Sciences practice and Titan Research in their statistical analysis and stochastic modeling group. He holds an M.B.A from NYU with a concentration in Strategy and Finance, and an M.S.& B.S in Mechanical Engineering from Virginia Tech.

Bhavik Gandecha, Solutions Consultant, Optymyze, works with clients in pharmaceuticals and other industries to improve business outcomes and sales effectiveness solutions. Prior to joining Optymyze, Bhavik worked for IMS Health, and he holds a BS in Math from UCLA.

Krishnan GKR is a Director at Indegene with 17+ years of experience in enabling global marketers deliver data driven strategies. He brings holistic experience in sales & marketing through cross-industry experience in consumer & customer initiatives, digital engagements, campaign management & specialized product sales across multiple domains. He has consulted and helped various top tier pharma organizations in defining and delivering new age digital commercial solutions. He and his team at Indegene are currently developing sophisticated AI/ML solutions that can help pharma leaders deliver personalized experience for their customers and improve commercial outcomes.

Theresa Greco, is Vice President, Life Sciences, at LexisNexis. With over 20 years in healthcare and information services, Theresa has been fulfilling key executive roles in general management, business development, and product strategy and development. She leads LexisNexis Life Sciences organization which combines analytics and technology built around core data assets including Medical Claims, Socioeconomic and Reference data to solve industry challenges in clinical, commercial and compliance solutions.

Swetank Gupta is Associate Consultant at D Cube Analytics, and has over 4 years of experience in working with Real-world evidence data on numerous therapeutic areas to generate key insights at the patient level assisting in different stages of product life cycle. His work includes implementing effective use of RWD data across different business teams based on their functional needs.

Tom Haskell is the Global Head of Data Analytics for Kantar Health. In this role, he engineers Kantar Health’s data solutions, combining our industry-leading primary data collection infrastructure with current and emerging secondary data sources to provide unique offerings to our customers. Tom has a deep background in providing innovative solutions to complex issues in the healthcare market. Previously, he worked for over 8 years at IMS Health, leading the development of leading-edge cohort creation, analytics, and visualization tools for real-world data. Previous to his 15+ years in the healthcare industry, he was one of the founders and lead architect of, the first major online site to offer mapping and driving directions to the public. Tom is also a renowned speaker on Big Data and Healthcare. Industry conferences where he has spoken on the subject include ISPOR, PMSA, PBIRG, ARF (Patient Journey), and ExL (Patient Experience). Tom is a graduate of Harvard University, with a concentration in Applied Mathematics and Computer Science.

Jeanette Hodgson - The magic of great qualitative research still exerts its power to excite and engage Jeanette. Figuring out what makes people tick, uncovering illusive insights and making meaning from them for brand strategy is at the heart of what Jeanette has done for 25 years. She has experience of global, strategic market research and brand consultancy, mostly from a healthcare perspective but also from a consumer environment so has a good understanding of marketing strategy. She has business leadership experience and is a trained Master NLP practitioner, and a specialist qualitative researcher. She is the Global Head of Qualitative Strategy at Kantar Health with the remit of consolidating, developing and promoting the qualitative expertise within Kantar Health.

Ellie Houck, Consultant, Commercial Excellence at Axtria, has a variety of project experience in Commercial Operations. Specifically, she has experience in the pharmaceutical domain working on reporting, incentive compensation, targeting, and call planning projects. She is passionate about helping pharmaceutical companies to optimize commercial operations and sales planning through analytics and automated data modeling. Ellie earned her M.S. in Business Management and B.S. in Bioengineering from Lehigh University.

Landi Huang, Consultant, Commercial Excellence at Axtria, is a data-driven consultant with a passion for delivering actionable insights, driving key business decisions. Currently, she is supporting Commercial Operations projects through incentive compensation analysis, goal simulations, and forecasting analysis within the pharmaceutical industry. She also uses her Salesforce expertise to further drive product development. Prior to joining Axtria, Landi used her Data Analytics Master’s Degree from Rutgers University to provide machine learning solutions for the retail, pharmaceutical, and consumer services industries. Her enthusiasm for big data and machine learning allows her to support Axtria’s AI/ML implementation in sales operations.

Brigham Hyde, PhD, is the Chief Data Officer and SVP of Analytics at Decision Resources Group where he leads client direct data analytics for Life Sciences. Brigham Joined DRG as part of the acquisition of Relay Technology Management in January 2014. As CEO and co-founder of Relay Technology Management he developed proprietary analytics software and data aggregation tools. Dr. Hyde has over 10 years life science experience and prior to founding Relay Technology Management was an equity research analyst in Medical Technology and Life Science Tools at Cowen & Co. in Boston. Dr. Hyde brings knowledge both of basic science research and drug development operations. He has conducted research in mitochondrial pharmacology and biology in the context of anemia, myelodysplastic syndromes, and type II diabetes. Dr.Hyde received his Ph.D. in Clinical Pharmacology from the Tufts University School of Medicine, where he is currently an adjunct professor of Pharmacology and experimental therapeutics.

Lauren Jacobson, currently a Director of Communications Design at Initiative (part of Interpublic Group), has 10+ years of Digital Advertising experience covering a range of clients from Technology, CPG & Retail, with her main focus over the past 4+ years on Pharmaceuticals.

While other industries have evolved media planning to a data driven, consumer centric, all platform buy, Pharma is just skimming the surface. Day to day, Lauren works with her Pharma clients in helping them understand how patients not only consume media but how to align media campaigns with patient’s behaviors. A huge part of the puzzle is the utilization of data, analytics & being nimble and open to change.

Over the past year, Lauren has been able to educate, gain alignment and approval on the use of a variety of data sources from Medicx to Blue Kai for use on all brands within the Pharmaceutical company. This was a huge win for all involved and is the first step to moving to a data driven marketing model. Over the next 6 months to year, Lauren wants to continue educating her clients on the benefits of 1st party data. With 1st party data at the core of every media campaign with 3rd party data layered on a strategically crafted media plan can be created for each and every brand campaign.

Tom Jirele is the United States Data Science lead for Cognizant managing a team of 30 advanced analytic staff who perform predictive and prescriptive modeling for clients across industries. Tom has over 30 years of deep analytic and consulting experience with a focus on automating advanced applications in systems and platforms. He specializes in the application of advanced modeling to achieve customer centric marketing objectives. Areas of focus include: Machine Learning models, statistical analysis, and Bayesian Belief networks with specific applications to digital and social data. A frequent presenter at conferences and guest lecturer at Universities with a deep experience in Life Sciences, Retail, CPG and Education industries

Some of Tom’s recent work includes: Recommender systems and “next best action” models to drive consumer actions around retention and cross sell in the insurance and banking industry; Supervised machine learning models to provide real time monitoring as to when sub-national promotional efforts are aligned with forecasts; Social media prediction & alert systems and Real time price optimization in the travel & hospitality industry.

Tom has been with Cognizant for 10 years. Prior to Cognizant he ran analytic teams for a consumer marketing & direct to patient company as well as a life sciences data provider. Tom holds a B.S. in Geology-Chemistry from Brown University and an M.S in Applied Statistics from Rutgers University.

Laura Jenkins Jirele is Vice President, Insights & Analytics, at Medicx Media Solutions. Laura is focused on innovating data, analytics and insights beyond the norm. With the evolution of media and its impact on the data landscape, the expectation needs to be on gaining new perspectives with analytics and a holistic understanding the true potential. Her goal is to move the industry standard from static to dynamic mind-set with leveraging structured, unstructured, legacy and media/digital data.

For the last 18 years, she has trusted collaborations and enhanced insights of data and analytics in Life Sciences, Healthcare and Consumer. Through her 12 years as a data vendor and 5+ in consulting, her focus was for clients to achieve a solid understanding of the business objective and aligning the right resources to address it, whether it’s patient, specialty pharmacy, medical, media, digital, managed care, consumer or financially based. Prior to Pharma, she began her professional career as satellite software engineering training, programming and building a true respect for data. She has a BS in Mathematics and Computer Science from St. Lawrence University and graduate studies in Applied Statistics at Rutgers University.

Michael Joachim is a seasoned media industry executive utilizing his cross-channel strategic planning knowledge as Vice President of Sales in support of pharma and health brand clients for Medicx Media Solutions. His is an experienced media and advertising industry veteran whose early knowledge was developed on the ad agency, media planning, and buying side of the business.

Prior to joining Medicx Media Solutions, Michael led a Starcom media team of 20+ individuals delivering a cross-divisional media strategy and digital investment approach for Samsung US operating divisions resulting in 100% account growth in two years. And, Michael was instrumental in creating the first truly hybrid media strategy and digital team at Mediaedge in support of Novartis’s US operating divisions resulting in a more seamless workflow for all brand clients.

In addition to tirelessly working in support of Medicx' clients, Michael is a supportive husband to his wife, Annie and a caring dad and personal chef to his two young daughters, Charlotte and Piper. Michael also enjoys cooking, organic farming, kick boxing and traveling.

Keshav Kabra is a Principal Consultant at D Cube Analytics. In his 6 years of experience in BI and pharma industry, he has worked with multiple client engagements to translate the spectrum of Pharmaceutical Datasets into actionable insights and helped them in making data driven decisions.

Srikanth Katasani is Principal Consultant at D Cube Analytics, where he is responsible for leading high-performance teams in the areas of Commercial Analytics and Reporting. In his career spanning 8+ years, he has helped many Pharma and Healthcare companies plan and realize their data analytics journey.

Nandana Kondur, Associate Director, Axtria, brings in 10+ years of professional experience, working in the areas of Commercial Operations, Alignments and roster management, Business Process Management and Re-engineering, Software Application Development and IT consulting. She has worked with global clients across industries including Pharma, Healthcare, Insurance and Banking.

At Axtria, she has been involved in the deployment of Axtria SalesIQ products specifically Alignment maintenance, Roster management and affiliation management, interacting closely with stakeholders across the board such as Sales operations, Incentive Comp, Brand marketing teams, Market access services, and IT teams.

Nandana graduated with an MBA from Richard Ivey School of Business, Canada, and a Bachelor’s degree in Computer Science Engineering from India.

Peter Koniaris is a Sales Operations subject matter expert for Incentive Compensation, Reporting and Call Planning, with over 13 years of pharmaceutical experience. He started his pharmaceutical career at Bristol-Myers Squibb and has also held Sales Operations leadership positions at Organon and Daiichi Sankyo where he designed motivating Incentive Compensation plans for mature and launch brands. Peter also has experience working with marketing teams to implement brand specific incentive contests to meet strategic initiatives. His experience in reporting and analytics, helped Daiichi Sankyo revamp their manual reporting to a dynamic online sales reporting tool. Before joining Axtria, Peter led Daiichi Sankyo’s call plan efforts, where he streamlined processes and tested many call planning theories with the sales force to help identify best practices.

Mitchell Krassan is Chief Strategy & Performance Officer at TherapeuticsMD. He has 25 years of operational and financial management experience. Prior to joining TherapeuticsMD, Mr. Krassan was a principal in EquiMark Limited, a private investment company that provided its portfolio companies with resources in the form of executive management, marketing and financial operations. Earlier on, Mr. Krassan was Chief Financial Officer and Chief Operations Officer of The Reich Group, a fully integrated direct marketing company with a focus on strategic planning, research, and operations. Mr. Krassan started his career in the big six public accounting where he rose to the level of manager at Arthur Andersen, focusing on operational consulting for closely held companies. Mr. Krassan received his Bachelor of Science degree in Accounting from the University of Maryland and his Master of Business Administration in Management from New York University.

Rajnish Kumar is a Senior Engagement Manager.   He has over seven years of experience in Sales and Marketing analytics for US pharmaceutical clients.  His role includes doing Business Analytics, Project & Client Management, New Solution Development and Team Management. He has been leading engagements and delivering projects in the space of Campaign management & measurement  and marketing mix optimization across multiple clients.
His last stint was with Cognizant/marketRx, where he was responsible for supporting sales & marketing and operation teams  in promotional planning and execution, managing client relationships, analytics solutions development and service delivery for Life-Sciences & Healthcare clients. He has extensive experience in designing advance analytical solutions for both personal (field based) and non-personal promotional (digital) activity using various analytical tools (SAS etc.) and helping in execution using campaign management tools (UNICA, SAS MA etc.).
Rajnish  completed his Bachelor’s and Master’s degrees in engineering  from Indian Institute of Technology, Kharagpur.

Lynn Lu, Senior Principal, Advanced Analytics Organization, IQVIA
Lynn Lu is a Senior Principal within Advanced Analytics Organization at IQVIA, where she works directly with internal and external Oncology analytical functions to provide thought-leader advices around commercial growth, patient journey, treatment algorithm, and innovative sales and marketing tools with clinical insights. Lynn has over 20 years of experience in sales and marketing analytics with strong Oncology expertise on longitudinal patient-level data and its applications in market sizing and treatment patterns. In addition, She has led many customized research projects that have enabled a better understanding on patient and HCP’s behaviours and brand’s growth opportunities. Lynn has played a key role on multiple innovations including Oncology Advanced Targeting Tool, Physician Segmentation and Potential Opportunity, and Proactive Sales Trigger Profiles.

Before joining IQVIA, Lynn held a Senior Director position at Pharmacyclics to manage commercial information and analytics. She played a strategic leadership role at Amgen to manage marketing analytics for $8 Billion Oncology product portfolio. Lynn also played a key role in building Oncology Patient Level Data Warehouse by working with multiple organizations.

Lynn earned a M.S. in Economics and a B.S. in Finance.

Justin Lucas, Senior Consultant, Optymyze, has over 5 years of experience working with clients in the pharmaceutical industry, improving business outcomes related to sales performance and sales force effectiveness.

Ankush Mahajan, Associate Director, Axtria, has over 10+ years of experience in designing sales and marketing analytics and commercial operations including sales force alignments, call planning and roster management.

Previously as a part of marketRx (Cognizant), he has consulted Pharma clients in solving their commercial analytics challenges. He has also cofounded an analytics and BI consulting startup based in India.

Ankush graduated with an MBA from Indian Institute of Technology, Kharagpur and a bachelors in Technology from Anna University in India.

Anuj Mahajan, Senior Manager, Axtria, has more than 7 years of experience in Life sciences and analytics. During this time, he has worked as a consultant for sales operations and meeting planning functions with focus on bringing process efficiencies by the way of innovative technology transformations.

Anuj graduated with a Post Graduate Diploma in Management From Management Development Institute in India. He also holds a Computer Science and Engineering degree from India.

Bernie Manente, Foster Rosenblatt, is an oncology expert focusing on landscape analysis, predictive modeling and brand strategy. His work focuses on all stages of the product lifecycle including in-market brand planning as well as commercial input into clinical development.

In his 25 year career, Bernie has supported most of the important oncology brands with business intelligence and quantitative modeling. Notably, he developed the OncoEdge® Database and Forecasting Tool. This capability quantifies current and future treatable patients using real-world validated treatment algorithms that identify patients diagnosed by stage and/or histologic subtypes, treatment options received (or to be received in the future), recurrence rates/patterns and therapy timelines.

Greg Maynard, is Director Market Planning, Transparency and Disclosure Compliance Solutions, at LexisNexis. Greg manages the strategic direction of the LexisNexis compliance platform, Expense ManagerTM. Greg is responsible for meeting the needs of the Life Sciences industry with a suite of relevant and innovative compliance solutions. Greg is well versed in both US and Global transparency and disclosure requirements. He understands both business processes and solutions and how they are integrated together to meet the challenging needs of Life Science compliance companies.

Greg has 25 years of experience in Healthcare and Life Sciences space including product ownership, project and program management, business strategy, and the implementation of custom developed software solutions and services. Greg graduated with a BS in Environmental Health from Bowling Green State University, Ohio.

Bill McClellan, CoE Leader, Launch Excellence, Commercial Services, US – IQVIA
Bill is an expert in the field of pharmaceutical launch excellence with over 20 years of experience. He leads the Launch Center of Excellence for the US at IQVIA where he focuses on launch readiness, tracking and performance diagnostics utilizing patient data, statistical modeling, qualitative and quantitative research.

Bill leads a team of professionals responsible for developing thought leadership to provide innovative approaches for launching a brand. The research focuses on patient acquisition and prescriber adoption and productivity. The group has examined how launch success varies by market need and product differentiation creating launch archetypes. Findings have fueled offerings that focus on launch strategy, commercialization tactics and performance monitoring.

Eric McCulley, is Director Strategic Solutions Consultant at LexisNexis. With nearly 20 years’ experience, Eric started his career in health care as a nurse administrator in cardiology, endocrinology and intensive care for several years. Eric continued to grow his health care industry experience through various sales, marketing and operational leadership roles in the pharmaceutical and biologics industries and health care consulting space. Most recently, Eric has led health care data and analytics solutions within the payer, provider, government, pharmaceutical and life science industries. In his current role, Eric enjoys leading the team of “identity solutions architects” at LexisNexis, with deep subject matter expertise specific to our member and patient identity solutions, including our Social Determinants of Health solutions. Eric graduated from Creighton University in Omaha, NE with a BSN and RN license.

Patrick J. Miller, Ph.D.,is currently Executive Vice President of Prismic Pharmaceuticals, a development-stage pharmaceutical company that focuses on products with unique safety profiles to treat pain, diseases of the kidney, and mental health disorders. At Prismic, he identifies and recommends strategic directions and specific opportunities to the CEO and the Board of Directors, assesses product in-licensing and acquisition opportunities, and prepares and presents forward-looking company overviews to potential partners and investors. Prior to this, he was Vice President, Advanced Analytics and Consulting at Wolters Kluwer Healthcare Analytics, where he led the charge, not unlike that of the Light Brigade, to transform fungible data into interesting and effective marketing applications. Before that, Pat was Corporate Vice President, Strategic Planning and Business Intelligence at Andrx Corporation, where he was prematurely aged by his Sisyphean struggles to find vendor partnerships that would enable him to identify market opportunities for his small company in a market dominated by large ones. Prior to Andrx, Dr. Miller managed an independent consultancy helping pharmaceutical companies use the mountains of behavioral data that were lying inaccessible in their impenetrable data warehouses to make smarter marketing decisions. To continue à la recherche du temps perdu, he was a co-founder of iPhysicianNet, the first video detailing company, a senior executive with Walsh America, managed the Marketing Science function at Merck, and is a graduate of the Wharton School at the University of Pennsylvania.

Robert Mozenter, M.S., MBA serves as a Director in the Marketing Solutions practice within Axtria’s Decision Sciences organization. He leads client engagements focusing on omnichannel marketing enablement and analytics. He brings more than 15 years of experience in the Life Sciences industry first as a Director in Pfizer’s Business Technology group leading IT Strategy and later as a Consultant where he has worked with mid-size and large, global pharma companies. Robert has led a variety of consulting engagements and large programs in the areas of sales, marketing and analytics.

Robert has been a key contributor to the creation of Axtria’s omnichannel framework for assessing the maturity of omnichannel capabilities. Robert also has a wealth of experience leading consulting engagements with a primary focus on omnichannel marketing, marketing analytics, commercial operations, IT strategy, organizational change management and program management.

Dhaval H. Mukhatyar is a Senior Director at Axtria, where he leads the company’s Cloud Information Management Delivery Practice. Dhaval has vast experience in various aspects of analytics and business intelligence for Commercial Sales and Marketing needs for the life science industry, including the development of data warehouses/data marts, reporting, big data, and data analytics, as well as data exploration and predictive analytics models. Implemented and maintained enterprise standards, best practices, governance, and deployment guidelines for application development lifecycle, performance, and design.

Dhaval has over 19 years of experience in managing and delivering actionable insights, analytical storytelling, and deep learning solutions that are enabled on various cloud platforms. He has helped customers with their overall marketing strategies, omnichannel implementations, and developing new-age commercial data and analytics platforms.

Ilker Oruc, Ph.D. – Ilker is an AI/ML Scientist at Axtria, where he leads the product development efforts for building Axtria’s AI/ML based Next Best Action toolkit for the life sciences industry. Ilker has over 8 years of experience in modeling & simulation, artificial intelligence, machine learning, and software development. During his time at Axtria, he has focused on multi-channel marketing analytics, customer segmentation, advanced predictive analytics, optimization and forecasting projects. Ilker brings a rare combination of insight and analytics expertise combined with his engineering (aerospace) background, and his experience in software development, product management, and R&D.

Throughout his career, Ilker has completed over 10 R&D projects and more than 8 commercial client projects for different industries where he leveraged various machine learning techniques to find the right client solution. He also has entrepreneurial experience with a startup company in the aerospace industry where he served as a Business Developer.

Geeta Padbidri, RPh, M.S, MBA – Geeta is a passionate insights and analytics professional in the life sciences and biotech industry for the past 20+ years. She has worked on the launch of several products, including Alunbrig®, Eylea®, Abilify®, ACTEMRA®, Zegerid®, Sustiva®, Dysport®, Gattex®, and Natpara® to name a few. In her current role at Axtria, she is helping clients by creating digital and omnichannel marketing solutions. Geeta brings a rare combination of insights & analytics expertise combined with her clinical (pharmacy) background, and her experience in product management, sales, and R&D.

Throughout her career, Geeta has held leadership roles in Insights & Analytics, Brand Marketing, Sales, Competitive Intelligence, and Commercial Strategy both in the US and Global businesses in small, mid, and large-size organizations. Geeta has worked for various companies including, Genentech, Pfizer, Bayer, Otsuka, NPS Pharmaceuticals, and Ipsen Biopharmaceuticals.

Tej Pandey, Lead, Commercial Excellence at Axtria, is leading the AI/ML initiative for Axtria’s Commercial Excellence team and is responsible for implementing it across sales operations. He has over nine years of experience working in pharmaceutical sales force operations and incentive compensation, with a key focus on the US markets. He has a deep understanding of incentives and sales performance management solutions. He has led projects on end-to-end sales operations for multiple pharmaceutical companies. He has been working at Axtria for the last 5 years. Before Axtria, he worked at marketRx where he executed incentive compensation projects for many large pharmaceutical companies. Tej holds a Master’s Degree in Chemical Engineering from Indian Institute of Technology, Kanpur, India.

Vipul Pandey, MBA is a Director at Axtria in the Decision Science group. He brings extensive experience into a wide range of pharmaceutical commercial analytics problems. He has ~15 years of analytics and consulting experience in the pharmaceutical industry, working on engagements across numerous companies and therapy classes. His primary focus is to deliver actionable insights focusing on sales force design, marketing mix analysis, and patient analytics.

Dhiren Patel, Principal, Axtria, has more than 15 years of experiences in analytics. He is responsible for solutions and go to market activities for the retail and consumer goods industry verticals, as well as responsible for building a horizontal data science team.

Previously, Dhiren was part of Cognizant's analytics practice responsible for taking analytics services in the area of customer and operations to multiple industry verticals. He built a data science based business analytics capability for horizontal problem solving and scaled business to $18 MM in revenue run rate in 16 months.

He founded and led Cognizant Capital, an internal venture capital business unit. Worked with the CEO and the entire senior management team of Cognizant directly to identify, evaluate, fund and oversee business plans for Cognizant's non-linear revenue objectives.

Dhiren is an MBA in Finance and General Management from Indian Institute of Management, Calcutta. He completed his BE in Electronics and Communications from Gujarat University.

Paulomi Patel is a Principal Consultant at Analytical Wizards. She has over 20+ years of experience in Strategic Consulting, Business Strategy, Promotional Analytics, and Revenue Growth Management. Paulomi was a clinician in her prior life and has previously held roles at Chase Design (IPG), IRI, L’Oréal, and Nielsen, with a focus on Pharma/Biotech, CPG, and Retail.

Abhijit (Abhi) Paul, Director, Axtria – Abhi has 14+ years of experience in Life Sciences Consulting with 12 years primarily focused on Incentive Compensation design across mass markets, specialty products, rare/ultra-rare disease products, vaccines and animal health. He has helped multiple pharma client’s in the US and outside US to shape-up their IC strategy and design across various stages of product life cycle. Abhi’s current area of work involves helping clients drive innovation in IC design by leveraging intrinsic motivators and leveraging the power of customized IC plans. He has expertise in developing IC design health check framework for large pharma clients. He specializes in incentive plan design, IC solution building, IC platform development and thought leadership. He has authored multiple IC design point-of-view, white papers.

Vishnu Prashanth is a Principal Consultant at D Cube Analytics, has 5+ years of Industry experience in Primary market research, Analytics & Consulting. Vishnu has worked on multiple Oncology TAs, Psychiatry, Neurology, Cardiology, and Sleep disorder based projects.

Vineet Rathi, Principal, Axtria has over 15+ years of experience in leading commercial analytics, sales operations and consulting engagements in the Life Sciences domain. At Axtria, Vineet serves as a Principal and is focused on delivering solutions across the Commercial Excellence value chain for Axtria’s clients. Vineet’s functional experience includes sales force effectiveness, alignment design, call planning, incentive compensation management, commercial data governance and reporting. Vineet has worked across primary care, specialty and rare therapeutic areas with a focus on both traditional retail customers and organized customers like integrated delivery networks (IDNs). Vineet has experience in managing PMOs for mid-size to large multi-million-dollar commercial analytics and operations engagements across top US Pharma, which also includes supporting major events of commercial model transformation and sales force restructuring. Vineet has also helped clients establish best practices in data governance and cloud platform based end-to-end commercial operations management.

Erich Sachse has 18 years of experience leading engagements to assess and transform sales operations and improve sales performance for over 80 clients in various industries around the world, with a heavy focus in Life Sciences (including Pharmaceuticals, Biotechnology, Animal Health, Vaccines, and Medical Devices).

In his role at Optymyze, Sachse demonstrates for clients how the unique combination of people, process, and technology help to improve sales force effectiveness.

Sachse is an expert in Sales Incentive Compensation, Sales Force Deployment (including sales force sizing, territory optimization, and call planning), Sales Analytics, and Sales Quotas, among other areas.

Dr. Jessica Santos is the Global Compliance and Quality Director at Kantar Health. She is responsible for maintaining, anticipating and coordinating all activities with regard to compliance laws/regulations, industry guidelines, pharamcovigilance and client contracts, defining and driving the execution of Kantar Health’s Quality Strategy – our approach to measuring and improving our quality efforts.

Dr. Santos is an experienced statistician, analyst, methodologist and market research scientist. She gained her reputation through her publications and professional committee work in the industry. She is a frequent speaker and contributor in major conferences and has a Ph.D. in Marketing, an MRS fellowship and Chartered Marketer status.

Dr. Santos is a member of UK Research Ethics Committee, EphMRA, BHBIA and PMRG Government Affairs Committee, reviewer and co-chair of ISPOR, and MRS Professional Development Advisory Board and Examiner.

Kelly Sborlini is Director, Vertical Markets, Life Sciences, at LexisNexis. Kelly is responsible for the overall strategy for LexisNexis Health Care in Life Sciences. Kelly has over 20 years of experience in the health care industry, with roles in market research, product development and management, and sales. Kelly works with pharmaceutical, biotech, and medical device companies, as well as other health care-related organizations, to provide solutions across the full range of LexisNexis health care offerings.

Prior to joining LexisNexis, Kelly was Director, Business Development at Decision Resources where she supported numerous clients across the pharmaceutical and biotech industries. Kelly holds a BA in English from Saint Joseph’s University, and an MBA in Health Administration from Temple University.

Nitin Sethi is a Project Leader with Axtria. He has over 7 years of experience in analytics and process improvement across industries such as Pharma, Medical Diagnostics, Healthcare, Retail and Hospitality. During his time at Axtria, he has focused on Sales force deployment and territory Realignment projects. He has successfully led territory realignment engagements ranging in various size /structures from 30 to 800+ Reps. Example projects include:
  • Managed the Territory Re-alignment / upsizing project for the PCP and Specialty sales forces of a large pharma company as a part of their new product launch strategy. Recommended territory design for ~600 territories across the 4 sales forces
  • Executed post-merger integration for a large US based diagnostics services provider including activities such as account merge process, sales force sizing, and territory design and personnel selection. As part of the merger, designed 400 new territories taking into account disruption and territory workload analysis.
  • Provided insights and recommendations on mitigating potential disruption / dislocation resulting from sales force restructuring at a pharmaceutical major based in U.S
Prior to joining Axtria, Nitin has Marketing analytics experience with InterContinental Hotels and consulting experience with PwC. Nitin holds a MBA in Strategy and Decision Science from Emory University’s Goizueta Business School at Atlanta and a Bachelor’s degree in Chemical Engineering from Indian Institute of Technology, Madras.

Asheesh Sharma, Head Commercial Excellence, Axtria – Asheesh has over 16 years of experience in Healthcare, Technology and Business Consulting, mostly focused on execution of large scale processes and advanced analytics. He leads Axtria’s Information Management and Business Operations practices and has ensured customer success of several large and specialty clients. Previously, Asheesh was the Global Head for the Sales Performance Management line of business with Cognizant and helped top tier companies across industries design, implement and administer motivating incentive plans aligned with corporate and business strategy. Under Asheesh’s leadership the practice grew to serve Top Tier firms (globally over 30,000 reps) with effective cloud computing innovation that pioneered business processes as a service. He is known in the industry for his passion for excellence, customer satisfaction and innovation. Asheesh has been involved with PMSA since 2008 and has been a featured presenter at PMSA webinars and annual conferences.

Gaurav Sharma, Senior Director, Axtri has 12+ years of experience in helping customers make data-driven decisions, with specific expertise in successfully delivering global enterprise-grade analytics projects. He is also proficient with sales and marketing analytics across multiple industry verticals including Life Sciences, Healthcare, Insurance, Retail and Hi-tech.

He has a demonstrated track record of creating and delivering multiple industry-leading solutions in the areas of Sales Force Alignment, Targeting, Compensation and Reporting.

Before joining Axtria, Gaurav was with Cognizant, a technology and consulting company, where he held multiple leadership roles for products/solutions and customer engagement.

Gaurav has a M.S. in Computer Science from The City College of New York.

Anuj Sheoran, Senior Manager, Axtria, brings in 8+ years of experience in consulting, data analytics, and sales operations. He has rich experience in incentive compensation quota setting, call planning, drug sales forecasting, and business intelligence solutions in managed markets. At present, he is working on targeting and call planning for orphan drugs.

In his prior stint at GlobalData, Anuj gained insights into the U.S. pharmaceutical regulatory framework and the various strategies employed in drug life cycle management. He also developed models to assess sales potential of pipeline and branded drugs, and epidemiology based market sizing and forecasting of disease indications.

Anuj holds an integrated first degree - M.S. in Technology from Birla Institute Of Technology & Science, Pilani in India.

Rakeshkumar Shingala, Associate Director, Axtria, has 13+ years of professional experience, working in the areas of Commercial Operations, Managed Markets, business reporting solutions and ad-hoc analytics across top pharmaceutical companies. At Axtria, he has been leading engagements and delivering projects in the space of call planning & incentive compensation across multiple clients.

His last stint was with Cognizant/marketRx, where he was responsible for supporting the Managed Market team in end-to-end strategy development and implementation of several new capabilities. He has extensive experience in requirement gathering, design, development, automation, and delivery of reports for HQ/field users.

Rakesh completed his Master’s degree in Engineering from Indian Institute of Technology, Bombay and a Bachelor’s degree in Engineering from Nirma Institute India.

Tarun Shukla is an Engagement Manager at Indegene. He has spent majority of his 9 years of professional career in advising various Fortune 500 clients to solve complex business problems utilizing data driven strategies. He has also led various consulting / diagnostic projects for pharma clients defining methodologies for digital content reuse assessment, content diagnostics, digital operations maturity etc. His areas of expertise also include business solutioning and client engagements.

Leanne Smith,VP, Insights & Analytics, CMI/Compas Leanne is the builder, from the ground up, and leader of CMI/Compas’ analytics practice. In her role, she is on the cutting edge of analytics techniques, technology, and application to client situations. Leanne has brought analytics technology and practices to our industry when no other agency has and she has been instrumental in leading the industry in the importance of proper analytics. She is a frequently requested speaker at industry conferences, including recent engagements with AdTech NY on advising clients around analytics best practices for digital marketers and the eMetrics conference in San Francisco on the topic of “Seeing your Customer from all Angles,” ensuring proper analyses are done on target audiences, implementing personalized marketing approaches for optimal success.

Daniel Stewart, Director, Axtria – Dan has 10+ years of consulting and Incentive Compensation design expertise. He has driven partnerships with various clients, developing sales operations roadmaps to help transform their commercial operations. Dan has directed multiple, global client teams in sales operations management and large-scale system implementations. He has helped companies win awards recognizing industry leadership in commercial excellence, and has contributed to thought leadership in the industry including webinars and conference presentations at WorldatWork, PMSA, and the Sales Management Association.

Mike Steward serves a dual role as Principal Consultant as well as Chief Digital Officer at Analytical Wizards. He has over 18 years of experience in Strategic Consulting, Research, Commercial Analytics and Digital Analytics. Mike previously held roles at Indegene, Targetbase, Merkle, and comScore, where his experience Included Life Sciences, Retail and Insurance.

Ajitha Surendran is a Consultant at D Cube's India office. She has 5 years of experience in providing analytical business solutions to many Pharma and Healthcare clients. Her key areas of expertise include APLD analytics, market opportunity analysis, promotional effectiveness tracking and primary market research.

Charlie Thompson has 30 years of experience in consulting and financial services, with 20 years largely focused on life sciences. As a Principal at Axtria, Charlie leads the Global Sales Deployment Practice and helps clients transform their sales / sales ops organizations to be more nimble. He is particularly passionate about helping clients migrate their sales processes to the cloud via Axtria SalesIQTM. Previously, Charlie was a Principal with marketRx where he launched the firm’s territory alignment practice, led major client organization transformations, and created innovative ‘process as service’ solutions.

Prior to marketRx, he was a management consultant with ZS Associates, TowersPerrin and NDCHealth helping Fortune 1000 firms accelerate profitable growth. He is a frequent guest lecturer at Georgia Tech and Emory on sales, marketing, life sciences, and entrepreneurship.

Charlie attended Princeton University and has an MBA from the Kellogg Graduate School of Management at Northwestern.

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 specialty pharma and has worked on numerous specialty pharma 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. He can be reached at (847) 920-1000 or This email address is being protected from spambots. You need JavaScript enabled to view it..

Sridhar Turaga, Head of Technology, Mu Sigma, is responsible for driving innovation in problem solving across customers and also heads the Mu Sigma University program. Over the past 5 years at Mu Sigma, he has managed delivery and innovation across a portfolio of accounts. He has 16 years of experience in building from the ground up working in areas including technology services, account management and product development. He worked with Deloitte & Tata Motors and also co-founded two companies, iSeva, a services company and o2s 360, a supply chain product company.

Devesh Verma, Ph.D. is a Principal at Axtria, where he leads the company’s Marketing Solutions practices. Devesh’s passion is to leverage real-time data and state-of-the-art analytics to learn about evolving customer behavior in the life sciences industry. He enjoys using the learnings to craft harmonized omnichannel experiences for Axtria’s customers. Devesh has also led the development of Axtria MarketingIQ™, a cloud-based platform designed to enable customer-centric marketing for global life sciences organizations.

Devesh has over 18 years of experience in the life sciences industry, where he has played a variety of leadership roles in brand marketing, sales, and analytics. Prior to joining Axtria, Devesh’s experience includes working for Daiichi-Sankyo, marketRx, and Delta Air Lines. He also served on PMSA’s Board from 2013-2017 and launched PMSA’s Virtual University program.

Noel Webb, Vice President of Digital Media & Targeting Solutions: When not chasing down a busy toddler or planning his next culinary adventure, Noel is running all aspects of campaign strategy and ad operations for Medicx Media. With over 15 years of experience in digital ad tech, Noel's experience spans account leadership, advanced client solutions, product and technical project management and partner development. He has worked both client-facing roles, from C-level strategic planning to tactical day to day operations, and behind the scenes, getting his hands dirty with product, support and development teams.

Prior to Medicx Media Solutions, Noel directed platform solutions for enterprise clients such as Verizon at AOL, leading their display and video campaigns while managing their audience and attribution profiles. Before that, he built out the demand-side technical account management team at Rubicon Project, managed the then-nascent OVP business models for clients at Kit Digital, and curated all of the workflow and information systems across several key properties at IAC, among other things. Noel is an Indiana University alum, an avid technologist, and can hold his own at any karaoke bar.

David Wood, PhD is a Senior Principal at Axtria in the Decision Science group. David has more than 40 years of experience in mathematical modeling of business problems, with 25 years in sales and marketing analysis for life sciences companies. His focus is primarily on projects in mathematical modeling of sales operations and multi-channel promotion analysis.

Bingcao Wu (aka Glen), M.S, Associate Director, Real-World Market Access Analytics, Janssen Scientific Affairs has 9 years of professional experience in the Health Economics and Outcomes Research (HEOR) field from both the consultancy and the pharmaceutical industry. He currently holds a position of Associate Director in the Real-World Market Access Analytics Group at the Janssen Scientific Affairs (JSA). In his role, Mr. Bingcao is mainly responsible for executing rapid real-world analytics with scientific rigor to support internal business insight generation, commercial strategy development, market access readiness, and value-based contracting in the US market.

Bingcao has a Master’s degree in Pharmacoeconomics from the University of Florida and a Bachelor’s degree in Pharmacy from the Fudan University. Currently, he is also a PhD candidate in the Department of Pharmaceutical Outcomes and Policy at the University of Florida.

Zhang Zhang, Manager, Advanced Analytics Organization, IQVIA
Zhang Zhang is a Manager within Advanced Analytics Organization at IQVIA. His main job is to provide data driven and innovative solutions to answer the business questions of clients. He supports projects in physician targeting, patient-level studies, suspicious order monitoring and rare disease detections with advanced machine learning models and algorithms. As a data scientist and statistician, Zhang has various scientific interests, including, but not limited to, tree-based classification, deep neural networks, natural language processing, recommendation systems, social network modelling and detection.

Zhang has varied experience in different industries including healthcare, e-commerce, education and finance. Before joining IQVIA, Zhang worked for (Walmart E-commerce), GSK, Othot and BOCI as either a data scientist or a statistician. Zhang earned Ph.D. in Statistics at University of Pittsburgh and B.S. in statistics at Wuhan University.

Li Zhou, Sr. Principal, Advanced Analytics Organization, Global
Li Zhou is Sr. Principal in Global advanced analytics team. She has more than 20 years’ experience in the pharmaceutical industry specialized in market science and marketing research. As a Sr. Principle of Advanced Analytics group, Li leads a very experienced group with backgrounds in Projection, Statistics modeling, Marketing Research, and Consulting. This group supports high-end analytic projects, core competence in physician targeting, patient-level studies, and different data assets projections, which integrate pharmacy data, medical, hospital, lab and payer level data. She designed patient projection models for Oncology, RA, HGH and Vaccine data marts. Her other experiences focused on: predictive modeling, survival analysis, forecasting, direct to consumer advertising evaluation, and experimental design. Her strength has been method and product design and development.

Li has a Master of Science degree in Industrial Engineering with a specialization in Operations Research and MIS from the University of Alabama and a B.S. in Industrial Engineering from the Northern Jiaotong University, China.