Services
Pharmaceutical Solution, Business Intelligence, User Experience

Situation
A large pharmaceutical company wanted to establish online communication and collaboration portals for the parties involved in its clinical trials (Physician offices, hospitals, clinical research organizations, etc). There were multiple interests – Quicker and more streamlined communication, reducing communication costs, and fostering deeper relationships with the research community. While providing separate portals for every therapeutic area, product team, and clinical trial, it was also necessary to enforce enterprise-wide content and communication protocols. The IT group needed to find a way to do all this in the most cost efficient manner.

Action
We conducted primary research in the field to determine the most accurate and actionable information that would help the representative and what would be the best method of delivering this information. We developed a new data processing system to improve the accuracy of targeting data by merging multiple data sets. Also we developed a simple user interface that required no training to deliver directly actionable information on demand. A key point was delivering information with specific recommendations that helped the representatives connect the dots, as opposed to providing them a report and leaving them to draw their own conclusions.

Result
National ranking for the pilot sales team rocketed from 63rd to 2nd in four months and the market share in pilot formularies went from 5% to 40%. Once the system was scaled up to meet national reporting needs, it enabled major growth in formulary-focused marketing campaigns. According to their head of managed care sales, “this system helped us pick up tens of millions we were leaving on the table”.

Technology
Oracle, Informatica, BEA Weblogic Server, Business Objects, Microsoft Office Server