2015 Pharma and Big Data Influencers Outlook

2015

PHARMA & BIG DATA INFLUENCERS OUTLOOK

PRESENTED BY VERIX

CONTENTS 3

INTRODUCTION

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IDO HADARI Pharma Is All About Making People BetterPatients Are its Focus and Purpose.

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ROB WRIGHT

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New Technology isn’t painless; it brings on many changes…

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CHARLOTTE SIBLEY What the Industry Can Learn From a Brooks Brothers Saleswoman

CLAUDIA IMHOFF Big Or Small- Why Size Doesn’t Matter When Approaching Data

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MARK VAN RIJMENAM Imagine All the People Sharing All the Knowledge…

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DORON ASPITZ Self-Service Analytics is the New Generation of Data Analysis

RICHIE ETWARU Collaborators are the Future Leaders in Pharma

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CINDIE DILLEY If Knowledge is Power, Data Analysts Should Feel like “Kings of the World”

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DR. BARRY DEVLIN Why Big Data Brings Big Responsibility

PAUL TUNNAH Patients Don’t Want To Take Drugs. They Want To Be Well.

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JOHN NOSTA The Times They Are A-Changin’...

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A Voice from the Ground: Less Talk - More Action! Stakeholders to Collaborate and Determine Practical Processes in Pharma

JENISE DOUTSAS Let’s Welcome Innovation- Embrace Change!

JOHN CHU

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SUMMARY

INTRODUCTION Why is it so important for us to try and summarize the passing year? Is it because we believe history repeats itself, or is it because we think we can learn from history, and get better next time? Maybe it’s because we feel that if we look hard enough, we could find some sign or hint of our future.

Whatever the reason in other industries, in the Pharma industry as well as in Big Data, we find that looking back on passing time gives us an edge; it enables us to identify development, process and change. And these two industries are definitely undergoing some major changes.

For this year’s ‘sum-up’ and mainly for the coming year’s predicted developments and trends, we chose to take a different angle, looking at the passing year and the one to follow, from the eyes of the experts; Those who dedicate their time and energy to these industries, and who can appreciate best, the delicate turns and shifts in paradigms. Because these leaders of thought are not only the bearers of today’s news- they are also the bringers of forthcomings.

From a cultural revolution penetrating the Pharma industry with its ‘selfies’ and social networks, through new technologies allowing smarter management of larger amounts of data and more complex analyses, to a more liberal FDA regulation- these are just some of the processes changing the face of these industries as we know them, and therefore are changing and shaping the course of our history at large.

This is a great opportunity to thank our experts for contributing their priceless inputs, and dedicating both their time and expertise, to creating this joint project.

This is our Experts’ Outlook on 2015. Let’s take a look at what they have to say.

The Verix Team Annie Reiss, Danielle Arad & Lynn Brigg A special thanks to Naomi Zamir for her hard work & contribution.

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2015 PHARMA & BIG DATA INFLUENCERS OUTLOOK

ROB WRIGHT NEW TECHNOLOGY ISN’T PAINLESS; IT BRINGS ON MANY CHANGES...

ROB WRIGHT IS THE EDITOR-IN-CHIEF FOR LIFE SCIENCE LEADER MAGAZINE. WRIGHT HAS WORKED FOR NEARLY 20 YEARS IN THE PHARMACEUTICAL INDUSTRY, DURING WHICH HE HAS CHAIRED, MODERATED AND SERVED AS A SPEAKER AT BOTH ACADEMIC AND INDUSTRY CONFERENCES. HE HAS ALSO PUBLISHED OVER 100 ARTICLES IN ACADEMIC JOURNALS, B2B MAGAZINES AND ONLINE PUBLICATIONS, AND CONDUCTED HUNDREDS OF PRESENTATIONS AND ROUNDTABLE DISCUSSIONS IN THE INDUSTRY.

KEY TAKEAWAYS FROM 2014 right suggests Social Media as the past year’s main game changer for drug discovery and development, stressing that “those Biotech and Pharmaceutical companies not prepared to truly engage with the patient, will find themselves holding a bunch of empty ice buckets”.

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WHAT IS YOUR NEW YEAR’S WISH FOR THE Pharma INDUSTRY? “A visionary”, says Wright, “one from inside the Life Sciences industry, to step forward and realize the latent opportunity in Personalized Medicine (PM).

Like Steve Jobs did in the music industry, the Pharma industry is in need of its own internal visionary leader to help executives understand how collaboration could lead to a win/win. If we wait for an

outsider to craft the future of PM we might find ourselves on the outside, looking in.”

to bring exciting changes to the Pharma industry - is Wright’s new year’s gospel.

WHICH CHANGE WOULD YOU LIKE TO SEE HAPPEN IN 2015?

Wright wants the FDA to stop worrying so much about regulating Apps: “I think simple diagnostic tests and Apps should be allowed to push the innovative boundaries a bit if we want to find new solutions.”

Social Media, a leap towards PM and new diagnostic Apps - all depending on new technology

“Those Biotech and Pharmaceutical companies that are not prepared to truly engage with the patient, will find themselves holding a bunch of empty ice buckets”.

2015 PHARMA & BIG DATA INFLUENCERS OUTLOOK

ROB WRIGHT’S GOSPEL ocial Media, a leap towards PM and new diagnostic Apps - all depending on new technology to bring exciting changes to the Pharma industry - is Wright’s new year’s gospel.

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2015 PHARMA & BIG DATA INFLUENCERS OUTLOOK

JENISE DOUTSAS LET’S WELCOME INNOVATION - EMBRACE CHANGE! DOUTSAS, NOW A GLOBAL STRATEGIC LEAD FOR FERTILITY AT FERRING PHARMACEUTICALS, A SWISS-BASED, MID-SIZE BIOPHARMACEUTICAL COMPANY, HAS SERVED AS AN EXECUTIVE DISTRICT SALES MANAGER FOR SCHERING’S FERTILITY PRODUCTS, AT ORGANON AS DISTRICT MANAGER FOR THE REPS FOR WOMEN’S HEALTH, PAIN, AND ANESTHESIOLOGY, AFTER STARTING OUT AS JUST A SMALL TIME SALES REP IN THE COMPANY. DOUTSAS TODAY IS CONSIDERED ONE OF THE EMERGING PHARMA LEADERS OF 2014, AS ANNOUNCED BY PHARMEXEC.COM.

KEY TAKEAWAYS FROM 2014

“

My key takeaway from 2014 is that Real World Outcome studies continue to be more and more important.” Doutsas says Pharma needs to

or longer.”1 This is a crucial stage in the drug’s life cycle, and failing to invest in that initial stage may lead to flawed assumptions and unrealistic strategies to damage the drug’s pullthrough.

18-year high, but this is a well repeated wish in the Pharma industry. The question remains whether the FDA can on the one hand stay true to rigorous health regulations, while on the other hand allow more freedom

“My wish for this industry is that it embraces change and the emergence of digital health as a positive evolution in the management of health, and not as a tragedy aimed to disrupt this industry’s past success.” “start investing early in a product’s life cycle.”

In Pharma, marketing professionals often focus on the middle years of a drug’s commercial life, commonly referred to as the ‘product lifecycle’.

However, as well explained in Stan Bernard’s words, “Unlike most products, drugs have a lengthy, closely regulated, and complex developmental pre-marketing phase usually lasting a decade

WHAT IS YOUR NEW YEAR’S WISH FOR THE Pharma INDUSTRY? “Truly my wish is that the industry continues to find ways to bring innovative solutions to the market, to address many unmet needs.” And although this requires more FDA approvals as Doutsas says, “It is much bigger than just that.” The FDA has in-fact approved 44 drugs in 2014, hitting an 1(Bernard, 2013)

for new technologies and developments to introduce the industry with groundbreaking drugs.

WHICH CHANGE WOULD YOU LIKE TO SEE HAPPEN IN 2015?

“On a more personal note, I would like to see a continuation of embracing change in Pharma, and rewarding those in the industry that take risks.”

2015 PHARMA & BIG DATA INFLUENCERS OUTLOOK

JENISE DOUTSAS’ GOSPEL

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On a more personal note, I would like to see a continuation of embracing change in Pharma, and rewarding those in the industry that take risks.”

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2015 PHARMA & BIG DATA INFLUENCERS OUTLOOK

JOHN NOSTA THE TIMES THEY ARE A-CHANGIN’

NOSTA IS ONE OF THE TOP INFLUENCERS IN MEDICINE, MARKETING AND TECHNOLOGY. HIS BACKGROUND IN RESEARCH AT HARVARD MEDICAL SCHOOL AND HIS MARKETING TENURE AT OGILVY COMBINE TO CREATE A UNIQUE PERSPECTIVE TO HELP DRIVE THE SUCCESS OF DIGITAL HEALTH. NOSTA IS NOW THE FOUNDER OF NOSTALAB - A DIGITAL HEALTH THINK TANK WITH A FOCUS ON HEALTH, MEDICINE AND TECHNOLOGY. HIS MAIN FOCUS THESE DAYS IS ADVANCING THE ROLE OF SOCIAL MEDIA AND TECHNOLOGY IN HEALTHCARE.

2015 PHARMA & BIG DATA INFLUENCERS OUTLOOK

KEY TAKEAWAYS FROM 2014

“

I sense that 2014 began with an aspect of structure and rigor for digital health.”

And although Nosta thinks of the Pharma industry as going back and forth embracing this “new found level of practicality and maturity, this duality will

and Pharma better get ready to move along with it.

WHICH CHANGE WOULD YOU LIKE TO SEE HAPPEN IN 2015?

“I would like society to look beyond the smart watch, and see the broader reality of digital health,” says Nosta. “From genomics to artificial intelligence, we stand on the edge of a

“My wish for this industry is that it embraces change and the emergence of digital health as a positive evolution in the management of health, and not as a tragedy aimed to disrupt this industry’s past success.” continue as exponential innovations change the game with evermore frequency and disruption.

Simply put, digital healthcare is a new order of innovation that can’t be measured against traditional life sciences and Pharma models.”

WHAT IS YOUR NEW YEAR’S WISH FOR THE Pharma INDUSTRY? “My wish for this industry is that it embraces change and the emergence of digital health as a positive evolution in the management of health, and not as a tragedy aimed to disrupt this industry’s past success.” For Nosta it is clear as stark that the tipping point will come,

grand precipice of change, where fundamental aspects of life, medicine and wellness are about to shift dramatically.

I look forward to being able to play an active role in my care, and not just a passive participant blindly following the advice of yesterday’s clinical experts.”

JOHN NOSTA’S GOSPEL he industry has to start embracing change as a positive and necessary force, to not only bring innovative solutions, but also change the way we think of healthcare and wellness all together.

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PAUL TUNNAH

PATIENTS DON’T WANT TO TAKE DRUGS. THEY WANT TO BE WELL. DR. TUNNAH IS THE CEO AND FOUNDER OF PHARMAPHORUM MEDIA, WHICH FACILITATES PRODUCTIVE ENGAGEMENT WITHIN HEALTHCARE THROUGH MEETINGS, DIGITAL CONTENT AND SOCIAL MEDIA, IN ADDITION TO MANAGING THE INDUSTRY LEADING CHANNEL WWW.PHARMAPHORUM.COM, A DIGITAL PODIUM FOR COMMUNICATING THOUGHT LEADERSHIP AND INNOVATION WITHIN PHARMA.

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KEY TAKEAWAYS FROM 2014

F

or Tunnah, 2014 can be categorized as a year where the Pharmaceutical industry has really started to openup to new industries: “Diagnostics, devices and technology companies are striving to play as

expertise to place equal focus on preventing disease and managing wellness through an array of products and services.

Patients don’t want to take drugs. They want to be well, and achieving positive patient outcomes requires a broader perspective truly beyond the pill.”

“I wish that the Pharmaceutical industry can keep advancing from developing drugs to treating disease, using its commercial and medical expertise to place equal focus on preventing disease and managing wellness through an array of products and services.” active a role in healthcare as medicine, and forward thinking Pharma companies are recognizing synergies and seeking broader partnerships (with the Calico and the AbbVie partnership as a good example). In addition, the patient voice has now been amplified by social media to a point where no Pharma company in 2014 could afford not to embrace patientcentricity.”

WHAT IS YOUR NEW YEAR’S WISH FOR THE Pharma INDUSTRY? “I wish that the Pharmaceutical industry can keep advancing from developing drugs to treating disease, using its commercial and medical

WHICH CHANGE WOULD YOU LIKE TO SEE HAPPEN IN 2015?

Tunnah would like to see patient-centricity translated into real action: “this is starting to happen, but is still seen as secondary to direct physician sales and marketing. As real-world outcomes become as important as clinical data, patients have become the ultimate experts in managing their own condition - after all, they live with it 24/7…”

And so patient-centricity to bring a shift in focus from disease treatment to prevention and wellness, is Paul Tunnah’s gospel for 2015.

PAUL TUNNAH’S GOSPEL

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As real-world outcomes become as important as clinical data, patients have become the ultimate experts in managing their own conditionafter all, they live with it 24/7…”

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CINDIE DILLEY

IF KNOWLEDGE IS POWER, DATA ANALYSTS SHOULD FEEL LIKE “KINGS OF THE WORLD” DILLEY IS PRESIDENT OF THE PHARMACEUTICAL MANAGEMENT SCIENCE ASSOCIATION (PMSA) AND GLOBAL COMMERCIAL LEAD, NEUPRO AT UCB PHARMA. A MACROECONOMIST IN BACKGROUND, HAVING PREVIOUSLY WORKED IN BANKING AND ANCILLARY SERVICES, AS WELL AS IN HEALTHCARE-RELATED POSITIONS, DILLEY IS AN AUTHORITY ON TRENDS IN PHARMA ANALYTICS, DUE TO HER BROAD RANGE OF EXPERIENCE AND LEADERSHIP WITHIN THE INDUSTRY. these challenges are ideally suited for analysts; those who can amass experience in asking cross-functional, big picture questions of the data will exceed in bettering their peers at providing competitive advantage.”

WHAT IS YOUR NEW YEAR’S WISH FOR THE Pharma INDUSTRY? KEY TAKEAWAYS FROM 2014 nderstanding recent and current changes the Pharma industry is undergoing is crucial in identifying tomorrow’s trends.

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Dilley thinks “Pharma executives are faced with constant changes as a result of reduced pipeline activities, a decline in blockbuster molecules, an increased focus on drug costs, and the evolution of effective business models starting to address niche specialties. But

“Data aggregation and integration continue to be the most game-changing strategy in Data Analytics today. And now, the possibilities of combining behavioral and attitudinal data broadly and systematically

across the patient health record becomes quite exciting.”

Dilley wishes for the Pharma industry to realize that the application of Big Data Analytics is heavily dependent on data aggregation and integration: “The Pharma industry needs to work with people that have data aggregation experience.

There is so much out there now, particularly at the patient and Specialty Pharmacy level, that it can be challenging to go at it alone.

And doing it right can create such a competitive advantage.

“Data holds so many answers if only we ask the right questions. If knowledge is power, data analysts should feel like ‘Kings of the World.’”

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In addition, players that can provide End-to-End analytical solutions combined with knowledge related to successfully dealing with the challenges involved in integrating different levels of data such as patient level data, Specialty Pharma data, physician level, claims, etc.will make a difference.”

WHICH CHANGE WOULD YOU LIKE TO SEE HAPPEN IN 2015?

“I’ve always loved data. Data holds so many answers if only we ask the right questions.

If knowledge is power, data analysts should feel like “Kings of the World.” And as such, we have a responsibility - this means we have to think of the betterment of everything that is done internally. I think one of the mistakes many analysts make is that they try to answer questions posed by others. I would posit that the intimate knowledge of the data means that the analysts are sometimes in a position to ask better, wellinformed questions of the data.”

In Cindie Dilley’s eyes, the gospel of 2015 is that “it is the analyst’s responsibility to TRULY understand the job requirements of their internal customers so that they can provide not only the answers, but ask the right questions.

This oftentimes means getting to the real question behind the initial one.”

CINDIE DILLEY’S GOSPEL

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It is the analyst’s responsibility to truly understand the job requirements of their internal customers so that they can provide not only the answers, but ask the right questions. This oftentimes means getting to the real question behind the initial one.”

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RICHIE ETWARU COLLABORATORS ARE THE FUTURE LEADERS IN PHARMA ETWARU HAS BEEN A COO FOR TECHNOLOGY AT A LARGE FINANCIAL SERVICES COMPANY, A DIVISIONAL CIO AT A LARGE INVESTMENT BANK, A CO-FOUNDER OF STARTUPS, A HEAD OF INNOVATION OF A BILLION DOLLAR SOFTWARE COMPANY, AND SITS ON MULTIPLE START-UP ADVISORY BOARDS. CURRENTLY THE CHIEF DIGITAL OFFICER AT CEGEDIM, ETWARU’S EBULLIENT STYLE MAKES HIM A FAVORITE SPEAKER AT INTERNATIONAL SCIENCE AND TECH EVENTS, AND A POPULAR BLOGGER AT HUFFINGTON POST AND LINKEDIN.

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KEY TAKEAWAYS FROM 2014 014 was a year of democratization of information, and “as the patient self-diagnosing via the Internet increases, patients are keener on treating themselves increasingly proactively.” Etwaru reckons that having tech companies such as Google, Oracle and Microsoft move into the life sciences industry, coupled with new information sources, has created scenarios where health treatments are more psychological than chemical.

Hence the key takeaway from 2014

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”I would like to see the Pharma industry adopt an open innovation and collaboration model as other industries now do.” is realizing technology is on the verge of changing familiar Pharma trends: in his view “Pharma has a lot to look forward to beyond the molecule.”

collaboration.” In his eyes, future leaders will be collaborators and sharers: “Pharma is still in a mindset of secrecy and I think that will not withstand the test of time, because of the speed at which change happens.”

WHAT IS YOUR NEW YEAR’S WISH FOR THE Pharma INDUStry?

Although skeptical about smart wearables, Etwaru thinks telemedicine, 3-D printing and drones are going to be meaningful to life sciences in 2015. “New technologies deliver an experience that changes the way we think and feel. But in order for life sciences to get there, we need to behave like other industries have; we need to share, become agile, we need to trust others.” And that, if you will, is Richie Etwaru’s gospel for 2015.

”I would like to see the Pharma industry adopt an open innovation and collaboration model as other industries now do.” Etwaru thinks health information will become an increasingly valuable product, and that “in the next decade, Pharma will be selling information services to consumers (not patients) with the intended outcome of changing consumer behaviors that impact quality of health.” His wish is for Pharma to realize “it needs to build on the trend of recruiting talent from other industries and embrace

WHICH CHANGE WOULD YOU LIKE TO SEE HAPPEN IN 2015?

RICHIE ETWARU’S GOSPEL

“

New technologies deliver an experience that changes the way we think and feel. But in order for life sciences to get there, we need to behave like other industries have; we need to share, become agile, we need to trust others.”

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CHARLOTTE SIBLEY

WHAT THE INDUSTRY CAN LEARN FROM A BROOKS BROTHERS SALESWOMAN

SIBLEY IS PRESIDENT OF SIBLEY ASSOCIATES, A PHARMACEUTICAL AND BIOTECH CONSULTING FIRM. AFTER BEING SENIOR VICE PRESIDENT OF SHIRE PLC, AND SERVING AS VICE PRESIDENT OF MILLENNIUM PHARMACEUTICALS, INC., SIBLEY IS NOW ALSO A FREQUENT LECTURER AT COLUMBIA UNIVERSITY GRADUATE BUSINESS SCHOOL AND CONSTITUTES AS AN IMPORTANT INFLUENCER IN THE INDUSTRY.

KEY TAKEAWAYS FROM 2014

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If there’s a strong message we can take with us from the past few years, it is the power and importance of data and analytics.” Sibley believes an important role model for the Pharma industry to look up to, is hospitals and healthcare systems: “They’re successfully using descriptive analytics (what is happening where?), and the advanced ones are using predictive analytics (to identify patients who are likely to be readmitted, for example). But the Holy Grail is prescriptive analytics, because once you know who’s going to be readmitted, the question becomes how and when you can intervene to prevent it from happening. These kinds of actions, based on data,

have a huge impact on health and cost outcomes, and the Pharma industry is still far behind when it comes to using Data Analytics.”

loyal customer of that savvy Brooks Brothers sales clerk for the next twenty-five years after their fateful encounter.

WHAT IS YOUR NEW YEAR’S WISH FOR THE Pharma INDUSTRY?

WHICH CHANGE WOULD YOU LIKE TO SEE HAPPEN IN 2015?

“Years ago,” says Sibley, “at Brook Brothers, I tried on something and the sales person had the wisdom, the tact and the customer sense to say ‘that doesn’t flatter your coloring, but let me show you something that I think would be good for you.’” Sibley tells this story because she believes “the Pharma industry is so obsessed with the sale itself, that it has lost sight of the importance of these relationships. For this year, I wish we would focus on solving needs as opposed to pushing pills,” says Sibley, adding that she became the

“I’d like to see more partnerships with payers, to focus on outcomes,” says Sibley.

“For this year, I wish we would focus on solving needs as opposed to pushing pills.”

Putting it as simple as possible, Sibley thinks “We talk to patients but we don’t listen. Shutting up and listening is the real patient centricity. And it means market research should be right at the center of things.” And that is Charlotte Sibley’s main gospel for 2015- shut up and listen.

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CHARLOTTE SIBLEY’S GOSPEL

“

We talk to patients but we don’t listen.

Shutting up and listening is the real patient centricity. And it means market research should be right at the center of things.”

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IDO HADARI

PHARMA IS ALL ABOUT MAKING PEOPLE BETTER - PATIENTS ARE ITS FOCUS & PURPOSE

HADARI JOINED TREATO IN APRIL 2012, ADDING HIS DIVERSIFIED BUSINESS AND MANAGEMENT TRACK RECORD TO THE LEADERSHIP TEAM. PRIOR TO TREATO, HADARI LED COMMTOUCH SOFTWARE, A CLOUD-BASED INTERNET SECURITY SOLUTION PROVIDER, WHERE AS CEO HE SUCCESSFULLY REFOCUSED THE COMPANY’S STRATEGY AND ACCELERATED ITS GROWTH. BEFORE THAT HE SPENT 8 YEARS AT INTERWISE, AN ENTERPRISE CONFERENCING PROVIDER ACQUIRED BY AT&T, HOLDING AN ARRAY OF BUSINESS LEADERSHIP ROLES ACROSS INTERNATIONAL MARKETS.

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KEY TAKEAWAYS FROM 2014

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2014 in my view was an infliction point for Pharma on all things that are health IT,” says Hadari. “While during 2013 we’ve seen movements towards embracing new technologies that involve the web, mobile and other types of ‘non-traditional’ platforms by Pharma, 2014 was the year where HealthTech became mainstream. This is evident from conversations with Pharma folks, review of vendor reports selling health IT solutions to Pharma, study of financial markets (both public and private), as well as from the tailwind provided by the FDA, through its set of guidelines relative to the use of social media.”

WHAT IS YOUR NEW YEAR’S WISH FOR THE Pharma INDUSTRY? “Same as last year’s,” says Hadari, “only this time with some more optimism: focus on patients! They are the purpose. The dynamics we’re witnessing over these past 2-3 years are in my view, positive.

There’s a fundamental change in the structure of the Pharma industry, and patients are taking a more prominent and vocal position. This industry is all about making people better, and increasing the

level of partnership with patients is the key here.

Digital health for me, is all about that- empowerment of patients.”

WHICH CHANGE WOULD YOU LIKE TO SEE HAPPEN IN 2015?

“From Treato’s perspective, it would be encouraging to see 2015 as a year of continued adoption of the aggregate wisdom and experience of health consumers en masse, the voice of the people if you will, across the broad range of decisions being made that impact the lives of these very same individuals.

Technologies such as Big Data Analytics and social networks now allow us to access health consumers like never before, creating a disruptive opportunity in a conservative and regulated industry. I am confident that this gap can and will be bridged as the benefits (accelerated business, higher product safety and better outcomes) outweigh any potential cost. 2015 could be a big year of change.”

With an excited look to the future, Ido Hadari’s gospel for 2015 is of a year focused on digital technologies to serve the rising star in Pharma- the patient.

IDO HADARI’S GOSPEL ith an excited W look to the future, Ido Hadari’s gospel for 2015 is of a year focused on digital technologies to serve the rising star in Pharma the patient.

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JOHN CHU

LESS TALK, MORE ACTION! ONE OF TODAY’S EXPERIENCED “VOICE FROM THE GROUND”, JOHN IS A RECENTLY-RETIRED INFORMATION MANAGEMENT PROFESSIONAL, AND A FORMER MANAGER OF LITERATURE RESOURCES, GILEAD SCIENCES INC. PRIOR TO THAT, JOHN HAD STINTS AT BAXTER INTERNATIONAL AND WYETH (NOW PFIZER).

KEY TAKEAWAYS FROM 2014

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My major takeaway from 2014, is the increasing challenge in determining what is the ‘right price’ for a drug” says John, emphasizing the problematic issue specifically in the U.S. Although it is well known that the Pharma industry invests more of its earnings into R&D than most other industries, companies nevertheless charge higher prices for no reason than “what the market can bear, especially when it comes to new and innovative drugs”.

There are definitely profits that have to be made by Pharmaceutical

between a reasonable price, and an exorbitant one.

WHAT IS YOUR NEW YEAR’S WISH FOR THE Pharma INDUSTRY? John wishes for the new year to bring with it a change in that respect: “So there must be a rational, equitable and reasoned process in determining drug pricing, involving all key stakeholders (patients, doctors, insurers, PBM’s, governments, and of course, manufacturers).” Another wish John has for the New Year, is “for the industry to come up with an effective treatment or maybe even vaccine, for Ebola.”

“So there must be a rational, equitable and reasoned process in determining drug pricing, involving all key stakeholders (patients, doctors, insurers, PBM’s, governments, and of course, manufacturers).” companies to plow back to R&D, which is the lifeblood of any Biopharma company, but questions need to be asked as to the gap

WHICH CHANGE WOULD YOU LIKE TO SEE HAPPEN IN 2015?

John states four changes he would like to see happen in the industry: “I

would want to see less rumors, hot airs, grandstanding, handwringing, speculations and demagoguery on HCV pricing.

I would also like to see a global consensus on what needs to be publicly disclosed for the clinical study data. Next, I’d like to see CMS make their open payment system much more useful (for both data submitters to information retrievers).

And lastly, I’d like to see all stakeholders agree on what constitutes a TOV (transfer of value) within the Sunshine Act.”

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JOHN CHU’S GOSPEL he FDA needs to get into determining the value of drugs, beyond reviewing them for efficacy and safety.

After all, there is the precedence of NICE (National Institute for Heath & Care Excellence) in the UK.

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DR. BARRY DEVLIN BIG DATA BRINGS BIG RESPONSIBILITY

DR. BARRY DEVLIN IS A FOUNDER OF THE DATA WAREHOUSING INDUSTRY AND AMONG THE FOREMOST AUTHORITIES WORLDWIDE ON BUSINESS INTELLIGENCE (BI) AND BEYOND. A WIDELY RESPECTED CONSULTANT AND SPEAKER, DEVLIN HAS 30 YEARS EXPERIENCE IN INFORMATION TECHNOLOGY. AS FOUNDER AND PRINCIPAL OF 9SIGHT CONSULTING, HE PROVIDES STRATEGIC CONSULTING AND THOUGHT-LEADERSHIP TO BUYERS AND VENDORS OF BI AND BIG DATA SOLUTIONS. HIS LATEST BOOK IS “BUSINESS UNINTELLIGENCE: INSIGHT AND INNOVATION BEYOND ANALYTICS AND BIG DATA”.

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KEY TAKEAWAYS FROM 2014

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My one key takeaway” says Devlin, “is the (finally) emerging recognition of the importance of privacy in Big Data use. 2013 focused on government abuse of Big Data, but 2014 moved the emphasis to the commercial environment,

Big Data (and there are indeed many), I believe that the industry would be better served by an honest exploration of the downsides as well.

Key topics would be data governance (the difficulties created by Big Data and the Internet of Things), a realistic view of how business users really make decisions (as

”My 2015 wish for the Big Data industry is that commentators and vendors alike begin to get realistic about the possibilities offered by Big Data, both positive and, more importantly, negative.” both in terms of security holes for identity theft, and in terms of the possible and probable abuses. The latest story about Uber’s seeming disrespect for the privacy of its customers has hopefully brought home to the general public just what is possible.”

WHAT IS YOUR NEW YEAR’S WISH FOR THE big data INDUSTRY? ”My 2015 wish for the Big Data industry is that commentators and vendors alike begin to get realistic about the possibilities offered by Big Data, both positive and, more importantly, negative.

For every big business or social opportunity offered by

opposed to the ‘more data means better decisions’ mantra), and privacy (as mentioned).”

WHICH CHANGE WOULD YOU LIKE TO SEE HAPPEN IN 2015?

“Personally, I’d like to see extensive and thoughtful discussion on the macroeconomic and societal impact of Big Data, the Internet of Things, and automation take front and center-stage in 2015.

We are carrying out the largest economic/social experiment of the last 100 years as we drive the costs of production towards zero in many areas, and eliminate labor costs from large swathes of the value chain. I believe that the consequences

of these changes must be considered across the industry and government, lest we sleep-walk into an unknown and highly destabilizing future.”

Recognizing the consequences, for good or bad, of Big Data and confronting the issues it raises, can establish renewed trust with customers and improve business decision-making.

And that would be Dr. Barry Devlin’s mantra for 2015.

BARRY DEVLIN’S MANTRA ecognizing the consequences, for good or bad, of Big Data and confronting the issues it raises, can establish renewed trust with customers and improve business decision-making.

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CLAUDIA IMHOFF BIG OR SMALL - WHY SIZE DOESN’T MATTER WHEN APPROACHING DATA CLAUDIA IMHOFF, PH.D., IS THE PRESIDENT AND FOUNDER OF INTELLIGENT SOLUTIONS, INC., A LEADING PROVIDER OF CUSTOMER-FOCUSED TECHNOLOGY AND STRATEGY. A THOUGHT LEADER, VISIONARY, AND PRACTITIONER IN THE RAPIDLY GROWING FIELDS OF BUSINESS INTELLIGENCE AND CUSTOMER FOCUSED-STRATEGY – CLAUDIA IMHOFF, PH.D. IS A POPULAR AND DYNAMIC SPEAKER AND INTERNATIONALLY RECOGNIZED EXPERT ON ANALYTICAL CRM, BUSINESS INTELLIGENCE AND MORE. SHE HAS SERVED ON THE BOARD OF ADVISORS FOR DAMA INTERNATIONAL AND WAS CHOSEN

BY THE DAMA ORGANIZATIONS TO RECEIVE THE 1999 INDIVIDUAL ACHIEVEMENT AWARD. SHE IS AN ADVISOR AND A FACULTY MEMBER FOR THE DATA WAREHOUSING INSTITUTE AND SERVES AS AN ADVISOR FOR SEVERAL TECHNOLOGY AND COMMERCIAL COMPANIES.

KEY TAKEAWAYS FROM 2014

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My key takeaways are a few: The first is the hype around Big Data that is moving toward real, substantial business use cases, demonstrating its value.

Second, is the term ‘Big Data’, which is changing to just ‘Data’ as it moves into the very mainstream of the industry.

Third would be that Big Data is NOT just for very large Fortune 500 or Internet companies. It is for every company, because it is not the size of the data that matters as much today, but the complexity of the queries and analysis. And this applies to all sizes of enterprises.”

WHAT IS YOUR NEW YEAR’S WISH FOR THE big data INDUSTRY? “I wish we would drop the term Big Data all together and just

start calling it Data” Imhoff says with a smile. “Also, I wish data scientists would continue to focus on the business problems to be solved by their analyses and NOT become overly enamored with the ‘pretty pictures’ made with data visualization, forgetting why they did them to begin with.”

WHICH CHANGE WOULD YOU LIKE TO SEE HAPPEN IN 2015?

enterprise. It is more than just training someone on how to use a tool.”

Companies, big or small, need to focus their efforts and resources on Data Analytics. It is no longer a must for the big fish alone, but for every organization dealing with business problems. And this is Claudia Imhoff’s gospel for 2015.

Imhoff would like for the analytical approach within organizations to change: “Enterprises need to educate their employees on how to think analytically and critically, if these sophisticated analytics are to have any impact on the

“I wish we would drop the term Big Data all together and just start calling it Data”

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CLAUDIA IMHOFF’S GOSPEL ompanies, big or small, need to focus their efforts and resources on Data Analytics. It is no longer a must for the big fish alone, but for every organization dealing with business problems.

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26 2015 PHARMA & BIG DATA INFLUENCERS OUTLOOK

MARK VAN RIJMENAM IMAGINE ALL THE PEOPLE SHARING ALL THE KNOWLEDGE MARK VAN RIJMENAM IS CO-FOUNDER AND CEO OF DATAFLOQ.COM. RIJMENAM IS A BIG DATA STRATEGIST WHO ADVISES ORGANIZATIONS ON HOW TO DEVELOP BIG DATA STRATEGIES AND BUSINESS CASES. HE HAS A STRONG BACKGROUND IN ONLINE & MOBILE MARKETING, STRATEGY, SOCIAL MEDIA, BIG DATA AND IS WELL AWARE OF THE LATEST TRENDS THAT IMPACT ORGANIZATIONS. HE IS A WELL SOUGHT AFTER INTERNATIONAL SPEAKER, AND HAS GIVEN LECTURES AT THE BUSINESS UNIVERSITY NYENRODE, AS WELL AS IN AUSTRALIA, FRANCE AND THE NETHERLANDS, AMONG OTHERS. RIJMENAM IS ALSO CO-FOUNDER OF ‘DATA DONDERDAG’, A BI-MONTHLY (NETWORKING) EVENT IN THE NETHERLANDS ON BIG DATA.

KEY TAKEAWAYS FROM 2014

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2014 has been the year where Big Data became more well-known

possibilities, we can still see many organizations that are struggling with Big Data and have difficulties to really implement a Big Data strategy.”

WHICH CHANGE WOULD YOU LIKE TO SEE HAPPEN IN 2015?

“We are now launching a new platform - Datafloq - which would follow-up

“My wish is for more organizations to start seeing the value in Big Data, and then share their experience with the rest of the world. This would significantly benefit the industry, as we could all learn from each other on how to develop a Big Data strategy.” all over the world. Apart from the U.S. where Big Data was already on the agenda for quite a few years, we see now that both in Europe and Asia, Big Data is gaining traction, which is likely to continue in the coming years. More information has become available and as a result, more organizations are starting to deal with Big Data.

Although they’re already experimenting with the

WHAT IS YOUR NEW YEAR’S WISH FOR THE big data INDUSTRY? “My wish is for more organizations to start seeing the value in Big Data, and then share their experience with the rest of the world. This would significantly benefit the industry, as we could all learn from each other on how to develop a Big Data strategy.”

Big Data Startups. This platform will become the one-stop-shop around Big Data, connecting all stakeholders within the global Big Data market.

So as for the change I would like to see happen, it’s for this new platform to become a reality and a success.”

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MARK VAN RIJMENAM’S GOSPEL ig Data to become a source of shared knowledge, a challenge to deal with across different organizations as a means of mutual enrichment, is Mark van Rijmenam’s gospel for 2015.

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28 2015 PHARMA & BIG DATA INFLUENCERS OUTLOOK

DORON ASPITZ SELF-SERVICE ANALYTICS IS THE NEW GENERATION OF DATA ANALYSIS

DORON ASPITZ IS THE CEO AND PRESIDENT OF VERIX, INC., THE MARKET LEADER IN ANALYTIC APPLICATIONS FOR COMMERCIAL OPERATIONS IN THE LIFE SCIENCES MARKET. IN THE PAST, ASPITZ HAS CO-FOUNDED BLUE PUMPKIN SOFTWARE INC. AND SERVED AS ITS CHIEF EXECUTIVE OFFICER, AS WELL AS CHIEF EXECUTIVE OFFICER AND PRESIDENT OF UTOPY, INC.

2015 PHARMA & BIG DATA INFLUENCERS OUTLOOK 29

KEY TAKEAWAYS FROM 2014

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A key challenge in 2014 was the organizational dealing with evergrowing huge amounts of data.” According to Aspitz, in commercial operations it’s more the “complexity and velocity of the data that seem to be ever growing and raising the bar on effectively analyzing data to arrive at useful insights.” This challenge creates a bottleneck on data analysts that serve the entire organization in an attempt to provide timely actionable insights.

“Cutting edge analytical solutions started to put analytics in the hands of a wider range of employees to make it more accessible, and easier to apply. This leads to more self-service Data Analytics solutions, reducing dependency on dedicated analysts.”

WHAT IS YOUR NEW YEAR’S WISH FOR data analytics?

With the advent of mobile devices, Aspitz wishes for a variety of analytic applications, focused on specific business problems and processes: “With the rise of self-service analytics for field personnel, we will also see a continued growth in mobile analytical solutions. And these are not limited to simple, single function

solutions anymorethey’re becoming more and more sophisticated, providing deeper insights and richer information. In 2015 we hope to see an abundance of new mobile applicationsoffering better, more dedicated information than is currently available.”

WHICH CHANGE WOULD YOU LIKE TO SEE HAPPEN IN 2015?

Aspitz hopes to see the days when analysts are the sole keepers of all organizational data behind us. The industry needs to change that traditional approach, and adopt selfservice analytics across all levels of the organization, from account managers in the field, to highlevel executives. Busy executives and high level managers need to quickly review an executive summary of affairs; all the highlights of the business at a glance. “Our recently introduced Analytical Story Generator offers such a feature, and was immediately adopted as a favorite application by many of our high level users.”

The self-service trend will continue to be a driving force in 2015, Aspitz predicts, and is going to be the most sought after solution for commercial operations users.

DORON ASPITZ’S GOSPEL he self-service T trend will continue to be a driving force in 2015, Aspitz predicts, and is going to be the most sought after solution for commercial operations users.

SUMMARY So does innovation come at the price of a loosened, perhaps more permissive regulation? Is Big Data possible only in the light of giving up our privacy? The answers are apparently more complex than that. But moving towards a patient-centric approach, and relying on social networks and digital media as a more personalbased relationship, requires a rethinking of current regulation. And as technology changes the face of the industry, traditional views, from marketing to Data Analytics, have to change as well.

As in many other industries today, although it sometimes seems technology and computerized communication has extinguished all personal communication- the actual reality is quite the opposite, as articulated by almost all of our experts- the future communication in general, and that between patient and provider in particular, will become all the more personal, based on a trust relationship. And it is most definitely up to the provider to build that trust and establish strategies that are dedicated to the wellness of people, to the bettering of their lives, and not solely to dealing with their diseases.

A significant additional message is conveyed here by our experts, which constitutes a change in Pharma: technology brings with it not only internal innovation, but allows for other industries to participate in the efforts of bettering people’s wellness. Opening-up and collaborating with new partners can only help the industry to stay at the top of the game. We shouldn’t let our fears get in the way of progress.

Finally, it seems Pharma cannot go on without acknowledging and embracing the opportunities Big Data presents. The sooner Pharma realizes it has to confront data in a wholesome approach based on innovative analytic solutions, the better it will get in catching up with the enormous changes mentioned in this outlook.

Once again we would like to deeply thank our experts. Looks like 2015 is going to be a fascinating year, and we’re thrilled and honored to be right there with you when it all happens.

Let there be a Happy New Year to all of us!

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