Session 5: Marketing, Commercial & CMC

Do you want to know how technology is driving precision marketing and targeted campaigns? How to implement data science to deliver medicines to those who need them most effectively? How can data science help optimize the manufacturing process? Join us for the session dedicated to marketing, commercial and CMC at PharmaDS and network with similar minds!

Chair: Nan Shao, Moderna

Dr. Nan Shao Dr. Nan Shao is currently leading the real world evidence (RWE) analytics team at Moderna. She has lead several innovation projects in her previous position at Boehringer Ingelheim, applying data science to real world data and promoting the use of digital health technology (DHT) in clinical trials. She was the lead data scientist at New York Life insurance and Research Staff Member at IBM Research. She is curious, persistent and embraces challenges. She received her PhD degree in applied statistics from University of California, Riverside and BS in statistics from Peking University.

Data-driven Digital and Intelligence Transformation within Pharma

Fan Tang, Head of Data Excellence, Boehringer Ingelheim

Fan Tang Dr. Fan Tang received his Ph.D. in biostatistics from University of Iowa, USA. After graduation, he first joined Genentech/Roche US as a clinical statistician in 2016 and was heavily involved in R&D in different therapeutic areas. Since joining Boehringer Ingelheim China in July 2019, he has led the Asia Pacific Health Informatics & Analytics team to explore the application of real-world data and evidence throughout the life cycle of clinical development. From January 2021, he led the China Data Excellence Team in commercial domain to assist the company in building an industry-leading cloud-based big data management and analysis platform, helping the company transform into an insight-driven organization. Starting November 2023, he acts as the One Team champion to drive the company to propel into a new era of customer engagement excellence with strategic planning, real-time data visualization, personalized contents, and AI engine.


  • The pharmaceutical industry is facing the needs of digital and intelligent transformation, from data integration, to data digitalization, to data intelligence, which is a challenge faced by every company. Meanwhile, the needs from customer and patients are fay beyond the pill. The customer centricity model sets up a much higher standard nowadays.

  • How to build a complete data and digital ecosystem to deliver an exceptional customer experience has become the core demand.

  • As the engine behind digital and intelligent transformation, how can data science strengthen or even change business decisions and operations, and facilitate the evaluation of the transformation journey?

  • Through a number of practical use cases, how to leverage data science to change the current business lifecycle including forecasting, planning, execution and monitoring will be shared.

  • To deliver an exceptional customer experience, how to leverage digital platforms to realize the right contents, at the right time, with the right frequency, to the right targets will be explored.

  • What are the potential opportunities/challenges for pharmaceutical companies in the future under the new era?

Driving Marketing Success through Data Driven Insights

Meenakshi Arora, Director, Omni-Channel Analytics, AbbVie

Meenakshi Arora Meenakshi Arora is a dynamic analytics leader currently leading the Omnichannel Analytics team at AbbVie's Marketing Analytics Center of Excellence. With a focus on Innovation and Strategic Alignment, she develops cutting-edge analytics strategies across Consumer, Medical Affairs, and Prescriber domains. Collaborating closely with product and marketing teams, her team enables seamless execution and optimization of marketing initiatives. With focus in developing and executing the overall analytics strategy and analytical roadmap, her team drives innovation and enables actionable insights that align with the company's objectives. She has nearly 20 years of experience leading data and analytics in insurance and pharmaceutical industries and holds a bachelor’s degree in architectural engineering from India.

Naved Siddiqui Naved Siddiqui leads the Data and Analytics Products team in the Marketing Analytics Center of Excellence at AbbVie. In his current role, he leads the development and scaling of various data and analytics solutions focused on measuring and optimizing marketing strategy. He enjoys the challenge of working on solutions that expand across all Therapeutic Areas given the diversity of products that AbbVie offers. He also leads AbbVie US Commercial organization’s Data Science Community of Practice. Naved has over 15 years of data analytics and modeling experience across finance, media and pharma in the United States and Europe. He received his master’s degree in engineering from University of South Florida and undergraduate from Indian Institute of Technology Roorkee (India).


Effective marketing is crucial for generating demand and driving sales. Delivering the right omnichannel experience using the best tactics and messages is key to ensuring a consistent brand experience for the customer. By harnessing the wealth of underlying data available and an effective analytics strategy, businesses can make informed decisions, improve marketing efficiency, and identify new opportunities for growth. At AbbVie, we are leveraging a modified multi-touch attribution methodology to establish the effectiveness of the full omnichannel ecosystem of tactics and messages, down to the individual touchpoints. This helps gain a deep understanding of our consumers’ needs and preferences, which is used to customize audience experience and deliver the most effective messages using the right marketing tactics. The analytics team is actively partnering with cross functional stakeholders including brand marketers, strategy, and technology teams to deliver relevant insights at scale to drive business performance.

Building a Scheduling System for Individualized Neoantigen Therapy Manufacturing

Albert Lam, Data Scientist, Moderna

Albert Lam Albert Lam is a Data Scientist in the Digital organization of Moderna, supporting Chemistry, Manufacturing and Controls. He currently leads development of Moderna's scheduling system for manufacturing individualized neoantigen therapies, which are now advancing into pivotal late-stage trials for treating various forms of cancer. Albert received his M.S. in Statistics from the University of Chicago, and his B.S. in Statistics from the University of New South Wales.

Abstract: Individualized neoantigen therapies (INTs) present a substantial challenge when it comes to manufacturing since each component of a patient's therapy is unique to that particular patient. These therapies also need to be made within a short timeframe so that they can be administered to patients as part of ongoing late-stage clinical trials. At Moderna, we're building out software and infrastructure to help us coordinate and schedule each of the processes within INT manufacturing, so that we have full end-to-end chain-of-custody tracking that goes from patient sample through to drug delivery.