Overview:Content Management

Pharmaceutical Industry

Global Market Shares by SalesPharmaceutical Sector

Europe 20%

North America 45% Japan 10%

UK 3%

Australia 1%

Rest of the World 21%

Top 10 Pharmaceutical CompaniesGlobal1

2 34

5 67

8 910

Life Cycle of a Drug

Source: Crossing the Chasm

Innovators

Early Adopters

Main Majority(Early)

Main Majority(Mature)

Late Adopters

Laggards

“The Chasm”

Organization Structure

ExecutiveBoards

Support

PR

Finance Sales

Marketing

R & D

Types of ContentContent

Primary SecondaryPublic

Subscription

• Sales Data• Prescription Data• Market Research Data• Conditional random

field• Primary Intelligence• Company Reports

• Publications• Congress Reports• Databases• Financial Reports

• Available in public domain

• Paid databases

Data Cycle

Dissemination & Storage

Storage

Collection

Analysis

Processing

Technology Throughout the Life Cycle

Information sharing

Streamlined Process

Insights Generation

Information synthesis

Data mining

Technology & Analytics

Web crawlers

Intelligent Search

E-mailDesktopIntranet

Web-based

R&D Data (Clinical Trial)Dissemination &

Storage

Storage

Collection

Analysis

Processing

• Publications• Posters• Regulatory submission reports

•Medical Writers• Statisticians• Copy Editors

• Statistical Methods• Cohort Studies• Controlled study• Randomized controlled trial• Observational study• Cross-sectional study• Longitudinal study• Case-control study

• Clinical Trial Protocol• Case Report Form• Reporting Systems

• Clinical Trial Data Management Software

Marketing Data

• Related to market related information

• Used to generate:

◦ Market Assessment◦ Clinical, Competitive and Business Intelligence◦ Forecasting◦ Epidemiology◦ Market Access◦ White Papers◦ Patent Analysis

Marketing Data (General)

Dissemination & Storage

Storage

Collection

Analysis

Processing

• E-mail• Desktop tools• Online repositories

• Statistical Models• Analytical Models• Graphs• Human Intelligence

• Analytical Softwareo SPSS (Statistical Package for the Social Sciences)o SAS

• Rating Matrices

• Secondary Research• Subscription Databases

o TrialTroveo ADIS

• Primary Market Research

o Instrumentso Questionnaires

• Online Repositories• Desktop Tools•Mails• Forms

Sales Data

• Product related information of sales, prescriptions and dispatch

• Used for:

◦ Sales force sizing◦ Sales force effectiveness◦ Forecasting◦ Strategic Intelligence

Sales Data (Product Sales)Dissemination &

StorageCollection

Analysis

Processing

• E-mail• Desktop tools• Online repositories

• Statistical Models• Analytical Models• Graphs• Human Intelligence

• Analytical Softwareo SPSS (Statistical Package for the Social

Sciences)• SAS

• Primary Research• Retailer Supply• Prescriptions

• National Ambulatory Medical Care Survey (NAMCS)• National Hospital Ambulatory Medical Care Survey (NHAMCS)• IMS (Intercontinental Medical Statistics)

Storage

Case StudyAmerican Society of Clinical Oncologists Sector

• A leading bio-pharmaceutical company needs to update its decision makers with real time intelligence from a leading medical congress

Business Need

• Data Mining: Semi-automated excel tools• Data Storage: MOSS• Processing: Semi-automated excel tools, human

intelligence• Analysis: Analytical Software• Deployment: Online MOSS

Approach

Solution

Benefits

• Online database that provides a real time update on events integrating both secondary and primary data points

• Early Alert Mechanism• Competitor Trends and Intelligence• Aids Strategic Decision Making

THANK YOU