藥品產業市場分析領域之活用

Abstract

Market analytics functions play a key role in helping pharmaceutical and biotechnology companies make informed decisions, avoid risk and uncover opportunities for growth. Although Market analytics insights can be vital to corporate success, the function' s full value often remains unrealized.

This research examines how maximize the business value of analytics through optimal structuring, staffing and positioning of analytics activities. Executives can use this information to demonstrate business value and win the recognition and resources needed to achieve and sustain high performance levels.

• (1) Hiring for Market Analytics Performance Excellence
• (2) Delivering High-Impact Services
• (3) Building Effective Relationships with Key Stakeholders
• (4) Structuring to Support Healthy Product Growth and
• (5) Winning Corporate Recognition and Support

Industries Profiled:

Pharmaceutical; Health Care; Consumer Products; Biotech

Companies Profiled:

Abbott Laboratories; Xanodyne Pharmaceuticals; Vertex Pharmaceuticals; Shire; Sepracor; Sanofi-Aventis; Purdue Pharma; Ortho Biotech; Novartis; Medrad; Mead Johnson; Genzyme; Eli Lilly; Eisai; DSM Pharmaceutical; Cubist Pharmaceuticals; Boehringer Ingelheim; Aton Pharma; Amylin; Amgen; Alcon

Table of Contents

EXECUTIVE SUMMARY

• Introduction
• Research Approach
• Participating Companies
  • Figure S.1-Participating Companies
  • Figure S.2-Job Titles of Participants
  • Figure S.3-Participant Company Size
  • Figure S.4-Years of Analytic Experience
• Key Insights
• Key Findings
• Analytics Activities Included in the Study

HIRING FOR MARKET ANALYTICS PERFORMANCE EXCELLENCE

• Introduction
  • Figure 1.1-Essential Employee Experience, Skills, & Attributes
  • Figure 1.2-Essential Employee Experience
  • Figure 1.3-Essential Employee Skills & Competencies
  • Figure 1.4-Essential Employee Attributes
  • Figure 1.5-Key Analytics Skills in Early Stage Organizations
• Number of FTEs
  • Figure 1.6-FTE: Headcount by Company
  • Figure 1.7-Benchmark Partner Observations on FTE Requirements
• Outsourcing
  • Figure 1.8-Outsourcing Detail
  • Figure 1.9-Extent of Outsourcing
  • Figure 1.10-Reasons for Outsourcing

DELIVERING HIGH IMPACT ANALYTICS SERVICES

• Introduction
  • Figure 2.1-Top Rated Activities
  • Figure 2.2-Activity Impact Scoring: Weighted Rankings
• Primary Department for Activities
  • Figure 2.3-Primary Departments for Analytics Activities
  • Figure 2.4-Other Departments for Analytics Activities
• Responsibility for Activities
  • Figure 2.5-Job Titles with Ultimate Responsibility for Activities
  • Figure 2.6-Job Titles by Analytics Activity

BUILDING EFFECTIVE RELATIONSHIPS WITH KEY STAKEHOLDERS

• Introduction
  • Figure 3.1-Sales Analytics Customers
  • Figure 3.2-Marketing Analytics Customers
  • Figure 3.3-Business Development Analytics Customers
  • Figure 3.4-Forecasting Analytics Customers
  • Figure 3.5-Collaborators for Sales Analytics Activities
  • Figure 3.6-Collaborators for Marketing Analytics Activities
  • Figure 3.7-Collaborators for Business Development Analytics Customers
  • Figure 3.8-Collaborators for Forecasting Analytics Activities
  • Figure 3.9-Lessons Learned: Stakeholder Relationships

STRUCTURING TO SUPPORT HEALTHY PRODUCT GROWTH

• Introduction
• Centralization
  • Figure 4.1-Organizational Structure at Surveyed Companies
• Departmental Alignment
• Activities Integration
  • Figure 4.2-Tips from a 30-Year Analytics Veteran
• Market Analytics Organizational Evolution
  • Figure 4.3-Market Analytics Evolution Conceptual Model
  • Figure 4.4-Generalist Model
  • Figure 4.5-Generalist Model, 2
  • Figure 4.6-Evolution of Analytics Activities
  • Figure 4.7-Differentiated Model
  • Figure 4.8-Differentiated Model, 2
  • Figure 4.9-Specialist Model
  • Figure 4.10-Specialist Model, 2
  • Figure 4.11-Distributed Model
  • Figure 4.12-Distributed Model, 2
  • Figure 4.13-Distributed Model: Large Company Example
• Indicators of Need for Evolution and Growth

WINNING CORPORATE RECOGNITION AND SUPPORT

• Figure 5.1-Essential Building Blocks for Market Analytics Success
• Gaining Senior Management Support
• Cultivating Relationships
  • Figure 5.2-Delivering Value to Achieve Organizational Recognition
• Delivering Great Work
  • Figure 5.3-Strategies and Tactics for Building Value
• Performance Measurement
  • Figure 5.4-Effectiveness Measurement
  • Figure 5.5-Performance Metrics
  • Figure 5.6-Feedback Methods

LESSONS LEARNED