Practice Areas
Business Intelligence Success Story: CV Therapeutics
CV Therapeutics (CVT), a biopharmaceutical company, needed help building a Business Intelligence (BI) solution that would deliver the information senior management needed to make decisions in a complex and dynamic environment.
Serene delivered an efficient and effective BI solution with appropriate levels of granularity that facilitated high-level decision-making.
The Challenge
Senior management at CVT didn’t have quick and easy access to marketing and sales data. With the relevant data residing in disparate systems, creating consolidated reports was a time-consuming, primarily manual process that was prone to data-entry errors. The company needed a BI solution that would deliver scheduled and real-time information while improving productivity and accuracy.
The Solution
Serene’s BI team met with CVT’s executives, representing various business functions, to assess their analytics and reporting needs, and we conducted a study of the company’s source systems. Requirements for Field Sales and Marketing were considered a top priority that could provide rapid ROI.
Serene’s BI expertise in the Pharmaceutical industry helped in designing metadata models that translated requirements into the OLAP tool. In addition to supporting standardized reports, the metadata models were built to be flexible — catering to a wide range of ad-hoc reporting requirements — and extensible to allow future enhancements in support of dynamic business practices.
The Results
Serene fully automated the report generation and bursting process, which enabled timely distribution of key reports to management and the field. This included competitive product performance comparisons, performance metrics, account specialist rankings, new and total prescriptions written, calls and presentations made, and sample units distributed by account specialists at the territory, division, region, and national levels. With all of this information at their fingertips, CVT Sales was able to penetrate market segments untouched in the past. Management could use the key performance indicators (KPIs) to make better decisions, faster.