2017 Conference Agenda

Updated March 20, 2017

Sunday, April 23, 2017

7:00 a.m.- 2:00 p.m.
1:00 p.m.- 5:00 p.m. Conference Tutorial
This four-hour session offers an in-depth look at a specific topic of interest to the PMSA community.
Note: Separate registration fee required.
The last 30 minutes of the tutorial are reserved for Q & A with the presenters.

Best Practices in Designing, Measuring, and Optimizing Marketing & Sales Effectiveness
David Wood and Charlie Thompson, Axtria
6:30 p.m.- 9:00 p.m.Welcome Reception



Monday, April 24, 2017

7:00 a.m. - 8:00 a.m.

Breakfast

8:00 a.m. - 8:15 a.m.

Welcome
Karthik Chidambaram, PMSA President

8:15 a.m. - 9:45 a.m.

Keynote Presentation: Big Data and Health
Joel Selanikio, MD

9:45 a.m. - 10:15 a.m.

Break

10:15 a.m. - 11:00 a.m.

General Session 1: The Novel Use of Graph Based Machine Learning to Assess Provider Suitability for Targeted Outreach
Arif Nathoo and Web Sun, Komodo Health

11:00 a.m. - 11:45 a.m.

General Session 2: Physician Treatment Influence Networks and Patient Care
Shweta Nanda and Nitin Choudhary, Symphony Health Solutions

11:45 a.m. - 1:30 p.m.

Lunch and VENDOR FAIR/Poster Session

1:30 p.m.- 2:15 p.m.

General Session 3: Utilizing Real World Data to Understand Impact of Patient Support Programs on Adherence and Outcomes: A Case Study
Srihari Jaganathan, UCB

2:15 p.m.- 3:00 p.m.

General Session 4: Systems of Care: Simplify and Navigate the IDN Marketplace with Provider Profile, Affiliation and Relationship Data and Volume-Based Medical Claims Intelligence
Kelly Sborlini (RIS-KOP) and Don DeStefano, LexisNexis Health Care
3:00 p.m.- 3:30 p.m.Break and Vendor Fair

3:30 p.m.- 4:15 p.m.

General Session 5: Building the Next-Generation Analytics Organization
Rohan Fernando and Dharmendra Sahay, ZS Associates
4:15 p.m.- 4:30 p.m.Housekeeping and Announcements

4:30 p.m.- 5:00 p.m.Annual Membership Meeting

7:00 p.m.-10:00 p.m.Reception



Tuesday, April 25, 2017

7:00 a.m. - 8:00 a.m.

Breakfast

8:00 a.m. - 9:00 a.m.

Keynote Presentation: Bigger Problems, Better Solution - Innovation Challenge
Kevin Noble, Senior Director for Commercial Strategy, Genentech

9:00 a.m. - 9:15 a.m.

Lifetime Achievement Award

9:15 a.m.- 10:00 a.m.

General Session 6: Analytics Innovation Readiness: A Benchmarking Study
Kedar Naphade, Ph.D, and Andrew Keleher, Axtria
10:00 a.m.- 10:15 a.m.Break and Vendor Fair

10:15 a.m.- 11:00 a.m.

TRACK A: REAL WORLD EVIDENCE
Understanding Immunotherapy Use in/among Community Oncology Practice in the US: A Novel Approach Using Retrospective EMR

Hylton Kalvaria, Flatiron; Steve Love, ZS ASsociates; and Shreyas Murthi, ZS Associates
TRACK B: ADVANCED ANALYTICS
Enhancing Pharmaceutical Digital Campaign Measurement Using Real-World Evidence Data

Ira Haimowitz, Crossix Solutions and Matt McKinley, Optum

11:00 a.m. - 11:45 a.m.

TRACK A: REAL WORLD EVIDENCE
Leveraging Machine Learning to Gain Insight into a Market

Ewa J. Kleczyk and Jim Woodring, Symphony Health Solutions
TRACK B: ADVANCED ANALYTICS
A Holistic Approach to Optimize Communication to HCPs and Patients

Chang Xu and Yalcin Baltali, Pfizer

11:45 a.m. - 1:45 p.m.

Lunch and VENDOR FAIR/Poster Session

1:45 p.m. - 2:30 p.m.

TRACK A: REAL WORLD EVIDENCE
Leveraging EMR Data to Optimize Business Strategy and Reduce Patient OOP Costs

Karthik Chidambaram, Genentech
TRACK B: ADVANCED ANALYTICS
Patients as Consumers, A New Dimension in A Holistic Approach to Sales Force Effectiveness

Anjani Tripathi and Emily Zhao, QuintilesIMS

2:30 p.m. - 3:15 p.m.

TRACK A: REAL WORLD EVIDENCE
Can Social Media Data Improve Sales Forecasting?

Ashish Sharma and Cheng Wang, Axtria
TRACK B: ADVANCED ANALYTICS
Forecasting and Sales Force Sizing Using Agent Based Modeling (ABM)

Gellert Toth, Sanofi and Andrew Walker, Mu-Sigma
3:15 p.m.- 3:30 p.m.Break

3:30 p.m.- 5:00 p.m.

General Session 7: Panel Discussion
5:00 p.m.- 5:30 p.m.Poster Session and Award
Wine and cheese will be served.



Wednesday, April 26, 2017

7:00 a.m. - 8:00 a.m.

Breakfast

8:00 a.m. - 8:15 a.m.

Final Day Announcements

8:15 a.m.- 9:00 a.m.

General Session 8: How to Turn a Potential Blockbuster Drug Into a Commercial Failure
Markus Hauser and Russell Baris, Enginologi

9:00 a.m.- 9:45 a.m.

General Session 9: Impact of FDA Special Designations on Sales Performance & the Commercial Environment
Andy Aiken, Pfizer; Jerry Rosenblatt, PhD, Foster Rosenblatt; and David Jones, PhD, Foster Rosenblatt

9:45 a.m. - 10:00 a.m.

Break

10:00 a.m. - 10:45 a.m.

General Session 10: Merging Social Data with Structured Data for Advanced Analytical Applications
Danielle Ralic, ZS Associates

10:45 a.m. - 11:30 a.m.

General Session 11: Data Strategy and Governance: A Strategic Enabler of Next Generation Analytics and Insight Driven Commercial Excellence
Asheesh Sharma and Vineet Rathi, Axtria

11:30 p.m. - 12:00 p.m.

Conference Wrap-Up and Prize Giveaways