The pharmaceutical industry has been undergoing radical change. But instead of letting this have a negative impact on its business, one pharmaceutical company in Portugal has proactively harnessed business intelligence (BI) to strengthen its relationship with customers and stakeholders. It’s been a win-win for both the company and Portugal – the government met its cost containment objectives, and the company improved profitability.
This case study of their success in using BI to turn the economic pressures into a competitive advantage in Portugal is being looked to as a model of best practice for their operations in other countries.
Turning an Economic Crisis into an Opportunity
When the economic crisis in Portugal forced the government to set objectives for cost reduction in healthcare, most health care centers didn’t know where to start. The pharmaceutical company saw the opportunity to help the government stakeholders meet its objectives by bringing the right data to the table. Government teams needed transparency into health care data in order to define and recommend on a country-wide basis which standard processes and exams for diagnosis should be used. They also wanted to be able to recommend conventional treatments based on the evidence of best outcomes in conjunction with economic cost.
Understanding Customers and Providing the Solution
The company decided to turn the tables on the old sales and marketing style, which focused on showing the product benefits of its drugs against other brands. Instead, they showed stakeholders the economic value of various treatment options and conducting a ‘what if’ analysis (screen 4) on actual regional data.
To do this, the company built a platform using SAP BusinessObjects business intelligence solutions as a base to bring in:
- demographic data (screen 1),
- number of deaths per diseases (screen 2),
- economic cost data for alternative treatments and diagnosis (screen 3)
- what-if analysis on the treatment options (screen 4)
With this data the options could be discussed with each stakeholder in terms of their objectives and priorities.
By helping educate the government stakeholders and by having a data-driven discussion, the company built trust and a close relationship that set them apart from the competition.
JRS Pharmarketing, an SAP partner, worked with the pharmaceutical on the concept, development, content and design of the application, which used Inovista mobile components and Dashboard reader on top of SAP BusinessObjects Dashboards. Contact firstname.lastname@example.org for more information.
Inovista, a partner for SAP BusinessObjects Dashboards, provides more than 80 add-ons, many specifically for mobile devices that allow the designer to create dashboards with a true mobile look and feel for iOS and Android.
Watch for my next blog in which I’ll speak to the pharmaceutical’s development of dashboards for internal use. You can follow me on twitter as well at @AnitaGibbings.
Screen 1: Region demographics with comparisons to National level of number of patients, costs and population levels
Screen 2: Mortality per disease
Screen 3: Economic burden
Screen 4: What if Analysis for 1 treatment option