The Life Sciences industry is undergoing significant changes in how companies do business due to recent legislative changes. The evolving landscape is forcing the Pharmaceutical companies to change how their entire Sales model and move from Prescriber based sales model to an Account based sales model, which has a downstream impact on Sales team organization, Field sales alignment, Incentive compensation and Marketing. This changing reality also requires that the Pharmaceutical companies understand and drive the changes to business strategy on insights driven by data about Prescription Sales, Medication Adherence, Claims, etc. to name a few categories of data sources. The required insights are derived from the convergence of data from multiple sources that include numerous internal applications, 3rd party data sources and social media. In this session, learn how Reltio is helping various Pharmaceutical companies cope with the evolving business landscape with a data driven strategy by leveraging the Reltio data science engine that runs on Cassandra.

1. Adaptive Data Convergence for Life Sciences
Manish Sood | CEO & Founder, Reltio, manish@reltio.com

2. © 2012-2013 Reltio
Summary – Adaptive Data Convergence for Life Sciences
Discussion
today
! How
Rel(o
provides
SaaS
apps
for
Life
Science
companies
for:
! Sales
! Marke(ng
! Compliance
Key
Elements
! Mul(-­‐Tenant
! Mul(-­‐Source
! Mul(-­‐Channel
! Highly
available,
zero-­‐down(me
! Low
Cost
! Business
User
experience
focused
Key
Technologies
* C*
with
a
graph
datamodel
* Elas(cSearch
* Hadoop
What
does
Rel7o
do?
! Applica(ons
that
run
on
Convergence
of
Internal,
3rd
Party
and
Social
data
! Public
(SaaS)
and
Private
Cloud
deployments
! Ver(cals
-­‐
Life
Sciences
&
Financial
Services
#Cassandra13, @Reltio, @msoodx 2Empowering Perspectives

3. © 2012-2013 Reltio
! Decision making is moving from Prescribers to
large Organizations
! Hospital sector is concentrating and buying groups,
as well as hospital chains, are emerging
! Payers now have explicit negotiation relationships
with the pharma industry
! Online pharmacies are capturing increasing market
share and are becoming major customers for
pharma companies for OTC (over the counter)
drugs
Changing Business Model for Life Sciences
#Cassandra13, @Reltio, @msoodx 3Empowering Perspectives

4. © 2012-2013 Reltio 4
Customers for Pharma companies – a complicated view
Empowering Perspectives #Cassandra13, @Reltio, @msoodx

5. © 2012-2013 Reltio
For every Life Sciences company
data comes from multiple
sources:
! Enterprise sources –12 or
more
! 3rd Party data sources – 12 or
more that include:
! Reference data
! Prescription sales
! Claims processing
! Referral data
! Spend data
! Social media sources –
includes specialty networks
Common considerations
5Empowering Perspectives #Cassandra13, @Reltio, @msoodx

6. © 2012-2013 Reltio
! Measure – account profitability, price leakage, and
commercial terms
! Identify – key accounts and the right level of
investment
! Tailor – pricing and tactics, contract options, and
offerings for the account
! Align the team – by determining the optimal size
and setup of your Account team
! Adjust incentives – to foster entrepreneurial
behavior
Data driven Business
6Empowering Perspectives #Cassandra13, @Reltio, @msoodx

7. © 2012-2013 Reltio 7
Organizing Relationship data
Empowering Perspectives #Cassandra13, @Reltio, @msoodx
Client
Key
Connector
Low-­‐Influence
Client
Sphere
of
Influence
Connec(on
path
Improve
rela(onship
strength
Clustering
by
Affinity
High-­‐Influence
Client
En(ty
to
En(ty
rela(onships
Structured
Trees
and
Hierarchies
Scale
free
informa(on
maps

8. © 2012-2013 Reltio 8
Deriving value from Complex Relationships
Empowering Perspectives #Cassandra13, @Reltio, @msoodx
H
L
L
H
Degree
of
Complexity
• Degree
of
prescrip(on
control
for
selected
drug
class
• Number
of
special(es
in
the
hospital
Account
Opportunity
• Prescrip(on
volume
• Influence
on
other
prescribers
• Current
share
Large
mul(-­‐specialty
hospital/chains
with
high
control
Large
hospital
with
low
control;
significant
prescribing
freedom
Small
single-­‐specialty
hospital
where
physicians
influence
decisions
Segmenta(on
scheme
for
Key
Accounts

9. © 2012-2013 Reltio 9
Other areas – Clinical Trial Patient and Investigator requirement
Empowering Perspectives #Cassandra13, @Reltio, @msoodx
Data
from
mul(ple
sources
for:
• Claims
• Pa(ents
• Diagnoses
Referrals
• Health
care
providers
(HCPs)
referring
to
HCPs

10. © 2012-2013 Reltio
The Setup
! Star schema
! Aggregate tables
! Query caching &
manipulation
! Support for MDM (master
data management)
concepts such as matching,
merging and crosswalk
maintenance
The Results
! Modeling adhoc dimensional
relationships
! complex
! Support for MDM concepts
! limitations with performance
& scale
! Hierarchical rollups and
aggregations
! slow
! Multi-source fact data from
disparate sources
! needs a separate table for
every disparate source
10
What we tried
Empowering Perspectives #Cassandra13, @Reltio, @msoodx

11. © 2012-2013 Reltio
Groups
11
Reltio meta-model using C*
Empowering Perspectives #Cassandra13, @Reltio, @msoodx
En((es
En((es
En((es
En((es
En((es
En((es
En((es
En((es
Transac(ons
Transac(ons
Transac(ons
Transac(ons
Groups
Groups
Hierarchies
Addi(onal
suppor(ng
ar(facts
built
into
the
model:
• Concepts
(en((es
or
rela(onships)
can
have
have
unlimited
aributes
• En(ty
Matching
&
Crosswalks
maintenance
• Dimensional
rollups
&
aggrega(ons
• Change
History
• Audit
and
Lineage
Rela(onships

12. © 2012-2013 Reltio 12
Scaling Reltio
Empowering Perspectives #Cassandra13, @Reltio, @msoodx
Auto scaling Group
Auto scaling Group
Auto scaling Group
Auto scaling Group
Reltio UI HA Files Storage
or
SAN for documents and
image storage
Reltio API
Real-­‐(me
Index
Shard
Replic
a
Users
Colocation optional
Cassandra
(Real-­‐(me
Datastore)
Real-time
Cassandra
Hadoop

13. * Reltio Convergence Hub - enables Data Convergence apps with
MDM (master data management) at it’s core
* for use by Customers, Data Partners and ISVs
* SaaS & Private cloud deployments for real-time and highly available
data management
Reltio - summary

14. Thank you
Manish Sood | CEO & Founder, Reltio, manish@reltio.com