2024 Global Summit

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We will share the experience of scaling teams. The presentation will cover team structure, talent management, communication, cultural differences, and productivity. We will explore the right mix of business and technology skills.

The panel will discuss the most recent technologies around data analysis expansions and their impact on pharma in medical and commercial areas. Gen AI and how some big pharma and pharma consulting has responded in the last year will be shared by our panelists. Our panelists will also discuss perspectives on the near future evolution of data analytics and digital journey of pharma and what trends they are currently observing.

The presentation outlines a strategic approach to reinforce the foundational journey for Next Gen Analytics. Next Gen Analytics Excellence denotes a company's ability to adeptly leverage advanced analytics technologies and techniques for informed decision-making, insights generation, and gaining a competitive advantage. This proficiency necessitates the integration of cutting-edge analytical tools and methods with robust data management processes, facilitating the extraction of actionable insights from vast and intricate datasets. However, organizations encounter challenges in their preparedness to adopt and execute Next Gen Analytics initiatives, including a lack of foundational knowledge and limited data capabilities.

It is imperative for organizations to focus on the five-stage process to construct foundational analytical processes, ensuring preparedness for Next Gen Analytics. It encompasses defining of the business problem, prioritizing key business questions, identifying the right data, and continuous data enrichment to maintain perpetual readiness for the demands of Next Gen Analytics. Additionally, the continuous cycle emphasizes the significance of asking precise questions, optimizing Gen AI capabilities for maximum impact, and refining the process continually. This approach will ensure a resilient foundation aligned with the evolving nature of business and technological landscapes. Overall, a comprehensive foundational guide for Next Gen Analytics will position organizations to seamlessly integrate advanced analytics and AI, ensuring sustained value generation amidst the challenges of a dynamic environment.

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Novartis, being a data-driven organization, is dedicated to reducing the time required to act on new recommendations and insights that benefit both patients and caregivers. The Commercial Data Sciences team has developed an approach that utilizes advanced ML/Ops solutions to rapidly and effectively build data science products using the AI ecosystem suite. The proposed architecture facilitates the seamless integration of statistical models and the timely orchestration of model recommendations. Moreover, it allows Data Scientists to monitor real-time model performance through a continuous integration and deployment philosophy, intervening as necessary to correct data or model deviations. This user-friendly architecture includes data standardization layers, feature engineering practices, and customizable model design layers. Lastly, we would like to highlight the limitations in building ML products and address the unique data challenges faced in the pharmaceutical industry.

This presentation emphasizes the importance of aligning marketing strategies with dynamic supply chain demands. We will discuss integrating market insights and supply chain intelligence, enabling organizations to anticipate and respond effectively to changes.

Additionally, we will explore Market Mix Modelling (MMM) with mathematical optimization, a powerful analytical technique for understanding the effectiveness of marketing activities and improving resource allocation. Delving into MMM methodologies and practical applications, we will showcase how it guides resource allocation and improves ROI, while dealing with challenges of limited data internationally.

Moreover, we will also address challenges in supply chain management, particularly related to demand forecasting. Traditional methods often fall short in capturing uncertainties, leading to suboptimal decisions and increased risks. The adoption of probabilistic forecasting models, such as DeepAR, offers a promising solution to these challenges, enhancing forecasting accuracy and mitigating risks in supply chain management.

This presentation will explore the use of AI to harness data sources for a profound understanding of the underlying 'WHYs' behind physician behaviors and enable marketers to create customized content and messaging based on these critical 'WHYs' to drive brand growth. This presentation will address four key aspects:

• The Limitations of Traditional Data in Uncovering the Deep 'WHYs' of Physician Behavior
  While traditional data sources offer a glimpse into the behaviors of individual physicians, they fall short in revealing the beliefs, motivations, and deeper WHYs underlying these actions. Although market research can provide additional context, it often represents a generalized view based on a limited sample of physicians, resulting in an incomplete picture of their genuine needs and identities.
• Extracting Deeper 'WHYs' at the N=1 Level Using Diverse Data Sets
  We will examine strategies for going beyond conventional data, employing first, second-, and third-party datasets with AI to unearth the comprehensive factors driving individual physician behaviors. This approach aims to achieve a nuanced understanding of each physician's unique motivations.
• Reimagining marketing planning to enable N=1 Level Insights
  Despite the capability to extract insights at the N=1 level, practical application calls for a more strategic approach. This segment will outline how to develop customized content and strategies aimed directly to address 'WHYs' and create personalized marketing plans for individual physicians based on the specific 'WHYs' influencing them.
• Implementation by Pharma Companies
  The concluding section will illustrate how pharmaceutical companies are successfully implementing this personalized strategy, aligning it with precise N=1 level targeting to achieve more effective and impactful marketing outcomes.

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Customer Experience, or CX, has become a pivotal aspect of pharmaceutical sales and marketing. A holistic, 360-degree Customer Experience is integral to both Omnichannel and Customer Experience transformations. In this session, we will delve into the critical factors for successful Customer Experience transformations, discuss the challenges encountered by our panelists, and share their success stories.

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The debut of ChatGPT has been a watershed moment in integrating of Generative AI for enterprises. Teams across industry verticals and functions have been experimenting with Gen AI POCs to understand its optimal application. While the potential is unquestionable, we're still in the nascent stages of fully harnessing the value of Gen AI applications.

In this session, we aim to share our insights and experiences working on over 20 use cases across Pharma and other industries. Our presentation explains how Gen AI can yield additional value compared to traditional AI/ML methodologies. We share the diverse ways teams across industries leverage Gen AI and the most prevalent use cases emerging within Pharma. We will also discuss frameworks based on value/complexity and user journeys to aid in planning and prioritizing use cases for maximum impact. Additionally, we address common pitfalls encountered during the development of Gen AI solutions for Pharma Commercial teams and recommend ways to avoid those.

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Dive into the heart of our presentation where we introduce a revolutionary Generative AI solution designed to elevate the effectiveness of the Email channel in the Life Sciences domain. The two meticulously crafted modules are poised to redefine the landscape of email marketing, providing tangible solutions to industry challenges.

Optimization of Email Subject Lines with GenAI and ML:
Embark on a journey with our Reinforcement Learning-based Omni-channel Generative AI. This module, driven by exploration and exploitation techniques, leverages historical engagement data to dynamically craft subject lines and preview texts in real time. The primary goal is to substantially boost physician engagement by increasing open rates, setting a new standard for impactful email communication.

Dynamic Generation of Personalized Rep Triggered Emails using OpenAI:
Witness the empowerment of Sales Reps through this innovative module. By incorporating user inputs into email templates, the model seamlessly generates personalized emails with improved open rates. The evaluation against predefined criteria ensures a strategic and engaging approach, empowering Sales Reps to enhance their communication effectiveness.

Join us for a live demo during the session to witness firsthand how these groundbreaking AI modules can transform your email marketing strategy and elevate your engagement metrics.

The vision for this presentation is to take selected practices from Customer Experience (“Cx”), combined with storyboarding and effective data storytelling, to design and execute exceptional “client” meetings. The presentation wraps-up with an aspirational message about why all of us work so hard supporting our “clients” in the life sciences industry.

Key topics, each with a “pro-tip” takeaway, include:

• “Who?” is the most important question – how to assess your audience?
• How to design a customer experience (i.e., “the meeting”) to satisfy both the PhD and the marketeer?
• Storyboarding for success – how to elicit the BEST work from your (global) team?
• Data storytelling to elicit insights and decisions – how to communicate for human impact?

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RWE is gaining momentum as a valuable tool for understanding real-world drug effectiveness, informing healthcare decisions, and ultimately improving patient outcomes. Evolution in today’s computational space, especially AI changes the dynamics of the way we treat and utilize RWE data.

We discuss the following key areas:

• Key challenges in implementing RWE and how RWD integration can be achieved cost effectively today.
• Utilizing RWE beyond the traditional use cases.
• XAI – Examples of how explainability can be modeled into your enterprise analytics.
• How can your organization unlock the potential of RWE today, with meaningful approaches?

In an era defined by rapid technological advancements and increasing cost pressures, Global Capability Centers have emerged as strategic hubs driving innovation, efficiency, and global competitiveness. This panel discussion aims to delve into the key trends, challenges, and success stories surrounding GCCs, providing attendees with valuable insights to navigate their own journey toward operational excellence.

Key Themes to be covered in the panel:

• Exploration of critical aspects involved in establishing Global Capability Centers.
• Discussion on the pivotal role played by advanced technologies and platforms in enhancing the success of GCCs.
• Discussion on emerging trends and innovations shaping the landscape of GCC operations.
• Sharing of valuable lessons learned from practical experiences in operating Global Capability Centers.
• Discussion on the significance of talent development in building high-performing GCC teams.

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