Case Study: Developing and Maintaining a Health Care Professional Master Database for the Pharma Industry

Mark Kopetsky
Marketing Consultant - Data Stewardship
Eli Lilly and Company

Wednesday 3:15pm - 4:15pm

Level: Basic/Introductory

The foundation for all Customer Relationship Management initiatives is a single trusted record for each customer. Achieving a high quality single record for each customer is rather elusive when starting with multiple sources for customers, each using its own set of identifiers and often with several duplicated records for a customer within each source, poor data quality and undefined business rules. This case study will elaborate the successes and pitfalls experienced by a pharmaceutical company designing, developing, delivering and maintaining a master database for health care professionals. Topics discussed:

• Data Profiling and Data Cleansing
• Business Rule development and tuning
• Working with legacy applications
• Organizational Change
• Data Stewardship

Mark Kopetsky – Marketing Consultant for Eli Lilly and Company has 10 years of experience in developing and leading data quality solutions. At Lilly he provided the expertise to develop CRD, a US Customer Master database that integrates multiple sources of HCP data into a single high quality profile, and to CDM, a website for field personnel to add, edit and maintain master data for Health Care Professionals.