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.
This research is focused on major topic areas:
- (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
| 
