What pharma mktrs need to know about big data now


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  • Interesting presentation John thanks - have you seen Samsung's big push for collaboration on healthcare wearables today http://gadgets.ndtv.com/wearables/news/samsung-unveils-simband-wristband-and-a-healthcare-platform-532540
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What pharma mktrs need to know about big data now

  1. 1. Why Pharma Marketers Must Embrace Big Data NowBig Data as a Driver of Analytics9 October 2012 Paragon Solutions, Inc. Proprietary and Confidential
  2. 2. AgendaWhat I would like to accomplish today is to provide an overview Paragon Solutions, Inc. Proprietary and Confidential -2-
  3. 3. The PastBig Data Historical Context Paragon Solutions, Inc. Proprietary and Confidential
  4. 4. The Past Fremont Rider, a Wesleyan University Librarian, published, “The Scholar and the Future of the Research Library”1940’s Rider estimated university libraries were doubling in size every 16 years Given this growth rate, Rider speculates that the Yale Library in 2040 will have: • ~ 200,000,000 volumes • Occupy over 6,000 miles of shelves • requiring a cataloging staff of over 6,000 persons Harvard Mark-1 is completed • Conceived by Harvard professor Howard Aiken • Designed and built by IBM • Room-sized, relay-based calculator • Quickly superseded by stored program computers Marketing Environment • 1st TV commercial aired July 1, 1941 • NY station before Brooklyn Dodgers & Phillies game • 10-second spot displayed a picture of a clock superimposed on a map of the United States • Tagline "America runs on Bulova time” Paragon Solutions, Inc. Proprietary and Confidential -4-
  5. 5. The Past H. Gray & H. Ruston published, “On Techniques for Coping with the Information Explosion in IEEE Transactions on Computers1960’s To cope with the present information explosion they suggested• No one should publish any new papers• Or only short papers should be published <2500 characters• Short papers should delete one or more papers whose combined length is 2501 characters +CDC´s 6600 supercomputer unveiled• Performed up to 3 million instructions per second• Part of the speed derived from 10 small computers funneling data to a large central processing unit• Fastest computer in the world until 1968Marketing Environment• Mass media dominated the consumer landscape• Audience coverage of 80% was accomplished with only three 60 second TV spots. Paragon Solutions, Inc. Proprietary and Confidential -5-
  6. 6. The Past Ithiel de Sola Pool published, “Tracking the Flow of Information in Science”.1980’s Growth trends in 17 major communications media from 1960 to 1977• Words made available to Americans through media grew at a rate of 8.9% per year• Growth in the flow of information was due to the growth in broadcasting• By 1977 point-to-point media was growing faster than broadcastingCray introduces X-MP Supercomputer• CPU had a 9.5 nanosecond clock cycle• Supported 2 million 64-bit words (16 MB) of main memory in 16 banks• Worlds fastest computer from 1983 to 1985Marketing Environment• 1.800 numbers as a call to action was in its infancy changing the shape of television advertising• PC was just being offered to the general public CERN CRAY-XMP48 exposed at the EPFL in Switzerland• dB Marketing a precursor to CRM emerges Paragon Solutions, Inc. Proprietary and Confidential -6-
  7. 7. The PastSo, what wasthe impact on marketers? Paragon Solutions, Inc. Proprietary and Confidential -7-
  8. 8. The Past1990’s Citicard’s total transactions volume represented 4% of U.S. GDP• Unable to identify total purchases at the individual level• Hampered their ability to deliver & manage a personalized, tailored credit card experience• Customer relationship management impact limited American Express established a competitive niche • Data control enabled precision profiling, segmentation and targeting • Enabled concise personalize and tailored messaging • Established control over LTV and Share of wallet KPIs Paragon Solutions, Inc. Proprietary and Confidential -8-
  9. 9. The PresentModern Day Uses of Big Data Paragon Solutions, Inc. Proprietary and Confidential
  10. 10. The Present collects and aggregates data from the 4 million vehicles• Uses in-car sensing and remote app management software to create a virtuous cycle of information• Engineers glean information on a range of issues that could help them improve the quality, safety, fuel economy and emissions of the vehicle: - How drivers are using their vehicles - Driving environment - Electromagnetic forces affecting the vehicle - Feedback on other road conditions• Paul Mascarenas, Chief Technical Officer of Research and Innovation stated in CIO Journal, “Improving quality is about building a database and really understanding how people are using their vehicles and making better choices and better decisions” Paragon Solutions, Inc. Proprietary and Confidential - 10 -
  11. 11. The Present 85 participants formed groups to create an application that turns large amounts of health care data into useful information for patients and care providers.• Winning team created the No Sleep Kills website, where people can access info on how poor sleeping patterns can lead to drowsy drivers & auto accidents• Aims to draw attention to the link between sleep apnea, a condition in which people temporarily stop breathing during sleep, and vehicular crashes.• They incorporated anonymized patient data from Athena Health and several sources, including publicly available data from Centers for Disease Control and the National Highway Traffic Safety Administration Paragon Solutions, Inc. Proprietary and Confidential - 11 -
  12. 12. The Present Medical diagnostics company developed 1st non-intrusive test for predicting coronary artery disease • Developed predictive test that could identify coronary artery disease in its most nascent stages • Researchers analyzed over 100 million gene samples to identify the 23 primary predictive genes for CAD • Only blood test that can quickly and safely identify symptomatic patients unlikely to have obstructive CADThe “Corus CAD Test,” was recognized as one of the “Top Ten MedicalBreakthroughs of 2010” by TIME Magazine Paragon Solutions, Inc. Proprietary and Confidential - 12 -
  13. 13. The FuturePotential Marketing Use Cases Paragon Solutions, Inc. Proprietary and Confidential
  14. 14. The FutureMarketing has only begun to see the tip of “Big Data” iceberg • What you wear • What you see • What you eat Are just a few of the events that will create data points impacting marketing capabilities in the future Paragon Solutions, Inc. Proprietary and Confidential - 14 -
  15. 15. The Future What you wearFuture of wearable health tracking sensors devices looks bright • A seed accelerator for health startups predicts ~400 million products will flood the market by 2014 • Tracking and analyze exercise, diet, and sleep data will be commonplace • Sensors will emerge in unexpected items: Pillows, Jawbone UP flexible wristband $99.99 seating (office, car), toiletsImplications: As marketers advance their profiling capabilities, identifying users of wearable devices will improve marketing message engagement and efficiency of marketing expenditure Paragon Solutions, Inc. Proprietary and Confidential - 15 -
  16. 16. The Future What you seeIt’s a visual world, is augmented reality the final frontier? • Computer-generated sensory input (sound, video, graphics or GPS data) will enhance peoples lives • Info about the surrounding real world of the user becomes interactive & digitally manipulatable • People will tailor and personalize their experiencesImplications: As part of a comprehensive health regimen Marketers will be able educate patients and caregivers on the fundamental and advanced aspects of disease treatment and management Paragon Solutions, Inc. Proprietary and Confidential - 16 -
  17. 17. The Future What you eat“You are what you eat” soon to be a reality . . . . . • FDA approved Proteus ingestible digital sensor will be used ubiquitously • Data capture and Real-time tracking will be delivered to mobile healthcare app • Ability to share to designated 3rd parties; HCPs, caregivers, solutions providers, etc.Implications: Digital adherence programs that capture data points and provide a comprehensive real-time “health status” view will facilitate enhanced usage and move capabilities toward enabling advocacy relationships Paragon Solutions, Inc. Proprietary and Confidential - 17 -
  18. 18. The FutureThe game changer in the future is not the content,devise, channel, platform, or technology . . . . . . . . it’s capturing and leveraging the data Paragon Solutions, Inc. Proprietary and Confidential - 18 -
  19. 19. The Path ForwardTo advance enterprise marketing capabilities, consider . . . • Consolidating marketing dB’s into single a repository • Leveraging predictive models to advance profiling, segmentation & targeting capabilities • Improving operational efficiency by utilizing an enterprise wide Campaign Management System • Enhancing optimization through standardized KPIs Paragon Solutions, Inc. Proprietary and Confidential - 19 -
  20. 20. Questions?Big Data as a Driver of Analytics Paragon Solutions, Inc. Proprietary and Confidential