Master Data Management - From Compliance To Customer-Centricity

Copyr i g ht © 2014 , SAS Ins t i tu t e Inc . A l l r ights reser ve d .

MDM in the

Pharmaceutical Sector

From Compliance to

Customer-centricity

SAS Presentation, 29 April 2014

Information Management Insight

Copyr i g ht © 2014 , SAS Ins t i tu t e Inc . A l l r ights reser ve d .

More about me on

www.giannicooreman.com

A psychologist who ended

up in the IT-sector

DATA

MANAGEMENT

& BUSINESS

ANALYTICS

TECHNOLOGY

GEEK

WINE

LOVER

CUISINE

SAVOURER

WORLD

EXPLORER

Copyr i g ht © 2014 , SAS Ins t i tu t e Inc . A l l r ights reser ve d .

HOW TO

START

WHAT IS

MDM FROM

COMPLIANCE

TO

CUSTOMER

CENTRICITY

PROJECT

LEARNINGS

Copyr i g ht © 2014 , SAS Ins t i tu t e Inc . A l l r ights reser ve d .

HOW TO

START

WHAT IS

MDM FROM

COMPLIANCE

TO

CUSTOMER

CENTRICITY

PROJECT

LEARNINGS

FROM COMPLIANCETO CUSTOMER-

CENTRICITYPROJECT

LEARNINGSWHAT IS MDM HOW TO START

@giannicooreman

#ba4all

MDM IS ABOUT CIRCLES

WITHIN AN ORGANIZATION

FROM COMPLIANCETO CUSTOMER-

CENTRICITYPROJECT

LEARNINGSWHAT IS MDM HOW TO START

@giannicooreman

#ba4all

A TRADITIONAL ORGANIZATION CREATES CIRCLES…

Customer

?

FROM COMPLIANCETO CUSTOMER-

CENTRICITYPROJECT

LEARNINGSWHAT IS MDM HOW TO START

@giannicooreman

#ba4all

… HOWEVER THERE’S BIG VALUE IN DEALING WITH CIRCLES

• ID:7964

• Full name: Gianni Cooreman

• Segment: B

• Email: giannialias@me.com

• Household status: Married

• ID:3597

• Full name: Gianni Coremans

• Satisfaction: 6/10

• Email: giannicooreman@me.com

• Product: iPad Air

• ID: 9634511

• Full name: Gianni Cooremans

• Last Invoice: €9.876

• Email: Gianni.Cooreman@sas.com

• Credit card: xxxx-xxxx-xxxx-1509

• ID:9675698

• Full name: Gianni Cooreman

• Hobbies: wine, dining, travel abroad

• Email: giannicooreman@me.com

• Household status: Married

• Breaking news: expecting Cooreman Junior

FROM COMPLIANCETO CUSTOMER-

CENTRICITYPROJECT

LEARNINGSWHAT IS MDM HOW TO START

@giannicooreman

#ba4all

MDM HELPS DEALING WITH CIRCLES / SOLVING THE OVERLAP

• ID:7964

• Full name: Gianni Cooreman

• Segment: B

• Email: giannialias@me.com

• Household status: Married

• ID:3597

• Full name: Gianni Coremans

• Satisfaction: 6/10

• Email: giannicooreman@me.com

• Product: iPad Air

• ID: 9634511

• Full name: Gianni Cooremans

• Last Invoice: €9.876

• Email: Gianni.Cooreman@sas.com

• Credit card: xxxx-xxxx-xxxx-1509

• ID:9675698

• Full name: Gianni Cooreman

• Hobbies: wine, dining, travel abroad

• Email: giannicooreman@me.com

• Household status: Married

• Breaking news: expecting Cooreman Junior

FROM COMPLIANCETO CUSTOMER-

CENTRICITYPROJECT

LEARNINGSWHAT IS MDM HOW TO START

@giannicooreman

#ba4all

MDM HELPS DEALING WITH CIRCLES / SOLVING THE OVERLAP

System ID Full Name Personal

email

Business

Email

Household

Status

Kids Cust. Satisf. Segment

MDM 123 Gianni

Cooreman

giannicoorem

an@me.com

Gianni.Coore

man@sas.co

m

Married Expecting a

child

6 B

Marketing DB 7964 Gianni

Cooreman

giannialias@

me.com

Married B

Finance DB 9634511 Gianni

Cooremans

Gianni.Coore

man@sas.co

m

Aftersales DB 3597 Gianni

Coremans

giannicoorem

an@me.com

6

Bisnode 9675698 giannicoorem

an@me.com

Married Expecting

Cooreman

Junior

FROM COMPLIANCETO CUSTOMER-

CENTRICITYPROJECT

LEARNINGSWHAT IS MDM HOW TO START

@giannicooreman

#ba4all

SOLVING CIRCLES IS MORE THAN TECHNOLOGY…

Who is the system owner?

Who creates the data?

Who can correct (master)

data?

How to feed master data

back to source systems?Which systems are slaves

/ master?

Who are the data stewards

to address issues?

How do we deal with

overlapping information?

What should be the

business definitions?

How do we identify the same

person in different systems?

How do we identify the same

person in different systems?

What are the processes to

create, delete, update data?

FROM COMPLIANCETO CUSTOMER-

CENTRICITYPROJECT

LEARNINGSWHAT IS MDM HOW TO START

@giannicooreman

#ba4all

… IT’S ABOUT

Copyr i g ht © 2014 , SAS Ins t i tu t e Inc . A l l r ights reser ve d .

HOW TO

START

WHAT IS

MDM FROM

COMPLIANCE

TO

CUSTOMER

CENTRICITY

PROJECT

LEARNINGS

FROM COMPLIANCETO CUSTOMER-

CENTRICITYPROJECT

LEARNINGSWHAT IS MDM HOW TO START

@giannicooreman

#ba4all

THE CUSTOMER

A global biopharma focused on severe diseases with operations in

approximately 40 countries and global revenue of € 3.4 billion in 2013.

FROM COMPLIANCETO CUSTOMER-

CENTRICITYPROJECT

LEARNINGSWHAT IS MDM HOW TO START

@giannicooreman

#ba4all

Consulting Fees

Honoraria

Symposia/ travel

Gift

Entertain-ment

Food

Research

Grants

THE DRIVER: COMPLIANCE

Global Aggregate Spend &

Disclosure Compliance

FROM COMPLIANCETO CUSTOMER-

CENTRICITYPROJECT

LEARNINGSWHAT IS MDM HOW TO START

@giannicooreman

#ba4all

THE DRIVER: COMPLIANCE

FROM COMPLIANCETO CUSTOMER-

CENTRICITYPROJECT

LEARNINGSWHAT IS MDM HOW TO START

@giannicooreman

#ba4all

AGGREGATE SPEND REPORTING IS GLOBAL

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

Regulation

MN

Regulation

WV

Regulation

CT

Regulation

VTRegulation

MA Sunshine

Act

Reporting

EFPIA HCP Code

IFPMA Code

ABPI Code of

Practice UK

Loi Bertrand

France

JPMA

Transparency

Guidelines

Netherlands

Code of

Conduct

OIG

Compliance

Guidelines

PhRMA

Code of

Conduct

AdvaMED

Code of

Conduct

Regulation

NV,DC,ME

Revised

PhRMA

Code

FROM COMPLIANCETO CUSTOMER-

CENTRICITYPROJECT

LEARNINGSWHAT IS MDM HOW TO START

@giannicooreman

#ba4all

THE CUSTOMER ISSUE

• No unique identifier for health care

professionals across systems

• No centralized repository of spend data

• No reporting templates defined yet

Consulting Fees

Honoraria

Symposia/ travel

Gift

Entertain-ment

Food

Research

Grants

FROM COMPLIANCETO CUSTOMER-

CENTRICITYPROJECT

LEARNINGSWHAT IS MDM HOW TO START

@giannicooreman

#ba4all

THE SOLUTION

Identify and create unique

ID for each health care

practitioners

1

Provide unique ID to spend

data systems & aggregate

spend data into data mart

2

Load data from the data

mart into cloud solution for

aggregate spend reporting

3

FROM COMPLIANCETO CUSTOMER-

CENTRICITYPROJECT

LEARNINGSWHAT IS MDM HOW TO START

@giannicooreman

#ba4all

THE SOLUTION

1

Identify and create unique

ID for each health care

practitioners

3

Load data from the data

mart into cloud solution for

aggregate spend reporting

2

Provide unique ID to spend

data systems & aggregate

spend data into data mart

ESB

SAS MDM

FROM COMPLIANCETO CUSTOMER-

CENTRICITYPROJECT

LEARNINGSWHAT IS MDM HOW TO START

@giannicooreman

#ba4all

DETAILS MDM IMPLEMENTATION PHASE 1

• Domains

• 3.000.000 Healthcare Professionals (HCP)

• 50.000 Healthcare Organizations (HCO)

• Relations between HCP & HCO

• 100 attributes in the hub

• 26 countries

• 7 source systems (2+5 legacy)

• 3 consuming systems

• Project: +/- 350 man days

Copyr i g ht © 2014 , SAS Ins t i tu t e Inc . A l l r ights reser ve d .

HOW TO

START

WHAT IS

MDM FROM

COMPLIANCE

TO

CUSTOMER

CENTRICITY

PROJECT

LEARNINGS

FROM COMPLIANCETO CUSTOMER-

CENTRICITYPROJECT

LEARNINGSWHAT IS MDM HOW TO START

@giannicooreman

#ba4all

BEING ABLE TO IDENTIFY YOUR CUSTOMERS, IS THE FOUNDATION FOR

CUSTOMER INSIGHT & INTIMACY

CUSTOMER IDENTIFICATION &

BROADENING THE CUSTOMER VIEW1

DEEPER CUSTOMER INSIGHT2

PERSONALIZED CUSTOMER INTERACTIONS3

FROM COMPLIANCETO CUSTOMER-

CENTRICITYPROJECT

LEARNINGSWHAT IS MDM HOW TO START

@giannicooreman

#ba4all

It’s a red ocean

of vendors

investing in the

same doctors.

Who are the

“blue ocean”

doctors and why

is no one

investing in

them (yet)?

CUSTOMER

INSIGHT

FROM COMPLIANCETO CUSTOMER-

CENTRICITYPROJECT

LEARNINGSWHAT IS MDM HOW TO START

@giannicooreman

#ba4all

A VIEW ON THE CUSTOMER KEEPS EVOLVING

Past

Present

Soon

Future

A customer view is relative and will keep on

expanding as new technologies arise in the future.

FROM COMPLIANCETO CUSTOMER-

CENTRICITYPROJECT

LEARNINGSWHAT IS MDM HOW TO START

@giannicooreman

#ba4all

EXPANDING THE VIEW ON HEALTHCARE PRACTITIONERS

FROM COMPLIANCETO CUSTOMER-

CENTRICITYPROJECT

LEARNINGSWHAT IS MDM HOW TO START

@giannicooreman

#ba4all

HEALTHCARE PRACTITIONER TOUCHPOINT PERSONALIZATION

Personalized

salesrep

visits

Personalized

information

on doctor’s

portal

Copyr i g ht © 2014 , SAS Ins t i tu t e Inc . A l l r ights reser ve d .

HOW TO

START

WHAT IS

MDM FROM

COMPLIANCE

TO

CUSTOMER

CENTRICITY

PROJECT

LEARNINGS

FROM COMPLIANCETO CUSTOMER-

CENTRICITYPROJECT

LEARNINGSWHAT IS MDM HOW TO START

@giannicooreman

#ba4all

BALANCE BETWEEN BUSINESS & IT REQUIRED

BUSINESSIT

FROM COMPLIANCETO CUSTOMER-

CENTRICITYPROJECT

LEARNINGSWHAT IS MDM HOW TO START

@giannicooreman

#ba4all

MASTER YOUR DATA MANAGEMENT PROCESSES

Master

Data

Management

Master

Data

Management

Master

Data

Management

Who is the system owner?

Who creates the data?

Who can correct (master)

data?

How to feed master data

back to source systems?Which systems are slaves

/ master?

Who are the data stewards

to address issues?

How do we deal with

overlapping information?

What should be the

business definitions?

How do we identify the same

person in different systems?

How do we identify the same

person in different systems?

What are the processes to

create, delete, update data?

FROM COMPLIANCETO CUSTOMER-

CENTRICITYPROJECT

LEARNINGSWHAT IS MDM HOW TO START

@giannicooreman

#ba4all

BE READY

Dedicated

Resources

Data

Readiness

Copyr i g ht © 2014 , SAS Ins t i tu t e Inc . A l l r ights reser ve d .

HOW TO

START

WHAT IS

MDM FROM

COMPLIANCE

TO

CUSTOMER

CENTRICITY

PROJECT

LEARNINGS

FROM COMPLIANCETO CUSTOMER-

CENTRICITYPROJECT

LEARNINGSWHAT IS MDM HOW TO START

@giannicooreman

#ba4all

FIND A BUSINESS CASE (THERE ARE PLENTY)

MDM Use

Cases

Compliance

Additional Revenue

Cost Reduction

• Low campaign effectiveness due too many bounced e-mails and/or

not targeted enough.

• Invoices not collected because of postal address errors. Customer

can correct information on the website, but it doesn’t flow to the

finance system.

• Customers receiving advertising for products they already

purchased.

• Helpdesk agent needs to look into 5 systems before (s)he can

provide an appropriate answer to the customer.

• Customer / product database from an acquisition need to be

merged with the existing databases and systems.

• Evolution from product-centric to customer-centric organization /

breaking down the siloes.

• …

FROM COMPLIANCETO CUSTOMER-

CENTRICITYPROJECT

LEARNINGSWHAT IS MDM HOW TO START

@giannicooreman

#ba4all

RAISE AWARENESS FOR YOUR CASE IN THE PROPER WAY

FROM COMPLIANCETO CUSTOMER-

CENTRICITYPROJECT

LEARNINGSWHAT IS MDM HOW TO START

@giannicooreman

#ba4all

TIE YOUR CASE WITH C-LEVEL’S STRATEGIC AGENDA

Processes

FROM COMPLIANCETO CUSTOMER-

CENTRICITYPROJECT

LEARNINGSWHAT IS MDM HOW TO START

@giannicooreman

#ba4all

THINK BIG, START SMALL

Don’t get caught in

an academic exercise

Copyr i g ht © 2014 , SAS Ins t i tu t e Inc . A l l r ights reser ve d .

QUESTIONS?

Copyr i g ht © 2014 , SAS Ins t i tu t e Inc . A l l r ights reser ve d .

GIANNI COOREMAN

Senior Business Consultant Data Management

Email: gianni.cooreman@sas.com

Direct: +32 2 766 07 12

Mobile: +32 494 521 776

Twitter: @giannicooreman

Web: www.giannicooreman.com