How Innovation Could Apply to Customer Insights for Better Decision Making?
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This presentation supported a talk at the Strategic Marketing & Branding Conference (Thought Leader Global) in Amsterdam in October 2017. It covers an innovative methodology and approach to help decision making process related to new product development. It is based on 2 pillars: - Gather customer insights based on use cases market research (i.e user’s perspective) - Interact dynamically with results through a data science application
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How Innovation Could Apply to Customer Insights for Better Decision Making?
- 1. How Innovation Could Apply to Customer Insights for Better Decision Making? Strategic Marketing & Branding Conference - Amsterdam Frédéric Baffou O C T O B E R 2 0 1 7
- 2. 2 RELX Group - Who are we? Scientific, Technical & Medical Legal Risk & Business Analytics Exhibitions Please mention the original source and author if you share this presentation or part of it. Cannot be used for commercial purpose.
- 3. 3 Humulone?or Please mention the original source and author if you share this presentation or part of it. Cannot be used for commercial purpose.
- 4. 4 Source: PwC Innovation Benchmark Report 2017 Please mention the original source and author if you share this presentation or part of it. Cannot be used for commercial purpose.
- 5. 5 Source: PwC Innovation Benchmark Report 2017 Please mention the original source and author if you share this presentation or part of it. Cannot be used for commercial purpose.
- 6. 6 Source: PwC Innovation Benchmark Report 2017 Please mention the original source and author if you share this presentation or part of it. Cannot be used for commercial purpose.
- 7. 7 Combinatorial Chemistry Assay Development High-throughput Screening Synthesis & Isolation Lead Discovery Drug Affinity & Selectivity Cellular Disease Models Mechanism of Action Lead Candidate Refinement In Vitro Studies Behavioural Studies Functional Imaging Ex Vivo Studies Animal Models of Disease States In Vivo Studies Structure Activity Studies In Silico Screening Chemical Synthesis Library Development Medicinal Chemistry Cellular & Genetic Targets Genomics Proteomics Bioinformatics Target Selection Clinical Trials & Therapeutics Pharmacovigilance not included Drug Discovery funnel Please mention the original source and author if you share this presentation or part of it. Cannot be used for commercial purpose.
- 8. 8 Overall context • Customers’ needs in terms of information and data is changing • Creating additional value for customers requires to move from product based to value based proposition • Competition battlefield moves from databases to analytics • Product development approach was based more on “We can do it!” rather than “How could we create more & differentiated value for customers?” Please mention the original source and author if you share this presentation or part of it. Cannot be used for commercial purpose.
- 9. 9 Drug Discovery funnel Combinatorial Chemistry Assay Development High-throughput Screening Synthesis & Isolation Lead Discovery Drug Affinity & Selectivity Cellular Disease Models Mechanism of Action Lead Candidate Refinement In Vitro Studies Behavioural Studies Functional Imaging Ex Vivo Studies Animal Models of Disease States In Vivo Studies Structure Activity Studies In Silico Screening Chemical Synthesis Library Development Medicinal Chemistry Cellular & Genetic Targets Genomics Proteomics Bioinformatics Target Selection Clinical Trials & Therapeutics How should we approach new strategic opportunities? Please mention the original source and author if you share this presentation or part of it. Cannot be used for commercial purpose.
- 10. 10 Critical challenges • Understand and integrate a different perspective about customer needs • Support the strategic product development process in a more agile and interactive way + = Please mention the original source and author if you share this presentation or part of it. Cannot be used for commercial purpose.
- 11. 11 Use case examples I need to analyse experimental results with the best available method to demonstrate that the compound (small molecule) is the substance I believe it is Chemicals / Materials Properties – Compound/Drug Which company is developing which drug for which use for which patient population with which differentiation value to payers? Competitive Intelligence – Compound/Drug Optimal patient profile for my new drug (optimal efficacy, safety, PK) Medical Outcome – Protocols Please mention the original source and author if you share this presentation or part of it. Cannot be used for commercial purpose.
- 12. 12 Use case approach Which information solutions are used? What specific tasks/use cases my customer does perform? What specific topics do relate to the tasks to be performed? What are the subject areas involved in the workflow? Level of criticality Typeoforganisation Please mention the original source and author if you share this presentation or part of it. Cannot be used for commercial purpose.
- 13. 13 Getting customer perspective through market research Understand customers Subject Area Importance of subject area in daily work (5 point scale from ‘crucial’ to ‘not important’ ) Topic Importance of subject area in daily work (5 point scale from ‘crucial’ to ‘not important’) Use cases Respondent qualified for Use Cases when both subject area and topic were rated as ‘crucial or ‘very important Importance rating of all Use Cases shown (up to a max. of 12, in case more uses cases qualified a random selection of 12 use cases was shown to respondent) For top 5 use cases: frequency of work Solution Solutions used at least once within the last twelve months (independent of use case) Solution in use (as per step 6) for Most important use cases Top three solutions used for top 3 Use Cases Satisfaction with top 2 solutions used for each of the top three use cases. Detailed performance evaluation of top solution Please mention the original source and author if you share this presentation or part of it. Cannot be used for commercial purpose.
- 14. 14 Our approach – From report to interaction with data From Report To Data App Interactive data exploration Please mention the original source and author if you share this presentation or part of it. Cannot be used for commercial purpose.
- 15. 15 Data App TOPICS Disease/indication RESEARCH SUB- DISCIPLINES Medicinal chemistry SUBJECT AREA Competitive intelligence USE CASES Competitive differentiator between drugs in the pipeline also in competitor pipeline - value to patients - reason for payers to accept to pay for new drug (instead of existing treatments and/or pay a premium for the new treatment) Interactive data exploration RESEARCH DISCIPLINE Clinical research INFORMATION SOLUTIONS Scopus TYPE OF ORGANISATIONS Pharma company Please mention the original source and author if you share this presentation or part of it. Cannot be used for commercial purpose.
- 16. 16 Entry point: Research discipline (e.g. Clinical trials) What are the most critical use cases and related information solutions used, considering the different types of organisation? Interactive data exploration Please mention the original source and author if you share this presentation or part of it. Cannot be used for commercial purpose.
- 17. 17 Entry point: Information solution used (e.g. PubMed) What are the most critical use cases for which PubMed is used across different research disciplines? Interactive data exploration Please mention the original source and author if you share this presentation or part of it. Cannot be used for commercial purpose.
- 18. 18 Entry point: Specific organisation/research discipline and key subject area What are the most critical use cases and information solutions used when Pharma companies look for competitive intelligence information in the area of chemistry? Interactive data exploration Please mention the original source and author if you share this presentation or part of it. Cannot be used for commercial purpose.
- 19. 19 Key learnings What did really help… • Focus on user: use cases, related workflows and their context (organization) • Dynamic interaction with results • Leveraging insights rather than results What would we consider differently… • Find ways to reduce the duration of the overall project • Methodology to gather and review use cases • Keep good momentum over-time Please mention the original source and author if you share this presentation or part of it. Cannot be used for commercial purpose.
- 20. 20 Thank you! Frederic Baffou Head of Brand/Software Portfolio Management Frederic.Baffou@relx.ch linkedin.com/in/fredericbaffou