Webinars

The COVID-19 crisis has upended 2020 commercial priorities and budgets, leaving many pharma organizations searching for a customer engagement strategy that can operate in the New Normal. Pharma organizations need to succeed with a new commercial model by improving planning, coordination, and resource optimization in a way that ensures sales, marketing, and customer excellence are truly recalibrated to the current situation and contribute significantly to profits. While sales rep enablement for remote or virtual meetings is important, winning in the New Normal would require deep content, technology, data, and analytics capabilities across personal and digital interactions.

In this webinar, we will be discussing about how the pharma sales and marketing landscape is evolving and the critical strategic planning and executional capabilities required for next-gen commercial operations. We will also share a new unified approach towards driving sales and marketing analytics consisting of the following key components: Customer Strategy, Channel and Content Strategy, Unified Marketing Mix, Digital Call Planning and Sequencing, Deployment and Execution, and Measurement Planning.

Presenters:

• Krishnan Raman, Director, Indegene
• Debasish Das, Sr. Manager, Indegene
• Tarun Shukla, Engagement Manager, Indegene

To make any successful forecasting model, the first step is to identify the key supporting metrics required to build an accurate forecast model. The conventional data sources (e.g. chart audit, survey data) present only a small part of the very big picture, where a lot of indirect factors affect the share of the drug, thus limiting the insights and scope of the analysis. Real-world data can be the supplementary evidence, if not the substitute for conventional data sources, in increasing the confidence of forecasting inputs.

In this webinar, we will be discussing how to efficiently merge information from both real-world data and secondary research data and build robust KPIs which can support development of an efficient forecasting model.

Presenters:

• Vishnu Prashanth, Principal Consultant, D Cube Analytics
• Ajitha Surendran, Consultant, D Cube Analytics

The COVID-19 pandemic has impacted every walk of life, and businesses are still in the midst of evaluating the pandemic’s impact and mitigating potential losses during these times. The pharmaceutical industry, which is at the forefront of finding an effective cure for the pandemic, has also faced challenges. The industry needs to explore innovative ways to engage with its core customer groups (including patients, prescribers, and payers).

Even before the pandemic hit the globe, the pharmaceutical industry was grappling with the notion of enabling omnichannel strategies to engage with key customers. As the pandemic has resulted in complete lockdown on sales rep access to physician offices, the industry has been forced to devise an omnichannel engagement strategy “on-the-fly.” Most companies had to set up remote detailing capability in their reps’ CRM platforms. But omnichannel engagement goes beyond just remote or virtual detailing – it also requires changing the focus from the brand/campaign to the customer.

In this webinar, Axtria will review the current trends toward omnichannel migration in the industry. The webinar will discuss how the customers of the pharmaceutical industry (i.e., patients, prescribers, and payers) have embraced omnichannel to connect with each other and how the industry needs to adapt to meet needs based on customer-preferred channels. The webinar will also cover new approaches to using population mobility information to devise a differentiated omnichannel strategy during the time when local economies start to open up. Axtria will also recommend a path for pharmaceutical companies to transition their traditional multichannel planning approach to an orchestrated omnichannel planning approach.

Presenters:

• Dhaval Mukhatyar, Senior Director, Axtria
• Bob Mozenter, MS, MBA, Director, Marketing Solutions, Axtria
• Devesh Verma, PhD, Principal, Axtria

The increasing costs of drugs in the US is a growing concern for payers. Customarily, payers were less willing to confine the market access of drugs that address perilous conditions like cancer; however, as newer and more efficacious treatments have become available, payers have begun to concentrate on strategies to abridge the expense of specialty drugs. Along with payers, provider organizations are also playing a significant role in driving therapeutic choice and managing the cost of specialty drugs. To respond to this evolving landscape, pharma companies need strong and novel analytics approaches to understand how payers and providers are driving drug utilization.

In this webinar, we will be taking you through how to target the right payers and providers and optimize contracting strategies for each of them by leveraging formulary, sales and real-world data. We will also be discussing how pharma companies can enhance contracting strategies across a portfolio of drugs by analyzing the utilization management patterns of payers, level of competition, market dynamics, etc.

Presenters:

• Keshav Kabra, Principal Consultant, D Cube Analytics
• Ajitha Surendran, Consultant, D Cube Analytics

Use of advanced analytics has been widely accepted by pharma companies in both drug discovery and development phases as well as for developing commercialization strategies. With the growing richness of new-age data sources like Real-world data, the application of advanced analytics has become relevant in place of conventional analytical methods.

In this webinar, we will be taking you through the application of advanced analytical techniques in building deeper understanding of a therapeutic area by analyzing the patient, provider and disease related factors that are driving treatment choices. We will be discussing the complexities that exist in Real-world data sources and how to systematically navigate through the same in making them analytics-ready. We will also be covering best practices in utilizing popular unsupervised classification techniques.

Presenters:

• Srikanth Katasani, Principal Consultant, D Cube Analytics
• Swetank Gupta, Associate Consultant, D Cube Analytics

Life Sciences companies are grappling with the huge impacts that the global coronavirus pandemic is creating for day-to-day lives, health systems, and the global economy. Countries and localities have instituted travel bans and social distancing mandates, including closing non-essential businesses, to help contain the spread of the virus. In-person access to healthcare providers has been limited to just patients seeking treatment. While some of these measures are likely shorter-term in nature, experts are predicting longer-term impacts throughout 2020.

Pharma companies, and their sales forces in particular, are seeing huge disruptions. Access to health care providers is reduced or eliminated in much of the world, sidelining sales reps from their normal personal promotion work. Companies are grappling with how to proactively manage these key employees (and this key asset), considering the full sales operations landscape and incentive compensation (IC) plans, during these unusual circumstances.

In this webinar session, Axtria will:

• Provide an overview of how COVID-19 is disrupting the sales force and impacting all sales operations areas, with a focus on IC.
• Discuss the key objectives sales operations leaders are focused on when considering IC changes, including employee safety, sales force engagement, and effective use of IC budgets.
• Look at the IC levers available to sales operations leaders while managing the impact of COVID-19 from a short-term, medium-term, and long-term perspective.
• Review some of the commonly used tactics and strategies that pharma companies are embracing in these unprecedented times.

Presenters:

• Asheesh Sharma, Head Commercial Excellence, Axtria
• Daniel Stewart, Director, Axtria
• Abhijit (Abhi) Paul, Director, Axtria

Pharma companies are evolving to deliver a true omnichannel experience to their key customers. While it is crucial to develop both a personal and non-personal engagement plan for a multichannel strategy, a vital missing component is to connect next-best interactions and associated messaging across channels to create a harmonized omnichannel experience.

While a rep promotes his/her brand to an HCP, it is not common for the rep to discuss the brand’s digital presence, such as a published whitepaper or upcoming webinar to ensure prescribers are on-board digital channels. On the other end, brand marketers make considerable investments to engage customers using non-personal channels, but have no direct influence or control on the personal channel.

In this webinar series, we will review key challenges of interweaving personal and non-personal promotion to build an omnichannel customer engagement strategy. We will discuss ways to leverage AI/ML techniques to mine insights from complex and messy data and convert these insights to next-best-actions (NBAs) for sales professionals and other marketing channel providers. We will examine digital analytics KEY performance metrics and share an example of how these can be optimized for an email campaign for HCPs or patients. We will also showcase pharma industry-based case studies covering: customer journeys (across multiple digital channels, the journey analytics, and its impact on CX), and the power of AI/ML-based NBA suggestions in enhancing CX.

Part 2 will be focused on operationalizing omnichannel marketing.

Presenters:

• Devesh Verma and Geeta Padbidri, Axtria (Part 1)
• Robert Mozenter and Ilker Oruc, Axtria (Part 2)

Pharma companies are evolving to deliver a true omnichannel experience to their key customers. While it is crucial to develop both a personal and non-personal engagement plan for a multichannel strategy, a vital missing component is to connect next-best interactions and associated messaging across channels to create a harmonized omnichannel experience.

While a rep promotes his/her brand to an HCP, it is not common for the rep to discuss the brand’s digital presence, such as a published whitepaper or upcoming webinar to ensure prescribers are on-board digital channels. On the other end, brand marketers make considerable investments to engage customers using non-personal channels, but have no direct influence or control on the personal channel.

In this webinar series, we will review key challenges of interweaving personal and non-personal promotion to build an omnichannel customer engagement strategy. We will discuss ways to leverage AI/ML techniques to mine insights from complex and messy data and convert these insights to next-best-actions (NBAs) for sales professionals and other marketing channel providers. We will examine digital analytics KEY performance metrics and share an example of how these can be optimized for an email campaign for HCPs or patients. We will also showcase pharma industry-based case studies covering: customer journeys (across multiple digital channels, the journey analytics, and its impact on CX), and the power of AI/ML-based NBA suggestions in enhancing CX.

Part 1 will introduce a omnichannel customer engagement paradigm.

Presenters:

• Devesh Verma and Geeta Padbidri, Axtria (Part 1)
• Robert Mozenter and Ilker Oruc, Axtria (Part 2)

With more and more specialty pharmacy products being launched (and in the pipeline) utilizing a combination of sophisticated distribution, complex dosing & administration, and high cost and high touch patient services requirements, the reliance of pharmaceutical manufacturers on specialty pharmacy is only getting stronger.

Understanding the payer’s influence on patients access and adherence to medications is also becoming increasingly important as various payers look to implement utilization management tools for high cost medications; this can significantly impact not only the patient’s brand experience but also the overall utilization of the medication.

It is more critical than ever for analytics teams to understand the power and control that payers are having on their brands, and which policies can hurt or help them in the marketplace. Rising pressures on margins have led to the prioritization of predictive analytics, as organizations look for insights to support commercial decision making.

Join this webinar to hear how one organization created a process for connecting BIN/PCN/Group Identifiers to unlock payer information and connect data sources to create a holistic data mart. Hear their case study and understand actions taken by one organization to:

• Analyze copay card buy downs by plan
• Make impactful decisions on payer contracting
• Develop refined forecast models

Presenters:

• Ashwin Athri, MBA, SVP, Commercial Data Management, Precision Xtract

This webinar will focus on breaking down the social construct in pharmaceuticals regarding the necessity of silos. The presentation will begin with a summary of silos and the types of silos that exist, both internally and externally. The pros and cons of building silos in the first place will be discussed From there, problems with silos are presented. Patrick Lencioni described silos as “a waste of resources, (that can) kill productivity, and jeopardize the achievement of goals.”

After learning about silos and the dangers they present, advice on breaking them down, and the benefits of doing so, will be presented. The presentation will then discuss creating synergized, multichannel silos that work together and benefit each other. Such silos look at stakeholders and analyze the interactions of multiple channels. Due to the synergy of multiple channels instead of direct, top-to-bottom approaches, multichannel is a more efficient implementation of silos in the pharmaceutical industry.

Presenters:

• Mitchell Krassan, Chief Strategy & Performance Officer, TherapeuticsMD