White papers

Randomized clinical trials are the gold standard of evidence to support decision-making and the development of clinical practice recommendations. Yet, by design, they typically assess a drug’s safety and efficacy on a narrow patient population with pre-defined treatment strategies and over a short time horizon. Real-world data (RWD)-based simulations allow us to extend the insights already ...

The 21st century has brought about significant technological advancement, allowing the collection of new types of data from the real world on an unprecedented scale. The healthcare industry will benefit immensely from this abundance of patient data from electronic health records (EHRs), patient-reported outcomes (PROs), laboratory, demographic, social media, digital, and even climate data. While ...

The link between life sciences field teams and the healthcare community has been vital in delivering valuable drug information that supports informed decision-making by the physician. Most of the tools of the trade for omnichannel orchestration, such as triggered communications, A/B testing, and Customer Data Platforms, were initially developed for digital marketing. Field teams work differently ...

The transition from multichannel to omnichannel customer engagement is critical for the industry but not as straightforward as it may seem. Over the years, pharmaceutical companies have tried to make a move, but very few can claim to be successful and having achieved omnichannel maturity. COVID-19 accelerated the digitization drive across industries and demonstrated the potential of virtual ...

This white paper asserts that enabling a positive customer experience for providers and patients will increase loyalty, improve adherence, and drive higher commercial success. In this white paper, the authors have defined healthcare providers (HCPs) as the customer. The authors have substantiated the case by leveraging published research across industries and drawing from the perspectives of ...

The Covid-19 pandemic has forced pharma companies to rethink their sales and marketing strategies and adapt to a virtual setup. Now that the pandemic is easing out, companies are recalibrating their business processes proactively to remove excess operational costs, data silos, and other growth hindrances. The newly adopted omnichannel world has given companies access to interactive tools and ...

In this whitepaper, we aim to provide a process to review and evolve the data strategy for a business unit. This methodology can be extended for reviewing the strategy for multiple business units or even at the organization level. An outcome driven data strategy approach focuses on defining the target state (the outcome) and working backward through the required analysis and data requirements. ...

Patients and healthcare providers have become embedded in a media ecosystem characterized by strong competition for attention. For pharmaceutical marketers to deliver impactful messages, it is necessary to make the customer the focal point of analysis. A Bayesian Network methodology allows this via a data-driven customer journey analysis. Bayesian networks provide information on the next best ...

The COVID-19 pandemic has brought about many long-term changes to the pharma industry. One area that has seen effects directly caused by COVID-19 has been in sales operations design, management, and engagement with customers due to increased access restrictions of sales reps to physicians. COVID-19 has also accelerated institutional rethinking of the level and role of direct sales forces in the ...