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Sales and Marketing Analytics Workshop for Pharma Industry28th and 29th December 2012 @ HyderabadOVERVIEWAvailability of data from multiple sources and the ease ofreplication have caused a virtual explosion of data within andwithout all businesses. The pharma sector is no exception.Various commercial statistical software packages such asSPSS, SAS, Minitab, Systat and a lot many other free softwarepackages have simplified the data processing part.However, knowing what to look for in the haystack of data,digging further into the data to discover nuggets of knowledgeand interpreting the output (results of data processing) arehighly important areas which are more often than not ignored.FOR PHARMAThere is an immediate need to learn to handle this hugeamount of data, make sense out of it, present the results in aclear and concise form and thereby complement the decisionsupport system and improve effectiveness of resources.Sales and Marketing analytics is a part of the decision makingprocess and strengthens the organization's ability to devisebetter strategies and realize unforeseen benefits.

BACKGROUND OF THIS WORKHOPIn today’s dynamic market environment, the competition isbuilding up and becoming fiercer by the day. Several issueswhich pharma sales executives are faced with are:Short duration meetings of the Sales Force withDoctors: rendering the time spent by them ineffectiveSudden actions of competitors - bonus on productpurchases: prompting them to react instinctivelySome specific areas which the workshop will coverinclude:Designing Dashboards – Metrics: enabling theexecutives to monitor the performance of the salesforce effectivelyMeasuring Effectiveness of daily Doctors visits (plans):We shall look at various metrics which will result inbetter performanceIdentifying & Targeting Core / Super Core doctors:Achieving segmentation through analysis of datacaptured by sales forceAnalysis of ground level real time data: needing themto strategize accordinglyPrice changes: prompting them to counter thechanges to gain in the market placeSales Force Automation: needing them to make theirpeople force more efficient & effectivePatients' shift to generic drugs instead of prescribedones: needing them to tackle such shiftsFor the benefit of Professionals in the Pharma Industry theSales & Marketing analytics workshop-Pharma is scheduledfor 28 & 29, December, 2012.OLAP (On line Analytic Processing): Looking atperformance from various perspectives for betterinsightApart from the areas mentioned above, we will also coverperceptual mapping and how to discriminate between groupsof doctors, patients, brands or attributes.The workshop does not aim at providing solutions to specificproblems. The focus will be on looking at the various analytictechniques, innovations in use of these techniques, theirapplications in other sectors and discuss the variouspossibilities for their application in the pharma sector.The workshop will try to address the above issues andstrengthen your analytic skill set in order to meet thesechallenges more effectively.

OBJECTIVESThe aim of this workshop is to help the participants understandthe science and art of Sales and Marketing analytics andhow it can be leveraged to build competitive businessadvantage.This program will equip the participants with skills to convertraw data into knowledge. Following a need-based approach,the focus will be on making the data on hand “talk” and onenabling participants to use various descriptive, inferential andpredictive tools in gaining valuable customer insights.At the end of the program, apart from processing data,participants should be able to generate actionable knowledgefrom the data and impact business results. They should alsobe able to create reports to present their case in a clear andlucid manner.CONTENTIdentifying internal and external sources of data,including, data in public domain which may berelevant to the organization. Transforming data variables into meaningfulvariables for use in analysisIdentifying drivers of market growth and revenuegrowth and relating data variables to growth driversNeed for additional data and sources for the same.Overview of commonly used analytic techniques;Hands-on use of some of the techniques Building dashboards to monitor and guideperformancePresenting analytic outcome in easy to understandmannerMETHODOLOGYThe theme of the Program will be dealt with by an appropriateblend of lectures, discussions, exercises and group work. Thisis a very intensive workshop involving group exercises thatmay run late into the nights and hence participants mustcompulsorily stay on premises.WHO SHOULD ATTENDThe ideal group of participants would be Senior and Middlelevel executives who are involved in formulating strategy andwho are responsible for Sales Force Effectiveness.DURATIONTwo-day Residential program:28 th & 29 th December, 2012The program starts at 0930 hours on 28th December andconcludes on 29th December, 2012 at 1715 hours.The participants are expected to arrive in Hyderabad a daybefore commencement and may leave after the conclusion ofthe program or in the morning of the following day.

PROGRAM FEEThe Program fee is Rs. 30,000/- (US$ 950/-, if foreign) +12.36% Service Tax. The fee includes tuition, board andlodging, courseware and other facilities of the venue likeInternet and wi-fi.Cheque/DD drawn in favour of “nmore” payable at Hyderabad,along with the nomination form be sent to theThe Program Coordinator,nmore, 206/A, 1st Floor, 4th Cross,Trimoorthy Colony, Mahendra Hills,East Marredpally,Secunderabad – 500026Organizations / Institutions nominating 3 or more will be givena concession of 10 per cent on the total feeA 10 per cent concession is also given to a woman participant.In either case, the maximum allowable concession is 10 percent.PROGRAM VENUEThe Platinum,3-6-423, Main Road, Himayatnagar,Hyderabad – 500 029Tel: 040 4411 6666Web: www.theplatinumhotel.inPROGRAM DIRECTORMr. Uday Bhate, holds a Post Graduate Diploma inManagement from the Indian Institute of Management,Ahmedabad.He has been actively involved in Consulting, Corporate &Academic Training. Over the past six years he has focused onuse of Analytics in business and strategy development.Uday spent over fourteen years in industry in Middle andSenior Marketing positions in diverse sectors such asConsumer Goods, Processed Foods, Utilities and IndustrialGoods. Integrating latest and best industry practices intoclassroom as well as corporate learning has been his forte.He has been involved in Corporate Training for SeniorManagement teams at Strategy level for companies such asPhilips Electronics India Ltd., Larsen & Toubro (L & T), Indo-Gulf Fertilisers, Indian Airlines, BASF etc.,He is invited as visiting faculty to conduct courses / workshopsin Marketing Research and Business Analytics at various B-schools in India and abroad. Some of them are: at IIM, Indore,SP Jain Dubai & Singapore, Nirma University, Ahmedabad,Symbiosis,Bangalore, Essar Group's Aegis Global Academy,Coimbatore, Great Lakes Institute of Management, Chennaietc.He uses a variety of tools consisting of commercial Statisticalpackages and other free / open source software. His expertisein application of Analytics in strategic as well as tacticaldecision-making has enabled participants in gaining practicalinsights. His significant achievement in this area is thedevelopment of computer based simulations for analyticslearning.

NOMINATION FORMProgram onSales and Marketing Analytics Workshop for Pharma Industry28 th & 29 th December, 2012 at HyderabadNomination DetailsName of the Organization :Name of the Sponsoring Authority :AddressTelephoneE-mailNominee’s DetailsFax:No. Name of the Participant DesignationREGISTRATION FEE PER NOMINATIONA demand draft/cheque of Rs. 30,000/ or US $ 950 (if foreign) + Service tax at 12.36% infavour of nmore, Hyderabad, may be sent along with the nomination form.In case of administrative delay in processing the fee, please ensure early registration ofparticipant names, with the fee following later.REGISTRATION DETAILSTotal Fee enclosed:(in words)DD / Cheque No: Dated: in favour of nmore, payable atHyderabadSignature:For Registrations / sending in nominations along with Cheque/Draft, contact at the followingaddress:The Program Coordinator, nmore206/A, 1st Floor, 4th Cross, Trimoorthy Colony, Mahendra Hills, East Marredpally,Secunderabad - 500026, Andhra Pradesh, Indiawww.nmore.co.in 91-40-27730039 / 0795 ganesh@nmore.co.in info@nmore.co.in