big data trends & utilization across medical, commercial & heor functions

Big Data in Pharma: Current & Future Trends for Big Data Utilization

Across Medical, Commercial and HEOR Functions

Best Practices, LLC Strategic Benchmarking Research Study with Segmented

Responses by Medical, Commercial and HEOR Functions

2

Table of Contents

I. Executive Summary pp. 4-12

Research Overview pp. 4

Universe of Learning pp. 5-6

Big Data Team Overview and Key Study Insights pp. 7-8

Quantitative Key Findings pp. 9-12

II. Defining Big Data pp. 13-20

III. Data Types / Sources by Medical, Commercial and HEOR Segments pp. 21-36

IV. Data Producers, Dissemination & Requestors by Medical, Commercial

and HEOR Segments pp. 37-49

V. Centralization pp. 50-56

VI. Governance and Leadership pp. 57-87

Best Practices, LLC, conducted a customized study – with responses segmented by medical,

commercial and HEOR functions - to better understand the growing influence of Big Data in the

biopharmaceutical sector and how it impacts medical, HEOR, and commercial operations in the U.S.

Best Practices, LLC engaged 22 leaders

from 18 pharmaceutical companies

through a benchmarking survey. There

were multiple responses from 3

companies but they each represent a

different functional area (medical,

commercial, or HEOR).

Research analysts also conducted

seven deep-dive executive interviews

with selected benchmark participants.

Research

Goal

Research

Methodology

Produce reliable industry metrics on

current and future trends for Big Data

utilization across medical, commercial

and HEOR groups.

Topics Covered

Types of Big Data Projects Used to Support

Medical, Commercial and HEOR Decisions

Big Data Capabilities and Governance

Types and Value of Data Used for Big Data

Projects

Big Data Staffing and Budget Levels

Value Rating of Partnerships on Big Data

Projects

Policies and Procedures Governing Big

Data Activities

Investigate data types, data partnerships,

and staffing/budget levels companies

are using as they move to a more

analytically based approach to

commercial, HEOR & medical decisions.

Research

Overview

Research Project Objectives & Methodology

Benchmark Class:

Eighteen Companies Participated in the Benchmark Study

22 analytics, marketing and HEOR leaders from 18 different companies participated in this study.

Participants were recruited because of their presumed investment in Big Data analytics. Three companies

had multiple responses - each representing a different functional area (medical, commercial, or HEOR).

Copyright © Best Practices , LLC 5

Directors Make Up Most Participants; 81% Based in U.S.

Director

57%

Lead

9%

VP

19%

Manager

10%

Statistician

5%

Titles:

Associate Director Global Market Research

Director (5)

Associate Director

Executive Director

Senior Scientific Analyst

Vice President

Global Forecasting Director

Director, HEOR

Associate Manager, clinical data

Therapeutic Area Lead

Vice President, HEOR (2)

Global Brand Manager

Associate Director, Forecasting

Executive Director, Outcomes Research

Statistician

UK

5%

U.S.

81%

France

9%

Spain

5%

The benchmark class draws heavily on top-level personnel in analytics and HEOR programs. Though

participants responsibilities sometimes covered broad geographic areas, 81% were personally located

in the U.S.


Analytics

Team

Big Data

Function

Understanding Big Data Use in Medical, HEOR & Commercial Decision-Making

Big Data Questions • Medical

• Commercial

• HEOR

Big Data Info Types • Electronic Health Records

• Government Cost Data

• Health Outcomes

Big Data Projects • Value Proposition Development

• Post-Launch Performance

• Real World Studies

Big Data Decisions • Go/No Clinical Decisions

• ID Market Opportunities

• Developing Economic

Models/Assessments


Quantitative Findings: Big Data Teams and Data Producers

For the medical, commercial and HEOR segments, the following key Big Data team presence, data

producers and analysis targets were observed in this study.

Half of the study participants for both the medical and HEOR segments said

they have a centralized/dedicated group (Big Data team or function) to support

Big Data projects. For the commercial segment, 40% said they have a

centralized/dedicated Big Data group.

Only 5 of 36 types of Transactional, Reported, Online, Scientific and Machine-

Generated data were rated highly valuable by a majority of study participants in

each of the three segments (medical, commercial and HEOR). They were:

Claims; EHR (Electronic Health Records); Health Outcomes (provider/payer

reported); Real World Studies; and Registries. No types of Online or Machine-

Generated data were rated highly valuable by a majority of any segment

Internal Commercial, Medical and Development functions were rated by a

majority of medical, commercial and HEOR respondents as the most impactful

targets for data analysis presentations. A majority of each segment also said

these internal groups were also the most frequent requestors of presentations.

Only 5 of 36 Types of Data Rated as Highly Valuable

Across all 3 Segments

Majority of Each Segment Rate Internal Groups as

Most Impactful Targets for Data Analysis

Most Have Centralized or Dedicated Big Data Team

or Function


Big Data cuts across different functional groups – IT, Commercial, Medical – and each group has its

own issues with how to utilize the potential inherent in large data sets from disparate sources.

“The term Big Data is nebulous.

Anyone you talk to, it means different

things…are you coming from an IT

perspective? Are you coming from a

patient level data perspective? Are

you coming from a digital

perspective? I can get more tangible

when I come from those angles

because I have all these

conversations internally and we're

honestly on different pages what it

means to them. “

- Director, Customer Data

Big Data Means Different Things to Different People/Functions

9

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Point of Sale (POS) Claims Electronic HealthRecords (EHR) /

Electronic MedicalRecords (EMR) /

HIE (HealthInformation

Exchanges)

ePrescription /pharmacy fulfillment

Wholesalers /Group Purchasing

Organizations(GPOs)

Government (e.g.,cost data)

Credit card

Impact of Transactional Data (Commercial)

Highly impactful Somewhat impactful Not impactful Not used

While a majority of commercial participants rated claims and Electronic Medical Records (EMR) as

the most valuable types of transactional data for Big Data studies, 50 % also cited point of sale as

highly impactful or valuable.

N=12

Q: How impactful (or valuable) has each of the following types of transactional data sources proven to be?

Transactional Data: Commercial Rates Claims, EMR Most Valuable

10

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Impact of Online Data (HEOR)


Online Data: HEOR Finds Online Information of Limited Impact

Participants in HEOR roles – like their peers in Medical – didn’t give online data high impact ratings

for using in Big Data studies.

N=15

Q: How impactful (or valuable) has each of the following types of online data sources proven to be?

11

Medical Leaders Describe Analytics As Centralized

Medical leaders were the most likely to describe their analytics efforts as having centralized or

dedicated personnel.

N=12

Q: Do you have a centralized/ dedicated group of individuals to support Big Data projects?

Yes

58%

No

42%

Dedicated Big Data Team (Medical)

12

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Partnership Value (Medical)


Medical: Health Plans/Payers, Aggregators and Health

Systems Seen as Highly Impactful Partners Medical leaders were most likely to rate partnerships as highly valuable across all varieties of

collaborations. Most popular were collaborations with payers and data aggregators.

N=12

Q: Which of the following partners are most impactful/ valuable on Big Data programs and projects?

13

No Obvious Trends Between Functions

Certain functions do not clearly outpace the others.

Q: Types of Big Data projects currently used to support these medical decisions:

N=10,9,12 0%

10%

20%

30%

40%

50%

60%

70%

Targets for Drug Development Other Drug Development Decisions

% of Surveyed Techniques Employed in Decisions

Medical Commercial HEOR


Best Practices, LLC is a research and consulting firm that conducts work

based on the simple yet profound principle that organizations can chart a

course to superior economic performance by studying the best business

practices, operating tactics, and winning strategies of world-class companies.

Best Practices, LLC 6350 Quadrangle Drive, Suite 200

Chapel Hill, NC 27517

www.best-in-class.com

About Best Practices, LLC

http://www.best-in-class.com/





big data trends & utilization across medical, commercial & heor functions

Data & Analytics