Blockbuster!!! Content Management in the Pharmaceutical Industry An Overview. Global Pharma Market Shares by Sales (Approx. USD 700 Billion) Global

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1 Content Management in the Pharmaceutical Industry An Overview Blockbuster!!! Avatar USD 2 Billion revenues Lipitor USD 12.5 Billion in 2008 Dr Arun Gangatkar Global Pharma Market Shares by Sales (Approx. USD 700 Billion) Top 10 Pharmaceutical Companies Global 1. Pfizer (USD 48 Billion) 2. Sanofi-Aventis 3. GlaxoSmithKline 4. Novartis 5. AstraZeneca 6. Merck 7. Johnson & Johnson 8. Roche 9. Eli Lilly & Co. 10. Bristol-Myers Squibb (USD 18 Billion) India 1. Ranbaxy 2. Dr Reddy s Laboratories 3. Cipla 4. Sun Pharma Industries 5. Lupin Labs 6. Aurobindo Pharma 7. GlaxoSmithKline Pharma 8. Cadila Healthcare 9. Aventis Pharma 10. Ipca Laboratories

2 Life Cycle of a Drug Organization Structure Pharmaceutical Industry Support R&D PR Executive Boards Marketing Finance Sales Where is Required? Everywhere!!! Types of Content Content What Shall we See Today? Primary Secondary Sales Publications R&D Marketing Sales Prescription Market Research CRF Primary Intelligence Congress Reports bases Financial Reports Public Available in public domain Subscription Paid databases Company Reports 8

3 Cycle Technology has Proven to be a Powerful Enabler Throughout the Life Cycle Insights Generation Technology & Analytics Desktop Intranet Web-based sharing Streamlined Process mining Web crawlers Intelligent Search synthesis Questions??? Functions and Cycles

4 R&D We are looking at the Tip of the Tip of the Iceberg Primarily from Clinical Trials ranging from less that 20 patients to >1000 Single to multi-center R&D (Clinical Trial) Publications Posters Regulatory submission reports Clinical Trial Protocol Case Report Form Reporting Systems Poster Medical Writers Statisticians Copy Editors Clinical Trial Management Software Statistical Methods Cohort Studies, Controlled study, Randomized controlled trial, Observational study, Cross-sectional study, Longitudinal study, Case-control study and others

5 Marketing Marketing (General) Related to market related information Used to generate: Market Assessment Clinical, Competitive and Business Intelligence Forecasting Epidemiology Market Access White Papers Patent Desktop tools Online repositories Statistical Models Analytical Models Graphs Human Intelligence Analytical Software SPSS (Statistical Package for the Social Sciences) Secondary Research Subscription bases TrialTrove ADIS Primary Market Research Instruments Questionnaires Online Repositories Desktop Tools Mails Forms SAS Rating Matrices Rating Matrix Sales Date of publication/study period < Study design Review Retrospective Study Study setting Primary Care Centre Secondary Care Centre Population based studies, prospective studies Tertiary Care Centre/ Multi centric Sample size Less than Above 100 Type of publication Scientific Newsletter/Blog/ communication Scientific Abstract Scientific Full text Recruitment District/city based County/state Entire country Randomization Done - - Study Population Defined - - Survey design Explained - - Product related information of sales, prescriptions and dispatch Used for: Sales force sizing Sales force effectiveness Forecasting Strategic Intelligence Score Quality 15 and above High 8-14 Medium <7 Low

6 Sales (Product Sales) Desktop tools Online repositories Statistical Models Analytical Models Graphs Human Intelligence Primary Research Retailer Supply Prescriptions National Ambulatory Medical Care Survey (NAMCS) National Hospital Ambulatory Medical Care Survey (NHAMCS) IMS (Intercontinental Medical Statistics) Case Study American Society of Clinical Oncologists Business Need Approach Solution A leading bio-pharmaceutical company needs to update its decision makers with real time intelligence from a leading medical congress Mining: Semi-automated excel tools : MOSS : Semi-automated excel tools, human intelligence : Analytical Software Deployment: Online MOSS Online database that provides a real time update on events integrating both secondary and primary data points Analytical Software SPSS (Statistical Package for the Social Sciences) SAS Benefits Early Alert Mechanism Competitor Trends and Intelligence Aids Strategic Decision Making Technology has Proven to be a Powerful Enabler Throughout the Life Cycle Insights Generation Technology & Analytics Certifications HIPAA ISO BS Desktop Intranet Web-based sharing Streamlined Process mining Web crawlers Intelligent Search synthesis

7 Companies Questions??? R&D Oracle Accenture Quintiles Marketing Synovate TNS GFK Sales IMS (Intercontinental Medical Statistics) Analytics Pennside PharmARC Genpact TCS Thanks for Paying Attention Good Luck!!!

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