Business Analytics Imperative for Pharma Industry Success

© 2014 AniLYTIX www.ypointanalytics.com
AniLYTIX
Business Analytics
Imperative for Success in
Pharmaceutical Industry

Pharma Industry – Complex Challenges
Challenges New Approach Our Services Our Framework Delivery Systems Why Us?
Pharma Industry – The “New” Reality
• Diminishing returns on marketing investments
• Uncertain regulatory environment
• Unexpected price controls
• Counterfeit Medicines
• Challenges in IPR protection
• Evolving customers and consumers

Pharma Industry – Pressure on Margins
Evolving markets,
More competition,
More products, More
options
Increased Costs and
Complexities in
Reaching Physicians /
Customers
Changing Influence
among an increasing
number of
Stakeholders
Need for Near
Real Time
Analytics to
meet Changing
Dynamics
Pharma Companies need to identify potential efficiencies in
commercial practices and to better utilize available information

Pharma Industry – Current Challenges
Increased Market Reach but Decreasing Frequency…
• Fewer Calls – Reps are making fewer number of calls compared to the
previous years
• Lesser Detailing Times – Increased number of reps are reporting a
progressive reduction in the detailing times inside Doctors chambers
• More Reps Leaving Without Detailing – Increasing numbers of sales
calls where reps just drop the sample / business card without getting a
chance to detail the Doctor
• More to come – with busier doctors, sharper customer targeting is the
need of the hour
Trend of More Reps making less impact as they are making fewer
productive calls to fewer Doctors

Pharma Industry – Demanding Stakeholders
Pharma Companies need to demonstrate value to Physicians
while increasing focus on other stakeholders
Shifting
Influence on
Prescribing
Decisions
No Longer Unilateral
Decision Makers
• Focus on cost of
care shifting
Physician
Prescription
Behavior
• Compliance
guidelines restrict
frequent
interactions with
Physicians
Physician
Empowered and
Informed
• More
knowledgeable
patients with
increased access to
information
• Rising
consumerism with
increased desire for
direct care
Patients
Increased Influence in
name of Poor Patients
• Un-predictable
policy decisions
• Price controls
increasingly being
used to score
political brownie
points
Government
Evolving Stakeholders

Pharma Industry – New Commercial Model Req.
Strategy
• Multi
stakeholder
management
• Customer
centricity
• Alliances/ Bus.
Models Capabilities
• Local decision
making
• Managing to
ROMI
• Smart / Closed
Loop Marketing
• Enhanced
segmentation
Technology
• Integration of
data silos
• Mobile sales
support
• “e” sales and
marketing
Organization
• Redefined Rep
Profile
• More clinical
expertise
• Shift from
Product/ TA to
customer
alignment
Align around
Customer
Segments rather
than Products
Use Analytics to
identify
segments and
drive targeting
Leverage
Technology to
improve
efficiency and
manage metrics
Create a seamless
customer
experience across
all touch points

Business Analytics – Why Now…
By 2015 – 80% of all the Data Available Maybe Uncertain

Business Analytics – Imperative for Success
Next – Gen Business Analytics is the Solution
Predictive Analytics
Faster Analysis –
As Real Time Results as
Possible
Predictive Analytics encompasses a variety of
techniques
from statistics and data mining that analyze Current &
Historic data to make Predictions about Future Events

Scope of Analytics in Pharma IndustryValue
Current Analytical Maturity Level in Industry
Information Insight Foresight Action….
• Tracking /
Monitoring
• Trending
What
Happened
Most
Companies
• Comparison
• Opportunity
Exploration
• Visualization
Why Did It
Happen
Statistics
• Correlation
• Regression
• Multi
Factorial
• Predictive
Modelling
• Forecasting
• Targeting
• Positioning
• Contracting
• Channel Mix
• Resource
Optimization
Retrospective Exploratory Prospective Actionable
• Routinely Understand Why Things are Happening v/s “Things Happened” retrospectively
• Systematically have Easy Access to Business Intelligence & Data Visualization
• Quickly Turn Insights into Action…..Course Correction & Near Real Time Decision Making

Our Service Offerings – Predictive Analytics
Common Business Questions…Analytics Answers All!
A New Approach is Needed….AniLYTIX is the Solution
What Did
Happen
Dashboards,
Reporting
Why Did It
Happen
Data Mining,
Forensics
What Is
Happening
Real Time
Analytics
Why Is It
Happening
Real Time
Data Mining
What Is Likely
to Happen
Predictive
Analytics
What Should I
Do About It
Prescriptive
Analytics

We Are Good At
Focus on value based services around analytics area
Leverage Your
Data
Our Motto – Move Away from Reporting to Decision Science
Transform Data Into
Knowledge
Deliver to Right
Individual at Right
Time
ANALYZE
Business
Processes
Enable Your
Data to
SPEAK
Scientific DECISION
Making & Better
Controls

• Logistics Costs
Optimization
• Responsive Supply
Chain
• Right Products in
Right Quantity at the
Right Time
• Real Time Customer
Segmentation
• Churn Analysis
• Attrition management
• Funnel Analytics
• Behavioral
Segmentation
• Optimization of
Marketing Mix
What We Do…
Turn Data into Intelligent Decisions
Sales Analytics
Higher Customer Value Through:
Analytix, Business Models and Strategies
• Sales Forecasting
• Regression, Predictive,
Multivariate
• Customer Targeting
• Propensity
• Price Elasticity
• Fraud detection &
prevention
Marketing Analytics Supply Chain Analytics

Predictive Analytics Difference…
Predictive Analytics….Know where customers are going…Not where they have been
Today…
• Rear View Mirror
Approach
• Historical, Not
Predictive
• Many Islands of Data
• Gut Feel, Guess work
Tomorrow…
• Future Perspective…
Eye on Future
• Prediction based on
Historical Patterns
• Considers All Data
• Scientific Approach
to Gut Feel & Guess
work
Prediction for Rx
Prediction for Profit
Prediction for Churn /
Loyalty to Brand
Prediction for Life
Time Value
Predictive Model
Predictive Analytics Delivers Superior Business Performance

Our Service Offerings – Business Analytics
Value Based Services around Data Analytics
 Right data at the right time
 Performance by Design
 Empower the Business
AniLYTIX

Our Service Offerings – AniLYTIX Proposition
AniLYTIX – Value Proposition
Consulting & Implementation Services
Solutions
Sales Marketing Finance HR IT Operations
ANILYTIX
Performance Risk Decision
Management Analytics Management
Business Intelligence & Predictive
Analytics
• Broadest Set of capabilities across PH
Industry and Data & Analytics
• Integration & Optimization of
Decision Making
• Responsible Consulting &
Implementation
• Delivered at Right Time to Right
Individuals for Right Decision Making
Higher Customer Value Through:
Analytix, Business Models and Strategies

Our Services’ Framework
 The Right Data Model
 The Truth Architecture
 The Right Integration
 The Right Metrics
Components of BuildSmart
BuildSmart
• BuildSmart is our set of Guiding Principles and
reference architecture
• Ensures that your BI Solution is conceptualized
& Architected Right for Right Decision Making

Why Us – Our Differentiated Services
AniLYTIX understands all kinds of Data & Analytics in PH Industry
• Potential Game-changing package of services & solutions
• More than 65 Years of cumulative, quality experience in
HealthCare Industry & IT Services
• Business-ready capabilities…with flexible deployment options
AniLYTIX knows how to turn Data into Value
• Client Expertise – deep industry know how & solutions with
global reach
• Strong ecosystem – growing investments and collaborators
• Build on current capabilities
AniLYTIX has invested in data analytics
• Strong investments in data analytic innovations
• Analytix solutions centers in US and India

Management Team
Jai Mrug
• Jai Mrug is Co-founder of
Y Point Analytics & an IITB
alumnus - class of 1996
• Deeply passionate about
numbers, has worked on a
variety of predictive analytic
algorithms
• Jai has specialised in Supply
Chain Management,
Predictive Analytics,
Transportation and Electoral
Analytics
• He has been a psephologist
on Indian TV channels (esp.
Times Now) for more than a
decade now and specialises in
statistical treatment of
elections
Sandeep Juneja
• Sandeep – is Veterinary
Sciences & Business
Management Graduate
• Passionate about Animal
Health Industry & Proteins –
he has worked in Leading AH
Companies
• Sandeep is experienced in
Business Start Ups, Product
Management, PLC
Management & Planning &
Forecasting in HealthCare
Industry
• He has been at senior
positions in AH industry and
currently manages
www.animalhealthindia.com
and writes for Animal Pharm
Bala Iyer
• Bala Iyer is Masters in Electronics
(M.Sc.) from University of
Mumbai graduating in 1985
• He has over 29 years of exp. in
Pre-Sales, Business development,
Account Management, Alliances
& Partnerships, Client Servicing,
& Business & IT Consulting in IT-
ERP - SCM/CRM/Services
• Bala Has worked with CMC Ltd,
NIIT Technologies, L&T Infotech,
Patni (now IGATE), Baan & Asian
Paints in the past
• Founder and CEO at Ven-Pro
Consultancy Services (www.ven-
pro.com) and offers sales
enablement for Technological
Products and Services Cos

Get in Touch With Us…
bala@ypointanalytics.com
www.ypointanalytics.com

Business Analytics Imperative for Pharma Industry Success

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