Past Webinars

The goal of the PMSA Virtual University is to establish a venue for discussion & collaboration on best practices in analytics, marketing and sales operations.

Members & Account Holders: Click here to access the archived presentations from the webinar sessions below.

Non-Members: Please create a free account to access the Virtual University resources.

Innovative Machine Learning Methods for Proactive and Precision Targeting
Presented by IQVIA

Presenters: Li Zhou, Sr. Principal, Advanced Analytics Organization, Global, IQVIA
Zhang Zhang, Manager, Advanced Analytics Organization, IQVIA
Lynn Lu, Senior Principal, Advanced Analytics Organization, IQVIA

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 webinar, 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
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Series 11: Efficient Roster Management – Tactical Approaches for Sales Operations Leaders

Session One: The Importance of an Efficient, Effective and Integrated Roster Management Process
Presenters: Nandana Kondur, Associate Director, Axtria; Anuj Mahajan, Associate Director, Axtria; Dhiren Patel, Principal, Axtria; and Gaurav Sharma, Senior Director, Axtria

In this session, speakers will discuss the following topics:
  1. A brief introduction to Roster Management for Pharma and its unique value proposition to improve Sales Ops efficiency
  2. Why pharma operations needs to embrace roster management transformation:
    1. Incentive compensation eligibility relies on updated roster information.
    2. Territory alignments take rep location as a key input for balanced, well designed territories.
    3. Personnel changes, to plan for backfills, or take any other decisions for the territory
    4. Fleet, sampling, legal, and training systems all rely on latest rosters to plan for their respective processes.
  3. Key challenges faced by Sales Operations leaders in absence of a roster management system:
    1. Manual, Excel-based maintenance of roster data is time consuming, complex and error prone.
    2. Employee assignment changes all the time and often sales operations is in reactive mode to such changes.
    3. Reliance on HR system to maintain employee assignment data.
  4. A discussion of the ultimate goals of undertaking a roster management transformation and what successful implementations look like
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Session Two: Integrating Roster Management with HR, Alignments and Incentive Compensation Systems
Wednesday, June 27, 2018   |   12:00 PM ET
Presenters: Nandana Kondur, Associate Director, Axtria; Anuj Mahajan, Associate Director, Axtria; Dhiren Patel, Principal, Axtria; and Gaurav Sharma, Senior Director, Axtria

In this session, presenters will discuss the following:
  1. Key aspects of integrating roster management with an HR system and interpreting HR data for important roster events
  2. Potential use of roster system for downstream processes, including rep licensing, credentials and sampling eligibility
  3. Inclusion of key stakeholder; apart from sales operations, including HR, technology business partners are extremely critical for a successful transformation and adoption of roster management processes
  4. Utilizing technology enablers to achieve efficient, automated roster operations with access to historical rosters for an employee or a team
  5. Adoption of "To be process" – like any other change, organizational culture needs to adapt to the new processes for roster management
  6. Case Study – Successful roster operations transformation for a pharma organization
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Session Three: Transforming the Roster Management Process to Analytically Evaluate Territory Vacancies
Ankush Mahajan, Associate Director, Axtria and Anuj Mahajan, Associate Director, Axtria

An effective Roster Management Module seamlessly integrates with upstream, downstream systems and provides an intuitive interface to home office and field to manage vacancies. A true transformation occurs when people, processes and technology are combined to help effectively manage vacancies for sales teams and bring tangible cost savings.

How often have we seen a regional manager asking for a territory to be backfilled? While home office/HR can help the manager to backfill vacancies, an ideal process should also be able to evaluate:
  1. Which territories should be backfilled first, out of all vacant territories?
  2. Is there a need to backfill all vacant territories OR can they be collapsed?
  3. What analytical framework is best suited to answer the above two questions?
Unless sales leaders and home office ask these strategic questions, they will be missing out on prioritizing territories that need to be filled. We have seen many pharma companies conducting exercises to evaluate geographies. In this session we will discuss:
  1. Elevating roster management into a strategic tool to effectively manage vacancies
  2. An analytical framework to successfully evaluate vacant geographies
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Series 10: Data Intelligence on Identities and Behavior for Life Sciences

Session One: Measuring the Impact of Near Real-Time Medical Claims to Target Physicians with Newly Diagnosed Patients
Wednesday, April 18, 2018   |   12:00 PM ET
Presenter: Abigail Bernardi, LexisNexis® Risk Solutions – Health Care

As health care technology evolves, medical claims data is becoming more rapidly available. This shift has opened a door to new and innovative ways of using daily and weekly claims feeds to derive key insights and enable more agile sales and marketing teams.

Through the use of near real-time medical claims in this way, we will explore how pharmaceutical companies can engage the right HCP at the right time, deliver the right message for their product, and drive sales with an early competitive advantage.

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Series 9: Exploring The Patient as a Person
Winter 2018

The patient centricity sphere is expanding. Today, patients are not only patients, but also health consumers, and life sciences companies must start to realize that understanding this group goes well beyond what their prescriptions or medical charts say about them. They must understand all sides of the patient as an individual human consumer - in fact, it isn’t about understanding the patient, but understanding the person who happens to be living with one or more conditions. The better life sciences companies understand this premise, the more successful they will be and the more they will contribute to the health of their primary clients.

This webinar series will focus on numerous aspects of “understanding the patient as a person and as a health consumer,” from examining their ecosystem to the options for patient-level data and the value of integrating data, to ensuring that your focus keeps the individual’s privacy in mind.

Session 1: Patient Ecosystem: Gaining a Human Perspective of the Impact of Disease
Presenter: Sheila Mott, Kantar Health

It's not what patients say, but what they do and how they feel.

Healthcare is changing at a rapid pace, and to truly understand the individual suffering from a health condition you need to better understand the emotional drivers and challenges people face to maintain an acceptable quality-of-life, regardless of disease or condition. These make up the "Patient Ecosystem," which encompasses the person, his or her condition(s) or disease(s) and the many surrounding factors that influence behavior, attitudes, care and quality-of-life.

This Webinar will discuss a research approach that enables you to obtain insights into the relationship between the individual person and condition and the influences of behavior. By holistically working to gain a deep understanding of impactful socio-cultural influences and contextual environments, you are also able to identify and influence transformative strategies to change these behaviors.

We will use a real example with people with Irritable Bowel Syndrome (IBS) to demonstrate how we achieve an understanding of the physical, emotional and social impact of this condition.

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Session 2: The Good, the Bad, and the Ugly: A Practical Guide to Real-World Data
Presenter: Tom Haskell, Global Head of Data Analytics, Kantar Health

With patient centricity the hot word in Life Sciences research right now, Real-World Data (or patient-level datasets) are absolutely critical to your research. Data suppliers are offering open claims, closed claims data, EHR data, patient registries, etc., and they claim their datasets provide exactly what you need to do your research. But can you trust these claims?

This webinar will focus on all of the different types of Real-World Data and “The Good, the Bad, and the Ugly” of each of these types to help you navigate through all of the vendor sales pitches to ask the right questions to your vendors so you can pick the best dataset for whatever your request objectives are.

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Session 3: Integrating Real-World Data - How to Assess the Value
Presenter: Tom Haskell, Global Head of Data Analytics, Kantar Health

The previous webinar focused on the strengths and weaknesses of each type of patient-level data. As you learned, while there are many strengths in each type, there are also gaps. Many of these gaps can hinder answering your complete research question. So how can you use real-world data and not compromise your research? The answer is in integration, bringing these datasets together.

This webinar will examine different methods for integrating RWD so that you can answer your patient-centric research objective. As part of this integration, the webinar will also examine how integrating other types of datasets with traditional RWD can offer unique insights in ways that could never be done before. Specific user cases and research questions will be examined to help illustrate RWD integration.

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Session 4: Protecting Privacy in the Age of Patient Centricity
Presenter: Dr. Jessica Santos, Global Compliance and Quality Director, Kantar Health

The healthcare industry’s focus on patient centricity has meant that healthcare researchers working on behalf of the industry are looking for patient insights through a variety of channels – from healthcare providers, from the patients themselves and from biometric data, to name just a few. However, researchers face many challenges in protecting individual privacy: the copious amount of data being collected; the difficulty in keeping patient data absolutely anonymous at all times; the possibility of discovering patient information that the patients themselves are unaware of, such as from genomic sequencing; and the industry as a whole working on innovations that will change diagnosis, treatment and resource allocation that will be a potential minefield for privacy regulations.

This webinar will focus on helping you understand the tricky privacy landscape and examine how the landscape differs in different countries. It will also provide you practical advice on how to avoid pitfalls as you delve more into patient-centric research.

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Series 8: Sales Compensation in the Pharmaceutical Industry
Fall 2017

Preparing your 2018 plans and curious about what is changing in Pharma sales compensation? Working in sales operations and looking to grow your skills in other areas of sales ops? Looking to bring innovations to your organization?

If so, come join us for a timely three-part webinar  series presented by PMSA and Optymyze, focused on sales compensation in the pharmaceutical industry. In this series, presenters will share their experience designing, automating, and administering thousands of sales compensation plans in both the pharmaceutical industry and other industries.

As the pharma selling model has evolved, our sales compensation plans have had to keep up with massive changes in selling roles, payer influence, access to prescribers, increased complexity of our products, and many other shifts.

Attendees to this three-part series will learn about the current state of sales compensation, best practices for plan design and modeling, and some of the innovations we are seeing in both the pharma industry as well as other industries.

Session 1: Pharma Sales Comp 101
Presenters: Erich Sachse, VP Services Delivery, Optymyze
Join this session to learn the basics of sales compensation in the pharma industry. Presenters will share common types of plans in the pharma industry, and some of the considerations for each of these plan types. We will also review plan effectiveness best practices to help you self-assess your organization to know if your comp plans are working and allow you to track results on an ongoing basis.

In addition, we will share from our extensive experience in industries outside of Pharma. As the pharma landscape and selling model have evolved, it’s even more critical that we learn from companies that have faced similar challenges, regardless of industry. We will review similarities and differences, and how problems from other industries can be relevant to us in the pharma industry.
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Session 2: Pharma Plan Design & Modeling
Presenters: Dan Stewart, Professional Services Manager, Optymyze and Kriti Dua, Professional Services Senior Consultant, Optymyze
Join this session to learn how to design an effective sales compensation plan, from conceptualization to rollout. Plan design requires balancing a number of factors, including selling roles, sales and marketing strategy, compensation philosophy and competitiveness, product lifecycle and characteristics, and available data.

Effective plan design also requires an investment in modeling. This presentation will review some of the ways you should model your new plan both retrospectively and prospectively. Plan modeling is also a great place to leverage advanced analytic techniques, and we will share innovative modeling tools that can be used to ensure that your plans motivate the sales force while also being fiscally sustainable.
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Session 3: Innovations in Pharma Sales Compensation
Presenters: Bhavik Gandecha, Solutions Consultant, Optymyze and Erich Sachse, VP Services Delivery, Optymyze
Join this session to hear and see some of the recent and coming innovations in sales compensation. We will share some of the cutting-edge work being done in this space by both pharma and non-pharma companies.

Topics will include:
  • Gamification
  • Artificial Intelligence
  • Cognitive Automation
  • Behavioral Science
  • Collaborative Planning
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Series 7: Digital Media - Gaining a 360 Degree View of the Customer
Summer 2017

The technology revolution has created a paradigm shift in Pharma, which is merging the ecosystems between home and healthcare decisions. Smartphones and tablets with 24/7 access are educating and influencing customers (patients & caregivers) and bringing an end to the era of the physician as the sole gatekeeper. Digital media specifically is the fastest growing channel in Healthcare promotional activities and now assists in improving both access and self-education for patients. Pharma has been slow to embrace the true value of many of the digital media channels available to them in their overall business strategy, possibly due to compliance and other regulatory concerns, albeit valid, but more are expanding their promotional spend and activities to leverage these powerful channels. Education to better understand and utilize data to drive media insights, planning, and buying with relevant and robust analytics is critical in harnessing the value of digital media.

As Pharma continues to evolve in their portfolio composite from retail, non-retail and specialty, many are moving their Rx products to OTC rather than become victim to generic erosion. Many Pharma and their consumer affiliates are now sharing resources and data, and engaging in collaborative marketing and sales strategies. This webinar series seeks to engage Pharma (both Rx & OTC) to bring more understanding, value and efficiency in supporting and engaging with their customers (HCP, Patients, Consumers, Retailers). This training will assist Pharma to navigate this paradigm shift and build a more robust strategic advantage as well as gain a more comprehensive 360 degree view of their customer.

Session 1: The Digital Media Revolution
Presenters: Laura Jenkins Jirele, Vice President, Insights & Analytics, Medicx Media Solutions and Michael Joachim, Vice President, Sales, Medicx Media Solutions
This initial session will focus on current Pharma data and technology. Each continues to evolve at an exponential velocity, fueled by mobility and access to digital media. The focus will be on establishing a solid understanding of the underlying data found across media, and the digital media channels utilized by both through Pharma & OTC, and expanding the traditional resources of Healthcare to include those of the consumer, retailer, shopper and expert marketers. It is critical to expand the view of the traditional and media data landscapes to better understand the potential currently possible when leveraging both digital and other cross channel media approaches.
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Session 2: The Horizon is Broad and Vast and Moving Faster Than Ever!
Wednesday, August 2, 2017 | 12:00 PM - 1:00 PM ET
Presenters: Laura Jenkins Jirele, Vice President, Insights & Analytics, Medicx Media Solutions and Noel Webb, Vice President of Digital Media & Targeting Solutions, Medicx Media Solutions
We are not in Kansas anymore! This session will focus on a cross-functional view of media and how digital media relates to Pharma Rx, encompassing OTC/CPG. We will also discuss how a digital media campaign is planned, designed, bought and activated. Unlike traditional DTC/DTP, new aspects will be covered, such as the role of Programmatic Traders (much like your Merrill Lynch stock broker) in ensuring the campaigns are set up, managed and optimized, and the role of creative agencies, media agencies and partners and ad exchanges such as AppNexus, Rubicon, Adx and more. Improving campaign execution and performance through new innovations in audience targeting and addressable media tactics will also be covered. This webinar will seek to gain an understanding of the Media channels (OTT (over the top) TV, Addressable TV, Digital including Desktop, Mobile, and Tablet devices, and Email) as additions to the traditional promotional activities which bring new complexity to strategy, gaining insights not previously possible.
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Session 3: Knowledge is Power, We Need to Go Nuclear
Wednesday, August 9, 2017 | 12:00 PM - 1:00 PM ET
Presenters: Laura Jenkins Jirele, Vice President, Insights & Analytics, Medicx Media Solutions; Michael Joachim, Vice President, Sales, Medicx Media Solutions; and Tom Jirele, US Data Science Lead, Cognizant
This session will focus not only on the evolution, but the revolution, of the digital landscape, and how data and enhanced learning algorithms are key drivers of campaign success. With cutting edge ad and marketing technologies combined with advanced analytics, digital media can deliver more comprehensive insights and allow Pharma to achieve the 360 degree view of the customer. In this session, we expound on the different components of digital analytics (ROI, MMM, Digital Attribution, audience composition, and more) with how social media is assimilating into the mix. While this may be a topic that will seem overwhelming, it’s just math and this will not require an advanced degree. Understanding the basics will allow marketing and sales staff to expand the possibilities and bolster their assessment of derived value, validating return on investment and strategic advantage.
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Session 4: Ask the Experts: Their Perspective of Healthcare's Digital Evolution
Wednesday, August 23, 2017 | 12:00 PM - 1:00 PM ET
This session has two components and is comprised of a panel of industry experts in the areas of Online Publishing, Media Solutions & Consulting, Media Planning, Buying and Activation, Healthcare Intelligence and Pharma.

The panel will give a brief overview of their areas of expertise as it relates to digital in the Healthcare industry. Prior to the session, we will solicit questions for discussion. The panel will be comprised of:
  • Media Solution: Michael Joachim, VP, Sales, Medicx and Michael Weintraub, CEO, Medicx
  • Communication Agency: Lauren Jacobson, Director, Communications Design, Initiative
  • Healthcare Intelligence: Bob Gabruk, Vice President, Global Primary Intelligence, Global Services, QuintilesIMS
  • Pharma: Pat Miller, Executive Vice President of Prismic Pharmaceuticals
  • Media Agency: Leanne Smith,VP, Insights & Analytics, CMI/Compas
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Series 6 : Know Your Customer: Learn How You Can Leverage Data Insights to Better Know Your Customers Across Commercial, Compliance and Clinical Applications
Spring 2017

By leveraging industry-leading sources of provider, member, claims and public records data, life sciences organizations can improve efficiency, anticipate changing market dynamics, and impact health outcomes.

Session 1: The ABCs of IDNs – Systems of Care Case Study
Presenters: Don DeStefano and Kelly Sborlini, LexisNexis Health Care

Today’s health care landscape is comprised of highly complex, layered Integrated Delivery Networks (IDNs), which has led many life sciences organizations to shift toward account-based sales models. In this webinar, participants will:
  • Explore how the powerful combination of claims intelligence and provider demographic, affiliation and relationship data can help simplify and clarify markets made up of complex IDNs.
  • Hear a case study of how a major pharmaceutical company gained visibility into complex IDNs for a specialized market, resulting from promising capabilities that represent the future of life sciences market penetration strategies.
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Session 2: Global Transparency Reporting
Presenters: Theresa Greco and Greg Maynard, LexisNexis Health Care

Given the global footprint of many life sciences organizations, a global transfer of value (TOV) reporting solution that is managed centrally but flexible to support regional and local needs is a must today. In this webinar, participants will explore best practices to consider in a global TOV reporting solution, including:
  • How a highly configurable, hosted system can support the complex data management needs of life sciences organizations
  • How to create consistent and effective transparency policies for global reporting
  • Evaluation of cross-border consent with indirect payments and challenges that exist with cross border transactions
  • How to manage, control and audit cross-border payments most efficiently
  • Optimization resources to navigate global standards for data validation
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Session 3: Gaining a Competitive Advantage Through “Near Real Time” Medical Claims Data
Presenters: Don DeStefano and Kelly Sborlini, LexisNexis Health Care

Medical claims data has long been a rich source of critical insight in guiding sales and marketing efforts. However, as competition has intensified, and as specialty markets have become more prevalent, the need for more timely medical claim insight has also grown. We will explore how near real time medical claims can help pharmaceutical companies gain competitive advantages. In this webinar, participants will:
  • Uncover unexpected opportunities utilizing alerts
  • Understand how to identify physicians who treat rare diseases
  • Learn how to track and respond to physician utilization metrics
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Session 4: Making An Earlier Impact on Health and Outcomes – Why Wait?
Presenters: Eric McCulley and Kelly Sborlini, LexisNexis Health Care

Layering in socioeconomic data with insights into the health needs and risk profile of market areas can help life sciences organizations make more informed decisions and optimize resources. With this insight, life sciences organizations can help to improve disease awareness and patient care programs that support HCP and HCOs. In this webinar, participants will:
  • Explore an innovative approach to help better understand and manage health risk
  • Learn how social, economic and environmental factors can impact health conditions and understand how to go beyond claims data for a more comprehensive view of the individual and health risks.
  • Explore Social Determinants of Health and learn how using health attributes and risk scoring can impact health and outcomes
  • Explore the commercial impact to life sciences organizations.
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Series 5: Pharma Quotas

Session 1: Core Approaches to Pharma Quota Setting
Presenter: Erich Sachse, VP Professional Services, Optymyze
Setting accurate and fair quotas can be a key driver of a pharma organization’s ability to execute their sales strategy and maximize sales force productivity. One of the common struggles is identifying the best quota setting methodology. Join our live webinar to learn about common approaches to quota setting, and the advantages they bring when applied to different areas of the Pharmaceutical industry:
  • Acute vs. Chronic treatments
  • Product lifecycle (Launch vs. Mature)
  • Seasonality
  • First-in-class vs. Established market
  • Account-based vs. Prescriber-based
  • Payer influences

Session 2: How to Leverage Advanced Data Sets in Pharma Quota Setting
Presenters: Erich Sachse, VP Professional Services, Optymyze and Dan Stewart, Manager, Optymyze
The second session in the series will focus on how to go beyond sales data, using some of the advanced data sets and insights that are available to us in some markets as we look to enhance the quota setting process. Join our live webinar to learn how to leverage advanced data sets to build on basic quota methodologies, including:
  • Formulary data
  • APLD patient insights (claims, diagnostics)
  • Demographic data sets
  • DTC media spend and other non-personal promotion
  • Promotional response models and target lists
  • Predictive analytics
NOTE: Presentation will be data vendor-agnostic, as we believe that methodology should be independent of the specific data source

Session 3: Best Practices for Ongoing Management of Quotas
Presenters: Erich Sachse, VP Professional Services, Optymyze, and Justin Lucas, Senior Consultant, Optymyze
The third session will focus on the ongoing assessment and management of quotas. After setting quotas, when and how do you adjust them to make sure they stay aligned with your strategy?

In addition, we will review how to keep quotas fair as customers move, payer coverage changes, or other changes occur in the local landscape. We’ll also review how to know if your quota methodology is working, so you know when to change.

Join our live webinar to learn the best practices for ongoing management and assessment of quotas  and how to leverage those insights in real time to increase sales productivity.

Session 4: Quotas and Incentive Compensation
Presented: Erich Sachse and Bhavik Gandecha, Optymyze
The fourth session will focus on the linkage between quota setting and incentive compensation plan design. Although these processes are often managed separately, the accuracy and strategy of quotas needs to be taken into account when designing an effective incentive plan.

In this session, participants will learn:
  • How to determine the appropriate threshold, accelerators, and excellence points for your quota plan
  • Innovative techniques to prospectively model plans using simulations and future-looking performance
  • Whether different plans or curves are needed for differently sized territories
  • Mechanisms to ensure that fairness in quota setting cascades through to fairness in incentive plans
View this webinar to learn best practices for ensuring your quota process and compensation plan design are working together to motivate and reward your sales force!



Series 4: New Perspectives on Secondary Data

Session 1: Inference, Visualization and Dashboards from Claims and EHR
Presenter: Brigham Hyde, PhD, Chief Data Officer and SVP of Analytics, Decision Resources Group
This session will focus on the potential and pitfalls of leveraging claims and EHR data to map patient journeys and track outcomes of various treatment approaches. We will walk through methods of extrapolation and data correction, as well as visualizing results through tableau for greatest impact.

Session 2: Integrated Networks and Local Opinion Leaders
Presenter: Peter DeWan, PhD, Vice President of Research and Development, Decision Resources Group
A long history of research has shown that prescribing decisions are most affected by local opinion leaders, i.e. physicians who may not be the most prominent national experts, but have close ties to local practitioners. Using patient-level claims data, publications, organization memberships and other research activities provides a complete picture of the relationships between local clinicians and local experts. This enables teams to choose the best possible expert to influence a particular identified community of clinicians and to suggest attendees for events that are both clinically influential and have trusting relationships with the expert.

Session 3: Predicting Payer Reimbursement and Policy Decisions
Presenter: Brigham Hyde, PhD, Chief Data Officer and SVP of Analytics, Decision Resources Group
In this module, we will look at pre-launch extrapolation of clinical trial results to predict the timing and type of action payers will enforce on formulary and medical benefit. We will validate methods leveraging a recently launched drug, and express findings through the top 50 national payers.

Session 4: Affiliation Structure and Institutional Control Over Prescribers
Presenter: Peter DeWan, PhD, Vice President of Research and Development, Decision Resources Group
Using affiliations data assembled from both primary and secondary sources provides illumination of the multiple institutional contexts physicians work in, including both provider groups and ACO’s. In combination with claims data showing prescribing, it is useful to determine the degree to which a physician’s prescribing is determined by their institutional affiliations and which ones are most powerful. This enables teams to determine where resources are best spent – targeting the individual physician, or focusing efforts on the provider organization.



Series 3: Data and Analysis: The Data Zoo and the Secret Sauce

Session 1: The Data Zoo
Presenter: JP Tsang, Bayser
The aim of this session is to present the richness of data options at our disposal today. We'll present a whole zoo of data sources that are available for analysis. They include physician-level data, hospital-level data, insurance claims data, EMR, PLD/EMR hybrids, registries, affiliation data, IDN/ACO hierarchy data, lab data, profile data, bridges, crosswalks, keyword search data, and more. As we all know, data is only a means to an end and the end is to answer a specific business question. To drive this point home and also to provide a different perspective on databases, we'll discuss a few case studies where the goal is to identify the most compelling data sources for a given business question. In some cases, the answer may be a not-so-intuitive combination of databases.

Session 2: Analysis - The Secret Sauce
Presenter: JP Tsang, Bayser
This session starts off with the premise that the data asset is fraught with mistakes, holes, and incomplete information. We'll first discuss curation techniques to enhance the quality of data, then scaffolding techniques to fill in missing information. We'll also cover translation, a process that converts a high-level description of the business question into technical specifications that can readily be encoded in a computer program. We'll conclude with a discussion on the role of expectations. Without a doubt, expectations are essential to mindful analysis. How many times has our hunch told us that what was touted as the answer just did not make sense and thanks to our pushback, the mistake was spotted, corrected, and the analysis steered back on course? The key to good hunches is lots of information and nimbleness at connecting the dots.



Series 2: Sales Planning & Operations

Session 1: Promotion Response Modeling
Presenters: David Wood, PhD and Rajnish Kumar
Promotion response modeling (PRM) quantifies the impact of promotional activity on customer behavior (e.g. physician prescribing), and is truly foundational to applied management sciences in sales and marketing. Questions to be covered in this session include: What is Promotion Response Modeling? What are the benefits? What are the building blocks to do promotion response modelling? What decisions are involved? What does it look like?

Session 2:  Sales Force Sizing & Portfolio Optimization
Presenters: David Wood, PhD and Rajnish Kumar
This webinar describes the various approaches to determining the best sales force size, and situations when it is appropriate to use a given method. We will also explore portfolio optimization and scenario analysis. Building on the first webinar, questions covered will include: What are the building blocks? What decisions are involved? What does it look like? And of course, what are the lessons learned?

Session 3:  Territory Alignments & People Placement
Presenters: Charlie Thompson and Nitin Sethi
Territory alignment is one of the first tactical steps in implementing a chosen sales force strategy, where sales force structure and geographic resource allocation decisions are set into reality. More importantly, a well-executed alignment process enables sales leadership to embed the intended strategy as communication and change management cascades through the sales organization. Questions covered will include: What does a territory realignment process look like? What decisions are involved? Which techniques and tools are used? The wrap up will include lessons learned.

Session 4:  Targeting & Call Planning
Presenters: Chet Baboor and Vineet Rathi
The webinar series continues by exploring tactical targeting and call planning. In today’s tough environment (“doing more with less”, shrinking sales forces, reduced physician access, influence migrating from physician to system/payer contracts, etc.), we see pharma companies using ALL available resources (process, analytics, data sources, field input, etc.) to enhance targeting and call planning processes. Questions covered will include: What are the benefits of call planning? What are typical analytical approaches and techniques? What decisions are involved? How to we reconcile conflicting stakeholder priorities (marketing – sales; HQ – field)? What does it look like? What have we learned?

Session 5:  Incentive Compensation
Presenters: Asheesh Sharma, Erik Christianson, and Peter Koniaris
The webinar series wraps up with an overview on incentive compensation (IC). Where to begin... how to end (on time) … we could discuss incentives for a week! Questions covered will include: Why do we spend so much time and effort on incentives? What are typical IC plan types? What do they look like? What are the emerging trends? And finally, what lessons have we learned?



Series 1: Data Training
Presenter: Laura Jenkins Jirele

Session 1:  Learn About Core Pharmaceutical Datasets: Retail and Non-Retail
This initial session is intended to provide a foundational knowledge of the current data resources available and utilized by Pharma companies.  While the intent is to provide a cross sectional view, we will focus on how sales, sales operations and commercial analytics utilize traditional retail, mail-order and non-retail data.  The audience that will most benefit from this initial session will be new to Pharma and those who may not have been exposed to the use of these data in prior roles.

Session 2:  Dig Deeper into Analytics with APLD, EMR, and Specialty Data 
This second session expands the discussion to the use of claims, patient, medical and specialty data.  These resources provide Pharma more insights on the continuum of care, treatment patterns and the influences that affect them.  Analytics with these sources can be complex and use of these data requires a deeper understanding of both the source but more importantly the true insight required.  The audience that will benefit from this session will be those who may have a base knowledge of Pharma data, but may not be as familiar with the more complex or enhanced data resources and analytics.

Session 3:  The World of Big Data From the Evolving Digital World
This builds on the base knowledge of Pharma data with the expansion of sourcing and analytics outside the traditional secondary data resources.  Social media, digital and other types of information available are accessed differently and require a more evolved understanding of Big data, cloud-based sourcing and analytics.  The audience most benefited by this session will be more senior marketing and sales executives, data scientists, and methodologists.

Session 4:  Understanding Data Behind the Complex New World of Health Care Involving IDNs and ACOs
This final session is more a discussion of the influences and transformations that continue to occur in Healthcare and affect the manner with which Pharma views and utilizes data.  The healthcare infrastructure and influencers are changing to adapt to economic trends, government mandates and manufacturer portfolio transformations.  Navigating these changes is not straight forward, and balancing budget, resources and strategy requires a broader and deeper understanding of current and future influencers.





Presenter Bios

Chetan Baboor , Sr. Director, Axtria Inc., has more than a decade of experience spread across Sales Strategy Implementation, Product Management, Forecasting, Marketing analytics and effectiveness, Market Research, Technology Solutions for Sales and Marketing Operations. Chet has managed key accounts and initiatives interacting with executive management of top companies to improve their sales force strategic planning, implementation and brand market research to support product management. Chet has designed and implemented new selling models for top Pharma companies to better adapt to changing market dynamics. He has entrepreneurial experience with a startup company in sports analytics. Prior to that he worked with marketRx from 2004 to 2010 primarily in the pharmaceutical industry, sales & marketing analytics and consulting. He has delivered on multiple call planning and alignment projects for sales force ranging from 10 - 10,000. Chet has an MBA in International Management from Thunderbird, School of Global Management, in Glendale, AZ and a Bachelor of Engineering degree.


Abigail Bernardi is Director of Professional Services at LexisNexis Risk Solutions – Health Care. For nearly 10 years, she has served as a subject matter expert on technical and business aspects of medical claims data management, research and development, compliance, claims analytics, and professional services for the Life Sciences and provider industries. Prior to LexisNexis Risk Solutions’ acquisition of Health Market Science in 2015, Bernardi served as Director of Professional Services there. She led all medical claims-related services and consulted on master data management topics including ICD/CPT coding, custom product solution architecture, and application of best practices. Bernardi holds a Bachelor of Science degree in Health Systems from Georgetown University in Washington, D.C.


Erik Christianson has over ten years of experience working in the Life Sciences industry in marketing analytics and commercial effectiveness services. He began his career at IMS Health working in the DDD database quality assurance group. He then worked at ImpactRx supporting brand teams with marketing analytics solutions. While at ImpactRx, Erik worked closely with large pharmaceutical companies analyzing sales effectiveness, messaging, and promotion response modeling. In addition, he provided value add services leveraging business intelligence platforms to create custom analytics using longitudinal promotion and treatment datasets.


Don DeStefano is the Vice President of Business Development, and is responsible for the overall performance of the LexisNexis claims-based solutions.

Don has over 20 years of experience in the health care industry, spanning roles in market research, sales, and account management. At LexisNexis, Don has responsibilities for business development and account management. He works with pharmaceutical, biotech, and medical device companies, as well as other health care-related organizations, to provide strategic consulting and information solutions to sales, commercial operations, and marketing, across the full range of LexisNexis Market Intelligence solutions.

Prior to joining LexisNexis, Don was Sales Director at IMS Health, one of the world’s largest data and information companies in the pharmaceutical and healthcare industry. In this role, he supported numerous clients across multiple segments, including pharmaceutical and biotech companies, ad agencies, government agencies, consulting firms, and other health care-related organizations.

Don holds a BS in Business from Stockton University, and an MBA in Pharmaceutical Marketing from St. Joseph’s University.


Peter DeWan completed his PhD in Sociology at Harvard University in 2008. His research focused on two broad areas – integration of immigrant Muslims in western societies and social network analysis. His dissertation explored the formation of status reference groups and determined the degree to which different groups contributed to mortality and other measures of health. He also developed substantial expertise in statistical modeling and causal reasoning. He was employed by the European Union Monitoring Center on Racism and Xenophobia, where he completed various research and publication projects on immigrants in European societies. After graduation, he was a founder of Activate Networks, a company formed to commercialize social network insights developed at Harvard. He also maintained an appointment as a fellow at the Institute for Quantitative Social Science at Harvard. While at Activate Networks, he researched and productized new network-informed approaches to targeting populations for behavior change, particularly networks of physicians. In 2015, Activate Networks was acquired by Decision Resources Group, where Peter is Vice President of Research and Development. Along with regular commercial responsibilities, he is currently working on estimating the various institutional and clinical influences on physician prescribing decisions.


Kriti Dua, Senior Consultant, Optymyze, has been consulting with global clients across various industries from last 7 years and has helped clients strategize, develop and implement solutions related to sales planning, analytics, and sales force effectiveness.


Bob Gabruk is Vice President, Primary Intelligence, Global Services at QuintilesIMS. Bob provides research, analytics, and consulting solutions to pharmaceutical manufacturers across many therapeutic areas and geographies. His professional experience spans over 20 years with specific interests in strategic consulting, market research, and quantitative analysis. Mostly recently, Bob has focused on analyzing and influencing buyers’ decision-making processes to create competitive advantage via strategic marketing, promotional resource planning, selling effectiveness, and business development. He is also aligned human capital management to business strategy through organization design and process reengineering. Bob has extensive experience in commercial strategy (e.g., product launches, stakeholder segmentations, drug licensing, marketing, and sales) with many leading pharmaceutical companies across most major TA’s. Bob brings deep commercial analytics and operations experience that enables him to provide actionable strategies that can be successfully implemented.

Prior to QuintilesIMS, Bob was the SVP of Client Success at Symphony Health Solutions and led the Commercial Services and Client Services teams. Before Symphony, Bob worked at Cognizant, where he led a practice of consulting, market research, analytics, and software development professionals serving global organizations across all major industry domains. Bob also worked at Deloitte Consulting in their Life Sciences practice and Titan Research in their statistical analysis and stochastic modeling group. He holds an M.B.A from NYU with a concentration in Strategy and Finance, and an M.S.& B.S in Mechanical Engineering from Virginia Tech.


Bhavik Gandecha, Solutions Consultant, Optymyze, works with clients in pharmaceuticals and other industries to improve business outcomes and sales effectiveness solutions. Prior to joining Optymyze, Bhavik worked for IMS Health, and he holds a BS in Math from UCLA.


Theresa Greco, is Vice President, Life Sciences, at LexisNexis. With over 20 years in healthcare and information services, Theresa has been fulfilling key executive roles in general management, business development, and product strategy and development. She leads LexisNexis Life Sciences organization which combines analytics and technology built around core data assets including Medical Claims, Socioeconomic and Reference data to solve industry challenges in clinical, commercial and compliance solutions.


Tom Haskell is the Global Head of Data Analytics for Kantar Health. In this role, he engineers Kantar Health’s data solutions, combining our industry-leading primary data collection infrastructure with current and emerging secondary data sources to provide unique offerings to our customers. Tom has a deep background in providing innovative solutions to complex issues in the healthcare market. Previously, he worked for over 8 years at IMS Health, leading the development of leading-edge cohort creation, analytics, and visualization tools for real-world data. Previous to his 15+ years in the healthcare industry, he was one of the founders and lead architect of www.maquest.com, the first major online site to offer mapping and driving directions to the public. Tom is also a renowned speaker on Big Data and Healthcare. Industry conferences where he has spoken on the subject include ISPOR, PMSA, PBIRG, ARF (Patient Journey), and ExL (Patient Experience). Tom is a graduate of Harvard University, with a concentration in Applied Mathematics and Computer Science.




Jeanette Hodgson - The magic of great qualitative research still exerts its power to excite and engage Jeanette. Figuring out what makes people tick, uncovering illusive insights and making meaning from them for brand strategy is at the heart of what Jeanette has done for 25 years. She has experience of global, strategic market research and brand consultancy, mostly from a healthcare perspective but also from a consumer environment so has a good understanding of marketing strategy. She has business leadership experience and is a trained Master NLP practitioner, and a specialist qualitative researcher. She is the Global Head of Qualitative Strategy at Kantar Health with the remit of consolidating, developing and promoting the qualitative expertise within Kantar Health.




Brigham Hyde, PhD, is the Chief Data Officer and SVP of Analytics at Decision Resources Group where he leads client direct data analytics for Life Sciences. Brigham Joined DRG as part of the acquisition of Relay Technology Management in January 2014. As CEO and co-founder of Relay Technology Management he developed proprietary analytics software and data aggregation tools. Dr. Hyde has over 10 years life science experience and prior to founding Relay Technology Management was an equity research analyst in Medical Technology and Life Science Tools at Cowen & Co. in Boston. Dr. Hyde brings knowledge both of basic science research and drug development operations. He has conducted research in mitochondrial pharmacology and biology in the context of anemia, myelodysplastic syndromes, and type II diabetes. Dr.Hyde received his Ph.D. in Clinical Pharmacology from the Tufts University School of Medicine, where he is currently an adjunct professor of Pharmacology and experimental therapeutics.


Lauren Jacobson, currently a Director of Communications Design at Initiative (part of Interpublic Group), has 10+ years of Digital Advertising experience covering a range of clients from Technology, CPG & Retail, with her main focus over the past 4+ years on Pharmaceuticals.

While other industries have evolved media planning to a data driven, consumer centric, all platform buy, Pharma is just skimming the surface. Day to day, Lauren works with her Pharma clients in helping them understand how patients not only consume media but how to align media campaigns with patient’s behaviors. A huge part of the puzzle is the utilization of data, analytics & being nimble and open to change.

Over the past year, Lauren has been able to educate, gain alignment and approval on the use of a variety of data sources from Medicx to Blue Kai for use on all brands within the Pharmaceutical company. This was a huge win for all involved and is the first step to moving to a data driven marketing model. Over the next 6 months to year, Lauren wants to continue educating her clients on the benefits of 1st party data. With 1st party data at the core of every media campaign with 3rd party data layered on a strategically crafted media plan can be created for each and every brand campaign.


Tom Jirele is the United States Data Science lead for Cognizant managing a team of 30 advanced analytic staff who perform predictive and prescriptive modeling for clients across industries. Tom has over 30 years of deep analytic and consulting experience with a focus on automating advanced applications in systems and platforms. He specializes in the application of advanced modeling to achieve customer centric marketing objectives. Areas of focus include: Machine Learning models, statistical analysis, and Bayesian Belief networks with specific applications to digital and social data. A frequent presenter at conferences and guest lecturer at Universities with a deep experience in Life Sciences, Retail, CPG and Education industries

Some of Tom’s recent work includes: Recommender systems and “next best action” models to drive consumer actions around retention and cross sell in the insurance and banking industry; Supervised machine learning models to provide real time monitoring as to when sub-national promotional efforts are aligned with forecasts; Social media prediction & alert systems and Real time price optimization in the travel & hospitality industry.

Tom has been with Cognizant for 10 years. Prior to Cognizant he ran analytic teams for a consumer marketing & direct to patient company as well as a life sciences data provider. Tom holds a B.S. in Geology-Chemistry from Brown University and an M.S in Applied Statistics from Rutgers University.


Laura Jenkins Jirele is Vice President, Insights & Analytics, at Medicx Media Solutions. Laura is focused on innovating data, analytics and insights beyond the norm. With the evolution of media and its impact on the data landscape, the expectation needs to be on gaining new perspectives with analytics and a holistic understanding the true potential. Her goal is to move the industry standard from static to dynamic mind-set with leveraging structured, unstructured, legacy and media/digital data.

For the last 18 years, she has trusted collaborations and enhanced insights of data and analytics in Life Sciences, Healthcare and Consumer. Through her 12 years as a data vendor and 5+ in consulting, her focus was for clients to achieve a solid understanding of the business objective and aligning the right resources to address it, whether it’s patient, specialty pharmacy, medical, media, digital, managed care, consumer or financially based. Prior to Pharma, she began her professional career as satellite software engineering training, programming and building a true respect for data. She has a BS in Mathematics and Computer Science from St. Lawrence University and graduate studies in Applied Statistics at Rutgers University.


Michael Joachim is a seasoned media industry executive utilizing his cross-channel strategic planning knowledge as Vice President of Sales in support of pharma and health brand clients for Medicx Media Solutions. His is an experienced media and advertising industry veteran whose early knowledge was developed on the ad agency, media planning, and buying side of the business.

Prior to joining Medicx Media Solutions, Michael led a Starcom media team of 20+ individuals delivering a cross-divisional media strategy and digital investment approach for Samsung US operating divisions resulting in 100% account growth in two years. And, Michael was instrumental in creating the first truly hybrid media strategy and digital team at Mediaedge in support of Novartis’s US operating divisions resulting in a more seamless workflow for all brand clients.

In addition to tirelessly working in support of Medicx' clients, Michael is a supportive husband to his wife, Annie and a caring dad and personal chef to his two young daughters, Charlotte and Piper. Michael also enjoys cooking, organic farming, kick boxing and traveling.


Nandana Kondur, Associate Director, Axtria, brings in 10+ years of professional experience, working in the areas of Commercial Operations, Alignments and roster management, Business Process Management and Re-engineering, Software Application Development and IT consulting. She has worked with global clients across industries including Pharma, Healthcare, Insurance and Banking.

At Axtria, she has been involved in the deployment of Axtria SalesIQ products specifically Alignment maintenance, Roster management and affiliation management, interacting closely with stakeholders across the board such as Sales operations, Incentive Comp, Brand marketing teams, Market access services, and IT teams.

Nandana graduated with an MBA from Richard Ivey School of Business, Canada, and a Bachelor’s degree in Computer Science Engineering from India.


Peter Koniaris is a Sales Operations subject matter expert for Incentive Compensation, Reporting and Call Planning, with over 13 years of pharmaceutical experience. He started his pharmaceutical career at Bristol-Myers Squibb and has also held Sales Operations leadership positions at Organon and Daiichi Sankyo where he designed motivating Incentive Compensation plans for mature and launch brands. Peter also has experience working with marketing teams to implement brand specific incentive contests to meet strategic initiatives. His experience in reporting and analytics, helped Daiichi Sankyo revamp their manual reporting to a dynamic online sales reporting tool. Before joining Axtria, Peter led Daiichi Sankyo’s call plan efforts, where he streamlined processes and tested many call planning theories with the sales force to help identify best practices.


Rajnish Kumar is a Senior Engagement Manager.   He has over seven years of experience in Sales and Marketing analytics for US pharmaceutical clients.  His role includes doing Business Analytics, Project & Client Management, New Solution Development and Team Management. He has been leading engagements and delivering projects in the space of Campaign management & measurement  and marketing mix optimization across multiple clients.
 
His last stint was with Cognizant/marketRx, where he was responsible for supporting sales & marketing and operation teams  in promotional planning and execution, managing client relationships, analytics solutions development and service delivery for Life-Sciences & Healthcare clients. He has extensive experience in designing advance analytical solutions for both personal (field based) and non-personal promotional (digital) activity using various analytical tools (SAS etc.) and helping in execution using campaign management tools (UNICA, SAS MA etc.).
 
Rajnish  completed his Bachelor’s and Master’s degrees in engineering  from Indian Institute of Technology, Kharagpur.


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.


Justin Lucas, Senior Consultant, Optymyze, has over 5 years of experience working with clients in the pharmaceutical industry, improving business outcomes related to sales performance and sales force effectiveness.


Ankush Mahajan, Associate Director, Axtria, has over 10+ years of experience in designing sales and marketing analytics and commercial operations including sales force alignments, call planning and roster management.

Previously as a part of marketRx (Cognizant), he has consulted Pharma clients in solving their commercial analytics challenges. He has also cofounded an analytics and BI consulting startup based in India.

Ankush graduated with an MBA from Indian Institute of Technology, Kharagpur and a bachelors in Technology from Anna University in India.


Anuj Mahajan, Senior Manager, Axtria, has more than 7 years of experience in Life sciences and analytics. During this time, he has worked as a consultant for sales operations and meeting planning functions with focus on bringing process efficiencies by the way of innovative technology transformations.

Anuj graduated with a Post Graduate Diploma in Management From Management Development Institute in India. He also holds a Computer Science and Engineering degree from India.


Greg Maynard, is Director Market Planning, Transparency and Disclosure Compliance Solutions, at LexisNexis. Greg manages the strategic direction of the LexisNexis compliance platform, Expense ManagerTM. Greg is responsible for meeting the needs of the Life Sciences industry with a suite of relevant and innovative compliance solutions. Greg is well versed in both US and Global transparency and disclosure requirements. He understands both business processes and solutions and how they are integrated together to meet the challenging needs of Life Science compliance companies.

Greg has 25 years of experience in Healthcare and Life Sciences space including product ownership, project and program management, business strategy, and the implementation of custom developed software solutions and services. Greg graduated with a BS in Environmental Health from Bowling Green State University, Ohio.


Eric McCulley, is Director Strategic Solutions Consultant at LexisNexis. With nearly 20 years’ experience, Eric started his career in health care as a nurse administrator in cardiology, endocrinology and intensive care for several years. Eric continued to grow his health care industry experience through various sales, marketing and operational leadership roles in the pharmaceutical and biologics industries and health care consulting space. Most recently, Eric has led health care data and analytics solutions within the payer, provider, government, pharmaceutical and life science industries. In his current role, Eric enjoys leading the team of “identity solutions architects” at LexisNexis, with deep subject matter expertise specific to our member and patient identity solutions, including our Social Determinants of Health solutions. Eric graduated from Creighton University in Omaha, NE with a BSN and RN license.


Patrick J. Miller, Ph.D.,is currently Executive Vice President of Prismic Pharmaceuticals, a development-stage pharmaceutical company that focuses on products with unique safety profiles to treat pain, diseases of the kidney, and mental health disorders. At Prismic, he identifies and recommends strategic directions and specific opportunities to the CEO and the Board of Directors, assesses product in-licensing and acquisition opportunities, and prepares and presents forward-looking company overviews to potential partners and investors. Prior to this, he was Vice President, Advanced Analytics and Consulting at Wolters Kluwer Healthcare Analytics, where he led the charge, not unlike that of the Light Brigade, to transform fungible data into interesting and effective marketing applications. Before that, Pat was Corporate Vice President, Strategic Planning and Business Intelligence at Andrx Corporation, where he was prematurely aged by his Sisyphean struggles to find vendor partnerships that would enable him to identify market opportunities for his small company in a market dominated by large ones. Prior to Andrx, Dr. Miller managed an independent consultancy helping pharmaceutical companies use the mountains of behavioral data that were lying inaccessible in their impenetrable data warehouses to make smarter marketing decisions. To continue à la recherche du temps perdu, he was a co-founder of iPhysicianNet, the first video detailing company, a senior executive with Walsh America, managed the Marketing Science function at Merck, and is a graduate of the Wharton School at the University of Pennsylvania.


Dhiren Patel, Principal, Axtria, has more than 15 years of experiences in analytics. He is responsible for solutions and go to market activities for the retail and consumer goods industry verticals, as well as responsible for building a horizontal data science team.

Previously, Dhiren was part of Cognizant's analytics practice responsible for taking analytics services in the area of customer and operations to multiple industry verticals. He built a data science based business analytics capability for horizontal problem solving and scaled business to $18 MM in revenue run rate in 16 months.

He founded and led Cognizant Capital, an internal venture capital business unit. Worked with the CEO and the entire senior management team of Cognizant directly to identify, evaluate, fund and oversee business plans for Cognizant's non-linear revenue objectives.

Dhiren is an MBA in Finance and General Management from Indian Institute of Management, Calcutta. He completed his BE in Electronics and Communications from Gujarat University.


Vineet Rathi , Sr. Director, Axtria Inc., has over 13 years of experience in leading commercial analytics, sales operations and consulting engagements in life sciences domain. At Axtria, Vineet serves as a Senior Director and is focused on delivering Business Operations and Technology solutions for Axtria clients. Vineet’s functional experience includes sales force effectiveness, alignment design, call planning, incentive compensation and reporting across primary care and specialty pharma with focus on both traditional retail customers and emerging customers like integrated delivery networks (IDNs). Vineet has experience in managing PMO for mid-size to large multi-million dollar commercial analytics engagements across top US pharma which also includes supporting major events of commercial model transformation and sales force restructuring. Prior to Axtria, Vineet’s experience includes working at Cognizant (marketRx), Synygy, Infosys and IRIS. Vineet has an MBA from the Management Development Institute, Gurgaon, India and a Bachelor of Technology (Hons) in Electrical Engineering from G.B. Pant University, India.


Erich Sachse has 18 years of experience leading engagements to assess and transform sales operations and improve sales performance for over 80 clients in various industries around the world, with a heavy focus in Life Sciences (including Pharmaceuticals, Biotechnology, Animal Health, Vaccines, and Medical Devices).

In his role at Optymyze, Sachse demonstrates for clients how the unique combination of people, process, and technology help to improve sales force effectiveness.

Sachse is an expert in Sales Incentive Compensation, Sales Force Deployment (including sales force sizing, territory optimization, and call planning), Sales Analytics, and Sales Quotas, among other areas.


Dr. Jessica Santos is the Global Compliance and Quality Director at Kantar Health. She is responsible for maintaining, anticipating and coordinating all activities with regard to compliance laws/regulations, industry guidelines, pharamcovigilance and client contracts, defining and driving the execution of Kantar Health’s Quality Strategy – our approach to measuring and improving our quality efforts.

Dr. Santos is an experienced statistician, analyst, methodologist and market research scientist. She gained her reputation through her publications and professional committee work in the industry. She is a frequent speaker and contributor in major conferences and has a Ph.D. in Marketing, an MRS fellowship and Chartered Marketer status.

Dr. Santos is a member of UK Research Ethics Committee, EphMRA, BHBIA and PMRG Government Affairs Committee, reviewer and co-chair of ISPOR, and MRS Professional Development Advisory Board and Examiner.


Kelly Sborlini is Director, Vertical Markets, Life Sciences, at LexisNexis. Kelly is responsible for the overall strategy for LexisNexis Health Care in Life Sciences. Kelly has over 20 years of experience in the health care industry, with roles in market research, product development and management, and sales. Kelly works with pharmaceutical, biotech, and medical device companies, as well as other health care-related organizations, to provide solutions across the full range of LexisNexis health care offerings.

Prior to joining LexisNexis, Kelly was Director, Business Development at Decision Resources where she supported numerous clients across the pharmaceutical and biotech industries. Kelly holds a BA in English from Saint Joseph’s University, and an MBA in Health Administration from Temple University.


Nitin Sethi is a Project Leader with Axtria. He has over 7 years of experience in analytics and process improvement across industries such as Pharma, Medical Diagnostics, Healthcare, Retail and Hospitality. During his time at Axtria, he has focused on Sales force deployment and territory Realignment projects. He has successfully led territory realignment engagements ranging in various size /structures from 30 to 800+ Reps. Example projects include:
  • Managed the Territory Re-alignment / upsizing project for the PCP and Specialty sales forces of a large pharma company as a part of their new product launch strategy. Recommended territory design for ~600 territories across the 4 sales forces
  • Executed post-merger integration for a large US based diagnostics services provider including activities such as account merge process, sales force sizing, and territory design and personnel selection. As part of the merger, designed 400 new territories taking into account disruption and territory workload analysis.
  • Provided insights and recommendations on mitigating potential disruption / dislocation resulting from sales force restructuring at a pharmaceutical major based in U.S
Prior to joining Axtria, Nitin has Marketing analytics experience with InterContinental Hotels and consulting experience with PwC. Nitin holds a MBA in Strategy and Decision Science from Emory University’s Goizueta Business School at Atlanta and a Bachelor’s degree in Chemical Engineering from Indian Institute of Technology, Madras.


Asheesh Sharma has over 15 years of experience in Healthcare, Technology and Business Consulting, mostly focused on execution of large scale processes and advanced analytics. He is known in the industry for his passion for excellence, customer satisfaction and innovation.

Previously, Asheesh was the Global Head for the Sales Performance Management line of business with MarketRx and helped top tier companies across industries design, implement and administer motivating incentive plans aligned with corporate and business strategy. Under Asheesh’s leadership the practice grew to serve Top Tier firms (globally over 30,000 reps) with effective cloud computing innovation that pioneered business processes as a service.


Gaurav Sharma, Senior Director, Axtri has 12+ years of experience in helping customers make data-driven decisions, with specific expertise in successfully delivering global enterprise-grade analytics projects. He is also proficient with sales and marketing analytics across multiple industry verticals including Life Sciences, Healthcare, Insurance, Retail and Hi-tech.

He has a demonstrated track record of creating and delivering multiple industry-leading solutions in the areas of Sales Force Alignment, Targeting, Compensation and Reporting.

Before joining Axtria, Gaurav was with Cognizant, a technology and consulting company, where he held multiple leadership roles for products/solutions and customer engagement.

Gaurav has a M.S. in Computer Science from The City College of New York.


Leanne Smith,VP, Insights & Analytics, CMI/Compas Leanne is the builder, from the ground up, and leader of CMI/Compas’ analytics practice. In her role, she is on the cutting edge of analytics techniques, technology, and application to client situations. Leanne has brought analytics technology and practices to our industry when no other agency has and she has been instrumental in leading the industry in the importance of proper analytics. She is a frequently requested speaker at industry conferences, including recent engagements with AdTech NY on advising clients around analytics best practices for digital marketers and the eMetrics conference in San Francisco on the topic of “Seeing your Customer from all Angles,” ensuring proper analyses are done on target audiences, implementing personalized marketing approaches for optimal success.


Dan Stewart, Manager, Optymyze, develops and implements innovative solutions across multiple business functions for global companies, leveraging five years of experience in strategy, management consulting, and sales operations.


Charlie Thompson has 30 years of experience in consulting and financial services, with 20 years largely focused on life sciences. As a Principal at Axtria, Charlie leads the Global Sales Deployment Practice and helps clients transform their sales / sales ops organizations to be more nimble. He is particularly passionate about helping clients migrate their sales processes to the cloud via Axtria SalesIQTM. Previously, Charlie was a Principal with marketRx where he launched the firm’s territory alignment practice, led major client organization transformations, and created innovative ‘process as service’ solutions.

Prior to marketRx, he was a management consultant with ZS Associates, TowersPerrin and NDCHealth helping Fortune 1000 firms accelerate profitable growth. He is a frequent guest lecturer at Georgia Tech and Emory on sales, marketing, life sciences, and entrepreneurship.

Charlie attended Princeton University and has an MBA from the Kellogg Graduate School of Management at Northwestern.


Jean-Patrick Tsang is the Founder and President of Bayser, a Chicago-based consulting firm dedicated to pharmaceuticals sales and marketing. JP is an expert in patient-level data and related analyses ranging from longitudinal analyses to hospital-retail spillover, KOL identification, influence mapping, referral networks, molecular targeting, promotion response, and the like. JP is also an expert in specialty pharma and has worked on numerous specialty pharma projects. JP publishes and talks on a regular basis and runs one-day tutorials several times a year. In a previous life, JP deployed Artificial Intelligence to automate the design of payloads for satellites, methaners, ethaners, and cruise-liners. JP earned a Ph.D. in Artificial Intelligence from Grenoble University and an MBA from INSEAD in France. He can be reached at (847) 920-1000 or This email address is being protected from spambots. You need JavaScript enabled to view it..


Bhavik Gandecha, Consultant, Optymyze
Bhavik works with clients in pharmaceuticals and other industries to improve business outcomes and sales effectiveness solutions. Prior to joining Optymyze, Bhavik worked for IMS Health, and he holds a BS in Math from UCLA.


Noel Webb, Vice President of Digital Media & Targeting Solutions: When not chasing down a busy toddler or planning his next culinary adventure, Noel is running all aspects of campaign strategy and ad operations for Medicx Media. With over 15 years of experience in digital ad tech, Noel's experience spans account leadership, advanced client solutions, product and technical project management and partner development. He has worked both client-facing roles, from C-level strategic planning to tactical day to day operations, and behind the scenes, getting his hands dirty with product, support and development teams.

Prior to Medicx Media Solutions, Noel directed platform solutions for enterprise clients such as Verizon at AOL, leading their display and video campaigns while managing their audience and attribution profiles. Before that, he built out the demand-side technical account management team at Rubicon Project, managed the then-nascent OVP business models for clients at Kit Digital, and curated all of the workflow and information systems across several key properties at IAC, among other things. Noel is an Indiana University alum, an avid technologist, and can hold his own at any karaoke bar.


David Wood, PhD brings more than 35 years of experience in mathematical modeling of business problems, with over 20 years in sales and marketing analysis for Life Sciences companies.   At Axtria, David serves as a Senior Principal, with emphasis on projects in mathematical modeling of sales operations and multi-channel promotion analysis.
 
Prior to Axtria, he was a Sr. Vice President at marketRx, where he did significant work in all forms of sales and marketing optimization in the health care, pharmaceuticals, and managed care industries, with scores of engagements including sales and marketing structure, site location, and multi-channel marketing.    David served as Executive Director for Strategic Planning Consulting at Health Products Research (now part of inVentiv Health).  In addition, David has done substantial work in the development of Yield Management for the commercial airline industry (at Sabre Decision Technologies), and has worked in finance, energy and natural resource economics issues.

David holds a PhD from the University of California, Berkeley, in Operations Research.


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. Principal, Advanced Analytics Organization, Global
Li Zhou is Sr. Principal 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.