Available on demand: Effectively using real-world data for commercial success


Life sciences companies need to make better use of the insights that real-world data (RWD) can provide in order to improve market access, sales and market growth strategies – and ultimately to improve the applicability of new and existing therapeutics for patients. Insights come not just from the multiple sources of RWD available, but from advanced analytics that highlight the effectiveness of a treatment by geographic area, and link healthcare providers, institutions and patients to relevant and meaningful outcomes.

This one-hour webinar takes a hands-on approach – detailing how insights derived from RWD (and collaboratively with other sources) are enabling all elements of the life science industry to do things better.

Insights experts Robin Munro and Christian Marcazzo deliver case studies on how RWD can help life science companies in:

  • Sales and Marketing – incorporate RWD and evidence into segmentation, targeting, and engagement of physicians and institutions
  • Commercial Effectiveness – measure commercial campaigns, and demonstrate the impact to the healthcare system
  • Medical Affairs – find and engage medical education prospects and target appropriate healthcare authorities, healthcare professionals and payers, to improve quality of care and outcomes
  • Public Affairs and Market Access – develop qualitative and quantitative insights to design education, advocacy and access-related campaigns within the healthcare ecosystem

The webinar also gives an exclusive look at what can be achieved from combining data sources – using Diabetes in England as a case study, Zephyr has implemented novel methods to demonstrate an evidence-based approach to improving information sharing within sales teams and to engaging accounts and payers. We explore how patient outcomes from RWD can add value to commercial strategy.

In this presentation we discuss how to overcome the challenges presented by RWD and show how it is possible for payers, providers and pharma to start to link insights to their respective strategies and drive improvement in patient outcomes.

There is an overwhelming amount of data across the public domain, including within hospitals and other registries, which needs to be accessed, managed and analysed. As this data becomes more and more widespread, so too does the level of complexity in accessing and analysing it for life science companies. This webinar will reveal how to approach and overcome some of these complexities.

Webinar objectives

By the end of this session participants will:

  1. Understand how to overcome the challenges presented by RWD
  2. Learn how it is possible for payers, providers and pharma to link insights to their respective strategies and drive improvement in patient outcomes

The live broadcast took place on Wednesday 1 July at 15.00 BST / 16.00 CEST / 10.00 EDT. To view the on-demand version please click here or on the webinar widget below.




Christian Marcazzo, Vice President EMEA Sales, Zephyr Health
Christian has spent the past 20 years bringing innovative big data and analytics technologies to market. Early in his career, that focus was in bioinformatics and the challenges posed by the human genome project and the vast data volumes being produced for scientific research at LION bioscience. Prior to joining Zephyr, Marcazzo led sales and business development for Spotfire’s data visualization and analytics efforts and expanded the business from scientific research into clinical trials, commercial, and into new industry verticals

Dr Robin Munro, Director for Real World Evidence and Outcomes, Zephyr Health
Robin is currently focused on enhancing Zephyr’s capabilities to take advantage of the wealth of available public health data to drive better evidence and outcomes for Life Science businesses. Robin has 20 years of experience in Bioinformatics and Medical Informatics. He has led teams to develop genomics software solutions, specializing in Translational Medicine for both Pharmaceutical and Healthcare scientists. Prior to Zephyr Health he worked for software vendors LION bioscience and InforSense. He also served as a Director at IDBS where he led the Translational Science team.

Dr Paul Tunnah, CEO, pharmaphorum
Paul Tunnah is CEO and Founder of pharmaphorum media, which facilitates productive engagement for pharma, bringing healthcare together to drive medical innovation. It combines industry-leading content and social media engagement services with the globally recognised news, information and insight portal pharmaphorum.com, working with pharmaceutical companies, service providers and broader healthcare organisations to help communicate their thought leadership and connect them with relevant stakeholders.


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