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Content Management in the Content Management in the Pharmaceutical Industry Pharmaceutical Industry ––An OverviewAn Overview
Dr Arun Gangatkarhttp://in.linkedin.com/in/[email protected]
Blockbuster!!!Blockbuster!!!
Avatar ◦ USD 2 Billion
revenues
Lipitor◦ USD 12.5 Billion in
2008
Global Global PharmaPharma Market Shares by Market Shares by Sales (Approx. USD 700 Billion)Sales (Approx. USD 700 Billion) Top 10 Pharmaceutical CompaniesTop 10 Pharmaceutical Companies
1. Pfizer (USD 48 Billion)2. Sanofi-Aventis3. GlaxoSmithKline4. Novartis5. AstraZeneca6. Merck7. Johnson & Johnson8. Roche9. Eli Lilly & Co.10. Bristol-Myers Squibb
(USD 18 Billion)
1. Ranbaxy2. Dr Reddy’s
Laboratories3. Cipla4. Sun Pharma Industries5. Lupin Labs6. Aurobindo Pharma7. GlaxoSmithKline
Pharma8. Cadila Healthcare9. Aventis Pharma10. Ipca Laboratories
Global India
Life Cycle of a DrugLife Cycle of a Drug Organization StructureOrganization Structure
ExecutiveBoards
R&D
Marketing
SalesFinance
PR
Support
Pharmaceutical Industry
Where is Data Required?Where is Data Required?
Everywhere!!!
What Shall we See Today? What Shall we See Today?
R&D Marketing Sales
Types of ContentTypes of Content
8
Content
PrimaryPrimary SecondarySecondary
SubscriptionSubscription
• Sales Data
• Prescription Data
• Market Research Data
• CRF
• Primary Intelligence
• Company Reports
• Publications
• Congress Reports
• Databases
• Financial Reports• Paid databases
PublicPublic
• Available in public domain
Data CycleData Cycle
CollectionCollection
StorageStorageAnalysisAnalysis
Dissemination & StorageDissemination & Storage
ProcessingProcessing
Technology has Proven to be a Powerful Technology has Proven to be a Powerful Enabler Throughout the Life CycleEnabler Throughout the Life Cycle
Informationsharing
Informationsynthesis
StreamlinedProcess
Datamining
InsightsGeneration
Web crawlers
IntelligentSearch
E-mail DesktopIntranet
Web-based
Technology& Analytics
Questions???Questions???Functions and Data CyclesFunctions and Data Cycles
We are looking at the “Tip
of the Tip of the
Iceberg”
R&D DataR&D Data
Primarily from Clinical Trials Data ranging from less that 20 patients to
>1000 Single to multi-center
R&D Data (Clinical Trial)R&D Data (Clinical Trial)
Clinical Trial Protocol
Case Report Form
Reporting Systems
CollectionCollection
Clinical Trial Data Management Software
StorageStorage
Medical Writers
Statisticians
Copy Editors
AnalysisAnalysis
Publications
Posters
Regulatory submission reports
Dissemination & StorageDissemination & Storage
Statistical Methods
Cohort Studies, Controlled study,
Randomized controlled trial , Observational
study, Cross-sectional study, Longitudinal
study, Case-control study and others
ProcessingProcessing
Poster
Marketing DataMarketing Data
Related to market related information Used to generate:◦ Market Assessment◦ Clinical, Competitive and Business Intelligence◦ Forecasting◦ Epidemiology ◦ Market Access◦ White Papers◦ Patent Analysis
Marketing Data (General)Marketing Data (General)
Secondary Research
Subscription Databases
TrialTrove
ADIS
Primary Market Research
Instruments
Questionnaires
CollectionCollection
Online Repositories Desktop Tools Mails Forms
StorageStorage
Statistical Models
Analytical Models
Graphs
Human Intelligence
AnalysisAnalysis
Desktop tools
Online repositories
Dissemination & StorageDissemination & Storage
Analytical Software
SPSS (Statistical Package for the
Social Sciences)
SAS
Rating Matrices
ProcessingProcessing
Rating Matrix Rating Matrix
Date of publication/studyperiod
<1990-2000 2000-2005 2005-2009
Study design Review Retrospective StudyPopulation based
studies, prospective studies
Study setting Primary Care CentreSecondary Care
CentreTertiary Care Centre/
Multi centric
Sample size Less than 30 30-100 Above 100
Type of publicationScientific
Newsletter/Blog/e-mail communication
Scientific Abstract Scientific Full text
Recruitment District/city based County/state Entire country
Randomization Done - -
Study Population Defined - -
Survey design Explained - -
Score Quality
15 and above High
8-14 Medium
<7 Low
Sales Data Sales Data
Product related information of sales, prescriptions and dispatch
Used for:◦ Sales force sizing◦ Sales force effectiveness◦ Forecasting◦ Strategic Intelligence
Sales Data (Product Sales)Sales Data (Product Sales)
Primary Research
Retailer Supply
Prescriptions
CollectionCollection
National Ambulatory Medical Care Survey (NAMCS)
National Hospital Ambulatory Medical Care Survey (NHAMCS)
IMS (Intercontinental Medical Statistics)
StorageStorage
Statistical Models
Analytical Models
Graphs
Human Intelligence
AnalysisAnalysis
Desktop tools
Online repositories
Dissemination & StorageDissemination & Storage
Analytical Software
SPSS (Statistical Package for the
Social Sciences)
SAS
ProcessingProcessing
Case Study Case Study –– American Society of American Society of Clinical OncologistsClinical OncologistsBusiness
Need
• A leading bio-pharmaceutical company needs to update its decision makers with real time intelligence from a leading medical congress
Approach
• Data Mining: Semi-automated excel tools • Data Storage: MOSS• Processing: Semi-automated excel tools, human intelligence• Analysis: Analytical Software• Deployment: Online MOSS
Solution• Online database that provides a real time update on
events integrating both secondary and primary data points
Benefits• Early Alert Mechanism • Competitor Trends and Intelligence• Aids Strategic Decision Making
Technology has Proven to be a Powerful Technology has Proven to be a Powerful Enabler Throughout the Life CycleEnabler Throughout the Life Cycle
Informationsharing
Informationsynthesis
StreamlinedProcess
Datamining
InsightsGeneration
Web crawlers
IntelligentSearch
E-mail DesktopIntranet
Web-based
Technology& Analytics
CertificationsCertifications
HIPAA ISO BS
CompaniesCompanies
R&D• Oracle• Accenture• Quintiles
Marketing• Synovate• TNS• GFK
Sales • IMS (Intercontinental Medical Statistics)
Data Analytics
• Pennside• PharmARC• Genpact• TCS
Questions??? Questions???
Thanks for Paying Attention
Good Luck!!!