Combining Omnichannel, Sales and Marketing Operations, Learning and Development, Field Effectiveness, Data Science, Analytics, Forecasting, Insights, and Competitive Intelligence, this newly created division at Otsuka will lead the transformation toward a data-driven, digital and personal customer engagement approach, putting patients and HCPs at the center of everything we do.

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Part of a newly formed Global Portfolio Division and a new strategic pillar at Takeda, my role is to envision the role of data, digital, and technology for the global medical and commercial teams, with a specific focus on improving the patient digital journey and outcomes. This role presents an opportunity to shape the way Takeda uses data, digital and technology to enhance the lives of patients using Takeda therapies around the world.

Envisioned and gained resources for a new department within the US Commercial Operations group. This new function elevates data as a strategic asset and enables a high performing, driven, growing team of 30+ FTEs and 30+ contractors, managing $50M+ in data assets around data strategy, governance, acquisition, management, operations, engineering, MDM and reporting. This team enables more effective data-driven decision making across the US Business Unit including sales, marketing, analytics, managed markets, patient services, medical and public affairs stakeholders.The role also interfaces globally with the global data council, global commercial strategy, R&D data strategy and has CEO visibility.

As Takeda formed a new larger organization through the Shire acquisition, my effort in this unique role delivered a newly integrated, best-in-class, Commercial Operations function for the US Region of Takeda. The US Commercial Operations group is comprised of 200+ employees and 37 different workstreams supporting 4 business units with multiple therapeutic areas of focus across sales, marketing, managed markets, patient services and field medical functions. My role to lead the workstreams and manage change management, communication and work delivery was recognized by senior leadership as successful and a model for future integration work.

Built a new team from the ground up to support analytics, insights and operations for the BU. My team was “all things data and analytics” for our US Specialty Business Unit, formed in early 2016 and primarily focused on Entyvio and the Crohn’s and Colitis community. Through a strong vision and compelling value, I built a team from 6 individuals to a growing team of 20+ in three verticals: systems (MDM, platforms, QC), operations (reporting, CRM, Omnichannel, Incentive Compensation) and analytics (HCP, patient and payer using AI/ML as well as descriptive analytics), along with field analytics liaisons who work to close the gaps between field matrix team and business acumen support. My role encompassed a large portion of our then BU-specific commercial operations group and was seen as a model for future data operations initiatives, consistently recognized by senior leadership. We develop, manage, aggregate, harmonize, analyze and derive insights from the critical data the business needs to make the best possible decisions. As we grow and expand our capabilities the team is now blazing new trails at Takeda in predictive analytics and machine learning, hoping to leverage the world of AI in healthcare. Our vision is to become the enduring leaders in our fields for the US Takeda organization.

About Beghou Consulting:Beghou Consulting provides sales force and marketing consulting services to clients in the pharmaceutical and health care industries. In my role, I was a project lead working closely with multiple clients building and expanding our relationships with clients and engaging in business development. I also had direct report responsibility for client-facing consulting teams. I have had increasing amounts of responsibility in the firm and was Practice Area Lead for Market Research.Project Examples:-Integrated IMS DDD, biologic distributor (867 EDI), and CRM data into a validated Customer Master Database system for a “buy and bill” biologic client in the oncology space, with validation and automated exchanges-Sales Force Sizing and Alignment project involving a shift from two sales teams to one, sizing and alignment recommendations leveraging market research for modeling workload as well as providing a strategy for the transition process.-Development, design and implementation of iPad-friendly sales data dashboard tool via salesforce.com CRM platform. Helped client to improve sales force knowledge and use of sales data information.-Segmentation and Sizing project leveraging market research as well as data analysis to determine size and potential for new markets for a medical device-Incentive Compensation Design project to create new payout curves, edit and evaluate plan documentation and analyze impact on business goals-Data vendor comparison across five therapy areas analyzing national, sub-national, retail and non-retail data sets comparing Rx volume, physician counts, trends, product launches in order to provide context on the differences between databases, supporting client decision of optimal data vendor.

Developed Social Media strategy incorporating all avenues of social media as conduits to reach customers, including Twitter, Facebook, Google+, YouTube, Google Display NetworkOversaw all digital materials as part of CRM initiatives for flagship hemophilia brand, increased customer database by 10% and increased contact points by 300% in 2012Created first franchise-wide novel iPad applications to deliver branded and educational experiences used in interactive selling techniques, implement clear training and maintain and improve iPad applications over timeDelivered updated content on brand as well as customer experiences with the brand through management of brand website, development of improvements and updates, strategic layout, including a re-launch project driven by site usability researchManaged overall multimillion dollar budget for brand team, maintaining 5% to planned spendingPresented “Using New Technologies in Market Research” at national 3rd Annual Life Sciences Market Research Conference, June 2012Invited to present at CBI Digital Marketing Research Conference, August 2012Project coordinator for new indication launch, increased patient conversions by 15% in first 3 monthsKey contributor to strategy and planning for brand messaging and positioningResponsible for branding materials and direct-to-patient marketing initiatives for flagship hemophilia brand, created novel carrying case for product and ancillaries, developed magazine advertising, created training materials for field sales on label changes and new collateral materialsOwner of tactical plans for branded, consumer-focused, messages, tactics and programsCoordinated interactive booth presence at two national conferences, for patients and physicians across a cross-functional team

Conducted Primary Market Research in the hemophilia therapy area as part of the BioScience Marketing Team, coordinating research needs across multiple key stakeholders.Oversaw numerous studies to segment and target patient, physician and treatment center populations including a novel attitudinal patient segmentation and physician segmentation.Developed and managed tracking studies utilized at shareholder meetings to measure brand performance and corporate leadership using perceptual mapping as well as sales force performance measures. Participated in strategic branding meetings for a global brand and presented critical market research data to senior leadershipBuilt a distribution model for a new product utilizing a cross-functional team in sales operations, customer service, pricing, healthcare economics, payer management, regulatory and medical affairs.Worked on the launch of a new indication for an existing global brand conducting message testing research with physicians, nurses and patients.Sought ways to improve the infusion experience for patients using ethnographic research techniques including video diaries. Discovered patient impressions of different manufacturer programs with online bulletin boardsWorked with a team of RNs and NPs to create a practice patterns chart audit survey for a new therapyWorked on exploratory market research for several pipeline products including new medical devices, infusion technology and biologicsPresented at a Baxter-wide Social Media summit, representing the BioScience division, exploring using social media in the healthcare space in 2009Completed a Certificate of Proficiency in Marketing Research Methodology and Applications from The Burke Institute, a 6 course program constituting 11.1 Credit Hours of Continuing Education in September 2011. See Coursework for details.

Part of the Forecasting and Opportunity Assessment group, specializing in forecasting, primary market research, segmentation, optimization, and secondary data analytics.Developed demand forecasts using analog modeling, broken stick adoption curves, quantitative pricing and adoption studies and qualitative market research in several disease areas: COPD, Type II Diabetes, anti-inflammatory market, Gout, Chronic Pain Management, Neonatal cardiology

Managed a staff of 23 in the daily and forward-looking operations of Brown University's student union building, Faunce House. Designed organizational structure of staff and worked extensively with contacts within and outside the university.

Worked in the Business Analysis and Information department in the Forecasting and Marketing Analysis group -- only undergraduate intern, worked with programmers and analystsCreated a product model in the anemia market using SAS, manipulating 100 million datapoints in a Unix interface using longitudinal patient level data, and presented to senior level management

Worked as the sole research anaylst in projects involving technology commercialization.Co-Authored a white paper on technology commercializationPresented to executive clients