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Personalized Intelligence in KOL engagement and why it's all about you.

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At MASS West 2016, rMark Bio's CEO, Jason Smith, discusses how big data and cognitive computing can be leveraged to provide personalized business intelligence for the life science industry.

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Personalized Intelligence in KOL engagement and why it's all about you.

  1. 1. Personalized Intelligence in KOL engagement and why it’s all about you. Copyright 2016. rMark Bio, Inc.
  2. 2. Copyright 2016. rMark Bio, Inc. Researchers produce health data 
 useful in KOL Identification. + Clinical Studies + Prescriber Data + Peer-to-Peer Reviews + Other + Publications + Grants + Lectures + Patents Copyright 2016. rMark Bio, Inc.
  3. 3. Copyright 2016. rMark Bio, Inc. This global data is made 
 publicly available. + ACS + ADA + AMA + Editorial Boards + Conferences + NIH + PubMed + Patent + Medicare + Clinical Trials Copyright 2016. rMark Bio, Inc.
  4. 4. How is big data analysis helping in KOL identification? 01. Copyright 2016. rMark Bio, Inc.Copyright 2016. rMark Bio, Inc.
  5. 5. Very specific criteria and you are trying to generalize to include more individuals like the ones that meet your specific criteria. (Who else is like me?) Top Down vs. Bottom Up start here > Copyright 2016. rMark Bio, Inc.
  6. 6. With a massive number of possibilities, you are trying to apply criteria to get to what matters most to you. (Filtered Search) Bottom Up vs. Top Down start here > Copyright 2016. rMark Bio, Inc.
  7. 7. Copyright 2016. rMark Bio, Inc. Text Mining Ability to search and identify key 
 information across hundreds of 
 disparate data types and sources. Copyright 2016. rMark Bio, Inc.
  8. 8. Copyright 2016. rMark Bio, Inc. Looking at who is in a KOLs network and 
 the type of influence they have. Influence Copyright 2016. rMark Bio, Inc.
  9. 9. Copyright 2016. rMark Bio, Inc. Rate and rank potential key opinion 
 leaders based on criteria. Scoring Copyright 2016. rMark Bio, Inc.
  10. 10. Copyright 2016. rMark Bio, Inc. Automatically group KOLs Categorization Copyright 2016. rMark Bio, Inc.
  11. 11. Copyright 2016. rMark Bio, Inc. All of these techniques 
 provide similar value. Time 
 Savings Ease of 
 Identification New 
 Opportunities Copyright 2016. rMark Bio, Inc.
  12. 12. What are public data limitations and why do you need personalization? 02. Copyright 2016. rMark Bio, Inc.
  13. 13. Copyright 2016. rMark Bio, Inc. Analyzing global health data 
 provides insights that help 
 in KOL identification. Copyright 2016. rMark Bio, Inc.
  14. 14. Copyright 2016. rMark Bio, Inc. But public data insights from these approaches only 
 tells half the story. Copyright 2016. rMark Bio, Inc.
  15. 15. Copyright 2016. rMark Bio, Inc. business. 
 needs. 
 goals. strategies. teams. (All too unique to be simply quantified.) Your Your Your Your Your Copyright 2016. rMark Bio, Inc.
  16. 16. Common needs extend beyond 
 what public data alone can answer. + Identifying one researcher from another beyond publications, grants or lectures + Pivoting in real-time based on internal needs and market response + Identifying one clinician versus another beyond clinical trials and perception data Copyright 2016. rMark Bio, Inc.
  17. 17. 03. What is personalization, how is it used, and where does it come from? Copyright 2016. rMark Bio, Inc.
  18. 18. Personalization is the process of automatically learning your individual and organization preferences, then applying them to global data in order to find key opinion leaders that can positively impact your business. Copyright 2016. rMark Bio, Inc.
  19. 19. Personalization is used in many aspects of our lives. Copyright 2016. rMark Bio, Inc.
  20. 20. Copyright 2016. rMark Bio, Inc. Personalization is used in many aspects of our lives.
  21. 21. Copyright 2016. rMark Bio, Inc. Personalization is used in many aspects of our lives.
  22. 22. What types of data drives personalization? + Details personalization engines can derive from sources that humans can’t add in as search keywords + Favorable attributes for specific use cases. Thoughts you didn’t even know about. Copyright 2016. rMark Bio, Inc.
  23. 23. Where does personalized data come from? + KOL Interactions + Key Performance Indicators + Outcome Management + Evolving Priorities + Competition + Regulatory Changes + Shifting Priorities + Key Performance Indicators + Strategy + Budget Management + New Targets + Efficacy + Trials + 5 Year Strategy + Public Perception + Growth Goals + Regulatory Management + Cost Management MSLs Medical Affairs R&D Corporate Copyright 2016. rMark Bio, Inc.
  24. 24. What types of data help personalization? + CRM + Strategy Documents + User Feedback + Conversation Tracking + Drug Data Copyright 2016. rMark Bio, Inc.
  25. 25. Not one database on the planet 
 stores all of this in one place – every company, every Med Affairs team and every MSL. Copyright 2016. rMark Bio, Inc.
  26. 26. What does personalization intelligence look like in action? 04. Copyright 2016. rMark Bio, Inc.
  27. 27. Tailored KOL Identification Copyright 2016. rMark Bio, Inc.
  28. 28. Copyright 2016. rMark Bio, Inc. The Challenge Identify several dozen new KOLs in key geographies within the United States. EXPERIMENT #1 Personalization through KOL Analytics Therapeutic Area Diabetes Type II Parameters • Cannot be known KOLs (list provide) • Compare results to Basic Search & Analytics • Access to Internal Data, including CRM, MSL Feedback, Strategy Data, Investment Data Copyright 2016. rMark Bio, Inc.
  29. 29. Copyright 2016. rMark Bio, Inc. TEST #1 Amalgamate & Search AGGREGATE SEARCH 7,562 “POTENTIAL KOLS” NIH PubMED Patents Clinical Trials …. “DIABETES TYPE 2” “UNITED STATES” Copyright 2016. rMark Bio, Inc.
  30. 30. Copyright 2016. rMark Bio, Inc. TEST #2 Analytics & Filtering ANALYTICS KOL LIST 9,889 1,311 “POTENITAL KOLS” Published Grants Influence Geography ONLY PEOPLE NOT IN EXISTING DATABASE Copyright 2016. rMark Bio, Inc.
  31. 31. Copyright 2016. rMark Bio, Inc. Collaboration Recommendation Engine (CoRE™) Current KOLs Feedback MSLs Geographical 
 Relevance Budget Private Data Strategy Data Copyright 2016. rMark Bio, Inc. TEST #3 Personalization
  32. 32. Copyright 2016. rMark Bio, Inc. PERSONALIZED 6 different data sources on either a one-time or on-
 going basis. Using this data, we created a unique, multi-level profile for the organization, Med Affairs Division and MSLs. Copyright 2016. rMark Bio, Inc. TEST #1 Personalization Results 52 Personalized KOL Recommendations
  33. 33. Copyright 2016. rMark Bio, Inc. RESULTS #1 
 Amalgamate & Search
 KOL list RESULTS #2 
 Plus Analytics
 KOL list results RESULTS #3 
 With Personalization 7562 1311 52 Copyright 2016. rMark Bio, Inc. EXPERIMENT #1 Comparing Personalization to existing KOL Analytics
  34. 34. 05. Challenges with personalized intelligence? Copyright 2016. rMark Bio, Inc.
  35. 35. How do we find the sweet spot between 
 too much and too little information? Copyright 2016. rMark Bio, Inc. + Frequency + Details + Decisions
  36. 36. How do we enable feedback to be meaningful, yet quick? Copyright 2016. rMark Bio, Inc. + User Interface + Q&A Bots + Training
  37. 37. Copyright 2016. rMark Bio, Inc. How is rMark Bio 
 solving the problem? + A intelligent platform that does the work for you. Evolves with you and provides instant insights. + A web and mobile application designed by MSLs for MSLs to find and engage with potential KOLs. + Extensible system that automatically tailors the results, data and applications to your unique needs.
  38. 38. Thank you. Jason Smith CEO & Co-founder rMark Bio, Inc. www.rmarkbio.com @rmarkbio Copyright 2016. rMark Bio, Inc.

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