Pharmaceutical - Compunnel.com

Compunnel
Case Study
Business Intelligence, Data Warehouse &
Prescriber Data Management (Pharma)
A Leading US-based Prescription Pharmaceutical Company
Business Intelligence, Data Warehouse & Prescriber Data Management (Pharma)
Optimizing Sales & Marketing Effectiveness & Performance:
Data Integration, Access Improvements &
Becoming More Proactive
The leading US-based prescription pharmaceutical company wanted to leverage the data it
collects to increase sales force efficiency and effectiveness through better information and timely
and meaningful insights for commercial operations. The pharma company’s objectives included
enhancing business intelligence, analytics and self-service reporting capabilities, improving
profitability with better sales and marketing decision-making and facilitating proficient planning
and execution of sales activities.
CompunneI is a leading provider of business
technology services with nearly 20 years of
experience. One of its areas of specialty is
information management and business intelligence
services for pharmaceutical sales and marketing
operations. Compunnel was selected to help this
pharma company achieve its business intelligence
requirements for its commercial operations.
Compunnel successfully addressed the pharma
company’s needs with the right business intelligence
solution to optimize commercial performance.
Compunnel helped the organization transform the data it collects into a centralized master data
management repository and generate actionable insights, giving the industry-leading company a
significant competitive edge needed in today's fast-paced pharma market.
Compunnel integrated disparate data sources, improved access and enabled the company to become
more pro-active.
Sales, marketing and executives are now able to access to compelling insights from actionable analytics.
Now the right people are able to access the right data at the right time.
The cost savings from addressing the inefficiencies will cover the cost of the solution over time.
About The Prescription Pharmaceutical Company
The customer is a specialty pharmaceutical company with industry-leading expertise and it
engages in the research, development, manufacture, marketing and sale of prescription
pharmaceutical products for women’s health and the central nervous system.
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© 2013 Compunnel Software Group
Case Study
Compunnel helped the
organization transform
the data it collects into
a centralized master
data management
repository
and generate
actionable insights.
Challenges Faced
Case Study
The Customer’s Sales & Marketing Operations Challenge
The pharma company found that its sales,
productivity and performance were being limited by
inaccurate, untimely and isolated data combined with
the lack of an ability to easily and effectively analyze
data. The sales and marketing operations needed
an integrated data solution to be able to respond
quickly and effectively to market challenges.
Executives and managers often had to go to fragmented reports and compartmentalized data in
the sales operations, marketing science and marketing departments and manually combine
pertinent information on Microsoft™ Excel spreadsheets to get a holistic view. This hindered the
decision-making process and wasted valuable time. Getting the information consumed most of
the time that could have been used for analysis. The major stakeholders each faced their own
unique challenges:
Sales Operations had no easy way to manage sales force
effectiveness and drill down. It was also difficult to perform
territory analysis and tedious to track and correlate sales force
time worked and productivity.
Sales Force Management required improved data
consolidation and competitor information for improved insights
into prescribers. Data inaccuracies, particularly Prescriber
Master Data, lead to process inefficiencies.
Marketing could not do optimal marketing analysis. Data was
often too untimely for effective understanding of select
marketing campaigns, such as “Lunch and Learn” sessions and
speaker programs.
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© 2013 Compunnel Software Group
Sales productivity and
performance were being
limited by inaccurate,
untimely and isolated
data combined with the
lack of an ability to easily
and effectively analyze
data. Executives and
managers had to go
through fragmented
reports and
compartmentalized data.
Objectives & Requirements
Case Study
The Business Intelligence Project Requirement
The pharma company wanted to leverage the data it
collects to increase sales force efficiency and
effectiveness through better information and timely
and meaningful insights for commercial operations.
The objectives included enhancing business
intelligence, analytics and self-service reporting
capabilities, improving profitability with better sales
and marketing decision-making and facilitating
proficient planning and execution of sales activities.
The pharma company outlined the mission as:
Integrate Data: Better leverage information with a single
repository of consolidated data from internal and external data
sources, including Veeva/Inventiv systems, (Information
Management System) IMS sales data, sales force alignment
data and Cardinal & McKesson.
Improve Access: Increase timely, meaningful insights to
improve marketing efforts and sales force effectiveness through
a sales activity dashboard, call activity dashboard, 3600 view of
prescribers and competitive analysis.
Become Proactive: Enable better decision-making with
actionable dashboards, scorecards and analytics that deliver
answers to both the “what” and “why” behind the numbers.
This will help executives to identify the best courses of action
to be taken and optimize sales force effectiveness.
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© 2013 Compunnel Software Group
The objectives
included enhancing
business intelligence,
analytics and
self-service reporting
capabilities, improving
profitability with better
sales and marketing
decision-making
and facilitating
proficient planning
and execution of
sales activities.
Compunnel’s Customized Services
The Compunnel Information Management &
Business Intelligence Solution
Compunnel was engaged to implement an information management and business intelligence
solution to optimize performance through compelling insights from actionable analytics.
Compunnel tailored a business intelligence and data warehouse solution to help the pharma
company achieve maximum return from every sales and marketing dollar spent. To address the
major stakeholders’ unique data challenges, Compunnel's information management and
business intelligence solution was designed to:
Accelerate Business Impact
Leverage integrated and timely information on-demand to maximize understanding of the product and
competitive landscape, prescriber and sales rep behaviors.
Arm the Sales Force
Provide integrated, accessible and timely information to call on the right prescribers with the right
message. Ensure their time is utilized effectively by minimizing errors with prescriber master data.
Support Marketing Analysis
Consolidate more timely information for a 3600 view of the prescriber, track marketing program
effectiveness and enable better ROI analysis.
Compunnel’s solution for the pharma company involved these major components:
Data Integration
Compunnel developed an automated ETL process, which enabled data sources to be standardized,
audited, transformed and loaded into Staging, ODS and the Sales and Marketing Data Warehouse.
Sources included sales activity data from Inventive/Veeva Systems and IMS Xponent® data, as well as
marketing, inventory and financial revenue data.
Data Quality - Audit, Balance, and Control (ABC)
Based on the SSIS data integration tool that was used, Compunnel’s ABC framework ensures high data
quality, minimizes discrepancies and assures confidence in data being published and consumed.
Staging
Compunnel developed the processes, including file receiving/validation with error notification handling
to load the source data to the staging area using SSIS. Sourcing data was pre-processed and cleansed
directly from internal and external data sources before loading it to the target staging database.
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© 2013 Compunnel Software Group
Case Study
Compunnel tailored a
business intelligence
and data warehouse
solution to help the
pharma company
achieve maximum
return from every
sales and marketing
dollar spent.
Case Study
Compunnel’s Customized Services
Business Intelligence Solution Overview: A Holistic View
Sales Rep
Sales Manager
Sales Executive
Marketing Executive
Marketing Science
Sales Operations
Access From
Smart phone | Power Point | Browser | Exel | Email | Tablet
Compunnel built a
robust Prescriber
Master Data
Management
repository to improve
accuracy and
timeliness, as
well as address
regulatory compliance.
Deliver insight to
?
Dashboards
Scorecards
Reports
Queries
Analysis
ROI Analysis
Predictive
modeling
Planning/
budgeting
Noven’s Sales & Marketing Data Warehouse Platform
Business
Glossary
IMS Xponents
Data
Marts
Sales Force
Alignment
Extract, Transform &
Load
SFA/Veena
Inventory
Data
Quality
Finance
Metadata
Management
HR
Data Warehouse &
Models
Marketing
Other Market Data
Operational Data Store
Compunnel created a Sales and Marketing Operational Data Store in a Microsoft™ SQL Server
environment. The data is stored in a relational format and Tableau™ Software reporting can be built on
top of it to support sales operational reporting.
Prescriber Master
Compunnel built a robust Prescriber Master Data Management repository to improve accuracy and
timeliness, as well as address regulatory compliance. We cleansed and enhanced prescriber data with
key attributes. A program for ongoing management of prescriber data was also created, which includes
custom business rules and validation to maintain quality and eliminate duplicate records. A matching
process was created for ongoing enrichment of prescriber data from numerous external sources.
Sales and Marketing Data Warehouse
We created a dimensional star schema by sourcing relevant granular data sources from ODS and
Staging. This provided a 3600 view of the prescriber for sales and marketing in a Microsoft SQL Server
environment and easy access to integrated data for reporting and analysis.
Dashboards and Reports
We created meaningful, easy-to-use dashboards and reports to provide decision-makers timely and
accurate information. Our solution included developing a report portal where business users can do
“self-service” BI. This eliminated the confusion caused by delivering and receiving reports via email.
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© 2013 Compunnel Software Group
Compunnel
Case Study
Benefits & Outcomes
Improved Business Results with BI
Compunnel enabled
the pharma company
to improve
effectiveness,
operational efficiency
and decision-making.
The pharma company achieved its mission
through the creation of a single repository of
consolidated data from internal and external data
sources. It increased timely and meaningful
Insights with actionable information to improve
marketing efforts, sales force effectiveness and
efficiency. Sales, marketing and executives are
now able to access to compelling insights from
actionable analytics. Now, the right people are
able to access the right data at the right time.The
savings from addressing the inefficiencies will
cover the cost of the solution over time.
Among the advantages gained are:
The end result of the automated ETL process is
high-quality, integrated data for analysis when it
is needed. This enabled the pharma company to
improve effectiveness, operational efficiency and
decision-making. In the future, this will enable
the pharma company to load other data sources
and further push this data into OLAP cubes to
quickly provide multiple, accurate views to
business users.
The pharma company was able to address data
inconsistency and improve its processes, such
as physician targeting, marketing, quota setting,
and incentive management through Compunnel’s
Audit, Balance & Control data quality framework.
This alleviated inadequate system constraints
concerning data format, data values and
business rules checks.
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© 2013 Compunnel Software Group
A prescriber master management
framework was established leveraging
industry best practices for maintaining
best-of-breed prescriber information
and creating a single version of truth.
An audit trail of changes over time is
now in place.
The new, easily accessible dashboards
and reports allow the pharma company
to evolve its sales force in terms of
efficiency, effectiveness and overall
performance. The new Operational Data
Store allows for timely and
comprehensive sales operations
reporting and easy access to information.
Compunnel – The Right Choice
Case Study
Compunnel provides
roadmap
assessments and
consultative
guidance, discovery,
design, building,
deployment and
operational support.
The Compunnel Difference
Compunnel has been providing successful customer
outcomes to healthcare organizations for more than
10 years. Backed by deep domain expertise in the
healthcare industry, we offer specialized IT resources
with commercial operations and technical expertise.
We provide exceptional project management based
on processes perfected over nearly 20 years.
Compunnel provides consultative advice on the
most effective approaches and ways to save on
costs. We explain how we will ensure that each
project is primed for success. We provide roadmap
assessments and consultative guidance, discovery,
design, building, deployment and operational
support. Compunnel works from a foundation
focused on data governance and architecture. Compunnel reduces time to market by
implementing a set of BI Framework Solution Accelerators and its Operations Discovery
Guidebook to capture the right information and reduce potential implementation gaps. We
provide highly specialized and cost-effective teams – drawing from our expert IT resources of
1,000+ worldwide. We help organizations significantly reduce costs, typically up to 40% less, with
our flexible onsite and offshore model.
For more information about Compunnel's Information Management &
Business Solutions for Pharma Sales & Marketing Operations,
visit: www.compunnel.com, call (800) 696-8128 or email us at [email protected].
Compunnel Software Group is a leading global business technology services company.
Recognized for our comprehensive portfolio of technology services and outsourcing solutions,
we combine extensive industry knowledge with highly tailored application development and
information management services.
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