Philadelphia, PA— Live from EFP ‘18: In his presentation “From ‘Data-as-Assets’ to ‘Insights-as-Assets,’” GSK’s VP of U.S. Pharma Commercial Insights Peter Barschdorff shared a hit list of wisdom in the space:

  • Just like other assets, data bears particular value once made tangible
  • There’s a specific set of capabilities which can help unlock the value inherent in (commercial pharma) data
  • Data management and analysis require resources, which is why we need to be selective in what data is being used
  • Once moved through the data management cycle, highly condensed and synthesized, data can bring to light new valuable findings—INSIGHTS!
  • Insights are not the privilege of the Market Research function but rather —in some companies—are crowd-sourced
  • Once implemented and successful, some insights will become truly “iconic,” enshrined into an organization’s memory
  • At critical junctures throughout the planning and strategic cycle, the insights function has important levers and hooks to influence and drive the business

About the Author:

Drew Beck has spent his entire career in healthcare — from direct patient care as an EMT in college to countless roles in pharma sales and global marketing for leading life science companies including Eli Lilly & Co. and GlaxoSmithKline. He is currently a leader on the Syneos Health Insights & Innovation team, a group charged with leveraging deep expertise in virtual collaboration, behavioral science, trends-based-innovation, custom research and global marketing insights.