c* summit 2013: adaptive data convergence for life sciences by manish sood
DESCRIPTION
The Life Sciences industry is undergoing significant changes in how companies do business due to recent legislative changes. The evolving landscape is forcing the Pharmaceutical companies to change how their entire Sales model and move from Prescriber based sales model to an Account based sales model, which has a downstream impact on Sales team organization, Field sales alignment, Incentive compensation and Marketing. This changing reality also requires that the Pharmaceutical companies understand and drive the changes to business strategy on insights driven by data about Prescription Sales, Medication Adherence, Claims, etc. to name a few categories of data sources. The required insights are derived from the convergence of data from multiple sources that include numerous internal applications, 3rd party data sources and social media. In this session, learn how Reltio is helping various Pharmaceutical companies cope with the evolving business landscape with a data driven strategy by leveraging the Reltio data science engine that runs on Cassandra.TRANSCRIPT
Adaptive Data Convergence for Life Sciences
Manish Sood | CEO & Founder, Reltio, [email protected]
© 2012-2013 Reltio
Summary – Adaptive Data Convergence for Life Sciences
Discussion today ! How Rel(o provides SaaS apps for Life
Science companies for: ! Sales ! Marke(ng ! Compliance
Key Elements ! Mul(-‐Tenant ! Mul(-‐Source ! Mul(-‐Channel ! Highly available, zero-‐down(me ! Low Cost ! Business User experience focused
Key Technologies * C* with a graph datamodel * Elas(cSearch * Hadoop
What does Rel7o do? ! Applica(ons that run on Convergence of
Internal, 3rd Party and Social data ! Public (SaaS) and Private Cloud deployments ! Ver(cals -‐ Life Sciences & Financial Services
#Cassandra13, @Reltio, @msoodx 2 Empowering Perspectives
© 2012-2013 Reltio
! Decision making is moving from Prescribers to large Organizations
! Hospital sector is concentrating and buying groups, as well as hospital chains, are emerging
! Payers now have explicit negotiation relationships with the pharma industry
! Online pharmacies are capturing increasing market share and are becoming major customers for pharma companies for OTC (over the counter) drugs
Changing Business Model for Life Sciences
#Cassandra13, @Reltio, @msoodx 3 Empowering Perspectives
© 2012-2013 Reltio 4
Customers for Pharma companies – a complicated view
Empowering Perspectives #Cassandra13, @Reltio, @msoodx
© 2012-2013 Reltio
For every Life Sciences company data comes from multiple sources: ! Enterprise sources –12 or
more ! 3rd Party data sources – 12 or
more that include: ! Reference data ! Prescription sales ! Claims processing ! Referral data ! Spend data
! Social media sources – includes specialty networks
Common considerations
5 Empowering Perspectives #Cassandra13, @Reltio, @msoodx
© 2012-2013 Reltio
! Measure – account profitability, price leakage, and commercial terms
! Identify – key accounts and the right level of investment
! Tailor – pricing and tactics, contract options, and offerings for the account
! Align the team – by determining the optimal size and setup of your Account team
! Adjust incentives – to foster entrepreneurial behavior
Data driven Business
6 Empowering Perspectives #Cassandra13, @Reltio, @msoodx
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Organizing Relationship data
Empowering Perspectives #Cassandra13, @Reltio, @msoodx
Client
Key Connector
Low-‐Influence Client
Sphere of Influence
Connec(on path
Improve rela(onship strength
Clustering by Affinity
High-‐Influence Client
En(ty to En(ty rela(onships
Structured Trees and Hierarchies
Scale free informa(on maps
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Deriving value from Complex Relationships
Empowering Perspectives #Cassandra13, @Reltio, @msoodx
H
L
L H
Degree of Complexity • Degree of prescrip(on control for selected drug class • Number of special(es in the hospital
Account Opportunity • Prescrip(on volume • Influence on other
prescribers • Current share
Large mul(-‐specialty hospital/chains with
high control
Large hospital with low control;
significant prescribing freedom
Small single-‐specialty hospital where
physicians influence decisions
Segmenta(on scheme for Key Accounts
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Other areas – Clinical Trial Patient and Investigator requirement
Empowering Perspectives #Cassandra13, @Reltio, @msoodx
Data from mul(ple sources for: • Claims • Pa(ents • Diagnoses Referrals • Health care providers (HCPs) referring to HCPs
© 2012-2013 Reltio
The Setup
! Star schema ! Aggregate tables ! Query caching &
manipulation ! Support for MDM (master
data management) concepts such as matching, merging and crosswalk maintenance
The Results
! Modeling adhoc dimensional relationships ! complex
! Support for MDM concepts ! limitations with performance
& scale ! Hierarchical rollups and
aggregations ! slow
! Multi-source fact data from disparate sources ! needs a separate table for
every disparate source
10
What we tried
Empowering Perspectives #Cassandra13, @Reltio, @msoodx
© 2012-2013 Reltio
Groups
11
Reltio meta-model using C*
Empowering Perspectives #Cassandra13, @Reltio, @msoodx
En((es
En((es
En((es
En((es
En((es
En((es
En((es
En((es
Transac(ons Transac(ons Transac(ons Transac(ons
Groups
Groups
Hierarchies
Addi(onal suppor(ng ar(facts built into the model: • Concepts (en((es or rela(onships) can have have
unlimited a\ributes • En(ty Matching & Crosswalks maintenance • Dimensional rollups & aggrega(ons • Change History • Audit and Lineage
Rela(onships
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Scaling Reltio
Empowering Perspectives #Cassandra13, @Reltio, @msoodx
Auto scaling Group
Auto scaling Group
Auto scaling Group
Auto scaling Group
Reltio UI HA Files Storage or
SAN for documents and image storage
Reltio API
Real-‐(me Index
Shard
Replica
Users
Colocation optional
Cassandra (Real-‐(me Datastore)
Real-time Cassandra
Hadoop
* Reltio Convergence Hub - enables Data Convergence apps with MDM (master data management) at it’s core
* for use by Customers, Data Partners and ISVs * SaaS & Private cloud deployments for real-time and highly available
data management
Reltio - summary
Thank you
Manish Sood | CEO & Founder, Reltio, [email protected]