© 2019 SCIOInspire, Corp. d/b/a SCIO Health Analytics®, an EXL company. Confidential and Proprietary. All rights reserved.

OPTIMIZE YOUR MARKETING MIXUNDERSTAND DRIVERS OF SUCCESS WITH MACHINE LEARNING

© 2019 SCIOInspire, Corp. d/b/a SCIO Health Analytics®, an EXL company. Confidential and Proprietary. All rights reserved. 2

LIFE SCIENCES ORGANIZATIONS ARE ALWAYS SEEKING THE BIGGEST BANG FOR THEIR MARKETING BUCKS.

MODELING FOR SUCCESS

• By region, where are my current themes and associated messages not working, and why?

• If I change the marketing mix, what happens?

• How do I maximize my marketing spend and minimize my losses?

• How and where can I optimize market share when increasing my marketing spend?

• How do I minimize market share loss when withdrawing budget, and against which programs?

Through its machine learning capabilities, SCIO Health Analytics, an EXL Company, offers insights to consistently and objectively correlate multi-channel marketing activities undertaken with success at territory and account levels.

To identify business drivers and their relative impact, SCIO works with you to create a master database of sales data, activity data (calls, meetings, CRM data), conferences/KOL meetings, etc. and match them to client defined themes, such as In-call Excellence, Account Planning, Advocacy, etc. SCIO then develops model metrics and segments to identify a homogeneous population for modeling.

SCIO’s Impact Analyzer uses statistical descriptive and predictive (i.e., machine-learning) models to identify and understand the drivers of success playing to the unique attributes of each territory or region – by therapeutic area or by drug. It identifies your top and bottom performing territories or regions and the themes that drive success at the national to territory levels.

Figure 1: Identifying Business Drivers and their Impact

Activity data

Calls

Meetings

CLM data

Conferences/KOL’

Sales data

Account planning/tactics

In Call Excellence

Account Planning

Message Delivery

Tools

Cross Functional Working

Environment

Advocacy

Data Preparation and creation of Metrics for themes

Client Defined ThemesInput/Raw data SCIO Proprietary Framework

Market access / Research data

Data Discovery and Exploratory Data Analysis Analysis Universe Selection, Segmentation & Model BuildingCompiling Results &

Initial Operationalization

• Creation of master data

• Creating segmentation schema

Analysis Universe Selection and Segmentation

• Creation of model data and selecting model universe

• Creating modeling metrics

• Building advanced self learning models quantifying theme/metricimpact

Model Building

• Generating tactic/theme level impact of metrics from models

• Providing inputs to define key metric’s targets for optimal investment using highly predictivedrivers of success in individual territories

• Building automated tool to aid decision making

• Insights and recommendations

Compiling Results & I.O.

Aim to quantify the relationship between a set of explanatory variables

(themes/metrics in this case) and response variable (Success Metric) by

learning from patterns in data

MODELS

Models to quantify impact on Success Metric such as

Sales/Market Share defined by the client

Questions that keep pharma marketers, brand managers and commercial teams up at night include:

© 2019 SCIOInspire, Corp. d/b/a SCIO Health Analytics®, an EXL company. Confidential and Proprietary. All rights reserved.

The descriptive approach profiles what drove success by associated themes and tactics: Which themes are driving each of the regions? Which themes are dominant? Which activities are driving the business? The predictive, machine-based logic forecasts the success of marketing themes and tactics, down to the territory level, in quarterly increments. The visualized results can help you assess which themes and tactics to implement and focus on.

The insights can then be shared across your commercial teams and regional leads via an Impact Dashboard. This automated tool helps shows how each territory is performing against the themes employed. It can be used to design territory engagement strategies and key metric targets using 2 different approaches: current drivers of success in individual territories and top performing territory behavior and attributes.

Figure 2: SCIO’s Impact Analyzer

Figure 3: SCIO’s Impact Dashboard

3

© 2019 SCIOInspire, Corp. d/b/a SCIO Health Analytics®, an EXL company. Confidential and Proprietary. All rights reserved.

433 South Main St., Suite 203West Hartford, CT 06110

P: 1.888.566.2840 F: 1.860.676.8848

E-mail.: info@sciohealthanalytics.comwww.sciohealthanalytics.com

© 2019 SCIOInspire, Corp. d/b/a SCIO Health Analytics®, an EXL company. Confidential and Proprietary. All rights reserved.

About SCIO Health Analytics®

SCIO Health Analytics, an EXL company, is a leading health analytics solution and services company. It serves over 100 healthcare organizations representing over 150 million covered lives across the continuum including providers, health plans, PBMs, employers, health services and global life sciences companies.

SCIO provides predictive analytic solutions and services that transform data into actionable insights, helping healthcare organizations create the understanding that drives change and proven outcomes. SCIO delivers more than $540 million in client value annually through the elimination of healthcare waste and improved performance associated with its reimbursement and care optimization solutions.

Through SCIO’s value-based approach that enables healthcare organizations to reduce the total cost of care while improving care quality, SCIO is dedicated to helping our clients solve the underlying issues that lead to excessive spending and suboptimal outcomes. Visit SCIO’s website for up to date information on their product and service solution offerings: www.sciohealthanalytics.com