Veeva

The commercial landscape has evolved. Specialty drugs now make up ~75% of the 7,000+ therapies in development, oral and subcutaneously-administered therapies make up a growing proportion of complex diseases, and distribution models have shifted to include more specialty pharmacy and non-retail.

This evolution has exposed significant gaps in legacy data models, including inconsistent distributor data, blocked specialty pharmacy data, and projected retail data that does not account for other delivery models.

Segmentation and targeting, one of the most critical inputs into go-to-market strategy, requires complete visibility into today’s complex markets to prioritize and maximize field resources.

Join us to learn how modern projected data can help you:

• Deliver a more holistic view of prescriptions and procedures across retail and non-retail channels
• Inform smarter segmentation, optimized territory planning, and stronger product launches
• Eliminate significant time and resources previously required to tie disparate data together

We’ll also share "before and after" scenarios in two different markets showing how the use of modern projected data vs. legacy data impacted HCP identification and prioritization, resulting in millions of dollars in incremental revenue opportunities.

Speaker:
Anthony Billinger, Senior Director, Compass Strategy, Veeva.

Moderator:
Brian Mahoney, VP, Global Commercial Analytics Leader, Analytics Business Consulting, Veeva

Asthma presents a large burden to the U.S. healthcare system:

• Estimated prevalence of 26 million
• Annual health expenditure of approximately $50B
• Severe flare-ups account for 1.7 million emergency department visitsannually

An unmet need for more advanced treatment persists.

In this webinar, Pfizer and Veeva will discuss how they modeled asthma exacerbation risk factors. Using longitudinal medical and pharmacy claims data, they investigated:

• The landscape of asthma in the U.S.
• COVID-19-related trends
• Which risk factors predict asthma exacerbations across all providersettings

Their findings show how patient data can be integral to identifying the right patient sub-groups for drug development and to inform better disease management strategies for patients.

Speakers:

• Andres Quintero, M.D., M.P.H., M.B.A., Global Medical Affairs Director, Glucocorticoid Portfolio Lead, Pfizer
• Patryk Skowron, Ph.D., Data Scientist, Veeva Systems - Commercial Analytics

The landscape in which pharma companies have been operating was changing even prior to the COVID-19 pandemic. The pandemic accelerated changes that were already happening.

• Industry’s access to healthcare professionals (HCPs) is diminishing
• Promotional materials need to be more personalized for the HCP to engage with them
• Broader changes in the healthcare market (centralization of healthcare organizations, broader restrictions on healthcare expenditures, regulations such as the Sunshine Act, etc) have diminished demand for reps
• Today’s HCPs demand more choice in both the message, frequency, and the medium

While untangling all these trends is a difficult task, Veeva has created a framework that is flexible enough to encompass the data available on many of these trends. In addition, this model takes into account that there is heterogeneity in the marketing approaches of different companies, and in how effective they have been in adopting each channel.

Personalized communication is something the HCPs have come to expect. To do that, pharma sales reps need to know their customers well. In order to know the customer well, they need data. Enterprise pharma companies, however, have many data resources and lots of data at their disposal. In fact, there is a data explosion. So what do you do? How do you quickly provide field reps with contextual insights (not data) about their customers to have meaningful personalized conversations? How can sales ops teams leverage incentive compensation data to drive sales motivation and help sales reps surpass their quotas? Using real-time insights, how can commercial life sciences leaders skip the long, boring reports?