Driving Prescribing Behaviors: Using Linkage Analysis for ROI-Based Decisions, a Panel Discussion

Kunal Gupta Vice President, Senior Consultant Burke, Inc.  www.burke.com	Anthony Bogle Senior Manager, Brand Marketing Sanofi-Aventis  www.sanofi-aventis.us
Melissa Green Product Manager UCB Pharma  www.ucb.com	Jay Janco Associate Director,  Strategic & Business Analysis Solvay Pharmaceuticals  www.solvay.com

Presentation Abstract

Pharmaceutical companies invest in a wide variety of data sources which are seldom leveraged to their full potential to support decisions that drive prescribing behaviors. Because these data are often stored in functional silos throughout your organization, it can be challenging to align them to inform decisions and evaluate the effectiveness of your marketing activities.

Learn how others like you are working to overcome the challenge of making all the available, but disparate, data sources work together to support marketing decisions. Anthony Bogle of Sanofi-Aventis and Melissa Green of UCB will share with you the successes and challenges they have faced while aligning data sources to impact decisions. Next, Dr. Kunal Gupta of Burke will walk you through a unique process for gathering, organizing and maximizing the disparate data sources called Linkage Analysis. Finally, Jay Janco of Solvay Pharmaceuticals will share a recent example of Linkage Analysis in practice.

You will learn how Linkage Analysis has impacted pharmaceuticals as well as other industries to:

• Get the right answers to marketing questions (and avoid wrong ones)
• Implement impactful initiatives across your promotional channels (including Sales Force)
• Allocate marketing resources effectively

At the conclusion of this session, you will:

• Have a clear vision of how Linkage Analysis can help your organization focus on ROI-based decisions and improve the decision-making support you provide
• Be able to start to align your various data sources to consider the Linkage Analysis path

Speaker Biographies

Dr. Gupta serves as an instructor for the Burke Institute as well as an advisor to Burke’s clients and teams for linking primary and secondary data sources. Kunal also has a lead role in Burke’s research and development efforts. He has served as a member of the Board of Examiners for the Malcolm Baldrige National Quality Awards. Kunal is a perennial speaker at several universities and many of the marketing research community’s most attended conferences. 

Anthony Bogle currently serves as a Senior Brand Manager at Sanofi-Aventis. In his current role, his is responsible for managing brand marketing and promotions for the CNS division. He is well-grounded in business management and research methods, enabling him to address the strategic and tactical needs of a brand. Before joining Sanofi-Aventis, Anthony served in the US Army. Anthony obtained his undergraduate degree from Tuskegee University and his MBA from the Wharton School of Business

Melissa Green is currently a Product Manager for the immunology business unit at UCB in Smyrna, GA. She is responsible for developing brand strategies and marketing materials to better communicate with physicians and patients. Throughout her tenure, Melissa has served in several roles at UCB including roles in marketing research and marketing. Before coming to UCB, Melissa worked on the supplier side at marketRx. Melissa received her MBA from Arizona State University.

In his current role at Solvay, Jay Janco leads a strategy consultancy across five integrated cross-functional teams: Decision Science, Market Research, Contract Pricing and Reimbursement, Competitive Intelligence Research Center and Strategic Analysis. These teams provide holistic, evidence-based, strategic decision support at Solvay. Prior to his tenure at Solvay, Jay was the Director of Business Analysis at CaseBauer. Jay received his MBA from Southern Methodist University and his BA in Economics from Vanderbilt.

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