new pharma market reality - predictive analytics is the solution

© 2014 AniLYTIX www.ypointanalytics.com

AniLYTIX

Business Analytics Imperative for Success in

Pharmaceutical Industry

Pharma Industry – Complex Challenges

Challenges New Approach Our Services Our Framework Delivery Systems Why Us?


Pharma Industry – The “New” Reality

• Diminishing returns on marketing investments

• Uncertain regulatory environment

• Unexpected price controls

• Counterfeit Medicines

• Challenges in IPR protection

• Evolving customers and consumers

Pharma Industry – Pressure on Margins

Evolving markets,

More competition,

More products, More

options

Increased Costs and

Complexities in

Reaching Physicians /

Customers

Changing Influence

among an increasing

number of

Stakeholders

Need for Near

Real Time

Analytics to

meet Changing

Dynamics

Pharma Companies need to identify potential efficiencies in

commercial practices and to better utilize available information



Pharma Industry – Current Challenges


Increased Market Reach but Decreasing Frequency…

• Fewer Calls – Reps are making fewer number of calls compared to the

previous years

• Lesser Detailing Times – Increased number of reps are reporting a

progressive reduction in the detailing times inside Doctors chambers

• More Reps Leaving Without Detailing – Increasing numbers of sales

calls where reps just drop the sample / business card without getting a

chance to detail the Doctor

• More to come – with busier doctors, sharper customer targeting is the

need of the hour

Trend of More Reps making less impact as they are making fewer

productive calls to fewer Doctors


Pharma Industry – Demanding Stakeholders


Pharma Companies need to demonstrate value to Physicians

while increasing focus on other stakeholders

Shifting

Influence on

Prescribing

Decisions

No Longer Unilateral

Decision Makers

• Focus on cost of

care shifting

Physician

Prescription

Behavior

• Compliance

guidelines restrict

frequent

interactions with

Physicians

Physician

Empowered and

Informed

• More

knowledgeable

patients with

increased access to

information

• Rising

consumerism with

increased desire for

direct care

Patients

Increased Influence in

name of Poor Patients

• Un-predictable

policy decisions

• Price controls

increasingly being

used to score

political brownie

points

Government

Evolving Stakeholders


Pharma Industry – New Commercial Model Req.


Strategy • Multi

stakeholder

management

• Customer

centricity

• Alliances/ Bus.

Models Capabilities • Local decision

making

• Managing to

ROMI

• Smart / Closed

Loop Marketing

• Enhanced

segmentation

Technology • Integration of

data silos

• Mobile sales

support

• “e” sales and

marketing

Organization • Redefined Rep

Profile

• More clinical

expertise

• Shift from

Product/ TA to

customer

alignment

Align around

Customer

Segments rather

than Products

Use Analytics to

identify

segments and

drive targeting

Leverage

Technology to

improve

efficiency and

manage metrics

Create a seamless

customer

experience across

all touch points


Business Analytics – Why Now…

By 2015 – 80% of all the Data Available Maybe Uncertain



Business Analytics – Imperative for Success


Next – Gen Business Analytics is the Solution

Predictive Analytics Faster Analysis – As Real Time Results as

Possible

Predictive Analytics encompasses a variety of

techniques

from statistics and data mining that analyze Current &

Historic data to make Predictions about Future Events


Scope of Analytics in Pharma Industry

Valu

e

Current Analytical Maturity Level in Industry

Information Insight Foresight Action….

• Tracking /

Monitoring

• Trending

What

Happened

Most

Companies

• Comparison

• Opportunity

Exploration

• Visualization

Why Did It

Happen Statistics

• Correlation

• Regression

• Multi

Factorial

• Predictive

Modelling

• Forecasting

• Targeting

• Positioning

• Contracting

• Channel Mix

• Resource

Optimization

Retrospective Exploratory Prospective Actionable

• Routinely Understand Why Things are Happening v/s “Things Happened” retrospectively

• Systematically have Easy Access to Business Intelligence & Data Visualization

• Quickly Turn Insights into Action…..Course Correction & Near Real Time Decision Making



Our Service Offerings – Predictive Analytics

Common Business Questions…Analytics Answers All!

A New Approach is Needed….AniLYTIX is the Solution

What Did

Happen

Dashboards,

Reporting

Why Did It

Happen

Data Mining,

Forensics

What Is

Happening

Real Time

Analytics

Why Is It

Happening

Real Time

Data Mining

What Is Likely

to Happen

Predictive

Analytics

What Should I

Do About It

Prescriptive

Analytics



We Are Good At

Focus on value based services around analytics area

Leverage Your

Data

Our Motto – Move Away from Reporting to Decision Science

Transform Data Into

Knowledge

Deliver to Right

Individual at Right

Time

ANALYZE

Business

Processes

Enable Your

Data to

SPEAK

Scientific DECISION

Making & Better

Controls



• Logistics Costs

Optimization

• Responsive Supply

Chain

• Right Products in

Right Quantity at the

Right Time

• Real Time Customer

Segmentation

• Churn Analysis

• Attrition management

• Funnel Analytics

• Behavioral

Segmentation

• Optimization of

Marketing Mix

What We Do…

Turn Data into Intelligent Decisions

Sales Analytics

Higher Customer Value Through:

Analytix, Business Models and Strategies


• Sales Forecasting

• Regression, Predictive,

Multivariate

• Customer Targeting

• Propensity

• Price Elasticity

• Fraud detection &

prevention

Marketing Analytics Supply Chain Analytics


Predictive Analytics Difference…



Predictive Analytics….Know where customers are going…Not where they have been

Today…

• Rear View Mirror

Approach

• Historical, Not

Predictive

• Many Islands of Data

• Gut Feel, Guess work

Tomorrow…

• Future Perspective…

Eye on Future

• Prediction based on

Historical Patterns

• Considers All Data

• Scientific Approach

to Gut Feel & Guess

work

Prediction for Rx

Prediction for Profit

Prediction for Churn / Loyalty to Brand

Prediction for Life Time Value

Predictive Model

Predictive Analytics Delivers Superior Business Performance

Our Service Offerings – Business Analytics

Value Based Services around Data Analytics

Right data at the right time

Performance by Design

Empower the Business

AniLYTIX



Our Service Offerings – AniLYTIX Proposition

AniLYTIX – Value Proposition

Consulting & Implementation Services

Solutions

Sales Marketing Finance HR IT Operations

ANILYTIX

Performance Risk Decision

Management Analytics Management

Business Intelligence & Predictive Analytics

• Broadest Set of capabilities across PH

Industry and Data & Analytics

• Integration & Optimization of

Decision Making

• Responsible Consulting &

Implementation

• Delivered at Right Time to Right

Individuals for Right Decision Making

Higher Customer Value Through:

Analytix, Business Models and Strategies



Our Services’ Framework

The Right Data Model

The Truth Architecture

The Right Integration

The Right Metrics

Components of BuildSmart

BuildSmart

• BuildSmart is our set of Guiding Principles and

reference architecture

• Ensures that your BI Solution is conceptualized

& Architected Right for Right Decision Making



Why Us – Our Differentiated Services

AniLYTIX understands all kinds of Data & Analytics in PH Industry

• Potential Game-changing package of services & solutions

• More than 65 Years of cumulative, quality experience in

HealthCare Industry & IT Services

• Business-ready capabilities…with flexible deployment options

AniLYTIX knows how to turn Data into Value

• Client Expertise – deep industry know how & solutions with

global reach

• Strong ecosystem – growing investments and collaborators

• Build on current capabilities

AniLYTIX has invested in data analytics

• Strong investments in data analytic innovations

• Analytix solutions centers in US and India



Management Team

Jai Mrug

• Jai Mrug is Co-founder of

Y Point Analytics & an IITB

alumnus - class of 1996

• Deeply passionate about

numbers, has worked on a

variety of predictive analytic

algorithms

• Jai has specialised in Supply

Chain Management,

Predictive Analytics,

Transportation and Electoral

Analytics

• He has been a psephologist

on Indian TV channels (esp.

Times Now) for more than a

decade now and specialises in

statistical treatment of

elections

Sandeep Juneja

• Sandeep – is Veterinary

Sciences & Business

Management Graduate

• Passionate about Animal

Health Industry & Proteins –

he has worked in Leading AH

Companies

• Sandeep is experienced in

Business Start Ups, Product

Management, PLC

Management & Planning &

Forecasting in HealthCare

Industry

• He has been at senior

positions in AH industry and

currently manages

www.animalhealthindia.com

and writes for Animal Pharm

Bala Iyer

• Bala Iyer is Masters in Electronics

(M.Sc.) from University of

Mumbai graduating in 1985

• He has over 29 years of exp. in

Pre-Sales, Business development,

Account Management, Alliances

& Partnerships, Client Servicing,

& Business & IT Consulting in IT-

ERP - SCM/CRM/Services

• Bala Has worked with CMC Ltd,

NIIT Technologies, L&T Infotech,

Patni (now IGATE), Baan & Asian

Paints in the past

• Founder and CEO at Ven-Pro

Consultancy Services (www.ven-

pro.com) and offers sales

enablement for Technological

Products and Services Cos



https://www.youtube.com/watch?v=TAe9PHCeSSs

http://www.animalhealthindia.com/

http://www.ven-pro.com/



Get in Touch With Us…

[email protected]

www.ypointanalytics.com


new pharma market reality - predictive analytics is the solution

Healthcare

pharma industry pressure

medicines challenges

number of reps

pharmaceutical industry

framework delivery systems

fewer number of calls

frequency fewer calls

increased desire