January, 2018

London, UK

Pre Conference Workshops
Tuesday 23th January, 2017

09:00 - 12:00
Applying the Tools Developed in High-Frequency Trading Environments to Supercharge Your Pharma Data Analytics

It could be argued that the first successful commercial application of techniques such as data mining and machine learning were in finance. Certainly the financial sector has invested more and done more to develop the tools for high volume analytics and data processing than any other industry.

High-Frequency Trading (HFT) demands that trading decisions are made in milliseconds and executed in nanoseconds – far faster than any human intervention or interaction could enable.

The world’s top hedge funds developed hardware, software and advanced approaches to data infrastructure and architecture that enable these decisions to be fully automated and to happen at near limitless speeds and volumes. These tools and approaches to data and decision making are now beginning to become available to other industries and could offer a huge commercial competitive advantage to companies that deploy them to yield insight and action ahead of their rivals.

In this unique workshop a for HFT practitioner turned consultant to the pharmaceutical industry will share his experience and expertise of working for both sectors, covering theory, technology, practical pharma analytics examples and C-level management perspective for data science and analytics – designed to help you begin implementing the high-speed analytics of wall-street hedge funds in your business.

Nataraj Dasgupta, Consultant, Data Science & Analytics Enterprise Strategy

13:00 - 16:00
Turning Data into Action: Smart Management of Pharmaceutical Sales & Marketing Expense

Stewart will begin by discussing the valuation of strategy by external stakeholders (ie non-insiders)using several case studies.

He will also outline the industry’s dependence on sales and marketing expense, about 1.5-2x the amount spent on R&D. He’ll question its sustainability when other aspects of the industry, such as product pricing, reimbursement for products with marginal benefits and market access generally, are under external scrutiny.

What do you include in your own strategic choices within your commercial organisation? What is the mechanism that underpins your strategy and how do you test these assumptions?

How do you measure the effect of individual strategic variables on output (e.g. sales) and defend their decisions?

Dr Graham Leask will demonstrate that everything can be measured, using some anonymised case studies and also discuss why most companies waste a large proportion of their investment.

This workshop will help you solve specific problems within sales and marketing.

Questions that will be answered include:

  • How do I justify the cost of my promotional expense to the board?
  • What is the optimal mix of traditional and digital activities?
  • Which specific tasks does digital do well and how do we evaluate these?
  • What are the benefits of adopting a regional marketing approach to promotion vs. the standard one size fits all – National approach?
  • How do you measure the individual and additive approach of locally implemented strategies?
  • How can we better plan our launch promotion so that we achieve a faster more sustainable launch trajectory?

Leave this workshop armed with the knowledge that will help you make more effective marketing choices. These in turn will help you to eliminate strategic drift, maximize sales effectiveness and minimize promotional waste. In short how to ensure that your promotion contributes productively and markedly to your products’ NPV.

Stewart Adkins, CEO, Stewart Adkins Advisors

Graham Leask, Professor, Economics & Strategy Group, Aston University