2015 Winter Symposium

Emerging Data Landscape and Utilization
January 15-16, 2015
Hilton Austin
Austin, TX

Register Now!
Registration also includes a complimentary pass to one pre-conference tutorial at the PMSA Annual Conference, to take place Sunday, April 19!


Registration Fees

Members: $1199

Non-Members: $1399


Thursday, January 15

7:30 am - 8:30 am Breakfast

8:30 am - 9:15 am Keynote Speaker
Jane M. Quigley, RN, BSN, OCN, Vice President Medical Informatics, PRA Health Sciences

Jane has over 22 years of clinical hematology and oncology experience. Jane leverages de-identified patient level data to aid in disease modelling, health outcomes research and therapeutic forecasting. Jane works with clients from pre-clinical development through post marketing safety and surveillance. Jane’s work with de-identified patient level data has been published in The Journal of the National Comprehensive Cancer Network, The Journal of Oncology, ESMO/ECCO, ASCO, ASH, and SABCS.

Prior to joining IMS, Jane was the Vice President of Business Development at IntrinsiQ LLC. While at IntrinsiQ Jane expanded their clinical consulting capabilities and worked extensively with the Financial sector, including Goldman Sachs, Rodman & Renshaw, and Sanford Bernstein. Jane was the Clinical Nurse Specialist for the Division of Hematology/Oncology at Georgetown-The Lombardi Cancer Center, Director of Bone Marrow Transplantation and PBSCT. Jane is a member of ASCO and ONS. She has a BSN from Georgetown University.

9:15 am - 5:00 pm The Use of EMR Data in Marketing Initiatives
Michael Howes, Principal, ZS Associates
Merwin Lau, Manager, ZS Associates
Steve Love, Principal, ZS Associates

Healthcare is among the first industries to generate a wealth of information. For manufacturers and service providers, that information has repeatedly shaped marketing initiatives. The breadth and depth of available information continues to evolve, yet the key to optimization of the new data sources has yet to be discovered. As sales and marketing professionals, it is imperative that we understand what data is available to us now and in the future, as well as how our organizations can benefit.

The 2015 PMSA Symposium in Austin, TX will feature a hands-on workshop on the emerging EMR data. Though EMR data is not entirely a new notion, it’s use for marketing initiatives has been quickly gaining popularity. Though outcomes research professionals have arguably adopted the use of this data at a faster pace, the ability to gain insights not available in traditional claims datasets is highly sought after, in markets such as oncology. Sources of EMR data continue to grow and a marketer must consider the benefits and caveats of each.

Although all datasources have their drawbacks, EMRs have the potential to replace traditional primary research. A prime candidate for cannibalization are the traditional chart audit studies. Physician recall bias, sample sizes, costs and result times are among the potential reasons that primary research may soon be replaced by analyses of EMR datasets.

Come learn more about EMR data in marketing and see how it can change the way you obtain insights.

12:00 pm - 1:00 pm Lunch

6:30 pm - 8:30 pm Reception

Friday, January 16

8:00 am - 9:00 am Breakfast

9:00 am - 10:15 am The Importance and Management of Specialty Pharmacy (SP) Data
Sachit Dwivedi, Sr. Engagement Manager, Axtria
Robin Varghese, Director, Axtria

Specialty Pharmacy (SP) Data, the data associated with the products sold through specialty pharmacies and specialty pharmacy distributors, is growing to be one of the most important pieces of pharmaceutical data elements. For a variety of reasons, many of these data sets do not get acquired and built into the ‘traditional’ data products offered by major data vendors. This has created a burden on the commercial operations and analytics departments of bio/pharma companies, forcing many of them to acquire, cleanse and integrate these data in-house. Hence, the management and curation of this ever increasing big data will be of paramount importance.

In this presentation, Axtria will lay out the business best practices which we have developed through our expertise in helping our clients manage their SP data. We will showcase how a big data, cloud-based platform integrates Data Quality Management, Master Data Management and Data Integration Management to help bio-pharma companies convert raw data from Specialty Pharmacies into meaningful information for use in multiple-downstream commercial operations and analytic decision-making.

10:30 am - 11:45 am Integrated Data and Primary Adherence
Steve Davis, Vice President GM, Optum Life Sciences
Mike Sanky, Account Manager, Optum Life Sciences

As an industry, the answers to many of our unresolved questions will require combining disparate data streams – at a deterministic, patient-level – to create a more complete and more useful understanding of the clinical narrative. The following presentation will demonstrate the value of a Linked Electronic Health Record (EHR) – Claims dataset through one particularly unique application: primary adherence.

Given the silos of data, nearly all adherence studies focus on behavior that occurs after a patient fills a prescription at the pharmacy. Anecdotally, we know that many patients never make it to the pharmacy after receiving a prescription. Using our linked EHR – Claims dataset, we can measure the leakage between the prescription and the pharmacy, defining the rate at which patients fill a medication as prescribed by the provider as primary adherence. In this case study, we will discuss methods to analyze primary adherence, as well as the clinical and business impact of primary non-adherence for both pharmaceutical manufacturers and the healthcare system at large.

11:45 am - 12:45 pm Lunch

12:45 pm - 2:00 pm If the Doctor Doesn’t Use it Nothing Else Matters
Dan Pucci, Vice President, Life Sciences, Payer Life Sciences Business, Allscripts

Presenting insights gained from three distinct implementations and uses of population health solutions by integrated delivery networks (IDNs). Interoperability, coupled with the utilization of population health tools, is what has separated Unity Health System (UHS), Citrus Valley Health Partners (CVHP) and University of Pittsburgh Medical Center (UPMC) from the rest of the pack. This presentation will summarize the population health processes employed to collect patient data and identify insights gained by physicians, enabling them to take action and improve patient outcomes.

2:00 pm - 3:00 pm Expert Panel Discussion

3:10 pm Wrap Up


Steve Davis, Vice President GM, Optum Life Sciences
Steve brings deep experience in health care informatics to his role as Vice President and General Manager, Life Sciences. Previously, he was the Vice President of Product Management and Business Development at Marketing Technology Solutions (MTS), a data informatics company managing multiple information-driven consumer health care solutions for the pharmaceutical industry. Prior to MTS, Steve was with Versipan, L.L.C. for seven years, most recently as the Vice President of Longitudinal Patient Data Solutions. Steve began his career at Matthew Thornton Health Plan, a division of Dartmouth Hitchcock Medical Center. He received his bachelor’s degree from the University of Tennessee.

Sachit Dwivedi, Sr. Engagement Manager, Axtria
Sachit brings almost a decade of experience in providing professional and consulting services to Pharmaceutical/biotech industry. He has led reporting, data management, and consulting projects for a variety of clients in the sales operations continuum. His initiatives and vision has led his clients to adopt newer/cost effective processes and technologies thus aligning them with Industry best practices and inducing efficiencies at the same time. Before joining Axtria, Sachit was a key member in the commercial marketing team for J&J where he led many initiatives in the digital space. Most noteworthy among those is leading an enterprise wide large scale migration of Web components across platforms and technologies. Sachit has held managerial positions at both onsite as well as in India for delivery for mid to large sized projects. Sachit holds an undergraduate engineering degree in Electronics and Communication and a Masters in Business Administration from Texas A&M University. As a student, he was a leading member of the award winning Henry Ford Tech Transfer team.

Michael Howes, Principal, ZS Associates
Michael is a Principal, based in ZS’ Princeton office. He has worked extensively in Oncology, and currently is the Oncology Data and Analytics Lead within ZS. His analytics experience within Oncology includes promotion response, account and physician segmentation, longitudinal claims data analysis to determine treatment process, and recently EMR data. His broader pharmaceutical experience spans across a variety of marketing and sales analytics projects, including marketing mix, promotion response and optimization, agent based modeling, brand performance reporting and diagnostics, and sales operations.

Prior to joining ZS Michael worked as a chemical engineer in research and development. Michael received an MBA from the Yale School of Management and a BS in Chemical Engineering from Purdue University.

Merwin Lau, Manager, ZS Associates
Merwin is a Manager, based in the Princeton, NJ ZS office and focused on anonymous patient-level data (APLD) analytics. Merwin is an active leader of the ZS APLD Expertise Center. His experience includes the utilization of longitudinal claims datasets and EMRs in variety of analytical projects, e.g.: treatment process flows, opportunity assessments, and segmentations. Merwin has worked in a number of therapeutic markets, including oncology, metabolics, immunology, and vaccines.

Prior to joining ZS in 2011, Merwin was a Director of Patient-Level Data Analytics at SDI/Verispan, subsequently acquired by IMS Health. He has also held a variety of primary market research roles in the technology, consumer packaged goods, and business services industries. Merwin received his B.S. in International Business and Finance from American University.

Steve Love, Principal, ZS Associates
Steve is a Principal, based in ZS’ San Mateo office. He has worked extensively in Oncology, and currently is the Tracking Practice Area Lead within ZS. His primary market research experience within Oncology includes a variety of qualitative and quantitative projects types, such as tracking studies (e.g., chart audits, ATUs), treatment process, and segmentation. Over the past year, Steve has also invested his time exploring multiple EMR data sources in colorectal cancer and in lung cancer to evaluate the readiness of EMR data to inform key business decisions for his biotechnology clients.

Steve received an MBA from the Haas School of Business and a HBA from the Richard Ivey School of Business at the University of Western Ontario.

Dan Pucci, Vice President, Life Sciences, Payer Life Sciences Business, Allscripts
Dan Pucci is responsible for the strategic development of life science industry relationships using point-of-care (POC) solutions created from utilizing the data within an electronic health record (EHR) system. Over five years, Dan helped create the life sciences partnerships and solutions portfolio at Allscripts, and he continues to create and nurture the company’s partnerships to empower physicians and other healthcare providers to improve the health of their patients. Dan has over 25 years of experience in the healthcare industry, with expertise in patient and physician engagement at the POC, anonymous patient-level data, retail and life science healthcare informatics, data strategy and partnerships and alliances, healthcare sales and sales management.

Mike Sanky, Account Manager, Optum Life Sciences
Throughout his career, Mike has specialized in leveraging Big Data solutions to drive health care strategy. Prior to joining Humedica, Mike was a Consultant at the Amundsen Group, where he worked extensively with longitudinal patient data to better understand patient behavior, quality of access, and drivers of product performance. His experience in the biopharmaceutical industry began with the Center for Pricing and Reimbursement at United BioSource Corporation. Mike received his MS in Marketing Analytics from the McCallum School of Business at Bentley University (where he published a health care intervention study in the Journal of Medical Marketing) and his BS from the Walsh School of Foreign Service at Georgetown University.

Robin Varghese, Director, Axtria
Robin Varghese, Director: Robin has 15+ years of consulting experience in analytics and marketing research working in industries like Automotive, Technology, Retail, Pharmaceutical and Biotechnology. Areas of focus include account management, people management and quality assurance with an outstanding history of managing projects from initial conception, through development, to implementation. Examples of types of engagements that he has successfully led for various clients include ROI, Promotion Assessment, Behavioral & Attitudinal Segmentation, Reporting, Data Management, Process Improvement, Territory Alignment, Segmentation & Targeting, Primary Research, Product Launch Support, and Patient Analytics. An entrepreneur at heart, he has held successful roles at startup environments like AbsolutData, marketRx (Cognizant Analytics) and Axtria and is a strategic advisor to new offshore research teams like StatWorld Research Solutions. Robin graduated from Indian Institute of Technology, Delhi-India with specialization in Mechanical Engineering and also holds a Masters in International Business from Thunderbird, Arizona.