As far as data is concerned, Pharmaceutical Companies have always been clear-sighted and assertive on what insights to get from it, how, and what to do about it. And then the Big Data Era came in, with its frantic pace, transforming multiple industries all around but, for a number of reasons (privacy and data protection issues on top but not alone) keeping the Pharma Industry behind. How to run the extra mile to keep up with the powerful changes Big Data brings along has become a major concern. Strategic opportunities seem to be around the corner. Is the time to bridge gaps finally here?

1. Big Data in Pharma:
Sitting on a Wealth of
Data
Rita Geraldes Simões
Customer Insights
Boehringer Ingelheim

2. What is so special about Big Data in
Pharma?
... we even have a special expression for it

3. AGENDA
Big Data is about to change the face of Pharma for good

4. AGENDA
Why it hasn’t happened yet?
Big Data is about to change the face of Pharma for good

5. AGENDA
What are the strategic opportunities?
Why it hasn’t happened yet?
Big Data is about to change the face of Pharma for good

6. Let me tell you a story...

8. Portugal
used to be
on the top
40%
decrease
in 4 years

10. Strategic Opportunities around the corner
Research &
Development
•Predicting
properties of new
drugs and
mechanisms of
action
Real World
Evidence
•Patient
segmentation
•Understand
medication affects
Market
Access
•More effective use
of clinical data to
regulatory
submission and
RWE to prove value
Marketing and
Sales

11. Strategic Opportunities around the corner
Redesign and
optimisation of Sales
Force structure
Improve
segmentation and
targeting
Custom detailing
applied
Geoanalytics ROI ...

12. So... what is holding Pharma back?
Paradoxal
shift
Privately
held data
Asking the
right
questions

13. Paradoxal Shift... ahead
Clinical Trials at
the base
• Controlled
• Artificial
• Minimized ambiguity
Real World
Evidence
• No control… at all
• The real deal
• Loaded with
ambiguity… noise!

14. Privately held...where’s the data?

15. Asking the right... Whys!
Focus on what is heard from Customer, not only what is told
A Patient is more than the person in the clinical trial who swallows our pill
Big questions should be asked before
Big data, small data, what we are trying to answer determines how data
should be gathered
Start where there is tangible value
Data can be big, do not step forward to immediate solutions that try to solve
everything out