PMSA Launches Webinar Series on Sales Planning & Operations

Our summer webinar series in conjunction with Symphony was a huge success. Attendance numbers were higher than anticipated, with approximately 150 attendees at each session. PMSA would like to thank the lead presenter, Laura Jenkins Jirele, Principal, Symphony. Laura made our first webinar series a great success, and raised the bar for future presenters.

The archived recordings are available on the PMSA Virtual University website; click here to access these resources. If you have any comments or suggestions about the initial PMSA Data Training webinar series, please contact Chris Walls at This email address is being protected from spambots. You need JavaScript enabled to view it..

We have kept up the momentum by launching our second webinar series, on Sales Planning & Operations. Our presenting partner for this series is Axtria.

Sessions 1 and 2 are archived on the PMSA website. Session 3 begins on Wednesday, October 14. It is free to attend; simply click here to register online

These 1-hour webinars will begin at 12:00 PM ET and run bi-weekly through early November. 

The sessions will focus on the following topics:
Session 1: Promotion Response (September 18)
Session 2: Sales Force Sizing (September 30)
Session 3: Territory Alignments (October 14)
Session 4: Call Planning (October 28)
Session 5: Incentive Compensation (November 11)

For complete descriptions of these upcoming webinars, visit


David Purdie
PMSA President

Each edition of PMSA Notes will include a spotlight on a noteworthy PMSA member. Our inaugural edition focuses on Shreyas Murthi, Associate Principal, ZS Associates. Shreyas’ presentation at the 2015 PMSA Conference was voted best abstract presentation by attendees, for his talk "Micro Targeting in Orphan Markets: A Patient Focused Approach and Case Study". We caught up with Shreyas this summer to learn more about his professional background.

PMSA: How many years have you been in the industry?
Shreyas Murthi: I have been in the industry for over 10 years now. I started off on the east coast working with larger pharmaceutical companies, then focused on launch commercialization for emerging biotech companies in the Bay area, and I am now mainly focused on helping with commercial analytics for mid/large biopharma companies.

PMSA: What attracted you to the field?
SM: While finishing my Masters, I worked at an animal bioinformatics lab for 2 years which piqued my interest in the world of healthcare and pharmaceuticals. Healthcare consulting seemed like a good way to accelerate my learning in this space and build expertise, and that’s how my journey started.

PMSA: How did you first hear about PMSA?
SM: ZS and PMSA have a long history of collaboration and sharing new ideas with industry professionals. I was referred to PMSA by several team members at ZS and my clients, when we were discussing the latest practices in using patient level data for commercial decisions.

PMSA: How many years have you attended the PMSA conference?
SM: 2015 was my second year attending the conference. I attended the winter symposium a couple of years ago as well.

PMSA: What did you enjoy the most about this year’s conference, besides your own presentation?
SM: I was very interested in this year’s theme of big data analytics, and enjoyed the diversity of topics discussed, including some interesting new ideas on how the industry can push for standardized unique identifiers across data vendors. It was also great to have multiple opportunities to network with other industry professionals – I particularly like the design of the exhibit/poster areas, and of course the dinner cruise!

PMSA: How was the experience to present in front of the PMSA audience? Any advice for future presenters?
SM: I have a lot of regard for the industry professionals who attend PMSA, and it was very exciting to present in front of that audience for the first time. Especially since I was the last speaker on the last day of the conference, and I assumed it would be challenging to keep the audience engaged. But I was pleasantly surprised by the attendance and the questions I got after the session.

In terms of advice for future presenters – there is a wide spectrum among the PMSA audience. There are those who want more technical details of the approach/algorithms and those who are looking for a broader understanding and the impact they can bring to their organizations. It is important to strike a good balance, as well as to use the conference time outside of your presentation, to connect with particular individuals and answer specific questions.

PMSA: What are some current projects you are excited about?
SM: I am currently helping one of my clients build a cross functional advanced analytics platform using big data technologies. This project sits at the perfect intersection of predictive analytics, big data and change management – all the areas which I have been passionate about in the last couple of years. All of us in pharma know how challenging it is to quickly do high quality analytics. Without the right data available or the right technology, we end up spending more time preparing the data then doing analysis! I am excited to be in the middle of this journey to develop the next generation of analytical processes to guide commercial decisions – faster, deeper and better!

PMSA: Do you have any predictions for the future?
SM: I predict that industry consolidation among providers and payers will continue to shape how we evolve our customer engagement model and supporting analytics. New emerging data sources, such as EMRs, social websites etc.., will get utilized by pharma sooner than expected, within the next 1-2 years. And, the 49ers will win the 2016 Golden Super Bowl!

PMSA: What are your hobbies outside of pharma analytics?
SM: For now, I spend most of my free time with my wife and our 16-month old son! We love travelling and exploring new cities around the world – one of our goals is to visit all the 7 modern wonders of the world. We have visited 4 of them, and are really looking forward to experiencing the remaining ones in the near future!

PMSA: Thanks Shreyas! We will be expecting details of your tour of the 7 wonders of the world at the next PMSA event!

PMSA Members: Login and click here to download Shreyas' award-winning 2015 PMSA conference presentation.

The mission of the Pharmaceutical Management Science Association not-for-profit organization is to efficiently meet society's pharmaceutical needs through the use of management science. The key points in achieving this mission are:

  • Raise awareness and promote use of Management Science in the pharmaceutical industry
  • Foster sharing of ideas, challenges, and learning to increase overall level of knowledge and skill in this area
  • Provide a training opportunity to ensure continual growth with Pharmaceutical Management Science
  • Encourage interaction and networking among peers in this area
  • Create an opportunity for reflection, relaxation, and rejuvenation for members and guests.

We accomplish this mission by convoking an Annual Conference of our membership.

Please forward any concerns involving the conference or your membership to our PMSA Board who can help you.