Building commercial coherence from strategy to tactics requires an integrated approach to data analysis – here’s how Galileo Cosmos™ facilitates that process…
- Strategic planning is the bedrock on which all product development and marketing is based.
- Turning strong strategic plans into effective action is a complex process.
- Effective data integration and analysis can be a powerful tool in creating a unified approach to strategy and tactics.
Insights drive the strategic plan
Developing strategic plans has always been a function of cross-disciplinary analysis. R&D will have input regarding what is/can be developed for market; marketing will have input regarding what is commercially required; business development will have input regarding what assets can be acquired. Combined these will all be reconciled with the broad commercial goals for the organisation to arrive at a strategic plan.
The strategic planning process, involving data analysis and forecasting is a substantial task for all entities, and this involves largescale use of data. Every one of these different sets of input will be strongly influenced by data and analysis which is always long-term in nature, with broad objectives, strategic goals and specific plans relating to those things that are, by definition, long-term – like acquisition targets and drug development plans.
Commercial action plans rely on high quality forecasting and targeting
At the other end of the spectrum are the commercial plans that implement the tactical requirements of achieving business plan goals. Highly detailed targeting and forecasting, down to the individual prescriber, will frequently be put in place. This requires data with extremely high specificity, analytics that get to highly targeted patient segments, and communication plans that have been finely tuned.
Data and analytics are essential to these tactical activities. Prescriber-level data to support the sales force, account level patient activity to support key accounts, primary research to confirm the specific subtleties of complex communications across all forms of media.
Integrated data and analysis can create a unified approach
Much as in physics where there is a desire to confirm a unifying theory of gravity, space, time, and sub-atomic forces, so in healthcare there is a desire for a unified approach to strategic and tactical operations. Converting strategic plans into tactical activities is always a complex process because one is all-encompassing and looking years into the future, and the other knows that whatever future is planned it starts tomorrow with sales calls, advertisements and quarterly budgets.
An integrated approach to data management, combining all the inputs for both strategic planning and tactical activity is an ideal solution. When all parties are using the same data, it is easier to coordinate plans. Adjusting to account for changing circumstances becomes easier; contingency planning becomes the norm.
Galileo Cosmos™ offers the ability to run your data assets in an integrated way. Claims data, prescription data, primary market research, formulary data, Government data, population health and epidemiology – all these can be operated in a single engine that makes it possible for a unified approach to all aspects of planning as well as the day-to-day management tasks.
- Single data engine for all data sources – reduced data overhead management
- Multi-user access for all areas of specialist skills – increased consistency across teams
- Custom tools for each user type – increased sophistication
- Output for all users – increasing senior management visibility
- Shared analysis across departments – reducing risk
Galileo Cosmos™ is a novel tool that has been designed to support these complex tasks. Contact us to book your demonstration and a discussion of your specific needs.