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Cloud of Dreams — Industry
Outlook through 2020
“Pharma
commercial teams,
doctors, and
patients will benefit
from getting the
right information at
the right time...”
9
New innovations in cloud technology will enable faster time to market for new therapies,
evolving business models, and new ways to support physicians and patients, say Matt
Wallach, Brian Longo, Dan Goldsmith, Guillaume Roussel, and Jan van den Burg.
W
atson, meet George
Jetson.
Four years
ago, IBM’s “Watson”
supercomputer famously
outplayed human competitors
on television game show,
Jeopardy.
Today, Watson’s power
is derived from the cloud
and 24 times faster, 2,400%
smarter and 90% smaller …
and, consequently, being
put to more practical use. In
2014, Sloan Kettering Cancer
Center developed the first
Watson-based cognitive
computing innovation for
oncology — clinicians taught
Watson how to process,
analyze, and interpret the
meaning of complex clinical
information. Since then,
Watson has ingested more
than 600,000 pieces of medical
evidence and two million
pages of text from 42 medical
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journals and clinical trials in
the area of oncology research.
It also has the power to sift
through 1.5 million patient
records representing decades
of cancer treatment history,
such as medical records and
patient outcomes, and provide
physicians with evidencebased treatment options, all in
a matter of seconds.
The once far-away notions
of the future depicted in the
1960s-era cartoon, The Jetsons,
no longer seem so space-age.
For certain, the Jetsons’ robot
maid is nothing compared
to Watson — thanks, in part,
to cloud computing. What
else does this revolutionary
technology have in store for the
life sciences industry? Midway
through the decade, the cloud
is no longer a pipe dream.
Now proven, it’s delivering
unprecedented agility and
innovation.
Below, experts from Veeva
Systems forecast what’s next
for the cloud and how it
will impact the life sciences
industry over the next five
years.
10
“Data derived from
across the industry
will provide a trueto-life picture
of customers’
preferences...”
1. The cloud will remove the
barriers to collaboration
“The life sciences industry
has operated in siloes for
decades, with teams and
functional areas isolated by an
array of client/server systems.
Inherently social, humans do
well when in collaboration,
and business processes
naturally span areas and
people.
Yet technological
limitations have created
disjointed processes and
workflows, keeping teams
disconnected and limiting
progress. Cloud technology
will eliminate traditional
boundaries. New systems
will support how we
collaborate and communicate
Contents
innately … not the other
way around. End-to-end
connected solutions powered
by the cloud will finally
bring together actionable,
aggregated data, compliant
content, and real-world
interactions with customers,
including patients.
Since the cloud is a service,
all the back-end processing
and integrations are handled
‘behind the curtain’ —
shielding the complexity
from users. Just like with
Amazon and Google, pharma
commercial teams, doctors,
and patients will benefit from
getting the right information
at the right time, without
having to manage how it all
comes together. And what’s
most profoundly different
is how software evolves;
it just keeps getting better
and better over time. It will
all just happen seamlessly
in the cloud, empowering
companies with a foundation
for easy knowledge sharing,
unimpeded collaboration,
and continuous innovation.”
— Matt Wallach
2. The cloud will deliver
derived customer data
“Life sciences companies are
driving toward an integrated,
multichannel customer
engagement strategy, but
the definition of ‘customer’
has expanded. It now
includes payers, physicians,
administrators, pharmacists,
and even patients, so it’s
difficult to pinpoint customer
needs and preferences.
With the cloud, life sciences
companies will be able to
finally capture this data
accurately and gain insight
about how the industry as a
whole is interacting across
all customer types and
channels, based on real-world
actions … not inferences
from extrapolated surveys or
limited data sets. Data derived
from across the industry will
provide a true-to-life picture
of customers’ preferences so
companies can interact with
them on their terms.
With data no longer buried
inside each company’s own
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database, it can be amassed
industry-wide to provide
insight based upon actual
behavior. No more conjecture
or extrapolations. Instead,
the industry will leverage
the cloud to derive data and
craft precise communications
that are timely, relevant, and
meaningful to doctors and
patients, ultimately resulting in
better patient outcomes.”
— Brian Longo
3. The cloud will usher in an
era of total transparency
“The EFPIA Disclosure Code
will drive the life sciences
industry toward greater
visibility of key data across the
value chain.
“In a world where every
speaker fee, conference ticket,
or consulting engagement is
documented and disclosed
to the public, data quality
is paramount. Cloud-based
master data management
systems will not only
deliver full-value transfer
transparency across all
touch points to comply with
11
EFPIA, but also provide life
sciences companies with the
opportunity to aggregate data
and insight immediately for
better, more informed, and
targeted customer interactions,
based on a holistic view of
customer behavior.
“With the cloud providing
global and readily accessible
information, the ‘game’
will drastically change. A
central, authoritative source
of customer data will allow
easy, agile information sharing
across teams and geographies,
empowering customer-facing
groups with the actionable
data needed to make the right
decisions.
“Spend transparency is
just the start of this journey.
These initiatives will trigger
a shift in mindset, spurring
all business areas across
life sciences to proactively
improve transparency.
Life sciences companies
will continue to invest in
process streamlining and
automation, further enabling
themselves to manage the
challenges of global expansion
in an increasingly complex
commercial landscape.”
— Guillaume Roussel
“A central,
authoritative source
of customer data
will allow easy, agile
information sharing
across teams and
geographies...”
4. Global analytics will drive
communications worldwide
“The cloud will bring a
new generation of global
insight, allowing companies
to scrutinize brand
performance, determine
content effectiveness, and gain
customer insight from across
the world.
“On the macro level, these
analytics will facilitate
marketing strategies
tailored to an aggregated
global insight. On the micro
level, predictive, real-time
analytics will be used to
orchestrate better customer
experiences by anticipating
and influencing individual
interactions.
“Ultimately, global cloudbased analytics will drive a
seismic shift towards dataand insight-led marketing and
sales, guiding both the content
and the audience for customer
engagement worldwide.”
— Jan van den Burg
5. Life sciences IT will move
as fast as the business
“Historically within life
sciences, IT has lagged 9–18
months behind business
innovation. IT was inherently
limited by the technology
that was available. Every time
there was a new business
need, market shift, or change
in regulatory requirements,
the enterprise was forced to
wait for IT to catch up because
systems were difficult to
implement and change. As a
result, the IT function became
reactionary.
“Ultimately, this has slowed
the pace of innovation and
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marginalized the impact of
technology in life sciences.
“Being constantly
connected in
the cloud, from
anywhere, will fuel
real-time, data-driven
decisions.”
“The cloud, however,
supports agility and rapid
change so IT can stay current
and even get ahead of the
business to inspire new
approaches. In fact, what
used to take 18 months can
now be accomplished in just
a couple of months or weeks
by leveraging the cloud.
Many global life sciences
organizations like J&J, Eli
Lilly, and AstraZeneca are
realizing the tremendous
advantage of shorter
innovation cycles thanks to
cloud computing.
Over the next few years,
the entire industry will move
12
a magnitude faster, and IT
capabilities will grow in
unison with the business
for a significant surge in
novel, life-enhancing drug
therapies.”
— Dan Goldsmith
6. The cloud will drive
innovation at 5G speeds
“Mobile ‘offline’ applications
are all the rage these days,
but they will one day be
obsolete. Fundamental
to this disruption is the
ability to reliably link any
device to the Internet and
ensure connectivity at all
times. This may seem farfetched when two-thirds of
the world’s population still
lacks Internet access, and
even in developed nations,
consistent, seamless online
access is a challenge.
“Major developments that
leverage advancements in
technology and materials
science are being made to
change that. Google’s Project
Loon, for example, is an array
of high-altitude balloons that
form a wireless network to
provide Internet access to
people in remote areas and in
the wake of natural disasters.
“Ubiquitous connectivity
eliminates the necessity
for offline applications — a
huge advantage. And being
constantly connected in the
cloud, from anywhere, will
fuel real-time, data-driven
decisions.”
— Brian Longo
Sources
1. PharmaVOICE, “IBM’s
Watson and Healthcare,”
September 2014 by Robin
Robinson.
2. Fox News, “IBM’s Watson
Helps Mayo Clinic Match
Cancer Patients with Clinical
Trials,” September 11, 2014 by
Brian Mastroianni.
3. Markets and Markets,
North American Cloud
Computing Market —
Predictions through 2018.
About the Authors
Matt Wallach is President and
Co-Founder; Dan Goldsmith
is General Manager, Europe;
Brian Longo is General
Manager of Commercial
Cloud; Jan van den Burg,
VP, Commercial Strategy,
Europe; and Guillaume
Roussel, Director of Strategy,
Veeva Network, all at Veeva
Systems.
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