Company
Founded in 1915, Lundbeck is the only fully integrated pharmaceutical company focusing entirely on finding new and effective therapies for central nervous system (CNS) disorders. This strategic focus allows Lundbeck to establish strong links with academics, clinicians and patients with interests in CNS disorders.
Lundbeck is a dynamically growing company with a strong financial track record. It has evolved from a Danish midsize enterprise with around 1,000 employees in 1990 to be a true global player with subsidiaries in more than 60 countries. Lundbeck currently has over 5,000 employees worldwide, and has grown its total annual revenue to exceed $1.5B
Business Challenges
The recent launch of a new product for the Canadian market heavily challenged the Excel based reporting system which had been in place for more then 3 years: more reps on the field, multi-product market analytics and necessity for timely distribution of up-to-date information on the field.
The Business Intelligence team could not accommodate the time consuming manual activities required to support the business, such as data extraction from the ETMS system (activities on the field, detailing, sampling), collection of relevant data from IMS Health data feeds (TSA, CompuScript, Performance Rx, XPonent) and creation of spreadsheets customized for each recipient (either business managers or field reps).
Lundbeck decided to identify a solution that was flexible enough to meet their dynamic business requirements, yet had the scalability and performance needed to support a large multinational company.
Selection Process
BOARD has been selected for three main reasons:
- All five European subsidiaries had already successfully adopted the BOARD Toolkit approach
- Successful completion and demonstration of the POC based on all data sources requested
- Guidance and support provided by Sdg Management Intelligence, a management consulting firm specializing in BPM and analytical applications, as well as BOARD’s most experienced solution provider
BOARD Solution
Sales & Marketing users are now accessing a web-enabled dashboard which delivers a 360 degree view of all relevant market data, such as market shares, prescriptions at any geographical and product level, and promotional activities on the field (detailing and sampling). Power users are fully enabled to design and distributed powerful ad-hoc analytics by using the BOARD application creation interface.
Business Benefits
The Web-Dashboard application was rolled out in less than 4 months and is used by over 60 users. The manual creation and distribution of spreadsheets is no longer required and has been replaced by an automated monthly data upload process that takes less than 30 minutes. An Enterprise License for unlimited use of the BOARD solution within Lundbeck Canada combined with the all-in-one Toolkit approach also let the BI team address other business issues such as Marketing ROI analytics and Sales Planning.