master data management - from compliance to customer-centricity
DESCRIPTION
This presentation tells the story of a global pharmaceutical company that started a master data management initiative for compliance reasons, but quickly discovered the added value of master data management to become more customer-centric and create additional business value. The deck contains the project approach, business value and learnings / pitfalls, as well as some concluding thoughts on how to build the case for MDM in your organization. This was presented at the BA4all Information Management Conference in April 2014.TRANSCRIPT
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: [email protected]
• Household status: Married
• ID:3597
• Full name: Gianni Coremans
• Satisfaction: 6/10
• Email: [email protected]
• Product: iPad Air
• ID: 9634511
• Full name: Gianni Cooremans
• Last Invoice: €9.876
• Email: [email protected]
• Credit card: xxxx-xxxx-xxxx-1509
• ID:9675698
• Full name: Gianni Cooreman
• Hobbies: wine, dining, travel abroad
• Email: [email protected]
• 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: [email protected]
• Household status: Married
• ID:3597
• Full name: Gianni Coremans
• Satisfaction: 6/10
• Email: [email protected]
• Product: iPad Air
• ID: 9634511
• Full name: Gianni Cooremans
• Last Invoice: €9.876
• Email: [email protected]
• Credit card: xxxx-xxxx-xxxx-1509
• ID:9675698
• Full name: Gianni Cooreman
• Hobbies: wine, dining, travel abroad
• Email: [email protected]
• 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
Business
Household
Status
Kids Cust. Satisf. Segment
MDM 123 Gianni
Cooreman
giannicoorem
Gianni.Coore
m
Married Expecting a
child
6 B
Marketing DB 7964 Gianni
Cooreman
giannialias@
me.com
Married B
Finance DB 9634511 Gianni
Cooremans
Gianni.Coore
m
Aftersales DB 3597 Gianni
Coremans
giannicoorem
6
Bisnode 9675698 giannicoorem
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: [email protected]
Direct: +32 2 766 07 12
Mobile: +32 494 521 776
Twitter: @giannicooreman
Web: www.giannicooreman.com