2016 Annual Conference

In April 2016, the pharmaceutical marketing analytics community gathered in Las Vegas, Nevada for the PMSA Annual Conference. The conference attracted 280 attendees, including representatives from manufacturers as well as market research and consulting firms. We would like to thank our sponsors and exhibitors for their help in making the event a success.   

Best Podium Presentation
Each year, PMSA gives the Best Podium Presenter Award to the highest ranked presentation as selected by conference attendees. Attendees were asked to rank all podium presenters based on several criteria -- insightfullness and applicability of the presentation, ability of the speaker to engage with the audience, and extent to which expectations were met. 

The field was very competitive this year, and there were many highly-ranked presentations. The winner was "Epilepsy Outcome Drivers: Using APLD to Uncover Drivers of Epilepsy Outcomes to Engage Advocates and Influence Policymakers", presented by Bill Coyle, ZS Associates, and Cindie Dilley, UCB, Inc. Click here to view the abstract.

The second-highest ranked presentation was "Changing of the Guard in Business Development", presented by Dan Kennedy, GSK and Thomas Foster, Foster Rosenblatt.


Best Poster Presentation
The winner of the 2016 PMSA Best Poster Presentation Award was "Longitudinal Commercial Claims-Based Cost Analysis of Diabetic Retinopathy Screening Patterns", presented by Thomas Weisman, Genentech.  Click here to view the abstract.


Conference Highlights
The conference featured two keynote addresses, from Danny Kinney, Vice President, Global Business Intelligence, Sanofi, and Lina Nilsson, Dr. Sc., Vice President of Strategy and Operations, Enlitic. Other conference highlights included well-received presentations from Howard Deutsch, ZS, on "Holistic Gross to Net Price Management", and JP Tsang, Bayser, on "FoIA Databases".

 

Monday Keynote Speaker Danny Kinney, Sanofi
 

Tuesday Keynote Speaker Lina Nilsson, Enlitic


Paul Rabideau, KMK Consulting, discussues multi-channel message optimization

PMSA Members: Login at pmsa.net/conferences/past-conferences/2016 to download archived podium and poster presentations from the conference.

The 2016 PMSA Lifetime Achievement Award was presented to David Wood, Axtria for his contributions to PMSA and the pharma analytics community. David Wood has been a popular conference and webinar presenter at PMSA events over the years, and continues to have an impact on the industry.
 

David Wood, Axtria  is presented the Lifetime Achievement Award by
PMSA Board Members David Purdie and Karthik Chidambaram 
 
 

Voodoo Nightclub Reception Photo Gallery
 










Members: Login and click on the links below to download conference Power Point presentations.

Sunday, April 17, 2016

1:00 p.m.- 5:00 p.m.

Conference Tutorials

Forecasting in an Era of Increasing Uncertainty
Art Cook, Principal, ZS Associates and Komal Gurnani, Business Operations Manager, ZS Associates

Basic Sales Force Analytics: Segmentation, Promotion Response, and Sizing
David Wood, Senior Principal, PhD, Axtria


Monday, April 18, 2016

8:30 a.m. - 9:30 a.m.

Keynote Presentation: Albertus Magnus, Blackjack, and Pharma Analytics
Danny Kinney, Vice President, Global Business Intelligence, Sanofi

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

General Session 1: Innovation Diffusion Models for Pharmaceutical New Product Forecasting
Andrew Aiken, Pfizer

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

General Session 2: Developing an Information Strategy in Oncology: Beyond Market Research and Secondary Data Silos
Michael Howes, ZS Associates and Steve Love, ZS Associates

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

Poster Session

Analytics-Enabled Sales Alignment Process Streamlines Sales Crediting and Eligibility
Presented by Jodi Greenberg, Quest Diagnostics and Sai Thyagarajan, Axtria
  • Click to Read Summary
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  • Case Study: Using Pharmacy Segmentation and Targeting to Improve Product Access During Launch
    Presented by Chris Boardman, Vice President, Data Services & Analytics, ValueCentric, and Bill Soucie, VP Market Access, Xenoport
  • Click to Read Summary
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  • Combining Physician Volumetric Data with Profiling Data to Fill in Gaps
    Presented by Jonathan Cochrane, VP Data Solutions, Partner, Q2 Metrics; Rick Mehra, Founding Partner, Q2 Metrics; and Victor Bogert, Data Analytics & Integration Specialist, Q2 Metrics
  • Click to Read Summary
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  • Does More “Sophisticated” Analytics for Sales Resource Allocation Truly Drive Better Brand Performance?
    Presented by Charlie Thompson, Principal, Axtria
  • Click to Read Summary
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  • Evaluating Sales Force Structures and Other Key Drivers of Success Affecting Promotional Effectiveness in Oncology
    Presented by Darrell Philpot, AlphaImpactRX and Stacy Mecham, AlphaImpactRX
  • Click to Read Summary
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  • Identify Influencers through Physician Co-Publication Data
    Presented by Lingrui Jiang, Epsilon
  • Click to Read Summary
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  • Improving Feasibility Assessment and Targeting for Phase IV Studies through Integrated Patient Data
    Presented by Robert Steen, Principal, Real World Evidence Solutions and Commercial Services, IMS Health
  • Click to Read Summary
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  • Improving Marketing Mix through Pathways Analysis: Techniques, Insights, and Case Examples
    Presented by Moshe Rosenwein, Director, Management Science, Eisai and Albert Whangbo, Associate Principal, ZS Associates
  • Click to Read Summary
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  • Launching an Oncology Brand – Get it Right Using Big-data (GR aB)
    Presented by Laney Quach, Symphony Health Solutions and Nitin Choudhary, Principal, Commercial Effectiveness Consulting, Symphony Health Solutions
  • Click to Read Summary
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  • Linear Programming Solutions to the Classic “People Placement” Problem
    Presented by David Wood, Axtria
  • Click to Read Summary
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  • Longitudinal Commercial Claims-Based Cost Analysis of Diabetic Retinopathy Screening Patterns
    Presented by Thomas Weisman, Genentech
  • Click to Read Summary
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  • Look No Further! Uncovering Field Force Efficiencies by Harnessing the Power of Patient Data
    Presented by Ira Haimowitz and Michael Ramadei, Crossix
  • Click to Read Summary
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  • Machine Learning and Causal Probabilistic Model – A New Approach to Promotional Response Modeling
    Presented by Manmit Shrimali, Founder, Dextro Analytics and Ajith Govind, Founder, Dextro Analytics
  • Click to Read Summary
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  • Measuring Media Exposure with Health Behavior and Patient Pathing Metrics
    Presented by Marc States, Associate Director - Analytics, Media Effectiveness and Targeting Practice, Symphony Health Solutions; Julie Tai, Associate Principal Consultant, Media Effectiveness and Targeting Practice, Symphony Health Solutions; and John Mangano, Vice President, comScore
  • Click to Read Summary
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  • Message Bundle Analysis
    Presented by Yalcin Baltali, Senior Manager, Commercial Decision Analytics, Pfizer
  • Click to Read Summary
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  • A Multi-Factor Approach to Measuring Treatment Persistency and Patient Adherence for those on Idiosyncratic Treatment Schedules
    Presented by Keshia Maughn, MPH, Senior Manager, Commercial Effectiveness Analytics, Symphony Health Solutions and Julie Gubitosa, Senior Consultant, Symphony Health Solutions
  • Click to Read Summary
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  • Need for Speed: Use of Near Real Time Medical Claims to Target Physicians with Newly Diagnosed Patients
    Presented by Emily Mortimer, Manager, Claims Analytics and Statistical Modeling, LexisNexis Health Care
  • Click to Read Summary
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  • New Approach to Improve Sales Effectiveness for Drug Launch: Lessons Learned From CPG industry and Applied to Pharma Industry –– A Case Study
    Presented by Nick Randazzo, SVP Sales, Verix, Inc. and Yaron Makleff, Director Product and Services, Verix, Inc
  • Click to Read Summary
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  • New Personalized Marketing: Paradigm Shift in Data & Analytics
    Presented by Igor Rudychev, Resource Allocation Team Leader, Pfizer
  • Click to Read Summary
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  • A Novel Approach to Patient Based Vaccines Forecasting
    Presented by Aaron Curry, Director Commercial Assessment, Pfizer and Lars Nordmann, Executive Vice President, Carson Analytics
  • Click to Read Summary
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  • Optimizing Channel Mix and Propensity to Drive HCP Engagement and Impact
    Presented by Kent Groves, PhD, Merkle, Inc. and Lynda Gordon, Merkle, Inc.
  • Click to Read Summary
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  • 1:30 p.m.- 2:15 p.m.

    General Session 3: Predicting the Transformation of New-To-Brand Patient Acquisition and Relationship Management to Physician-Patient Response Management
    Shelli Field, Optum, Inc.; Steve Davis, Optum, Inc.; Aparna Peri, Optum, Inc.

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

    General Session 4: Leveraging Secondary Physician and Patient Level Data to Predict Physician Attitudinal Segment Assignments
    Ewa Kleczyk and Derek Evans, Symphony Health Solutions

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

    General Session 5: Local Sales Planning: Integrating Customer and Market Ecosystem Data to Inform Field Force Tactical Planning
    Bill Coyle, ZS Associates


    Tuesday, April 19, 2016

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

    Keynote Presentation: Deep Learning Technology: Unlocking the Promise of Data Driven Medicine
    Lina Nilsson, Dr. Sc., Vice President of Strategy and Operations, Enlitic

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

    General Session 6: Applications of Diagnostic Test Data in Oncology
    Kishan Kumar, Axtria and Juhi Parikh, Axtria

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

    TRACK A: MANAGED MARKET ANALYTICS
    FoIA Databases - A Welcome Addition to Everyone's Database

    Jean-Patrick Tsang, Bayser Consulting
    TRACK B: DIGITAL ANALYTICS
    Multi-Channel Message Optimization

    Paul Rabideau, KMK Consulting

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

    TRACK A: MANAGED MARKET ANALYTICS
    Holistic Gross to Net Price Management

    Howard Deutsch, ZS
    TRACK B: DIGITAL ANALYTICS
    Data-Driven Digital Marketing: Getting in the Driver’s Seat

    Donna Wray, TGaS Advisors

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

    TRACK A: MANAGED MARKET ANALYTICS
    Profiling and Segmenting of IDN/ACOs: Data Integration and Analytical Approaches in a Changing Healthcare Environment

    Kjell Nygren, Navigant
    TRACK B: DIGITAL ANALYTICS
    At the Speed of Thought: Analysing Billions of Prescription Sales and Claims Records in Seconds for Commercial Market Research & Epidemiology

    Nataraj Dasgupta, Purdue Pharma L.P.

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

    TRACK A: MANAGED MARKET ANALYTICS
    Do You Really Need to Contract With a Payer?

    Christopher Casten, Symphony Health Solutions
    TRACK B: DIGITAL ANALYTICS
    Social Media-Based Brand Valence: Does It Matter for Specialty Markets and How Closely Should You Listen?

    Brian Gibbs and Ashish Sharma , Axtria


    Wednesday, April 20, 2016

    8:10 a.m.- 8:55 a.m.

    General Session 9: Impact of Lab Data Analytics in Oncology
    Tatiana Sorokina, Medivo, Inc. and Rohit Nambisan, Medivo, Inc.

    8:55 a.m.- 9:40 a.m.

    General Session 10: Patient Data Is Ready for Prime Time: Incentive Compensation
    Ann Kane, IMS Health and Katharine McMullen, IMS Health

    9:40 a.m. - 10:25 a.m.

    General Session 11: Changing of the Guard in Business Development: The Shift Away from "Direct" Valuation Methods and the Focus on "Relative" Valuation Techniques as the Basis for Most Transactions
    Dan Kennedy, GSK and Thomas Foster, Foster Rosenblatt

    10:35 a.m. - 11:20 a.m.

    General Session 12: Using Treatment Sequencing to Improve Physician Targeting for Oncology Drugs
    Adam Reich, Deepa Kumar, and Ruth Phillips, IMS Health

    11:20 a.m. - 12:05 p.m.

    General Session 13: Epilepsy Outcome Drivers: Using APLD to Uncover Drivers of Epilepsy Outcomes to Engage Advocates and Influence Policymakers
    Cindie Dilley, UCB, Inc. and Bill Coyle, ZS Associates