Pharma commercial operations have a significant opportunity to use analytics and insghts for better targeting

1. Pharma
Commercial
Operations

2. Commercial Operations
Ecosystem

3. Commercial Operations in
Pharma - Key functions
• Sales and marketing
o Strategic planning
o Launch / Pre launch activities
o KOL management
o Sales force planning & management
o CRM
o Advertising & Promotions
• Medical and scientific affairs
• E-business
o Product promotion
o Partnerships with external web companies
o e-detailing
• Managed care and contracting
• Compliance
o Follow compliance guidelines on spends and promotions
o Promotional spend tracking & submitting to compliance team

4. Commercial Operations in
Pharma - Top Issues
• Need to reduce cost and improve productivity
o Across the board reduction in sales force as blockbuster revenues shrink
o Flexibility in sales force organizations – partnerships, account based rather than
product based models
o Use lower cost channels
• Compliance
o Tighter regulations around promotional spends
o Increasingly stricter market access norms
• Eroding pricing power
o Governments/Payers negotiate harder on reimbursements
o Generic substitution
• Need to be truly global
o Emerging markets growing fastest but different strategies needed as there are
varied regulatory and market structures
• Physician targeted promotions losing out as Consumers,
Payers & Regulators exert greater influence on sales

5. Commercial Operations in
Pharma - Burning platform
• Faster, better insights for decision making
o Greater effectiveness can be driven by better integration of internal data,
external data (from vendors/partners) and emerging data sources like
social media
o Most of the information architecture does not support today’s rapidly
changing BI needs
• Product specific vs. Account/Consumer specific information
• Integration with outsourced partner’s data
• Effective adoption of new channels
o Use cheaper channels to replace sales force effectively
• Web, Mobile
• Better collaboration through the enterprise
o Limited interconnectedness within the organization slows information
sharing and timely decision making

6. Useful links
o http://www.pwc.com/gx/en/pharma-life-sciences/optimising-commercial-
operations
o http://www.imshealth.com/deployedfiles/imshealth/Global/Content/IMS%20in%20th
e%20News/Links/NCM_Requirement_for_Pharma_Growth.pdf
o http://www.deloitte.com/assets/Dcom-
UnitedStates/Local%20Assets/Documents/us_lshc_CommercialOutsourcing_121611.p
df
o http://www.deloitte.com/assets/Dcom-
Global/Local%20Assets/Documents/SEA%20sales%20and%20marketing.pdf