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Contents 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 Blend Images/John Lund/GettyImages From the Editor Transparency in Europe Cloud Technology HCV Drug Warehousing Brazil Pharma Growth Events 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 From the Editor Transparency in Europe Cloud Technology HCV Drug Warehousing Brazil Pharma Growth Events Contents 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 From the Editor Transparency in Europe Cloud Technology HCV Drug Warehousing Brazil Pharma Growth Events Contents 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. From the Editor Transparency in Europe Cloud Technology HCV Drug Warehousing Brazil Pharma Growth Events