Qlikview @ Pharma Business Intelligence for Sales and ... - fme US

...it‘s possible!
In the pharmaceutical market
that is changing at an ever increasing
rate, standard reports
are becoming less important,
and preference is being given
to ad-hoc analyses. Real-time
response is the new catchword.
Market launch of drugs
QlikView @ Pharma
Business Intelligence for Sales and
Marketing Ad-Hoc Analyses
The pharmaceutical industry is changing. Profi table blockbusters are becoming an exception. The future belongs
to increasingly specialized approaches to diagnosis and treatment and so-called ‘niche busters.’ Marketing is
more and more being aimed at small target groups and special populations and thus needs to rely on a new and
more fl exible data pool. Traditional business intelligence tools (BI) are not ideally equipped to deal with this
situation, so fme is offering a new approach to identifying optimization potential using a BI solution based on
QlikView in-memory technology tailor-made especially for the pharmaceutical industry.
In most companies the entire data architecture has
grown historically, and the OLAP data cubes (multi-dimensional
matrices) have been optimized for the rather
static requirements in the blockbuster market. Many
analysts use in-house, regularly optimized solutions and/
or home-grown Access and Excel evaluations for standard
reports. This means that most of the time is spent on
data extraction and validation instead of on the key
task of analysis. Today’s market, however, requires more
differentiated and faster evaluations in the form of
ad-hoc analyses. The BI Survey, a study carried out by
the independent Business Application Research Center
(BARC), shows that performance is considered a particularly
critical factor in terms of business intelligence
success. Demands on business intelligence and data
warehouse systems are constantly growing. The volume
of data is rising exponentially, an increasing number of
users have more extensive information needs, and at the
same time tolerance with regard to data query response
times is diminishing rapidly.
MARKETING AND SALES UNDERGOING CHANGE
Sales and marketing in the pharmaceutical industry have
changed fundamentally with the departure of blockbusters.
Radical cuts have been made to budgets for
advertising, conventions or for sales force capacities for
presenting products to doctors. The sales force and all
other sales channels are focusing increasingly on smaller
target groups, localized regions and treatment approaches.
These sales strategies also need to be reviewed at
short intervals for the purpose of fi ne-tuning.
Real-time
analyses with QlikView
Ad-hoc evaluations
for business analysts
QlikView is the ideal analysis and reporting
tool for ad-hoc analyses. Manufacturer
QlikTech and technology partner fme AG
have developed the ‘Seeing is Believing’
workshop to demonstrate the solution. This
is an on-site workshop where individual
customer data is used to present the options
offered by the tool without the need
to purchase licenses. It’s not a PowerPoint
presentation, but rather about developing
a real solution on the basis of real activity
or sales data and individual customer issues.
Partner
SOLUTION
PROVIDER
MOVING AWAY FROM REPORTING TOWARD FUTURE-
ORIENTED ANALYSIS
In order to respond more quickly and more fl exibly to the
new market requirements, companies in the pharmaceutical
industry need an intuitive and user-managed data
analysis tool. The QlikView analysis and reporting tool
meets these requirements. With QlikView, the requisite
aggregation of data sets in the form of OLAP cubes no
longer applies. The creation of such data cubes as part
of a data warehouse often leads to unnecessary project
delays and draws on critical IT personnel resources. Qlik-
View meets complex requirements, such as the merging
of various data sources into one application, thus returning
results in seconds using in-memory technology.
This enables pharmaceutical companies to analyze which
activities lead to which sales results must faster and
more fl exibly. Sales and marketing departments are able
to manage their activities in a more targeted manner
based on sales potential and market segments. Analysts
using QlikView confi rm that rapid response times can be
achieved with this tool, even when working with data
volumes in the terabyte range. A large data pool of
socio-demographic data, geo-information and medical
data can be ‘overlaid’ and viewed from the most varied
perspectives. This makes it possible to identify the

...it‘s possible!
Specialist departments
develop more fl exible and
more independent reporting
solutions using QlikView.
#217355
potential of commercial exploitation better and faster.
Detailed evaluations can be made thanks to the excellent
drill-down functionality.
Time
Analyses from different perspectives
Institutions
and people
Sales force
representatives
Product …
Standard Reports Adhoc Reports Dashboards
Analyses
Links to the most important
data sources are standardized
in QlikView; for example, the
SAP certifi ed QlikView Connector
functions as a read-only
ODBC driver for SAP systems.
Central Data Store
Insight
SAP IMS CRM
Health
GFD
Extern
Suppliers
Region
FME & QLIKTECH – A STRATEGIC PARTNERSHIP
fme has been cooperating with QlikTech as a strategic
BI partner since 2009. fme provides advice particularly
on industry-specifi c use and optimum integration into
existing processes. Part of the consultation service involves
the integration of existing data sources, analyses
of requirements and needs, the production of individual
reports and analyses, as well as employee training to
enable optimum use within your company.
In-memory technology (background)
There are primarily three factors accounting for the progress
of BI technology: By changing from 32-bit to 64-bit operating
systems, more than four gigabytes of working memory can
be addressed directly in servers. Current devices already have
512 gigabytes of RAM and can keep data available directly in
the working memory instead of on the hard disk (in-memory
technology). Secondly, the prevalence of multi-core CPUs
allows parallel evaluations, thus leading to a considerable
increase in processor performance. Thirdly, there are now
IT applications that can make full use of this more powerful
infrastructure. QlikTech has made a name for itself in the
area of BI solutions. Data storage in QlikView is based on a
multi-dimensional database which is executed entirely in the
working memory.
BENEFITS
• Reduced costs due to more effi cient and more
effective sales force supervision
• Identify connections by comparing activities and
national and regional sales fi gures
• Rapidly identify poorly performing regions and areas
using more powerful dashboards
• Integrate various data sources, such as CRM, IMS
Health, GFD, Excel and others
• Save time and personnel resources in IT since the
specialist departments can evaluate and present
analyses on their own
• Simple and rapid data model expansion or adjustment
• Increasing user acceptance thanks to intuitive user
interface and operation
CONCLUSION
QlikView allows pharmaceutical companies to analyze
which activities lead to which sales results much faster
and more fl exibly. Sales and marketing departments
are able to manage their activities in a more targeted
manner based on sales potential and market segments.
Would you like to learn more or participate in a
»Seeing is Believing« workshop? Talk to us – we look
forward to accepting your challenge!
fme group
Braunschweig | Cologne | Düsseldorf | Frankfurt | Munich (DE)
Cluj-Napoca (ROM) | Danbury, CT (USA)
Phone +49 531 238540 | info@fme.de
Phone +1 203 6174250 | info@fme-us.com