Global Pharma Company Case Study: Making Analytics Pay off—Immediately

Business Issue

Moving from data integration to customer insights

Multiple source systems. Multiple data vendors. Incomplete data. Bad data. Looking for insights by hand. Paying too much for the result; getting too little in return.

Those are just some of the challenges pharmaceutical companies face in trying to integrate data and derive insights to improve sales and marketing. Today, pharmaceutical companies rely on data-driven insights, which require reports and performance metrics available at executives’ fingertips.

Pharmaceutical executives need real-time, 360-degree views of customers for brand planning, focused marketing, promotions and campaigns.

But building a platform to integrate data and deriving insights can take years. How can companies integrate and interpret mountains of data to get a 360-degree view of customers without resorting to laborious and manual processes that break the bank?

Pharmaceutical companies have spent millions of dollars on simply getting all their data on a single platform, but taking the next step—integrating all this data, generating insights
and creating a true competitive advantage—is even more challenging. But with competitive pressures at a breaking point, pharmaceutical executives don’t have the time to wait.

The Problem

Lots of data, few insights

Like all companies in the pharmaceutical industry, a global drug maker needed insights from its data to gain a competitive advantage. The company had built a single hub to integrate information from diverse sources, but it needed a better way to harness the data into insights on physicians, payers and patients.

The company was managing multiple sources of information, some with different definitions of what constituted “patients” or “physicians.” In one case, the company had 17 instances of a single customer throughout different systems. The company had “seven years of bad data” in its sales force automation system, says an executive from the company.

“We had invested heavily to develop a single, persistent identifier and systems to integrate data,” the executive says. “After we set up the systems to have this data in one place, we couldn’t afford to wait years to gain insights, so we asked ZS to find a solution—fast.”

The Solution

Using existing assets to speed implementation

ZS customized its ARTiS platform to expedite the analytics process, delivering a solution far more rapidly than building one from scratch.

Despite the speed with which it was built—just six months—the ZS solution encompassed all of the company’s analytic needs:

  • Implemented IT infrastructure, automated data staging and quality assurance
  • Built dashboards that integrated sales, market activity, marketing programs and other data
  • Developed drill-down reports that gave information on multiple dimensions for individual brands
  • Completed a “360-degree” informational view that showed detailed activity and reports for key customers

The Results

New insights, new ways to market brands

The improvement in the company’s analytics capability was striking, but what really counted were results:

  • True customer insights and defined marketing performance metrics for more than 10 brands
  • Ability to track customer interactions for entire product lifecycle
  • Slashing the time to collect data and increasing the time actually analyzing it
  • Fast analysis of changes in the competitive landscape that can be pushed to the field almost immediately

“ZS works more as a partner than a vendor,” the executive says. “They had made the investment in data ops already, and we bought part of it. The ARTiS platform was completely configured to our needs, and in six months, we were able to build what might have taken two or three years otherwise.”