We live in a world of data that threatens to overwhelm our work and personal lives. Part of the reason for this is the price of data storage continues to fall dramatically.
Today, an external hard drive offers a 1TB capacity; a few years ago the same product offered 100GB. A 10x increase in storage capacity for the same money in the space of a few years.
Data is now available from online posters, abstracts, webcasts and presentations. We also have Facebook, Twitter, Linkedin and other social media competing for our time.
ASCO 2011: “the never ending walk”
What this means is that if you plan to attend a major medical or scientific meeting such as the annual meeting of the American Society of Clinical Oncology (ASCO), which offers a lot of data, you need to have a conference coverage strategy.
Here are a few tips we suggest you consider:
Don’t go for a “Data Dump”
Too often we see a “fear of missing out” (FOMO) mentality drive a “we must capture everything” policy. All this results in is a mass of data that somebody has to analyze after the meeting. Too often a 300+ page data dump report (when it finally is produced) ends up sitting on the metaphorical shelf.
Focus on Key Questions
Prior to a major medical or scientific meeting it’s important to develop a list of the key questions that a brand, commercial or new products team need answered. The questions could be on competitor activity, developments in a pathway or impact of clinical data on the standard of care. Data collection can then be focusoned on answering those key questions.
Insights cost more
Recently, staff at a top 20 pharma company told us they were paying $X for a conference “data dump” but only had 10% of $X available for strategic insights. In Twitter speak, they had #LostThePlot as it should be the other way round since insights are more valuable than raw data.
As management consultants, we might produce a Powerpoint slide with a table or chart based on data from 20 posters. In order to select those 20 key posters, we could have reviewed perhaps 200 posters originally. Which would you rather have, one slide with insights and analysis or 200 Powerpoint slides with data? Our philosophy is “less is more.”
Insights cost more because it takes in-depth therapeutic area knowledge and expertise to condense data into a meaningful story and make strategic recommendations.
What is your conference coverage strategy for this year? Please contact us if you would like to learn more about our capabilities.
There were two noteworthy breast trials with new data at the 2011 ESMO ECCO oncology congress in Stockholm this past weekend:
This week, we followed two conferences remotely through Twitter. On Biotech Strategy Blog, Pieter Droppert aggregated the tweets from the
Those of us who lived around New York City ten years ago will never forget the sight of the World Trade Center towers coming down. It is forever indelibly etched in our minds.
After all the “excitement” of hurricane Irene last week in the New Jersey/New York metro area, this weekend offers the Labor Day holiday. It is to many the last hurrah of summer.
With the uncertainty surrounding the impact that hurricane or tropical storm Irene may have on the New Jersey/New York City metro area, Icarus Consultants will be closed on Monday, August 29 and will reopen on Tuesday, August 30th.
