MDM in the Pharmaceutical Sector. From Compliance to Customer-centricity. SAS Presentation, 29 April 2014 Information Management Insight
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1 MDM in the Pharmaceutical Sector From Compliance to Customer-centricity SAS Presentation, 29 April 2014 Information Management Insight Copyr i g ht 2014, SAS Ins titut e Inc. All rights res er ve d.
2 More about me on A psychologist who ended up in the IT-sector DATA MANAGEMENT & BUSINESS ANALYTICS WORLD EXPLORER WINE LOVER CUISINE SAVOURER TECHNOLOGY GEEK Copyr i g ht 2014, SAS Ins titut e Inc. All rights res er ve d.
3 HOW TO START WHAT IS MDM FROM COMPLIANCE TO CUSTOMER Copyr i g ht 2014, SAS Ins titut e Inc. All rights res er ve d.
4 HOW TO START WHAT IS MDM FROM COMPLIANCE TO CUSTOMER Copyr i g ht 2014, SAS Ins titut e Inc. All rights res er ve d.
5 MDM IS ABOUT CIRCLES WITHIN AN ORGANIZATION
6 A TRADITIONAL ORGANIZATION CREATES CIRCLES? Customer
7 HOWEVER THERE S BIG VALUE IN DEALING WITH CIRCLES ID:7964 Full name: Gianni Cooreman Segment: B giannialias@me.com Household status: Married ID: Full name: Gianni Cooreman Hobbies: wine, dining, travel abroad giannicooreman@me.com Household status: Married Breaking news: expecting Cooreman Junior ID:3597 Full name: Gianni Coremans Satisfaction: 6/10 giannicooreman@me.com Product: ipad Air ID: Full name: Gianni Cooremans Last Invoice: Gianni.Cooreman@sas.com Credit card: xxxx-xxxx-xxxx-1509
8 MDM HELPS DEALING WITH CIRCLES / SOLVING THE OVERLAP ID:7964 Full name: Gianni Cooreman Segment: B giannialias@me.com Household status: Married ID: Full name: Gianni Cooreman Hobbies: wine, dining, travel abroad giannicooreman@me.com Household status: Married Breaking news: expecting Cooreman Junior ID:3597 Full name: Gianni Coremans Satisfaction: 6/10 giannicooreman@me.com Product: ipad Air ID: Full name: Gianni Cooremans Last Invoice: Gianni.Cooreman@sas.com Credit card: xxxx-xxxx-xxxx-1509
9 MDM HELPS DEALING WITH CIRCLES / SOLVING THE OVERLAP System ID Full Name Personal Business Household Status Kids Cust. Satisf. Segment MDM 123 Gianni Cooreman giannicoorem an@me.com Gianni.Coore man@sas.co m Married Expecting a child 6 B Marketing DB 7964 Gianni Cooreman giannialias@ me.com Married B Finance DB Gianni Cooremans Gianni.Coore man@sas.co m Aftersales DB 3597 Gianni Coremans giannicoorem an@me.com 6 Bisnode giannicoorem an@me.com Married Expecting Cooreman Junior
10 SOLVING CIRCLES IS MORE THAN TECHNOLOGY Who is the system owner? Who creates the data? How do we deal with overlapping information? What should be the business definitions? Who can correct (master) data? How do we identify the same person in different systems? How to feed master data back to source systems? Which systems are slaves / master? What are the processes to create, delete, update data? Who are the data stewards to address issues? How do we identify the same person in different systems?
11 IT S ABOUT
12 HOW TO START WHAT IS MDM FROM COMPLIANCE TO CUSTOMER Copyr i g ht 2014, SAS Ins titut e Inc. All rights res er ve d.
13 THE CUSTOMER A global biopharma focused on severe diseases with operations in approximately 40 countries and global revenue of 3.4 billion in 2013.
14 THE DRIVER: COMPLIANCE Global Aggregate Spend & Disclosure Compliance Consulting Fees Grants Honoraria Research Symposia/ travel Food Gift Entertainment
15 THE DRIVER: COMPLIANCE
16 AGGREGATE SPEND REPORTING IS GLOBAL OIG Compliance Guidelines Regulation VT Regulation NV,DC,ME Regulation WV Regulation MA Sunshine Act PhRMA Code of Conduct AdvaMED Code of Conduct Regulation MN Revised PhRMA Code Regulation CT Reporting EFPIA HCP Code ABPI Code of Practice UK Loi Bertrand France IFPMA Code JPMA Transparency Guidelines Netherlands Code of Conduct
17 THE CUSTOMER ISSUE Consulting Fees Grants Honoraria No unique identifier for health care professionals across systems No centralized repository of spend data Research Symposia/ travel No reporting templates defined yet Food Gift Entertainment
18 THE SOLUTION Identify and create unique ID for each health care practitioners Provide unique ID to spend data systems & aggregate spend data into data mart Load data from the data mart into cloud solution for aggregate spend reporting 1 2 3
19 THE SOLUTION Identify and create unique ID for each health care practitioners SAS MDM Provide unique ID to spend data systems & aggregate spend data into data mart Load data from the data mart into cloud solution for aggregate spend reporting ESB 1 3 2
20 DETAILS MDM IMPLEMENTATION PHASE 1 Domains Healthcare Professionals (HCP) Healthcare Organizations (HCO) Relations between HCP & HCO 100 attributes in the hub 26 countries 7 source systems (2+5 legacy) 3 consuming systems Project: +/- 350 man days
21 HOW TO START WHAT IS MDM FROM COMPLIANCE TO CUSTOMER Copyr i g ht 2014, SAS Ins titut e Inc. All rights res er ve d.
22 BEING ABLE TO IDENTIFY YOUR CUSTOMERS, IS THE FOUNDATION FOR CUSTOMER INSIGHT & INTIMACY 3 PERSONALIZED CUSTOMER INTERACTIONS 2 DEEPER CUSTOMER INSIGHT 1 CUSTOMER IDENTIFICATION & BROADENING THE CUSTOMER VIEW
23 CUSTOMER INSIGHT It s a red ocean of vendors investing in the same doctors. Who are the blue ocean doctors and why is no one investing in them (yet)?
24 A VIEW ON THE CUSTOMER KEEPS EVOLVING A customer view is relative and will keep on expanding as new technologies arise in the future. Future Soon Present Past
25 HEALTHCARE PRACTITIONER TOUCHPOINT PERSONALIZATION Personalized salesrep visits Personalized information on doctor s portal
26 HOW TO START WHAT IS MDM FROM COMPLIANCE TO CUSTOMER Copyr i g ht 2014, SAS Ins titut e Inc. All rights res er ve d.
27 BALANCE BETWEEN BUSINESS & IT REQUIRED BUSINESS IT
28 MASTER YOUR DATA MANAGEMENT PROCESSES Who is the system owner? Who creates the data? How do we deal with overlapping information? What should be the business definitions? Who can correct (master) data? How do we identify the same person in different systems? How to feed master data back to source systems? Which systems are slaves / master? What are the processes to create, delete, update data? Who are the data stewards to address issues? How do we identify the same person in different systems? Master Data Management Master Data Management Master Data Management
29 BE READY Dedicated Resources Data Readiness
30 HOW TO START WHAT IS MDM FROM COMPLIANCE TO CUSTOMER Copyr i g ht 2014, SAS Ins titut e Inc. All rights res er ve d.
31 FIND A BUSINESS CASE (THERE ARE PLENTY) Compliance Low campaign effectiveness due too many bounced s and/or not targeted enough. MDM Use Cases Invoices not collected because of postal address errors. Customer can correct information on the website, but it doesn t flow to the finance system. Cost Reduction Additional Revenue Customers receiving advertising for products they already purchased. Helpdesk agent needs to look into 5 systems before (s)he can provide an appropriate answer to the customer. Customer / product database from an acquisition need to be merged with the existing databases and systems. Evolution from product-centric to customer-centric organization / breaking down the siloes.
32 RAISE AWARENESS FOR YOUR CASE IN THE PROPER WAY
33 TIE YOUR CASE WITH C-LEVEL S STRATEGIC AGENDA Processes
34 THINK BIG, START SMALL Don t get caught in an academic exercise
35 QUESTIONS? Copyr i g ht 2014, SAS Ins titut e Inc. All rights res er ve d.
36 GIANNI COOREMAN Senior Business Consultant Data Management Direct: Mobile: Twitter: Web: Copyr i g ht 2014, SAS Ins titut e Inc. All rights res er ve d.
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