Note: Session List is not yet available for 2010. Below please see a summary of 2009's sessions:
Sunday, April 26, 2009
Pre-Conference Tutorial: Targeting and Call Plan Optimization
For pharmaceutical companies, achieving more with less has become a strategic necessity to sustain profitable growth. In particular, the economics of the selling process are under scrutiny.
Any waste of field force resource allocation must be eliminated. Effective targeting and call planning is a key strategic lever to achieve this goal. Successful call planning deploys field resources to the right customers – those with the highest potential and best response to sales activities – and in the right way, making sure that targeted physicians receive information about products and indications that is both relevant and valuable for them.
In this interactive workshop the speakers will lead you through a number of hands-on exercises in targeting and call planning optimization in order to provide practical take-home experiences that you can easily apply at your company.
Learning objectives of the workshop will include:
- Helping you benchmark your current call planning efforts:
What is the current state of call planning/call plan optimization? What are other companies doing? What challenges do they face and what are effective ways of dealing with these challenges? What is the leading edge, what is “still OK”?
- Explore different approaches for call planning strategies:
What are the respective benefits and limitations of simpler call plans vs more complex approaches? What data and analysis do you need? How do the analytics work? What are the trade-offs between keeping it simple vs more sophisticated optimization? What do you know that the organization is ready to advance?
- Understand best approaches for successful implementation in the field:
Why do many companies experience difficulties in execution? What quality of execution can you expect from my organization? What is “best-in-class”? What are practical and successful approaches to drive superior execution? How much value can be created in this way?
April 27, 2009, 8:15 am
Are You Ready? Political and Economic Change in Pharmaceutical Markets
Fundamental change is coming to pharmaceutical markets. It’s the economy, but also a brand new philosophy of how to shape and regulate healthcare in the United States. The Medicare program is now the largest purchaser of drugs in the world, and to put it gently, the program is under new management. Fundamental health reform is also on the table, including a sharp focus on insurance markets, clinical effectiveness, health information technology, and other areas of direct interest to your company. Join Dan Mendelson, who ran the White House Office of Management and Budget Health Section under President Clinton to learn about how economic and political changes will affect your markets
April 27, 2009, 9:30 am
A forward looking view: How Management Sciences Professionals can help shape the industry's future
Robert S. Shewbrooks is Vice President, Management Advisor for the Marketing Practice of TGaS Advisors. He has lead responsibilities for all TGaS marketing-based benchmarks within the firm’s PHARMASTANCE ® family of operational benchmarks. These include Marketing Operations Practices (MOPs) and the Marketing Sciences Operations Practices (MSOPs).
Shewbrooks joined TGaS ® Advisors in 2007 and has an extensive background in the pharmaceutical business. Immediately prior to joining TGaS, he was with Wyeth Pharmaceuticals where he developed and led the department responsible for providing customer and market insights supporting the entire commercial organization. Earlier in his career, Shewbrooks held executive positions with Health Products Research (an InVentiv Company), and at the former independent consulting firm Scott-Levin Associates, which was acquired by VeriSpan.
Shewbrooks has been published in various industry publications, and has presented at several Industry Forums including the PMRG, AMCP and other conferences.
He received an MBA from LaSalle University, Philadelphia, Penn., and holds an undergraduate degree from the same institution.
Jeff Wojcik joined TGaS ® Advisors in 2006, bringing more than 25 years of experience in the Pharmaceutical Sales and Marketing Operations to the company.
Jeff’s background includes nineteen years at IMS Health, a leading healthcare information provider, while there he held a number of positions in operation, product development and sales account management, delivering information solution to a number of Pharmaceutical companies. In 1996, he went to Wyeth Pharmaceuticals as the Head of Sales and Market Analysis and was responsible for all the sales and marketing support systems, information, and business related process; (Secondary Market Research, Reporting, IC, Targeting and Alignments). He led a corporate Sales Incentive re-engineering initiative during the merger of Wyeth and Lederle Pharmaceuticals that enables the companies to integrate their sales organizations into one program. He was part of the overall Commercial Operation leadership team supporting over 3500 sales representatives.
In 2004, he moved to Shire Pharmaceuticals and took on an expanded role that included all Sales Operation, Analysis and Administrative functions. While at Shire he was responsible for the transition of all their sales systems and support functions to Pennsylvania. Also lead a CRM project team, which establish a three (3) Year information RoadMap for consolidating and integrating key measures customers to support informed business decisions based on facts while proactively incorporating regulatory compliance tracking.
Wojcik has been published in various industry publications, and has presented at a number of Sales Force Effectiveness Forum 2004, Pharma Force 2006 and a number of Sales Incentive Forums over the last 10 years.
He received his Bachelor of Science in Computer Science and Biology from Fairleigh Dickinson University.
April 27, 2009, 10:45 am
Customer-Centric Deployment – Making Differential Resourcing Work
Differential resourcing is a powerful new approach that truly enables for successful deployment of the sales organization in a customer-centric way. In this presentation we will challenge the conventional wisdom and explain how changes in the way the field sales force is deployed will lead to better sales outcomes, more rewarding sales careers, and better customer relationships – all being achieved with fewer sales people.
Christopher Wright is the Office Managing Principal for ZS Associates Evanston, Illinois office and Practice Area Leader for ZS's U.S. Pharmaceuticals Practice. His experience is in an extensive range of sales and marketing issues in the pharmaceutical and health care industries. He has assisted client companies in sales force sizing, structuring, resource allocation, customer segmentation and valuation, targeting and call planning, channel design, organizational design, territory alignment, incentive compensation, integration/mergers, marketing-mix decisions, and sales forecasting. Chris’ pharmaceutical industry experience includes work across North America, South America, Europe, Australia, Asia and Africa.
During his tenure at ZS, Chris has helped over 100 operating affiliates of top global pharmaceutical companies develop and implement sales force sizing, structuring and resource allocation decisions.
Chris joined ZS in 1989. He is an honors graduate from Northwestern University's J.L. Kellogg Graduate School of Management. He received his Bachelor of Science degree in Accounting from Indiana University. Chris is also a Certified Public Accountant.
Robert Kime is the Senior Manager of Sales Strategy and Incentives at Solvay Pharmaceuticals, a position he has held for the past three years. In this role, he is responsible for Targeting, Alignment, Call Planning and Incentive Strategy across all Solvay products and markets. Rob and his team serve as internal consultants to a range of Solvay teams from Sales and Marketing Leadership to New Business Development. His team is charged with leveraging advanced analytics to deliver strategic insight and recommendations on a range of questions including optimizing the efficacy of ongoing partnerships, increasing the effectiveness of personal promotion and maximizing the impact of new product launches.
During 9 years in the Pharma Industry, Rob has filled roles in Sales Leadership, Training, Sales Operations and Analytics. Before coming to Pharma, Rob did NBD and Investor relations for a private mortgage bank. He completed a BS in Business Administration and an MBA at the University of Phoenix.
April 27, 2009, 11:30 am
Optimizing Promotional Spending……
We have developed a methodology for optimizing pharmaceutical promotional spending that drives consumers to relationship marketing programs for conversion and adherence. Prospects come from all media channels to a centralized customer database. Our marketing performance evaluator evaluates the different promotional tactics (e.g. magazines, DRTV commercials, search, banners, etc) for effectiveness using metrics like cost per qualified lead, impressions, and brand alignment. We will present our methodology, a realistic case study, and provide live demonstrations.
Ira Haimowitz is Group Director of Insights and Optimization at Wunderman, with primary responsibility for healthcare accounts. Ira joined Wunderman in June of 2007, bringing a wealth of client-side leadership experience in pharmaceuticals, financial services, insurance, and retail.
Ira received his Ph.D. in Computer Science from the Massachusetts Institute of Technology in 1994, and previously an M. Phil. from Cambridge University in Computer Speech and Language Processing. After his graduate degrees, Ira spent four years at General Electric Research and Development, followed by eight years at Pfizer Pharmaceuticals and one year at Organon Pharmaceuticals (of Akzo Nobel). Across these companies, in U.S. and internationally, Ira has spearheaded efforts for innovative marketing and sales analytics for both the consumer and business sectors.
Ira has spoken and published extensively on the application of analytics and data mining for strategic benefit and sales growth. Ira also served for seven years on the Board of the Pharmaceutical Management Science Association, including as President in 2006.
April 27, 2:45 pm
A Novel Approach to Predict Medication Adherence
Lack of medication adherence is a severe problem in the healthcare industry. This presentation will discuss a research project conducted by Fair Isaac and MedImpact to develop a score to predict a patient’s likelihood for medication adherence. With such a score, a patient’s likelihood to adhere can be assessed before he/she starts a medication and before he/she drops off to enable proactive management of medication adherence.
The research tested different versions of predictive models using a combination of publicly available third party data and historical prescription claims data. The results of the research showed that we can successfully develop models to rank order patients based on their future likelihood to adhere to medication at brand level as well as therapeutic class level. We also found that publicly available third party data alone can enable to solid model, but historical prescription data will add value.
This presentation will share the insights and findings of the research. We will also discuss how these models can be applied in the pharma marketing environment as well as the clinical environment.
Jun Hua currently serves as Vice President in the Analytic Research unit at Fair Isaac where she focuses on leading research and initial development effort for analytic products and solutions in financial services and healthcare industries. Her experience in pharma includes applying Fair Isaac’s predictive modeling, decision analysis and optimization techniques in areas such as sample optimization, promotional mix optimization, as well as direct to consumer marketing strategies for large pharmaceutical companies.
Prior to joining Fair Isaac, Jun started her career as a statistical analyst in the Ergonomic Laboratory at the University of California where she led the modeling and data analyses for a clinical trial to design ergonomic keyboards to reduce carpal tunnel syndrome.
Jun holds a BS and a Master’s degree in Statistics from the University of California, Berkeley.
Bimal V Patel is the Director of the Health Outcomes Research department at MedImpact. Dr Patel is responsible for conducting health outcomes research and pharmacoeconomic projects. Dr Patel’s focus is in the areas of: compliance and persistency analyses, treatment gap reporting, understanding member behavior, benefit design impact analyses, program targeting evaluation, and predictive modeling. Dr. Patel also performs analyses for external customers including pharmaceutical manufacturers, research consulting firms, academia, as well as disease management companies.
Dr. Patel has a BS degree from Pennsylvania State University, a Doctor of Pharmacy degree from the University of Pittsburgh, and a Masters of Science in Pharmaceutical Economics and Policy from the University of Southern California. Dr. Patel’s research has been presented at national clinical and scientific conferences as well as published in various peer-reviewed medical, pharmacy, and managed care journals.
April 27, 2009, 4:30 pm
New Product Forecast Challenges: The Impact of Market Changes to Forecast Accuracy.
The environment for new product launches has changed considerably since the beginning of 2006, when Medicare Part-D reform and the industry-wide agreement to limit DTC until 6 months after new launches both took effect. The result of these structural changes is that the use of statistical models and heuristic rules built on product launches prior to these two events will likely be considerably off.
This presentation will cover three areas: (1) the primary challenges faced when forecasting new products in pharmaceutical industry today, (2) an estimate of the impact of these two events on the adoption of new pharmaceutical products today, and (3) the presentation of a statistical approach that can be used to produce reliable parameter estimates despite changing market dynamics.
Both primary and secondary data will be used in this analysis. The primary data covers physician’s perceptions of over 75 products prior to launch over the past 5 years. The secondary data covers over 400 product launches over the past 5 years. The analysis will focus on understanding whether and how new product adoption patterns have changed since the beginning of 2006.
Patrick J. Howie, Senior Vice President of TargetRx, Inc., is a leading researcher in the field of product development, forecasting and marketing effectiveness. Previously, he served as director of LifeCycle Ventures, a start-up pharmaceutical marketing company, and as director of PNR and Associates (TNS Telecom). He also has held positions as an economist with Regional Financial Associates (now Moody’s Economy.com) and the WEFA Group (now Global Insight). Patrick’s work has been cited and published in numerous publications, including Forbes, The Wall Street Journal, Business Week, and Fortune Magazine, as well as several trade publications. He holds a patent for a “Method and System for Analyzing the Effectiveness of Marketing Strategies.” Patrick received a BS in Philosophy and a MS in Energy Management and Environmental Policy from the University of Pennsylvania.
Track 1: Advanced Modeling
April 28, 2009, 8:00 am
Transformational Coverage Approaches in a Changing Promotional Environment
This presentation will examine a framework to determine, pilot and evaluate alternate resource coverage approaches in specialty sales environments including inside sales, tele-support, reimbursement and field medical training. The presentation will highlight several case studies with successful and unsuccessful evolutionary coverage findings at Genentech and other industry leading companies.
Jan Blackburn
Chris Bittner is a Manager with The Alexander Group, Inc.®, where he leads consulting engagements in the firm’s healthcare practice working with biotechnology, pharmaceutical, medical products and health insurance firms. Prior to joining The Alexander Group, Mr. Bittner worked as a Territory Sales Manager for a medical device manufacturer. In this role, he managed distributor partner relationships, channel sales efforts, and managed care contracting. Mr. Bittner previously held various account management, sales management, product marketing and business development positions within the pharmaceutical and networking technology industries. Mr. Bittner holds a MBA from the Peter F. Drucker Graduate School of Management, at Claremont Graduate University and a B.A. in Organizational Communications from California State University, Long Beach.Track 1: Advanced Modeling
April 28, 2009, 8:45 am
Improved Promotion Response Modeling Using Patient Level Data
Promotion response modeling can be enhanced through the use of patient level data. Patient level data offers a more granular view of prescribing behavior. This enables the analyst to isolate the dynamic portion of the Rx market when measuring the impact of promotional effort. This presentation will focus on a case study, based on a recent promotion response modeling project, using real world data.
Michael Ostrow, Daiichi Sankyo, leads the National Market Analysis team in the Market Planning department. His team is responsible for physician targeting, segmentation, call planning, and conducting ROI analysis of marketing programs. Michael’s key customers include brand directors, sales management, and new product research.
Prior to DSI, Michael was an Account Manager at ImpactRx serving Midwest clients and an Operations Research Analyst at ZS Associates.
Michael attended the University of Pennsylvania where he earned a BSE and MSE in Systems Engineering.
Alex Baranov helps clients maximize their return on sales and marketing investments through the application of advanced quantitative methods, Sales Force Effectiveness measurement programs and novel consulting offerings that leverage anonymized patient level data. His current areas of focus include managed care analytics and pull-through programs, promotion response modeling using APLD and innovations in incentive compensation plan design.
Prior to joining IMS, Alex was Senior Manager of Sales Force Planning at Merck and Company. Projects at Merck included development of short and long-term sales force size and structure recommendations, customer targeting and call planning. In this role Alex also worked closely with field sales personnel to develop and implement new business processes that made the sales force more efficient and effective. During his tenure, Alex won a number of divisional and departmental awards for his contributions and leadership.
Prior to Merck, Alex was a Consultant with ZS Associates in Princeton, NJ. Projects at ZS included sales force size and structure, territory alignment and incentive compensation design. Alex also spent nine years in Financial Services where he held a variety of leadership positions involving business analysis, forecasting, customer segmentation, predictive modeling, business process reengineering and new product development.
Alex earned his BS in Economics and MBA at the Wharton School, University of Pennsylvania.
Track 1: Advanced Modeling
April 28, 2009, 11:15 am
Advances in Prescriber Segmentation
Historically, pharmaceutical companies were limited to targeting health care professionals using prescription data (product class, brand, and volume). The development of patient encryption technologies and the establishment of longitudinal patient databases have created the opportunity to improve targeting, call planning, and messaging. By incorporating characteristics and behavioral (media preference, etc.) information about patients and physicians, as well as the patient’s medical history, pharmaceutical companies can develop a more accurate picture of the physician and their practice. Through better understanding of the prescriber, targeting can be more precise and messaging can be more focused and relevant to their needs and interests. The result is increased sales and marketing effectiveness with a minimized promotional footprint.
This presentation discusses statistical methods that can be used to segment physicians using longitudinal patient data and how these segments can be used in targeting, call planning, and messaging, with real-world examples. Examples of dimensions that will be used for segmentation include: true potential, prescriber’s use of a product in the clinical pathway (line of therapy), prescriber’s approach to regimen failure (switch or add), prescriber’s influence on persistency and compliance, behavioral information, and the impact of socio-economic markers on treatment decisions.
Jeremy Stamer has more than 15 years experience in the pharmaceutical industry with expertise in sales and marketing analytics, decision analysis, forecasting, and portfolio management. During his pharmaceutical career, Jeremy has worked for Elan Pharmaceuticals, Sanofi Winthrop, Sterling Drug, and IMS Health. Prior to entering the pharmaceutical industry, Jeremy spent 4 years in academia doing database development, data analysis, and forecasting.
As the Sr. Director of Business Analytics, Jeremy leads a team responsible for promotion response modeling, sales and marketing effectiveness, ROI modeling for marketing programs, and data mining patient-level databases.
Eric Talbot has over 10 years of international experience that includes Europe, Asia, Australasia and the United State. Highly analytical, his background is in marketing application of data analysis. He has experience with qualitative and quantitative data driven projects, the majority of these being focused on market assessment and forecasting covering a range of therapeutic areas.
Eric joined SDI (Verispan) from IMS Health in July 2006. During his time at IMS he had held a range of positions of increasing responsibility. This experience includes launching syndicated and consultative offerings in the Forecasting and Marketing Assessment practice area for Australasia and Asia Pacific.
In his current role as Director, Marketing Effectiveness he is responsible for utilizing patient level data in engagements that include Promotion Response, Consumer Insights and Forecasting.
Eric earned his MBA at Macquarie Graduate School of Management (Sydney, Australia).
Track 2: Forcasting
April 28, 2009, 8:00 am
Using Analog Research to Shape a Brand
For years, brand management teams have turned to analog research to help inform promotional spend for their brands. However, in this increasingly competitive market environment, they are shifting toward a more comprehensive approach to conducting analog research by better identifying analog brands and broadening the focus of their research efforts. As a result, analogue research is having a greater impact on the overall commercialization strategies of products, specifically regarding the sales organization, whose leadership is leveraging the information and collaborating with brand teams to make decisions regarding size, structure, and messaging in the field.
This session will provide a case study of analog research, grounded in a study recently conducted in conjunction with a leading pharmaceutical company, to examine how manufacturers are leveraging more comprehensive analog research to inform commercialization strategies for their brands for both sales and brand management personnel. This session will also discuss the key aspects of conducting more comprehensive analog research, including
- Defining and prioritizing criteria for selecting the most relevant analogs
- Identifying and selecting analog brands based on their ability to meet set criteria
- Conducting primary research to assess differentiation and provider, patient, and payer strategies
- Identifying unique strategies defined by the situation or created by the manufacturer
- Evaluating payer strategies regarding contracting, pricing and patient influence
- Consolidating findings into a quantitative framework to help inform commercialization strategies
Michael Turner brings over 12 years of experience in strategy and finance, including seven years of marketing and sales strategy experience in biopharmaceutical consulting, to Campbell Alliance, where he assists clients with brand planning and product launches.
Prior to joining Campbell Alliance, Mr. Turner served as a Director with marketRx, Inc., a technology-focused analytics and market research consulting firm for biotech and pharmaceutical companies. He has been a Consultant for ZS Associates, a strategic consulting firm, and has worked for the Federal Reserve Bank of New York.
Mr. Turner holds an MBA with an emphasis in Corporate Strategy and Marketing from the University of Michigan Business School, where he graduated with high distinction. He received his Bachelor of Science degree in Operations Research and Engineering from Cornell University in Ithaca, NY.
Track 2: Forcasting
Tuesday, April 28, 8:45 am
A New Adaptive Uptake Curve Model for the Pharmaceutical Market
A major challenge for forecasting in the pharmaceutical industry is to predict market adoption pattern. This presentation describes a new adaptive model for analyzing market uptake curve and its applications in predicting future market dynamics. The new model overcomes certain limitations of the Frank Bass diffusion model and offers significantly improved versatilities to model a diverse range of market evolution patterns. The model captures three interacting factors that drive market penetration. The innovation factor, which describes the degree of a medical advancement to satisfy unmet needs, controls early adoption. The diffisuion factor models the adoption due to the effect of direct and indirect promotions. The damping factor represents the negative impact of existing market penetration on future growth. The capabilities of this new model are demonstrated by two practical business case studies of osteoporosis and statin markets using up to 20 years of historical data. Zhen will give a live demo on how to implement the new approach in Excel and provide tips for searching optimized solutions. A free Excel adaptive uptake model will be distributed to conference attendees so that they can use and modify it in their practices or researches.Track 2: Forcasting
April 28, 11:15 am
Risk Analysis and Early Stage Forecasting in Pharmaceutical Markets
In today’s challenging business environment, pharmaceutical manufacturers have increasingly turned to early-stage market research to help identify the most promising development options from a commercial perspective, and to provide information about the impact of alternative clinical trial designs and results on future market opportunities. Choice modeling is often used as the basis for these early-stage forecasts; since clinical characteristics of drugs in development are still largely unknown in early-stage research, choice modeling is attractive because it can be used to develop forecasts for many different possible clinical measurements, product characteristics, and competitive scenarios.
A common starting point for developing a forecast is a drug’s most likely clinical profile. Unfortunately, forecast based on the most likely scenarios suffer from the “flaw of averages” – or expected market sharing taking into account all possible clinical outcomes. More generally, forecasting approaches that ignore the uncertainty surrounding clinical attributes may be seriously biased and provide a limited view of the market opportunities for a drug in development.
Risk analysis tools can be combined with choice models developed from primary market research to help improve early-stage pharmaceutical market forecasts and allow manufacturers to make better investment decisions. This presentation will show how risk analysis can be used to provide: more accurate estimation of expected market shares; more thorough sensitivity analysis surrounding the drivers of market potential; and better identification of crucial valuation thresholds.
Several case studies will be used to illustrate the approach.
Doug Willson is Senior Vice President of Marketing Science at GfK Healthcare where he advised on methodological issues including forecasting, choice modeling, segmentation and statistical analysis for projects throughout the firm. Over the last 15 years, while holding analytical leadership positions with leading marketing research and consulting firms, Dr. Willson has developed market forecasts in many therapeutic categories throughout the product lifecycle. He has also designed custom software applications to support segmentation, conjoint/choice modeling, risk analysis, data mining and statistical analysis.
Dr. Willson has taught graduate and undergraduate courses in econometrics and economics at universities in the U.S. and Canada. He also publishes regularly in peer reviewed journals and often presents research at national and international conferences in marketing, management science, economics and statistics. Dr. Willson holds a doctorate in Economics from the University of Pennsylvania and a masters in Economics from the University of Toronto.
Track 1: Advanced Modeling
April 29, 2009, 8:00 am
Managed Markets Analytics Foundation Metrics
Managed Markets analytics have long proven to be challenging for the Pharmaceutical Marketing Science Community due to the inherent complexity of accessing and using the data required and the disparate nature of the applications and key stakeholders for such analytics. Improvements in Master Data Management and information technology have made it easier for practitioners to access and use relevant data sources. However, standards for ensuring consistent analytical approaches with these data are lacking. This presentation will outline an approach for developing standardized Managed Markets Foundation Metrics that, when maintained in a consistent and coordinated way, can facilitate transparency and coordination of Managed Markets analytics for applications across Brand Marketing, Sales, Managed Markets Strategy, and Contracting. This presentation will outline some of the key steps to building a Managed Markets Analytics Data Mart, define an example set of Managed Markets Foundation Metrics, address how to create organizational alignment around the Foundation Metrics, and present some real life examples of their use in Managed Markets analytics impacting a wide range of operational processes, from customer targeting to resource allocation to contracting decisions.
Andy Stautberg’s experience with AstraZeneca and its predecessor companies spans 15 years and includes roles in information technology, market research, product management (domestic and global), managed markets and marketing strategy. He holds a bachelor's degree in Finance and Management from the University of Virginia and an MBA from the Wharton School of the University of Pennsylvania. He is currently a Director in the Marketing Strategy department, focused on developing new promotional channels and capabilities for the company.
Kingston Smith is a Senior Manager at Accenture with over 15 years of experience in Pharmaceutical commercial analytics. At Accenture Mr. Smith focuses on helping Pharmaceutical clients build analytical capacity and capability across the range of commercial analytics. Prior to joining Accenture Mr. Smith was the Senior Director of Business Insights at TAP Pharmaceuticals, a Business Insight Director at AstraZeneca Pharmaceuticals, and worked for over 10 years at ZS Associates. Over the course of his career, Mr. Smith has implemented a wide variety of commercial analytics solutions across dozens of companies in the Pharmaceutical and Medical Products industry. He holds an MBA with concentrations in Econometrics and Statistics from the University of Chicago and a BS in Economics and Communications from Northwestern University.
Track 1: Advanced Modeling
April 29, 2009, 8:45 am
Managed Markets Sales Force Design
Managed markets channels are becoming increasingly important. However, they present a challenging environment for designing an account management sales force as several factors prevent traditional methods of sales force design from working well. Each major managed channel – commercial/Medicare, federal, institutional, and long-term care – has its own drivers and dynamics. Although many aspects of account management are similar across these channels, there are also significant differences among them. Additionally, the relationship between account manager effort and account performance is not necessarily a linear one. Two accounts that look the same on paper, in terms of lives and revenue, might require significantly different levels of account manager effort to drive the same response. Factors like level of control, receptivity to pharmaceutical industry partnering, number of key stakeholders with which an account manager must interact, and contract status may have a more significant impact on required account manager effort than current account value.
In this increasingly challenging environment, optimal deployment of account management resources and effective management of managed markets accounts are critical. This session will examine the key aspects of designing account management sales forces that operate in the managed markets, including
- Understanding and interpreting managed markets data sets
- Segmenting, valuing, and prioritizing managed markets accounts
- Understanding factors that drive account workload
- Aligning account management and traditional sales force efforts around pull-through
- Evaluating emerging accounts and identifying opportunities
- Aligning account managers geographically and developing incentive plans
Track 2: Business Analytics
April 29, 2009, 8:00 am
Innovative Use of Patient Level Data for Incentive Compensation
With the increased coverage and consistency of patient longitudinal data, the data set can now be considered compensation grade. The presentation will cover some of the innovative approaches to using this anonymized patient level data for incentive compensation to align sales and marketing strategy with field incentives in ways that were previously impossible.
Steve Fox is the Global Practice Leader for the Sales Performance COE, which covers consulting in support of sales and sales operations. These consulting offerings include territory alignments, call planning, incentive compensation management, sales force sizing, targeting & segmentation, new sales force models, sales diagnostics, etc.
With over twenty-five years of experience, Steve Fox has a strong background in business operations in the pharmaceutical industry. He has worked for three of the largest global pharmaceutical companies, two of the largest service providers to the pharmaceutical industry and three of the world's largest consulting firms. He has a unique mix of a medical research background plus broad business experience and technical knowledge.
He has considerable expertise and exposure to a wide range of business processes, project areas, methodologies and best practices across the life sciences industry. He has worked in sales, marketing, commercial operations, business development, strategic planning, training, VC funding and M&As, information technology and incentive compensation.
He pioneered the creation of integrated sales, marketing and medical databases to create a true 360º view of customer information, sales & prescribing, and promotional activities. This resulted in optimized sales force alignments, innovative customized targeting campaigns, fully integrated promotional campaigns, and closed-loop marketing. He was a leader in the implementation of sales force automation systems and has implemented some of the largest pharmaceutical SFA systems in the world. He is also recognized as an expert in business process management and incentive compensation in the pharmaceutical industry.Track 2: Business Analytics
April 29, 2009, 8:45 am
This session presents a novel approach and tool to ROI analyses and ROI projections based on only early response data. Typically, ROI analyses are analytically complex and labor- and time-extensive to carry out. They are also typically carried out in multiple steps and correct execution requires expert judgment. In addition to ROI analyses of historic promotions, there is a real practical need for projecting the ROIs of promotions that just started and have only small histories of response data available 0 obviously it is desirable to have ROI projections of ongoing campaigns that could be used in modifying the ongoing promotions accordingly (for instance, pull the plug on promotions whose projected ROI does not appear favorable).
April 29, 2009, 10:00 am
This interactive review spans the history of pharmaceutical management science - and particularly PMSA – from its grass roots beginnings 32 years ago to its current membership, activities, and mission. A framework vision of the future of PMSA is also presented with particular emphasis on driving innovation, promoting social networking, setting industry standards, and serving as the gold-standard resource for the profession. Feedback from the membership will help to prioritize goals and objectives for the current and future PMSA boards.
April 29, 2009, 11:00 am
Facing the Business Development Challenge
Product licensing and commercial partnering play a critical role in the growth and balance of pharmaceutical and biotech portfolios. In this presentation, we outline key management science techniques that facilitate high quality decisions in the licensing and commercial partnering arena. In addition, we discuss effective integration of multiple disciplines including: market research, forecasting, sales force analytics, and decision analysis to manage high uncertainty. We conclude by illustrating how these techniques are used to design optimal deal terms that manage risk, resolve opinion-differences between partners, and drive contract agreement.
Paul Darling is a Principal in the San Mateo, CA office of ZS Associates. He joined ZS in 1002. Paul has expertise in forecasting, market opportunity assessment, commercialization, sales force strategy, incentive compensation, and operations. His specialty is working with emerging pharmaceutical and biotech companies as well as companies evaluating new markets for acquisition, merger, or in-licensing opportunities. Paul currently heads ZS’ Business and Development Licensing practice. Prior to joining ZS, Paul was a fellow at the University of Pennsylvania School of Medicine. He holds a PhD in Molecular Biophysics from Washington University and a BS in Biochemistry from Boston College.