The Client
One of the world's largest drug manufacturer and the Group's principal activities are to discover, develop, manufacture and market prescription medicines for humans and animals, as well as consumer health care products. The Group operates in three business segments: Pharmaceutical, Consumer Health care and Animal Health.
Business Situation
The client faces a business critical need to leverage multiple physician-based data streams to develop the ability to build targeting capabilities for their sales force. Currently, there is no single system that provides the sales force with the data and analysis that they require. Sales force members receive separate reports from different data sources at different times. Often the data is varied amongst the sources, making analysis across reports impossible. These data issues affect the client's ability to efficiently and effectively target physicians. The proposed project will address these business issues using a technology-based solution that will consolidate and integrate these multiple data sources into a single sales force oriented data mart. This solution will improve data integrity issues and supply sales reps & district managers with consolidated reports. The sales leadership team will receive summarized analytics through a web-based interface.
The Challenges
Uncertainty around the quality and accuracy of the
data, Reports are often huge and timely to download
and print, External vendor data lags approximately
45 days, making the data less helpful to sales reps,
Concerns around data mismatch between various reports,
Concern over the lack of reports that tie directly
to compensation, Data is spread out and takes too
much time to wade through, Lack of ad-hoc capability
for research analysts.
Our rich experience and knowledge of core pharmaceutical
business put in place a well-defined strategy and
a clear project management process to address the
challenges.
Designed and implemented an end-to-end enterprise wide business intelligence solution for segmentation and targeting of physicians and manage decision support requirements of the client. The project demanded core pharmaceutical domain knowledge. The team constituted a proper mix of technical and functional experts. This proved to be the most critical success factor during the execution of the project as the functional requirements could be elicited properly and were converted into technical specifications in a methodical, effective process. The work was clearly demarcated and assigned to the concerned team members. Every deliverable was jointly reviewed by all team members before delivering it to the client ensuring quality as per standards resulting in guaranteed client satisfaction.
Technical
Integration and reconciliation of data from different source systems. Data on effort sourced from external vendors and internal systems integrated into the warehouse and then fed into specialty data marts using Informatica ETL Implement tools best suited for enterprise wide Web based deployment incorporating sophisticated report development features for power users and follows n-tier model in terms of scalability, load balancing & performance.
Key Benefits
A customer intelligence repository that acts as a central data preparation layer and takes care of various issues like different business rules for various data segments to be applied on the data. A single version of truth emanating from across various sources of data reconciliation of the same. Monthly & Weekly extracts from the database to create reports to feed the downstream applications, Leverage the existing competency in core pharmaceutical domain knowledge, Build an automated BI process that makes use of an analytical tool to generate thousands of field reports in a timely & accurate manner, Build a customer intelligence portal that empowers research analysts with ad-hoc capability with drill thru options.
