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Innovative Machine Learning Methods for Proactive and Precision Targeting

Presented by IQVIA

Wednesday, October 3, 2018   |   12:00 PM ET
Presenters: Li Zhou, Sr. Principle, Advanced Analytics Organization, Global, IQVIA
Zhang Zhang, Manager, Advanced Analytics Organization, IQVIA
Lynn Lu, Senior Principal, Advanced Analytics Organization, IQVIA

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Organizations are transforming their sales functions from being reactive to proactive, and from intuition-driven to insight-driven. The emergence of vast amounts of sales and patient level data from multiple sources and platforms has provided companies with more information than they’ve ever had before. Machine learning is a branch of artificial intelligence that enables computers to recognize patterns in existing data, update with new patterns from incoming data and continuously optimize recommendations. Innovative machine learning methods, together with clinical insights and continuous model enhancements, provides superior proactive and precision targeting results. It allows sales functions to improve their sales performance and effectiveness.

In this section, we will discuss the following aspects.
  1. Business objectives and benefits of proactive sales strategy
    1. Proactively identify sales potentials among targeted universe
    2. Help sales functions update/prioritize their target and call focus with patient insights
    3. Improve sales performance
  2. Outline of machine learning methodology and process
    1. Data collection, cohort define and feature calculation
    2. Model build and selection
    3. Model validation & application
  3. Model enhancements and validation on precision targeting
    1. Model introduction: Logistic, Random Forest, XBG, Deep learning
    2. Enhancement: Stacking, Ensemble, etc (flexibility of using models)
  4. Demonstrate how proactive and precision targeting optimizes sales performance
    1. Illustrate how to validate model accuracy on a timely manner
    2. Describe case study objective
    3. How selected model is implemented
    4. Validation on precision on a timely manner
    5. Other insight of targeting in a timely manner
      1. Patient profile
      2. Doctor insight


Presenter Bios

Lynn Lu, Senior Principal, Advanced Analytics Organization, IQVIA
Lynn Lu is a Senior Principal within Advanced Analytics Organization at IQVIA, where she works directly with internal and external Oncology analytical functions to provide thought-leader advices around commercial growth, patient journey, treatment algorithm, and innovative sales and marketing tools with clinical insights. Lynn has over 20 years of experience in sales and marketing analytics with strong Oncology expertise on longitudinal patient-level data and its applications in market sizing and treatment patterns. In addition, She has led many customized research projects that have enabled a better understanding on patient and HCP’s behaviours and brand’s growth opportunities. Lynn has played a key role on multiple innovations including Oncology Advanced Targeting Tool, Physician Segmentation and Potential Opportunity, and Proactive Sales Trigger Profiles.

Before joining IQVIA, Lynn held a Senior Director position at Pharmacyclics to manage commercial information and analytics. She played a strategic leadership role at Amgen to manage marketing analytics for $8 Billion Oncology product portfolio. Lynn also played a key role in building Oncology Patient Level Data Warehouse by working with multiple organizations.

Lynn earned a M.S. in Economics and a B.S. in Finance.

Zhang Zhang, Manager, Advanced Analytics Organization, IQVIA
Zhang Zhang is a Manager within Advanced Analytics Organization at IQVIA. His main job is to provide data driven and innovative solutions to answer the business questions of clients. He supports projects in physician targeting, patient-level studies, suspicious order monitoring and rare disease detections with advanced machine learning models and algorithms. As a data scientist and statistician, Zhang has various scientific interests, including, but not limited to, tree-based classification, deep neural networks, natural language processing, recommendation systems, social network modelling and detection.

Zhang has varied experience in different industries including healthcare, e-commerce, education and finance. Before joining IQVIA, Zhang worked for Jet.com (Walmart E-commerce), GSK, Othot and BOCI as either a data scientist or a statistician. Zhang earned Ph.D. in Statistics at University of Pittsburgh and B.S. in statistics at Wuhan University.

Li Zhou, Sr. Principle, Advanced Analytics Organization, Global
Li Zhou is Sr. Principle in Global advanced analytics team. She has more than 20 years’ experience in the pharmaceutical industry specialized in market science and marketing research. As a Sr. Principle of Advanced Analytics group, Li leads a very experienced group with backgrounds in Projection, Statistics modeling, Marketing Research, and Consulting. This group supports high-end analytic projects, core competence in physician targeting, patient-level studies, and different data assets projections, which integrate pharmacy data, medical, hospital, lab and payer level data. She designed patient projection models for Oncology, RA, HGH and Vaccine data marts. Her other experiences focused on: predictive modeling, survival analysis, forecasting, direct to consumer advertising evaluation, and experimental design. Her strength has been method and product design and development.

Li has a Master of Science degree in Industrial Engineering with a specialization in Operations Research and MIS from the University of Alabama and a B.S. in Industrial Engineering from the Northern Jiaotong University, China.