Join us in London this December

1. SMi MASTERCLASS SERIES 2014
www.smi-online.co.uk/bigdatapharma-mc.asp
Register online and receive full information on all of SMi’s conferences
Alternatively fax your registration to +44 (0) 870 9090 712 or call +44 (0) 870 9090 711
GROUP DISCOUNTS AVAILABLE
MC386
2014
1st
Central LondonHosted by: Paul Grant - CIO, Creation Healthcare
Big Data 101 – A Guide
for Pharmaceutical
Brand Managers
DEC
SMi presents its masterclass on
In association with:
Overview:
In an age where processing power and storage capacity are no longer barriers to data analysis, it is
easier to acquire and store data than to make sense of it. Within our companies, often we "...don't
know what we know", with silos of information residing in different business functions; unseen and
under-utilised. In this session, Paul Grant will explore techniques for realising the potential of "big data",
and demonstrate how historical and ongoing analysis of joined up data sets can provide actionable
insights to inform commercial strategies and decision-making.
Key benefits of attending:
If you are a brand manager seeking to do more with the insights and analytics available to you, and
wish to inform your strategy development with evidence – then you should attend this seminar. As a
result of attending this session:
• Find and exploit data within your organisation
• Recognise the exponential growth of healthcare professionals using public social media and what
that means for your brand
• Interpret and use a Social Network Analysis (SNA) diagram
• Develop triggers and intelligence events to keep you aware of
changes in your brand’s perception
• Adapt medical information and communication strategies to
respond to the impact of social media amongst healthcare
professional communities

2. www.smi-online.co.uk/bigdatapharma-mc.asp
Register online and receive full information on all of SMi’s conferences
Alternatively fax your registration to +44 (0) 870 9090 712 or call +44 (0) 870 9090 711
GROUP DISCOUNTS AVAILABLE
Big Data 101 – A Guide for Pharmaceutical Brand Managers
8.30 Registration and coffee
9.00 Opening remarks
9.10 Session 1: Data, big, smart, dark…
Many forms of data are available to us, and there
are a number of buzz-words which can sometimes
only serve to confuse the matter. Here we define
some of these key data concepts and examine why
they could be important to your work.
9.50 Session 2: New sources of intelligence
Pharmaceutical companies have complex
organisational structures and numerous people
working with data. A key to successful brand
marketing is to know where the relevant data is and
how to best integrate it into your work. Furthermore,
new sources of data such as social media can
provide a real-time layer of behavioural information
to augment your existing intelligence.
10.30 Coffee break
11.00 Session 3: Making sense of data
Once you have your relevant data, you need to
derive actionable insights. Here we explore data
interpretation and visualisation techniques to help
identify the signal among the noise.
11.40 Session 4: Developing strategies informed by
evidence
In this final session, we explore the strategies and
tactics which can be developed by having an
understanding of data intelligence and analytics.
Here you will consider your own business objectives
and start to plan initiatives which are tailored to
individual needs rather than broad assumptions.
12.20 Closing remarks
12.30 End of masterclass
MASTERCLASS AGENDA
About the masterclass leader:
Paul Grant, CIO, Creation Healthcare provides strategic insights and consultancy to the world's leading
pharmaceutical and healthcare organisations, helping them find appropriate pathways to engagement
within regulatory frameworks. As Chief Innovation Officer, he also drives innovation in specialist data
research techniques and analytics technologies including Creation Pinpoint®, the world's most
comprehensive service for studying the conversations of healthcare professionals in public social media.
About Creation Healthcare
Creation Healthcare is a leading engagement strategy consultancy for the healthcare and pharmaceutical industry. In
2013, we launched the Creation Pinpoint service that helps healthcare organizations understand the opinions of doctors,
nurses and pharmacists. Creation Pinpoint uses a unique technology to isolate worldwide healthcare professional (HCP)
views from other healthcare discussions in public social media. The resulting insights are improving the healthcare
engagement strategy of the top pharmaceutical and healthcare organizations across the world.

3. BIG DATA 101 – A GUIDE FOR PHARMACEUTICAL BRAND MANAGERS
1st December 2014, Central London
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