Karthick Kathirvel

18+ years of experience in the field of market and marketing analytics in the pharma and PBM domain. I have increased responsibilities in stakeholder and client management, lead a team of experts, conduct training, perform appraisals, and oversee the scope, development, and completion of projects.

• Data Asserts: Experience in IQVIA and non-IQVIA assets.

• Therapeutic Area: Experience in Diabetes, Vaccines, Immunology, oncology (NSCLC, VHL, RCC, and mBC), and Rare Disease markets.

• Key Projects: Patient journey analysis, physician segmentation & targeting, Promotional responses modelling, Multi-channel Marketing (Engagement and Impact analysis), setup reports and dashboards

• IQVIA Products: Data asserts IQVIA - NPA, NSP, APLD, DDD, HCOS, XPD, XPD-PlanTrak, Channel Dynamic, FIA, LAAD, and IQVIA Longitudinal + Lab data, Companion data

• Other Data Asserts: Symphony APLD, CDC, Humedica, Specialty Pharmacy, GPO data (ION, McKesson), EMR

• Therapeutic Area: Experience in Diabetes, Vaccines, Immunology, Oncology (NSCLC, VHL, RCC & mBC) and Rare Disease markets

• Experience in AA & SP analytics related projects across therapy areas and geography

• Experience in different phases of multichannel marketing like identify the right audience for the marketing tactics, engagement analysis, program optimization, impact analysis (test and control analysis), ROI analysis, SFE analytics

• Experience in patient journey analysis like compliance, persistency, source of business, LOT, Payor analysis, patient/physician referral network analysis; segmentation and targeting, segment migration analysis

• Vast experience in payor analytics for chronic markets primarily for immune market. Analysis like top and bottom payor/plan analysis, paid / rejection / Abandoned rate analysis, OOP cost analysis, co-pay/saving card w/o patient adherence impact analysis, switch and discontinuation analysis, HCP NBA analysis by rejection/reversal rate

• Vast experience in specialty pharmacy data analysis for rare disease and oncology market. Analysis like Hub referral analysis, time to fill analysis, patient adherence interventions program impact analysis, patient journey analysis

Project Background:

Product A, a leading diabetes medication, faces upcoming generic competition, which is expected to impact market share and profitability. Sampling has historically been a key promotional lever. The project analyzed sample distribution, incremental sales, and RoI across different strengths (10mg, 25mg), and specialty group

Key Objectives are to

· Evaluate the return on investment (RoI) of Product A sampling activities for an year.

· Optimize the sampling strategy for upcoming year in anticipation of generic competition and loss of exclusivity.

· Identify high-performing micro-segments and specialties to maximize resource efficiency and business continuity.

Key Findings:

· Sampling delivered a positive 1.3x 1-year RoI, but the 1-year marginal RoI fell below breakeven due to high investment in low-performing segments and anticipated generic erosion.

· Recommendation: Reduce overall sample distribution by 5% for upcoming year, reallocating resources to high-potential micro-segments to sustain profitability.

Objective of project:

The project is to understand the current state process and design the future state process by identify the factors to be stream lined. Here they conducting the various promotional activities for a targeted pool of patient group for the conversion of Retail (other pharmacy) to Medco pharmacy but the outcome of this activity are very low. Objective is to increase the response rate.

The final resolution data was provided by client and it’s stored in Teradata. First step investigated that the pool of patients is right selection and then segmented the targeted pool to identify the factors which segregate responded patients. Identified that female patients, complex diseases, adherent to medication, financially low, company and drug used are more prone to respond. Developed logistic regression model for the target pool using the factors identified to create a score and validated with new set of target pool and calculated % of cost saving

Software & Statistical Technique Used:

Base SAS & SAS Stat

Descriptive analysis, Chi-square test & Logistic regression

Roles and Responsibilities:

• Defining problems, Data extraction and cleaning, creating new variables and binning based on the analytical requirements
• Targeted patient segmentation involved deciling & PBM based rules
• Building the Logistic regression model to create a score
• Reporting the finding of the analysis

Background and Objective of the Project:

Client was performing various adhoc analysis on the data received from various vendors. All these analyses were maintained in different excel files for the past 2 years. Performing the analysis using excel was highly complex and results were inconsistent. So an automation of the process is highly necessary. Also, some of these analyses were to be converted as standard monthly reports.

The objective of the project is to develop an Excel driven SAS based application for monthly reports.

An end to end automation was carried out in such that reports will be generated at a click of a button. Some of the process that was automated includes data comparison, analyzing datasets, generating results, export results and main version control using SAS and train the client.

Software & Statistical Technique Used: 

Base SAS & SAS Macros

Roles and Responsibilities:

• Identify the methodology and validate the methodology from the analysis file
• using SAS create folder for each update for version control
• Data comparison between the historical data with new data for the overlap months. SAS will append or overwrite based on % of difference between the observation
• SAS generate the reports for three different market Clinic, Hospital & Franchise based on various attributes
• SAS generated to identifying the growth driving factors for different market
• SAS dataset will be exported to CSV file format
• Guide Excel VBA expert to show the reports with easy navigation