What pharma mktrs need to know about big data now

Why Pharma Marketers Must Embrace Big Data Now

Big Data as a Driver of Analytics

9 October 2012

Paragon Solutions, Inc. Proprietary and Confidential

Agenda

What I would like to accomplish today is to provide an overview

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The Past
Big Data Historical Context


The Past

Fremont Rider, a Wesleyan University Librarian, published,
“The Scholar and the Future of the Research Library”

1940’s Rider estimated university libraries were doubling in size every 16 years
Given this growth rate, Rider speculates that the Yale
Library in 2040 will have:
• ~ 200,000,000 volumes
• Occupy over 6,000 miles of shelves
• requiring a cataloging staff of over 6,000 persons

Harvard Mark-1 is completed
• Conceived by Harvard professor Howard Aiken
• Designed and built by IBM
• Room-sized, relay-based calculator
• Quickly superseded by stored program computers

Marketing Environment
• 1st TV commercial aired July 1, 1941
• NY station before Brooklyn Dodgers & Phillies game
• 10-second spot displayed a picture of a clock
superimposed on a map of the United States
• Tagline "America runs on Bulova time”
-4-

The Past

H. Gray & H. Ruston published, “On Techniques for Coping with
the Information Explosion in IEEE Transactions on Computers

1960’s To cope with the present information explosion they suggested

• No one should publish any new papers
• Or only short papers should be published <2500
characters
• Short papers should delete one or more papers
whose combined length is 2501 characters +

CDC´s 6600 supercomputer unveiled
• Performed up to 3 million instructions per second
• Part of the speed derived from 10 small computers
funneling data to a large central processing unit
• Fastest computer in the world until 1968

• Mass media dominated the consumer landscape
• Audience coverage of 80% was accomplished with
only three 60 second TV spots.

-5-

The Past

Ithiel de Sola Pool published, “Tracking the Flow of Information
in Science”.

1980’s Growth trends in 17 major communications media from 1960 to 1977

• Words made available to Americans through
media grew at a rate of 8.9% per year
• Growth in the flow of information was due to the
growth in broadcasting
• By 1977 point-to-point media was growing faster
than broadcasting
Cray introduces X-MP Supercomputer
• CPU had a 9.5 nanosecond clock cycle
• Supported 2 million 64-bit words (16 MB) of main
memory in 16 banks
• World's fastest computer from 1983 to 1985

• 1.800 numbers as a call to action was in its infancy
changing the shape of television advertising
• PC was just being offered to the general public
CERN CRAY-XMP48 exposed at the EPFL in Switzerland
• dB Marketing a precursor to CRM emerges

-6-

The Past

So, what was
the impact on
marketers?

-7-

The Past

1990’s Citicard’s total transactions volume represented 4% of U.S. GDP

• Unable to identify total purchases at the individual level
• Hampered their ability to deliver & manage a personalized,
tailored credit card experience
• Customer relationship management impact limited

American Express established a competitive niche
• Data control enabled precision profiling, segmentation
and targeting
• Enabled concise personalize and tailored messaging
• Established control over LTV and Share of wallet KPIs

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The Present
Modern Day Uses of Big Data


The Present

collects and aggregates data from the 4 million vehicles

• Uses in-car sensing and remote app management software to create a virtuous cycle of
information

• Engineers glean information on a range of issues that could help them improve the quality,
safety, fuel economy and emissions of the vehicle:
- How drivers are using their vehicles
- Driving environment
- Electromagnetic forces affecting the vehicle
- Feedback on other road conditions

• Paul Mascarenas, Chief Technical Officer of Research and Innovation stated in CIO
Journal, “Improving quality is about building a database and really understanding how
people are using their vehicles and making better choices and better decisions”

- 10 -

The Present

85 participants formed groups to create an application that turns
large amounts of health care data into useful information for
patients and care providers.

• Winning team created the No Sleep Kills website,
where people can access info on how poor sleeping
patterns can lead to drowsy drivers & auto accidents

• Aims to draw attention to the link between sleep
apnea, a condition in which people temporarily stop
breathing during sleep, and vehicular crashes.

• They incorporated anonymized patient data from
Athena Health and several sources, including publicly
available data from Centers for Disease Control and
the National Highway Traffic Safety Administration

- 11 -

The Present

Medical diagnostics company developed 1st non-intrusive
test for predicting coronary artery disease

• Developed predictive test that could identify coronary
artery disease in its most nascent stages
• Researchers analyzed over 100 million gene samples to
identify the 23 primary predictive genes for CAD
• Only blood test that can quickly and safely identify
symptomatic patients unlikely to have obstructive CAD

The “Corus CAD Test,” was recognized as one of the “Top Ten Medical
Breakthroughs of 2010” by TIME Magazine

- 12 -

The Future
Potential Marketing Use Cases


The Future

Marketing has only begun to see the tip of “Big Data” iceberg

• What you wear

• What you see

• What you eat

Are just a few of the events that will create data points impacting
marketing capabilities in the future
- 14 -

The Future

What you wear

Future of wearable health tracking sensors devices looks bright

• A seed accelerator for health startups predicts
~400 million products will flood the market by 2014

• Tracking and analyze exercise, diet, and sleep
data will be commonplace

• Sensors will emerge in unexpected items: Pillows,
Jawbone UP flexible wristband $99.99 seating (office, car), toilets

Implications: As marketers advance their profiling capabilities, identifying users
of wearable devices will improve marketing message engagement
and efficiency of marketing expenditure

- 15 -

The Future

What you see

It’s a visual world, is augmented reality the final frontier?

• Computer-generated sensory input (sound, video,
graphics or GPS data) will enhance peoples lives

• Info about the surrounding real world of the user
becomes interactive & digitally manipulatable

• People will tailor and personalize their experiences

Implications: As part of a comprehensive health regimen Marketers will be able
educate patients and caregivers on the fundamental and advanced
aspects of disease treatment and management

- 16 -

The Future

What you eat

“You are what you eat” soon to be a reality . . . . .

• FDA approved Proteus ingestible digital
sensor will be used ubiquitously

• Data capture and Real-time tracking will be
delivered to mobile healthcare app

• Ability to share to designated 3rd parties;
HCPs, caregivers, solutions providers, etc.

Implications: Digital adherence programs that capture data points and provide a
comprehensive real-time “health status” view will facilitate enhanced
usage and move capabilities toward enabling advocacy relationships

- 17 -

The Future

The game changer in the future is not the content,
devise, channel, platform, or technology . . . .

. . . . it’s capturing and leveraging the data

- 18 -

The Path Forward

To advance enterprise marketing capabilities, consider . . .

• Consolidating marketing dB’s into single a repository

• Leveraging predictive models to advance profiling,
segmentation & targeting capabilities

• Improving operational efficiency by utilizing an
enterprise wide Campaign Management System

• Enhancing optimization through standardized KPIs

- 19 -

Questions?

Big Data as a Driver of Analytics


What pharma mktrs need to know about big data now

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