Conceptual Data Model

Conceptual Data Model for AZ ISMO

Supporting Information led business transformation

Date: 12th February’ 2010 Conceptual Data Model for AZ ISMO

Table of Content 1. DOCUMENT CONTROL...... 4 1.1. About this document...... 4 1.2. Changes made to this document...... 4 1.3. Purpose of the document...... 4 1.4. Audience for this document...... 5 2. CONCEPTUAL DATA MODEL...... 6 2.1. Business processes in scope for implementation...... 7 2.1.1. Business Process and Business Unit Mapping...... 9 2.2. Information areas for AZ ISMO...... 10 2.2.1. Business process and Information areas mapping...... 16 2.3. Conceptual data model...... 19 2.3.1. Notations...... 19 2.3.2. Level 0 diagram...... 20 2.3.3. Level 1 Conceptual Data Model - Party...... 24 2.3.4. Level 1 Conceptual Data Model - Product...... 26 2.3.5. Level 1 Conceptual Data Model - Interaction...... 28 2.3.6. Level 1 Conceptual Data Model - Geography-Territory...... 30 2.3.7. Level 1 Conceptual Data Model - Sales...... 32 2.3.8. Level 1 Conceptual Data Model - Finance...... 34 2.3.9. Level 1 Conceptual Data Model - Marketing...... 36 2.3.10. Level 1 Conceptual Data Model - SFE...... 38 2.3.11. Level 1 Conceptual Data Model – Global events management...... 40 2.3.12. Level 1 Conceptual Data Model – Human resources...... 42 2.3.13. Level 1 Conceptual Data Model – Web Interactions...... 44 2.3.14. Level 1 Conceptual Data Model – Interactive Detailing...... 46 2.3.15. Level 1 Conceptual Data Model – Logistics...... 48 2.3.16. Level 1 Conceptual Data Model – Content...... 50

AZ ISMO Conceptual Data Model Page no 2 of 52 IBM Confidential Conceptual Data Model for AZ ISMO

Table of Figures Figure 1: Approach to develop Conceptual data model...... 6 Figure 2: CBM Business processes...... 8 Figure 3 - Level 0- Business Processes to Information Area Mapping...... 17 Figure 4: Enabling solutions business process to conceptual data model map...... 18 Figure 5: Commercial solutions business process to conceptual data model map...... 18 Figure 6: Level 0 - Conceptual Data Model...... 21 Figure 7: Level 1 - Party...... 24 Figure 8: Level 1 - Product...... 26 Figure 9: Level 1 - Interaction...... 28 Figure 10: Level 1 - Geography- Sales Territory...... 30 Figure 11: Level 1 - Sales...... 32 Figure 12: Level 1 Finance...... 34 Figure 13: Level 1 Marketing...... 36 Figure 14: Level 1 SFE...... 38 Figure 15: Level 1 Global events management...... 40 Figure 16: Level 1 Human Resources...... 42 Figure 17: Level 1 web Interactions...... 44 Figure 18: Level 1 Interactive detailing...... 46 Figure 19: Level 1 Logistics...... 48 Figure 20: Level 1 Content...... 50 Table of Tables

Table 1: Business Process by Marketing Companies...... 10 Table 2: Information Areas from Phase I...... 12 Table 3: Information Areas for new subject areas from Phase II...... 15 Table 4: Information Areas for enhanced subject areas from Phase I...... 16 Table 5: Notations...... 20

1. Document control

1.1. About this document

Author IBM

Distribution ISMO IS Team AZ Enterprise Architecture AZ GSS Design Team

Published 12/02/2010

File location

Status Version 1.2

1.2. Changes made to this document

Version Sections Author or Date of Role Change summary changed contributor change name V0.1 All Yogesh Rao 25-Aug-2009 Author Initial version

V0.7 All Yogesh Rao 17-Sep-2009 Author Changes as per review comments

V0.8 All Krishna 18-Sep-2009 Information Changes as per review Kothari Architect comments

V0.9 All Krishna 22-Sep-2009 Information Changes after review with Kothari Architect AZ SMEs

V1.0 All Krishna 10-Feb-2010 Information Additions of models from Kothari Architect Commercial & Enabling solution portfolios

V1.1 All Anubhav 11-Feb-2010 Information Update as per internal Rajput Architect review comments

V1.2 Section 2 Anubhav 12-Feb-2010 Information Updated business Rajput Architect process mapping

1.3. Purpose of the document

The purpose of this document is to articulate at a high level the Information areas in scope for ISMO data hub. The information areas are mapped to ISMO business processes as defined in AZ ISMO IM component business model (CBM) and MC Functional model This document includes: ▸ High level details on level 1 business processes is scope for ISMO ▸ Map of the business processes to the ISMO Business Units ▸ Map of the business processes to the information areas ▸ Conceptual data model representing these information areas / subject areas

1.4. Audience for this document

This document is intended to be used by ▸ ISMO enterprise architecture ▸ Data stewardship community ▸ Information and Data Architects ▸ BI & MDM practitioners in ISMO & GSS

2. Conceptual data model

The data modeling development cycle is typically comprised of three phases:  Conceptual Data Model ▸ It is often used to plan and set the context of the information in the model ▸ Conceptual data model includes all major entities and relationships ▸ It does not contain detailed information about attributes  Logical Data Model ▸ Logical data model is the actual implementation and extension of a conceptual data model. ▸ A Logical data model represents the business requirements in entirety or part.  Physical Data Model ▸ Physical data model includes all required tables, columns, relationships, database properties for the physical implementation of databases. ▸ Database performance, indexing strategy, physical storage and de-normalisation are important parameters of a physical model.

Scope of this project is to develop the conceptual data model for ISMO, however it may show certain information entities & relationships from other business areas to give the readers an idea of the overall information context.

Approach to develop the conceptual data model

A structured approach was followed to develop the conceptual data model for ISMO as show in the diagram below:

Identify business processes in scope ISMO functional areas

Identify information areas needed to support ISMO Understand as is BI & Develop to be conceptual MDM landscape & data model for information information models areas in scope

Map information areas to business processes

Build detailed understanding of information needs for the associated processes

Figure 1: Approach to develop Conceptual data model The key to capture the information areas for the conceptual data model was to understand the high level processes which are in scope for the Amazon programme. These processes were then analysed to understand the information areas needed to support them.

In addition to this we also leveraged following assets to develop the conceptual data model:

▸ AZ Cornerstone data models ▸ Data models developed by IBM for other life sciences customers ▸ GCA customer & territory master solution documents

Following sections explains the business processes considered and its mapping the information areas identified for ISMO.

2.1. Business processes in scope for implementation

The business processes in scope for the implementation were identified as a part of the AZ ISMO Information management CBM development. These processes were identified using:

▸ AZ ISMO Marketing Company functional model (MC in a box model) ▸ IBM Pharma CBM

Shown below is the snapshot of AZ ISMO Information management CBM:

Business Culture & Organisation Governance Information BI & MDM BI & MDM Processes Change Architecture Architecture Services

Strategy & Planning Data Quality BI & MDM Master Data Architecture Sales Force Management BI Community Policy, Principles, Information Life Reporting & Organisation & BICC Services Direct Guidelines Cycle Analytics Brand Marketing & Roles Market Access Common Data Definitions Data Integration & Security & Privacy (Metadata) Medical Management Sharing

Customer Insight

Hierarchies Information Delivery Operational SLA Sales & Marketing Statistics Financial Mgntt Data Governance Compliance Communication & Organisation & Monitoring & Control Collaboration Campaign Roles Reporting Management Unstructured Common Data Information Services BI & MDM Methods Account-Stakeholder & KOL management

Channel Systems Management BI Competencies Rules BI & IM Tools Management & Operations

Knowledge & Governance People Management Execute Learning Scorecards

Data Stewardship Analytical Application Competencies Data Models Applications Development Services & Support Support

Figure 2: CBM Business processes

The following section explains at a high level the business processes which were identified for ISMO to drive the information needs:

1. Strategy and planning - The process of understanding market research from a variety of internal and external sources and developing a formal documented business plan with objectives and strategies and reporting on progress (e.g. Annual Marketing Plan, Annual Sales Plan)

2. Sales force management - The use of information in sales activities including events, e- detailing and face to face calls. Includes planning (e.g. territory management) and information used and captured: pre, during and after a sales interaction. Sales performance measurement at various levels including territory and region is also key

3. Brand marketing & market access - The planning and execution of marketing and brand activity associated with the product life cycle from launch through to maturity (generics) and ultimately product withdrawal

4. Medical management -The use of information in Medical Information and Medial Liaison interactions. The latter covers key elements in the Sales Management component

5. Customer insight - The analysis and modelling of internal and external data in order to understand and segment customers for better customer engagement.

6. Sales & marketing financial management - The use of financial information to plan, manage and measure the performance of customer interactions. Includes the financial management of products, segments and internal costs in customer operations

7. Campaign management - The planning, design/targeting, execution and performance analysis of campaigns deployed via multiple channels. Campaigns may also be amended dynamically and deployed in multiple waves.

8. Account stakeholder and KOL management - The planning, execution and tracking/performance management of stakeholder interactions and accounts (networks). Includes the life cycle management of tenders.

9. Channel management - The information required to plan, execute and analyse multi channel interactions in a coordinated and consistent manner (e.g. web, face to face, telephony).

10. People management - Information used to motivate, reward and ensure the right skills of people.

11. Services & support - The use of information to support the operation of in-scope activities, including services provided by AZ to support customer. Also covers customer education and medical device management.

2.1.1. Business Process and Business Unit Mapping

The following table illustrates a mapping of these business processes with the different business units of ISMO across marketing companies. This is a stepping stone for understanding the information needs for each of these business processes and business units across ISMO regions.

Information areas

Geography Master Party Product SFE Content Sales Interaction HR Marketing Finance & Territory Reference Strategy & X X X X X X Planning Sales Force X X X X X X X Management Brand Marketing X X X X X X & Market Access

s Medical a X X X X e Management r a

s Customer Insight X X X X s e

c Sales & mkt o

r X X X X X X finance mgmt p

s Campaign s X X X X X X X X e Management n i

s Account & KOL

u X X X X X X X X X Management B Channel X X X X Management People X X X X X Management Services & X X X X Support Table 1: Business Process by Marketing Companies

2.2. Information areas for AZ ISMO

The information areas needed to support these business processes have been identified using:  Stakeholder workshops conducted across ISMO regions and marketing Companies  IBM’s Pharma / life sciences information models  AZ Cornerstone information models The following tables provide a high level view of these information areas and the key entities within them. Subsequently these are mapped to the identified business processes.

Main subject Key information Description areas entities Finance Financial These are the master entities for finance to support Accounts consolidation and reporting of the financial performance. Financial These are the financial transactions generated due to Transactions the business activities across AZ ISMO functions. Geography & Geography This domain describes the geography in which Territory AstraZeneca’s products are manufactured and sold. Sales Territory Sales territory describes the allocation of customers and accounts for AstraZeneca’s sales force using information across represented in one or many information areas e.g. Geography, Product, Time, etc. Brick A Brick is a conceptual construct designed to anonymise data by summarisation over a grouping of

individual data points across geo political boundaries.

Interaction Interaction Interaction entities represent all the customer interaction transactions generated across various ISMO business functions and across channels. Campaign Campaigns are the marketing initiated customer interactions across channels and AstraZeneca brands. Promotional Promotional materials are the assets utilised by Material marketing across marketing initiated customer interactions Clinical Study Clinical study captures the information related to the clinical trials of AstraZeneca’s products and captured interactions for customers of type HCPs etc. Note: This is shown in the model for context only as the related business processes are not in scope of this project. Master Time The master reference entity time represents the point in reference time for a particular business transaction and also supports the time series analysis of the business information. Channel Channels are the means by which AstraZeneca interactions with the parties with whom it has a business relationship. Channels vary from “Face to face”, to “Web”, “Mobile” etc. Exchange Rate This reference domain holds all the data pertaining to exchange rates between currencies globally. Currency This reference domain holds all the data pertaining to different tradable currencies across the globe. Operations Operations This domain maintains the information which are managed & governed by operations business area of AstraZeneca. This includes entities like supply chain, stocks, costs, bill of material etc. Note: This is shown in the model for context only as the related business processes are not in scope of this project. Party Party A Party is an organisation or a person who will have a relationship with AstraZeneca in various capacities and roles. This includes customers which are of both types:  Person – HCPs, KOLs etc and  Organisation – Account, Suppliers etc. Party also represents internal AstraZeneca parties including:  Internal organisation – MC, Ops Site etc  Employee – Sales reps, Partner workforce etc Party role Party roles are the different roles which are played by Parties of both types Organisation & Persons. Product Product Product are AstraZeneca’s products which are sold & marketed by ISMO Brand Brands are AstraZeneca’s brands across its range of

products Pricing Pricing captures information related to AstraZeneca’s products which are set for its customers across its markets and customer types. Agreement Agreement represents the contract between AstraZeneca and its customers for trade of AstraZeneca’s products. This also includes internal agreements between different organisational units of AstraZeneca. Sales Sales transaction This area represents the sales transactions for AstraZeneca’s products across channels and brands. This includes various types of sales transactions including the industry view of the market share which is acquired by AstraZeneca from its partners including IMS. Incentive Incentives represent the commissions and compensations for AstraZeneca’s sales force based on the sales transactions. Table 2: Information Areas from Phase I

Table below captured details of Information areas & key entities from the analysis of Commercial & Enabling solution portfolios in Phase II of the BI & MDM Strategy.

Main subject Key information Description areas entity / entity areas Human Party Role (AZ work AZ work force is a sub-type of the entity Person which Resources force) is a sub-type of Party. AZ work force is sub-divided in (HR) following sub-types:  Permanent – Full time employees, Secondees etc.  Temporary – Contractors, Vendor employees etc.  Past employees – Retired, Resigned etc. AZ work force will also have information on Persons which are candidates to become a part of AZ work force which has been shown as a sub-type of Recruitment candidates. Learning & Training Learning entity would include the learning modules records which have been developed for AZ work force including sales force training designed by SFE academy, compliance training for whole of AZ work force and other AZ competency framework based learnings. Learning content entity has the details on content developed for learning modules. Training records are the records of learnings taken by AZ work force.

Employee financial This area represents all the financial transactions record created for an employee including:  Payroll records  Benefits  Loans etc. Employee This area captured all the data for employee’s performance record rewards, appraisal, benefits and talent management. This will also include development plans for an employee which would associated with his / her training requirements. HR competency Competency framework would include definitions of framework based the AZ organisation structure including role definitions, entities definitions of positions associated to these roles and tying them to the competencies and skills needed for that role. This information will also be used for recruitment management. Marketing Marketing Strategy & Marketing Strategy and planning information would Plan include the strategies and plans for AstraZeneca’s brands and regions. Plans would also include information on:

 Market Access plan  Campaign plan  Event plan etc. Marketing Activity Marketing activity information describes all the marketing activity including:  Campaigns  Events  KOL marketing activities  Account specific marketing activities Marketing Interaction This entity represents all the customer interactions that are driven by Marketing activities. This includes both outbound and inbound interactions.

Party profiles and Party profile includes information on the different Marketing segments profiles which can be created for customers. These profiles can be developed by executing analytical models on all Party information across subject areas. The analytical model result along with other Party information can be used to create segments for Marketing driven activities.

Financial transaction This entity has all the financial information related to Marketing activities including:

 Budgets  Actual costs Logistics Agreement Agreement represents the contract between reference AstraZeneca and its customers for trade of AstraZeneca’s products. Customer typically include

wholesalers or agencies but can also include Pharmacies under “Direct to pharmacy” distribution channel. Agreement would usually capture information including:  Stock  Credit / Debt management Orders & Invoices Orders are the orders for AstraZeneca products given by Customers to AZ organisation. Orders would be for a quantity in “Packs” of products with a price as per the agreement. Invoices will be result of these orders between AZ & its customers. Content Content Item Content Item describes different types content which are used across ISMO business processes including Promotional content, Marketing content, Sales content and Learning content. Content could be of type digital which could be unstructured or structured or printed material. Content Metadata This entity describes the content including things like content author, description etc. This information can be used to analyse the effectiveness of a particular content by its use across ISMO markets and channels. Content classification This entity associates every content item to some of the key information entities within AZ e.g. Customer, Product, Location etc. This classification can not only assist users in identifying the right content but also for AZ to understand the use of its content by these important dimensions. SFE Sales Plan and Sales plan entity includes information on annual and Target or sales cycle planning information including budgets and sales force planning. Sales plan would lead to definition of targets which are set for the sales force by brands, geography, therapy areas etc. Sales activity Sales activity include information which defines all different sales driven activities including:  Call by sales representative  Follow-up activities  Service calls e.g. Sample distribution  Customer interaction by other channels Territory action plan Territory action plan include information which defines the plan by territory for each sales force. Territory action plan would also have an impact to the targets set of the sales force. Sales objectives Sales objective are the objectives which are set for each individual sales representative based on his / her target set of that sales cycle. Table 3: Information Areas for new subject areas from Phase II

This section captures information areas / key entities on enhancements that were identified for existing subject areas from Phase I:

Main subject Key information Description areas entity / entity areas Party Party Role (Person) This entity has been enhanced to include information on additional Party roles as captured below: ▸ Industry Stakeholder which has following sub- types  Payer representative  Regulator  Re-imbursement stakeholder  Patient advocacy representative  Media person ▸ Pharmacist ▸ Scientist

Party Role This entity has been enhanced to include information (Organisation) on additional Party roles as captured below: ▸ Industry Stakeholder Organisation which has following sub-types  Payer  Regulatory body  Re-imbursement body  Patient advocacy group  Media Agency ▸ Event Organising Agency ▸ AZ Business unit Customer Party profile information are as explained in Marketing segmentation and subject area is included within Party subject area. This Party profile information on party insight is modelled according to “Party” “Party Role” model so this data can be used for any analysis across subject areas. AZ work force Party subject area has been enhanced for the sub- type AZ workforce, which is enhanced as per the description captured in HR information area above. Specialty Specialty entity has been associated to Party role to describe the specialities for HCPs. Product Diseases & Entities describing disease information has been Indications added to Product subject area. This information is part of the medical information which describes disease areas for the product. Indication information has also been included into Product area which is related to diseases and symptoms which are also part of the medical

information related to the product. Product performance This entity has information on the performance of the product including:  Product adoption in the market based on external market share data  Product efficacy information based on clinical trial and post launch data Interaction Interactive Detailing Interactive detailing information area expands the Interaction subject area with more information related to Interactive detailing interaction. The interaction data includes outcome of the call as captured by:

 Sales representative after the call and  As captured by the ID application based on time spent on every messages / slide with the customer The subject area expands on the information which is used to build the content that is used for Interactive detailing process. Web Interactions This area expands the Interaction information around web Interactions. Web interactions have been divided in to following types: ▸ Marketing driven interaction – Interaction on the web as a result of marketing activity ▸ User driven interaction – Information for interactions which are based on user’s engagement with AZ’s websites based on different functionalities / capabilities available on AZ’s web platform. ▸ Site driven interaction - This include interaction data related to user’s journey on the web site and information captured as a result of user click stream. Global events This information area extends the Interaction subject management area for Event interaction information. Events are the major symposiums or congresses organised by AZ which is participated by many customers including KOLs, HCPs, key industry stakeholders etc. The event interaction and feedback data is include within this information area. Table 4: Information Areas for enhanced subject areas from Phase I

2.2.1. Business process and Information areas mapping

Captured below are the two diagrams showing the mapping between business process areas in MC functional model for Commercial & Enabling solution portfolios.

Information areas

Geography Master Party Product SFE Content Sales Interaction HR Marketing Finance & Territory Reference Travel & X X Expenses Events X X X X X Management t

n HR Admin X X X X e n

o Recruitment

p X X X management m

o Rewards, benefits c

X X X l & performance a

n Talent o

i X X t management c

n Learning u

f X X X management l e

d People

o X X X management M Stock distribution C X X X X X

M management Orders X X X management Invoice X X X X management Figure 3: Enabling solutions business process to conceptual data model map

Information areas Geography Master Party Product SFE Content Sales Interaction HR Marketing Finance & Territory Reference Meetings & events X X X X X X mgmt Territory action X X X X plan Order capture X X t

n Inbound call center X X e

n Effective team o X X X X X

p selling m

o Product lifecycle X X X X c

l Stakeholder / KOL a X X X X n management o i

t InteractiveDetailing

c X X X X

n / eDetailing u

f Campaign

l X X X X

e management d Web portals / Call o X X X X

M center

C Key Account mgt X X X X X M KOL / Speaker X X X X X programs Sample X X management Value added X X X services Figure 4: Commercial solutions business process to conceptual data model map

2.3. Conceptual data model

This section draws a conceptual entity-relationship model showing the details of the information areas identified in section 2.2. The model suppresses low level details and emphasises on the key business entities and their relationships.

The model is divided into a number of diagrams. The overall model is shown in level 0 diagram covering all of the information / subject areas followed by level 1 diagrams for each information / subject area.

The notations used in the models are shown below followed by data model diagrams and there descriptions.

2.3.1. Notations Following notations have been used in denoting the entities and their relationships in the model:

No Notations Description 1 Representing key business entities within the subject area

2 Entities representing factual data e.g. Sales transactions, Interactions etc.

3 Entities representing master reference data e.g. Time, Channel etc.

4 Entities shown for context only e.g. Patient community

5 Entities representing master data

6 Relationship between entities with cardinality of “Many to Many”

7 Relationship between entities with cardinality of “Many to Many optional”

8 Relationship between entities with cardinality of “One to Many”

9 Relationship between entities with cardinality of “One to Many optional”

10 Relationship between entities where the relation is mandatory at one end and optional at other

11 Symbol used to represent exclusive sub-type Super-type relationship. Here the Super-type has two exclusive sub-type entities.

Sub-type 1 Sub-type 2

12 Symbol used to represent inclusive sub-type Super-type relationship. Here the Super-type has two inclusive sub-type entities.

Sub-type 1 Sub-type 2

13 Entity 2 Exclusivity arch - Only one of the relationships from Entity 1 Entity 2 & 3 to Entity 1 is applicable at a time. Entity 3

Table 5: Notations

2.3.2. Level 0 diagram

Shown below is the level 0 diagram depicting all the subject areas identified for ISMO based on the business processes in scope.

contributes to

for Product Sales for Product Type Ingredient Volume Forecast has Brand ATC determines AZ Sales Target Sales in Chemistry & Supply Chain Pack Composition IMS Sales Budget Sales Performance r o Operations f s e n s Supply Chain Stock sold via i e

Incentive m s r

u Channel e Cost BoM t e

Web Telephone d Involved in Interactive Detailing Face to face Agreement involved in Uses for Party Party Role Internal acts as n

agreed in i

r External

Party role e o

involved f s

type u Party type in Time Geography d involved in e s s

Brick n u i n i a t s

n Currency e t Organisation Type o y Person Exchange Rate a c b p i o c d t g Internal External i

t e Workforce Organisational n n r s d

Actual r i i r

r Person roles a e s e d e k u roles f f P

Region Account e n e e i d s

Patients a l

Budget i y R R e u v r b

Supplier d t MC p

Sales c Customers e m a Agreement T&C m r o

r Territory e c

Operational Patient o t f n r I

Site Community e p FINANCE TRANSACTION Finance Account Actuals uses INTERACTION P & L has Legal Entities Event Call Clinical Study Account for Forecasting creates Survey Party Learning Medical Budgets Request response Clinical Study for Sample Sales Plan Interaction Distribution n i Marketing Territory Action Web Interaction Plan Activity Interaction Interactive Complaint Targets detailing includes Offered via drives Content Item Marketing Activity Marketing Learning Content Content Offered via Account Event Campaign Marketing is for Sales Promitional activity Content Content Interaction involves KOL Marketing Value Added follow-up Activity Services activity MASTER Shown for LEGEND FACT DIMENSIONS SUB AREA MASTER DATA REFERENCE context

Figure 5: Level 0 - Conceptual Data Model

The subject areas represented in the level 0 diagram are: PARTY - The PARTY subject area is based on the “Universal Party Role Model”. This is an industry standard approach to modelling which enables the management of relationships with PARTYs. It provides an extremely flexible way to represent persons, organisations and their relationships through three key entity types – PARTY, PARTY ROLE and PARTY ROLE RELATIONSHIP. PRODUCT - Product is an AstraZeneca product which is manufactured as trade or sample product and sold / distributed in the market. The Product subject area holds data on all aspects of Product ranging through: ▸ Product Ingredients and their composition, ▸ Product categories and types ▸ Product branding, packaging and commercial arrangements This subject area also facilitates setting up agreements with third parties for sale of AstraZeneca products which include Direct to Pharmacy channel. GEOGRAPHY - Geography describes the physical geography in which products are sold / manufactured. The parties e.g. accounts can be mapped to addresses and bricks. Geography is also used in the definitions of sales territories. The link to Agreement represents the boundary of the Agreement in terms of Geography for example a contract between AstraZeneca and a customer may be applicable for a country / region. SALES TERRITORY - Sales territory provides AstraZeneca with a single comprehensive view of Territory alignments and assignments and allows ISMO MCs to work with current and historical territory alignments. Sales territory allows business to manage territory definition and alignments based on various business rules using information from one or many dimensions including Employee, Customers (HCPs & Accounts), Geography, and Product. INTERACTION – This subject area captures all types of interactions between AstraZeneca and its customers. The interactions captured involve Party roles of AstraZeneca employees and customers. The interactions are captured over time, across channels and geographical boundaries. This subject area enables a single & unified view of all customer interactions using Party – Party role model. SALES - Sales represents the transactions capturing the sale of AstraZeneca’s and its competitor’s products in the market place. The sales transactions are primarily captured in two categories:  Internal sales – This includes ex-factory sales captured at the point of sale at every MC and also includes forecasted & budgeted sales transactions.  External sale information – This is the industry view of the market share based on sales of AZ and its competitor’s products. This is acquired by AZ from its partners like IMS. FINANCE – Finance subject area captures & consolidates financial information from marketing companies across ISMO. It captures revenue and cost transactions across the supply chain including local reporting units, profit & loss accounts and local cost centres. MARKETING – This subject area captures information related to all Marketing business processes including marketing strategy & planning, marketing activity and associated transactions which include financial transactions and customer interactions. Marketing activity are driven across channels, geography and product / brands. SALES FORCE EFFECTIVENESS – This subject area captures the core entities describing the sales force processes including sales planning, territory planning, sales driven activities and sales

AZ ISMO Conceptual Data Model Page no 22 of 52 IBM Confidential Conceptual Data Model for AZ ISMO force targets & objectives. Information within this area integrates with interaction and via the Party roles of AZ workforce, customers and internal & external organisation units. HUMAN RESOURCES – This subject area captured the information associated with core HR processes including Payroll, Compensation and benefits, talent management, recruitment management and HR admin services. Information in this subject area also represents the organisation structure with required roles and positions within the organisation and the competency framework. CONTENT – Content subject area captures all the information describing unstructured content and its usage across channels, geography and business processes areas including Marketing, Sales and Learning. The information in ties area is closely tied with the metadata information model which helps describe the data and its usage within AZ ISMO. MASTER REFERENCE – The master reference entities are the key entities which are needed to support the core subject areas as explained above. The primary entities in this subject area include: ▸ Currency ▸ Time ▸ Channel ▸ Exchange rate

2.3.3. Level 1 Conceptual Data Model - Party

Party – Party role model is new to the way modelling is currently done for BI applications in ISMO. The key aspect of this model is to set the context for the way the data related to all PARTYs which have a relationship with AstraZeneca is maintained. This subject area is central to the way information is maintained for ISMO information repositories and acts as glue across all subject areas.

Party Finance Sales Profiling Type

Incentive Interactions n i Party d e

v Party Score Profiling l

Content Product o

v Model n involved in i has for involved in Party Geography Agreement Party Role Relationship is member of involved in Sales Financial Territory Master Party Role Type s e v l o

acts as v n i Person Organization Party for has Party Party Membership Role Role Speciality Internal External Person Role Organization Type Role Type Hierarchy Party Segments Affliations Type Sales executive Decision Making unit

Organization Person Researcher HCPs Regulatory Body

Pharamacist KOL Organization Person Company Type Type Head of Trust – e.g HCP Payor Industry Payor Internal External Patients Customers WorkForce Stakeholder Representative Business unit Payor Rep Internal External Type Type Suppliers Regulator

AZ workforce Pharmacy type Remibursement AZ Other Stakeholder Operational Industry Patient Business Regions MCs Account Supplier Partners Organisations Re- Site Stakholder Community Units e.g. Pharmacy Patient imbursement Advocacy body Patient Patient Advocacy body

Past Recruitment Media Permanent Temporary Employees Candidates Stakeholder

MASTER Shown for LEGEND FACT DIMENSIONS SUB AREA MASTER DATA REFERENCE context Figure 6: Level 1 - Party

PARTY is an organisation or a person.

PERSON are of type Customers, Workforce and Patients. Workforce includes permanent, temporary and partner employees who work for the enterprise which includes AstraZeneca and its partners.

ORGANISATION are of types Internal & External. Internal organisations include AstraZeneca’s Regional units, Marketing companies, Operational sites and other internal business units. External organisations are AstraZeneca’s partners, Government organisations, suppliers, customers, health care supply chain organisations like Pharmacies and Patient communities.

A PARTY may play many roles which are of interest to AstraZeneca.

For example a person can play one or more of the following roles: ▸ Health care professional ▸ Key opinion leader ▸ Head of a health care organisation or a trust ▸ AstraZeneca employee ▸ Payor representative ▸ Regulator ▸ Pharmacist ▸ Researcher An organisation could have roles like: ▸ A Supplier / Vendor of services and products to AstraZeneca ▸ A Pharmacy ▸ A payor organisation ▸ A marketing company ▸ AstraZeneca’s business partner ▸ Regulatory body

The PARTY itself tends to have attributes that change very rarely and are independent of the role played by the party for e.g. Name, Age for a Person. PARTY SPECIALTY is another example where a Party may be associated to many specialities irrespective of the role they are playing. PARTY ROLE however is more volatile and they change as the relationship with AstraZeneca evolves.

PARTY may be involved in a hierarchy involving PARTY types of Person or Organisation.

PARTY ROLE RELATIONSHIP allows relationships between PARTY ROLEs to be recorded, understood and managed. A PARTY ROLE RELATIONSHIP may be between: ▸ Person and Person (for example Person is a manager of Sales representative of AstraZeneca Sales force) ▸ Organisation and Organisation (for example a relationship between a Hospital and a Pharmacy organisation) ▸ Person and Organisation (for example a Medical liaison works for AstraZeneca’s partner company)

PARTY MEMBERSHIP captures the both internal & external memberships that PARTYs may have. External membership includes their AFFILIATIONS with industry organisations and influencing bodies for example HCPs membership in a Medical association. Internal membership includes SEGMENTATION of PARTYs based on internal segregation criteria e.g. a segment of HCPS who are high influencers for a particular therapy area

PARTY SCORE are the scores assigned to PARTYs based on the result of PARTY PROFILING MODEL for e.g. score given to a customer based on his / her propensity to respond to a particular marketing campaign.

2.3.4. Level 1 Conceptual Data Model - Product

Product is AstraZeneca’s product / drug which is sold and marketed by ISMO. This subject area describes the basic information entities associated with product.

associated to Product associations a s s o c

Product i a t

Association e

Type t Pack Brand o

s Brand type n i a

Internal External t Hierarchy n o c Hierarchy Hierarchy Local Central Other Represented by

Market definition / Product has Product categories contains is part of Product Type y f b o

d e n e i

Diseases d g a d a e n m v l a A o p m Symptoms v AZ Sample Competitor AZ Trade p n i l i

e product product product

Product Category Type s

t Indications o f o Pricing t

r has a p

Competitor AZ Product s i o Product Group Group for t Generic Specialty Patient Party Role s e i

Ingredient l Price Type

Classification Sales (Accounts) p

Composition p a i s f

d involved in v Price o e Price Plan s l

v Forecasting Patent o e

Product Group Type p Party Role d f

m i o n

o (Workforce) t c r s a e p v l

s o i v n

Market i Marketing Sales Therapeutic definitions Ingredient is for Agreement Ingredient relationship

MASTER Shown for LEGEND FACT DIMENSIONS SUB AREA MASTER DATA REFERENCE context Figure 7: Level 1 - Product

PRODUCT is based on a hierarchical construct and is composed of core ingredients which are part of a formulation / ingredient composition which becomes part of a Product. This product is then packaged in a number of different forms which are then marketed and sold.

PRODUCT represents the entire universe of pharmaceutical products in which AstraZeneca has a interest in. PRODUCT TYPE includes AstraZeneca’s Trade and Sample products. Product may also have information related to AstraZeneca’s competitor products.

PATENTS can be associated to PRODUCTS, INGREDIENT COMPOSITIONS or INGREDIENT themselves. Patent information would support AZ marketing and sales to plan for brand launch in markets and market access planning.

PACK is the smallest unit is which a product is transacted commercially. Pack has the properties associated with it based on its packaging and the market within which is sold.

BRANDs are associated either to Product itself or to the pack. Brands may be of type Local, based on the countries / regions in which it is marketed or may have a central brand which is used globally. AstraZeneca may also have co-branded products with its partners.

Product may be a part of one or many PRODUCT CATEGORYs. The product categorisation can be driven by Marketing, Sales or Therapeutic properties. Product categorisation may include AstraZeneca’s or its competitor’s categorisation.

Product PRICING can be done is a number of different ways and is primarily done at a Pack level. Pricing is usually done for an interested Party and an Agreement will exist between AstraZeneca and its customers. AstraZeneca will have price forecasts and plans based on the agreements it has with its customers.

PRODUCT ASSOCIATION will allow AstraZeneca to map its products with number of identifiers internally or externally. Internally every marketing company may have a different identifier for each product which would need to be mapped to allow for a standard product definition and hierarchies. Also to understand the market share AstraZeneca’s product identifiers would need to be mapped to external product identifiers for e.g. Product identifier from IMS.

PRODUCT may be part of a number of hierarchies which may be driven by how the transactions are rolled up at local or central level or even how they are understood in the industry.

Link with AGREEMENT is to capture the contract that AstraZeneca will have with its partners / customers for a product sale. The agreement may also involve association with Party role of AstraZeneca’s internal organisations and employees.

PRODUCT may have one of many associations with DISEASES and INDICATIONS which are defined as apart of the medical information for the PRODUCT. INDICATIONS would have one or many symptoms. INDICATIONS themselves could also be further divided by PATIENT CLASSIFICATIONS. This information will be a part of product documentation or pack information designed for HCPs and PATIENTS.

2.3.5. Level 1 Conceptual Data Model - Interaction

This subject area explains the core entities capturing all the information associated with Customer interactions.

includes Geography Time s a h d e

is involved in t c Party role g a n r i r e t belongs in (Customer) u

are related to n i d

used for Interaction Channel Party role are performed by interacts via (Workforce) is involved in r o f Party Role is involved in (Patients) s Study e v Interaction type l o v n i y b

d e t a e

Medical request Clinical study r

Adverse Event Call Complaint Survey response c response interaction

Interactive Marketing event Campaign created by Web interaction detailing interaction Interaction Campaign interaction leads to

Campaign interaction type

Outbound Inbound interaction interaction

MASTER Shown for LEGEND FACT DIMENSIONS SUB AREA MASTER DATA REFERENCE context Figure 8: Level 1 - Interaction

INTERACTION represents the information related to a communication between AstraZeneca and an interested PARTY e.g. a Customer

PARTY ROLEs involved in every interaction includes an AstraZeneca’s employee e.g. a Sales representative and a Customer for e.g. a HCP.

An Interaction may occur across any CHANNEL including Face to face, Web, Telephone and E- mail. Interaction takes place across geographies and at a point in TIME. History of all the interactions will give AstraZeneca a capability to understand its customers completely. Interaction can be of type:

▸ ADVERSE EVENT – Adverse events capture information related to an undesirable effect of an AstraZeneca’s product. Adverse event interaction is usually raised with

AstraZeneca via a HCP or a Party Role representing the ultimate consumer of the product. ▸ CALL is the Sales interaction between AstraZeneca’s sales representative and a Customer e.g. HCP. The sales calls are generated out of the CRM system e.g. Quattro, OneView etc. ▸ WEB INTERACTION is the interaction between AstraZeneca and external PARTYs e.g. Customer over the Web e.g. via Customer Portal, via ESIWEB ▸ MEDICAL REQUEST RESPONSE is the interaction between AstraZeneca and interested Party to fulfil the request for medical information regarding one or many AstraZeneca products. This interaction usually involves employee from Medical division of AstraZeneca to fulfil the medical request. ▸ INTERACTIVE DETAILING INTERACTION is generated as a result of a interaction between AstraZeneca Sales representative and a customer e.g. HCP using the Interactive detailing tablet pc built on Proscape platform. ▸ COMPLAINT interaction captures the complaint raised by an external Party of type Person or Organisation against AstraZeneca. ▸ MARKETING EVENT captures the information related to the communication between AstraZeneca and its customers during a Marketing event e.g. Speaker management in an marketing event. ▸ SURVEY RESPONSE is the interaction capturing the response of a customer to a survey questionnaire provided by AstraZeneca ▸ CAMPAIGN INTERACTION captures the details of the interaction between AstraZeneca and its customer due to a targeted campaign activity by AstraZeneca. Campaign interaction can be either Outbound e.g. when AstraZeneca contacts the customers or Inbound e.g. when a customer responds to a campaign mail shot by AstraZeneca ▸ CLINICAL STUDY INTERACTION captures the information related to an interaction between AstraZeneca and its customers usually a HCP who is involved in a clinical study

2.3.6. Level 1 Conceptual Data Model - Geography-Territory

This subject area explains the key information areas for: ▸ Geography which covers the geo-political landscape in which AstraZeneca’s products are manufactured / sold. ▸ Sales territory which covers the territories which are defined and aligned to AstraZeneca’s sales force. Party Role (Customer - HCP)

h Product t n i i

involved in t d a e

Party Role r t e a i p c o

Geography o s s s

e Identifiers a i f i s t I n i d e e d i n s t n i i f s i a e t e t s n a o o c t c

o l d for e t a l contains e contains r Brick Type Geography Sales Territory Time is associated associated with is valid with during c o o t n s

t n d a i e i a n t n s n g i o f s c o s

t a r a p

i Geography type s e g a

defined by n operate in Brick a m Party Role Cyber Commercial Geo Political Party Role (Customer - Landscape Landscape Landscape (Workforce) Accounts)

MASTER Shown for LEGEND FACT DIMENSIONS SUB AREA MASTER DATA REFERENCE context

Figure 9: Level 1 - Geography- Sales Territory

GEOGRAPHY is an extended area delineated by a set of identifiers. It describes the physical and logical geography in which AstraZeneca’s product are manufactured, sold & consumed. Geography is a super type entity which includes the following subtypes: ▸ Geo Political Landscape defined by government or other authority criteria. For example a Post Code or a Country ▸ Cyber Landscape - mapped out by cyber domains or other internet coordinates. For example an internet portal used to interact with the customer and also as a sales medium ▸ Commercial Landscape is used to circumscribe specified commercial activities. For example a Sales Territory or Market would constitute a Commercial Geography.

GEOGRAPHY IDENTIFIERS includes the identifiers to Geography. For example address and post codes are used to identify geo political landscape, Internet addresses are used to locate cyber landscape and identifiers for commercial landscape identify a construct for e.g. A market or Sales territory

BRICK is a conceptual construct designed to anonymise data by summarisation over a grouping of individual data points. E.g. a group of HCPs in an area forms a brick. External sales data acquired by AstraZeneca from IMS will be at brick level.

BRICK TYPE is a way in which bricks can be formed. For example Bricks can be based on HCPs or Accounts or Hospitals or HCP specialty in an area. Imagine Brick type to a net on the map of a region dividing the region in to a number of Bricks, There can be many nets on that region dividing it in a number of ways.

SALES TERRITORY is an area assigned to a sales representative, which may include one or many customers of type Person or Organisation e.g. HCPS or Accounts.

Sales territory can be developed on the basis of any combination of following information:

▸ Geography – A geo political area of coverage within the Sales territory ▸ Party role (Customer – Person e.g. HCP or Organisation e.g. Account) – One of many customers who are part of that Sales territory ▸ Party role (Workforce e.g. Sales representative) – Sales representative who has been assigned to that sales territory ▸ Time – Sales territory defined for a period of time

2.3.7. Level 1 Conceptual Data Model - Sales

Sales are any transactions by AstraZeneca or on behalf of AstraZeneca that involves selling of AstraZeneca product to a PARTY playing a role of a customer. This subject area explains the information entities covering the factual information like sales volume and transaction amount for all kinds of sales transactions that AstraZeneca uses either for consumption or for reference.

Sales Territory

Geography Agreement

s involves Agreement s n d i l Type o a o t t

h n g o n c o l

e covers B

s Internal External n n i

g i Belongs to d

Party Role s e r r e

(Accounts) e d v n o

associates u Product C Product n

Association i Involved in associates d

e Discounts v l

o Applies to v n Referred by I Applies to Currency Incentives o s t

e s Referred e d i e d c v by a l e o s M d v a n h i determines performs Referred by Party Role Exchange Rate Sales referes Performed by (workforce) Exchange Rate Type s s e e r r e e f f e e r Referred by r Referred by Actual Budgeted Channel Time Sales Type

Market Sales e.g. IMS AZ Sales

Market Sales AZ Sales Type Type

Volume Sales Rx OTC Sales Actual Sales Budget Sales Target Sales Parallel Trade Forecasting

Figure 10: Level 1 - Sales

SALES capture the information related to the commercial sale transaction for an AstraZeneca product to an external Party (Party role of a customer). The sale transaction will usually capture the volume of the packs involved in the transaction. It may also capture the monetary amount for that transaction in local currency and / or in US Dollars.

Sales transaction can be divided in to following types:

 MARKET SALES is external sales data which gives a cross market view of sales of AstraZeneca’s and its competitors products. This is data is procured by AstraZeneca from its partners like IMS. Market sales data is of types

o Sales – Sales transactions on AstraZeneca and competitor’s products to its customers of type Organisation e.g. Hospital, Wholesalers, Pharmacies etc o Rx – Prescription data captured from pharmacies on the back of prescriptions from HCPs o OTC Sales – Sales data capturing the sales of AstraZeneca & competitor products over the counter from the pharmacies  AstraZeneca SALES are the sales transactions as captured from internal AstraZeneca systems e.g. SAP. AZ Sales transactions are of types: o ACTUAL SALES are the ex-factory sales transactions captured by core operational systems e.g. SAP o TARGET SALES is the sales targets for the next reporting period. o PARALLEL TRADE sales are the sales which occur in a country different from where it is marketed from. o VOLUME FORECAST is the forecast in volume of product packs to be sold in a particular market. Forecasting provides important input for target setting and also for operations to manage the supply chain.

Sales transactions are captured across CHANNELS, over TIME in different local CURRENCIES and across one of many AstraZeneca PRODUCTS.

DISCOUNTS are the concessions applied to sales transactions based on agreements between AstraZeneca and the customers

INCENTIVE are the commissions and rewards, provisioned for sales force (work force) and may be derived from the contribution to volume and amount of sales. This inference can either be direct e.g. based on AZ Sales data or indirect e.g. based on external sales (IMS) data.

2.3.8. Level 1 Conceptual Data Model - Finance

Finance deals with the accounting, allocation and valuation of cross ISMO financial activities that translate into financial transactions supported by financial accounts.

belongs to associated to Geography

Party Role managed by involved in (Customer/ Sales Product Accounts/ is part of Associated to Territory Organisation) n i

Financial Activity l o y v Party Role involved in b n i d

(Workforce) e t

Acts on u c

Realizes e Referred by x Currency via E Financial enables Finance Referred by accounts enabled by Transactions

occurred Exchange Rate during Referred by Time Referred by Financial Exchange Rate Accounts Type Finance Transaction Type Type

P & L Actual Budgeted Legal Entities Accounts Value Actuals Budget Forecasts

Reporting Unit Actuals Type

Revenue Costs Cost Centres sorry Revenue Type Cost Type Ex Factory Sales Export Sales Revenue Variable Other Sales Fixed Costs Costs Income

External Fixed Cost Type Variable Cost Type Other Income

Co Promotion Other Fixed Cost of FTE Cost Expenses COGS External FTEs Royalties Cost Cost Samples

Figure 11: Level 1 Finance

Finance subject area includes two primary sub areas – Financial accounts and the Financial transactions.

FINANCIAL TRANSACTIONS are the actual financial transactions that get logged into book of accounts, FINANCIAL ACCOUNTS are the supporting information where the financial transactions get tied to and hold the essential masters for enabling financial transactions. Financial Transaction and financial accounts have to undergo a FINANCIAL ACTIVITY to support and merit a transaction.

FINANCIAL ACTIVITY includes core financial activities like working capital management, risks, valuations, receivables/payables etc. A financial activity would involves financial account and financial transaction

Financial accounts are of 2 types – Legal Entities and P& L accounts. A LEGAL ENTITY is an organization that is legally permitted to enter into a contract. A legal entity comprises of reporting units and reporting units in turn comprise of the cost centres

P&L ACCOUNTS are the Profit and Loss accounts that go into the making of financial statement.

Financial Transactions are of following sub-types: VALUE FORECASTS are monetary forecast amount in local currency BUDGET is the financial budget for the current & next accounting periods. ACTUAL the actual financial transactions which are of sub-type Revenue and Costs.

REVENUE is sub-divided in to following sub-types: . EX FACTORY SALES amounts . OTHER SALES INCOME covers other income from sales transactions . EXTERNAL OTHER INCOME and other miscellaneous income attached to the sales . ROYALTIES earned on established products from AstraZeneca business partners . EXPORT SALES REVENUE are the sales revenue generated from export of AstraZeneca products

COST is either fixed or variable costs. A FIXED COST is stable and predictable in value and occurs periodically. A VARIABLE COST varies in value and may or may not recur periodically.

Fixed cost are of following sub-types: . CO-PROMOTION COST are costs for activities related to co-promotion of AstraZeneca products with its business partners . FTE COST is the total cost incurred on full time equivalent contract hired workforce or permanent employees . OTHER FIXED COST involves other miscellaneous fixed costs

Variable costs are of types: . EXPENSES are miscellaneous expenses for ISMO sales & marketing operations . COST OF SAMPLES is the cost of sample products distributed by AstraZeneca sales force to its customers . COST OF GOODS SOLD is the total estimated of the good sold. . EXTERNAL FTEs are costs related to hired full time equivalent for contractors

2.3.9. Level 1 Conceptual Data Model - Marketing

Marketing subject area deals with information related to marketing business processes and activity as a result of marketing strategy & planning across channels and product.

Marketing Strategy Market Driven Party Interaction for Global Regional Time Strategy Strategy Interaction Responses for Operational Brand Strategy for Strategy

guides used for Segment part of Marketing Plan Marketing involved in Sales Segment Segment involved in Campaign Market Access Party Role includes has Plan Plan drives Others has Speaker Plan Event Plan used in for Organization Party Score (Accounts) for drives for Marketing Activity created by Financial Transaction Account Person Event Campaign Marketing creates (Customers) Actual part of activity Time Party Profiling Model Interaction KOL Marketing Value Added Budget follow-up Activity Services is of type activity

for has Marketing Content Party Role involved in Content for Party Profile Type Printed (AZ Workforce) by Approval has Digital Content Material

Shown for Sub-type Facts Master Data Dimensions Entity Group Master Reference Legend Sub Type Facts Master Data Dimensions Entity Group ReferenceMaster context

Figure 12: Level 1 Marketing

MARKETING STRATEGY is the brand or customer focused plan that guides all the detailed plans and marketing activities. Marketing strategy could be developed regional, locally or globally based on the business requirements across ISMO markets.

MARKETING PLAN is a detailed plan describing the key package or programme of activities driven by marketing including campaign plan, market access plan and event plans. The marketing plans will have associated financial budgets across regions, channels and brands.

MARKETING ACTIVITY includes specific planned marketing actions including Campaigns execution and other marketing driven interactions. Marketing activity is customer focused including specific plans for KOL, HCPs and Account marketing. These activities will also use specific MARKETING CONTENT created to be used for marketing of AZ products / brands.

MARKETING DRIVEN INTERACTION describes the interaction with customers across both person and organisation type based on marketing strategies & plans. The interaction could be outbound interactions driven by AZ or responses captured from parties across marketing channels including Web, e-Mail, SMS, Phone, and face to face.

Marketing strategy will drive profiling of customers (PARTY) by leveraging all customers demographic and interaction information. PARTY PROFILING MODEL represents such a model which would segment parties based on the result of executing an analytical model over party information. PARTY SCORE represents a grading of customers based on particular business segmentation criteria for e.g. predictive model to assess chances of a customer responding to a campaign.

SEGMENT represent lists of parties which are built based on different business criteria to be used in various Marketing activities. Segments could leverage not only all party information but also the insights generated as a result of analytical model execution.

2.3.10. Level 1 Conceptual Data Model - SFE

Sales force effectiveness area of the model represents the information describing the sales force plans and targets to achieve the strategy set out for AZ brands across regions / markets.

Party Role Geography Time (AZ Workforce)

involved in part of

driven by for for part of for Sale Territory Sales Plan Brand Product part of has guides

Financial part of Transaction Budget Territory Action Plan

Actual drives drives for Sales Target Sales Objective driven by driven by

drives for

has driven by Sales Activity

part of Customer Pre-Call drives Call Outcome has Interaction Activity Territory Action Plan involved in Party Role (Sales Activity done by Representative) Follow up Sample Others for Activity Request has

Party Role (Customer) for Sales Interaction Interaction outcome Content Item Time involved in Responses

Master Shown for SubSub-type Type Facts Master Data Data Dimensions Entity Group Group Master Reference Legend Reference context

Figure 13: Level 1 SFE

Sales force academy within ISMO drives development of a SALES PLAN which will guide all the sales activity across geography (locally & regionally), Sales Territory and for all AZ products / brands. Sales plan will drive the planning for sales force for their respective territories with defined budgets and sales forecasts.

TERRITORY ACTION PLAN describes the action plan set of sales territories within a market. TAP will also drive setting the sales targets for sales force representatives.

TARGETS are the actual target call frequency which is set for each customer based on the sales & marketing strategy. Targets will be set for the sales force for a region, market and an individual sales representative.

SALES OBJECTIVES are individual objectives which are set for a sales representative based on the individual TCF and the target list of customers. Objectives are also driven from the overall

AZ ISMO Conceptual Data Model Page no 38 of 52 IBM Confidential Conceptual Data Model for AZ ISMO sales strategy and customer insight generated based on internal customer information and externally acquired customer demographic information.

SALES ACTIVITY includes all the different type of interactions driven by sales representative based on their targets and objectives. It also includes all other activities which a sales representative would get involved for example follow-on actions, sample & promotional distribution etc. Sales activity would use and leverage CONTENT created for marketing and sales including promotional material.

2.3.11. Level 1 Conceptual Data Model – Global events management

Global events management (GEM) represent the information associated with the organisation of large events which are done by AZ across the globe. This unified information model will assist AZ ISMO to understand a holistic view of GEM costs and associated transactions.

Party Role (Agency) Time Event Financial Conference Hotel Agencies Budget

TransportTransport e.g. e.g. CustomerCustomer Logistic Record Cost AirlinesAirlines AccountsAccounts has EventEvent Venue Venue is for Hotel Booking is for Promotional Internal AZ Hotel booking Booking is involved in booking Material Cost Expense has TransportationTransportation Booking booking Delegate has Agency Cost Party Role (Delegate) Expense is for is for is for HCP KOL

has has Speakers involves Event Party Role (AZ Work force)

is involved in receives Conference Congress AZ Sales rep AZ Executive involves involves is involved in Partner Symposium Others Medical rep Workforce is for is for involves Event CME has Interaction Accreditation is for is part of Event Content Brand Promotional Event Objectives LocalLocal CentralCentral Material Time Digital Content Printed Material OthersOthers

Figure 14: Level 1 Global events management

EVENTs are the large industry conferences organized by AZ for various purposes including Marketing & brand promotional events and educational events for health care professionals and other industry stakeholders. These events involve various parties including

▸ DELEGATES – These are the participants in the event including KOLS, HCPs, Industry stakeholders etc. ▸ AGENCIES – These are agencies which develop and help organize these events. Agencies include conference agencies, 3rd party suppliers including conference venue organizations, Hotels, Airlines etc. ▸ AZ WORK FORCE – These are AZ work force who are involved in the event representing AZ. This could include AZ employees e.g. Sales representatives, Medical representatives, Partner employees and AZ executives.

EVENT FINANCIAL include financial transactions as a result of the event costs. These include all the records as a result of LOGISTIC RECORDS associated to the event e.g. Hotel bookings, Airline bookings etc. This financial entity will consolidate all the costs related to an event which are eiter internal (related to AZ work force) or external (Delegates expenses, Agency costs etc.)

EVENT CONTENT includes the material which is used and presented within the event including: ▸ PROMOTIONAL CONTENT ▸ EVENT OBJECITVES including event agenda, topics etc. ▸ BRAND CONTENT specific to topics of the event All the content can be used either in digital or printed form.

EVENT interaction is captured across these events based on the feedback and requests from the participants and AZ work force alike. Event may also result in CME accreditations being awarded to the participants based on the local / regional regulations.

2.3.12. Level 1 Conceptual Data Model – Human resources

This subject area unifies all information related to Human resources management and the learning management aspects within AZ organisation.

Employee Financial Record Performance Record

Payroll Benefits Objectives Development Party Role Time (AZ Organisation) Geography Talent Loans Others Appraisals has has Management

for for for for addressed by applies to filled by Roles Position described by has has used for has recruited via assigned to Party Role for for Training Record Learning (AZ Workforce) involves is part of for has has has Competency Job Catalogue AZ workforce type for described by needs

Past Recruitment Content Permanent Temporary Employees Candidates is part of needed for for Skill Qualifications

FTE Retired Contractor

Ex-Patriot Resigned Vendor Employees

In-Patriot Partner Employee Secondee Trainee

Student/ Intern

Apprentice

Master Shown for Sub-typeSub Type FactsFacts Master Data Data Dimensions Entity Group Group Master Reference Legend Reference context Figure 15: Level 1 Human Resources

PARTY ROLE (AZ WORKFORCE) represents all the individuals who are involved in various roles within AZ organisation. This entity is further divided in to various sub-types including: ▸ PERMANENT are all the full time employees working for AZ within any of its business units. This could also include SECONDEES and EX-PATS / IN-PATS employees. ▸ TEMPORARY includes all the staff which are working for AZ as CONTRACTORS, VENDON (Supplier) EMPLOYEES, PARTNER EMPLOYEES, TRAINEES, STUDENTS and APPRENTICES. ▸ PAST EMPLOYEES are individuals who are not currently working for AZ but AZ may have an interest in their information based on their association with AZ. This includes RETIRED and RESIGNED employees. ▸ RECRUITMENT CANDIDATES are individuals who are aspiring to work for AZ and are in the process of recruitment / selection.

Every individual within work force will fulfill a POSITION within AZ. A POSITION will have an associated ROLE for e.g. Vice President Sales, Sales Representative, Medical Information officer etc. ROLEs are part of the overall organisation structure built to support the AZ business. ROLES will be defined based on the competency framework established as a part of the HR business

AZ ISMO Conceptual Data Model Page no 42 of 52 IBM Confidential Conceptual Data Model for AZ ISMO processes. COMPETENCIES are the capabilities and required within an organisation role. Competencies could be defined by business units.

Each competency will have associated SKILLS required for that capability for e.g. Customer facing skill, Computer skills etc. AZ work force will also need to have a certain QUALIFICATIONS to qualify for a position. This includes educational degrees / credentials.

EMPLOYEE PERFORMANCE RECORD captures the information associated with the appraisal and development process for an AZ employee. This includes the performance results of an annual year or objectives setting for the following year. Employee performance will drive the development plans for them.

Employee development needs are addressed by LEARNING management capabilities developed for AZ. LEARNING includes training modules developed based on the competency framework and role definitions within AZ organisation. Every employee will have associated TRAINING RECORDS capturing the details on learnings undertaken by employees or the learnings that part of their development plan.

EMPLOYEE FINANCIAL RECORD captures all the financial transactions related to employees. This includes their PAYROLL, BENEFITS, LOANS, OTHER employee costs for e.g. training cost etc.

2.3.13. Level 1 Conceptual Data Model – Web Interactions

This area within the model represents the details of interactions which AZ will have with internal or external parties including customers, patients and industry stakeholders.

Marketing Channels

Web SMS eMail Time Content Online n

has i RIS Others Conferencing d e s u a i n v o

e Party Role (Person) e n s

Geography Identifiers o s d e s s c Industry e c a

s HCP Pharmacist Cyber Identifiers a w

u Stakeholder Web eMail used for involved in address address Web Interactions created via for KOL AZ Workforce R&D

Telephone Address Patient & Patient Community

Web Interaction Type

Marketing Driven Interaction User Driven Interaction Site Driven Interaction Other Content Solve the Event Marketing eDetailing Forums Navigational Web Trends Feedback case Registration Campaigns

SEO User Blog OCLMS Quiz Subscriptions Survey/Poll Search Promotional Campaigns Data

Sample Inquiry Order Questionnaire Requests

Figure 16: Level 1 web Interactions

WEB INTERACTIONS are the transactions captured as a result of an activity by a web user on AZ web platforms. Web interactions have been divided in to following sub-types: ▸ MARKETING DRIVEN INTERACTIONS are the interactions which are based on a marketing activity for e.g. Web campaign, e-mail campaign etc. This also includes interactions captured as a result of the online close looped marketing services which drive web users through a specific journey on AZ website. Process of eDETAILING also falls under this category where a particular AZ brand or drug’s detailing is done over the web. ▸ USER DRIVEN INTERACTIONS are the interactions captured as a result of engaging the web user for different types of content over the web platform or engaging them to participate in a web driven social interactions. ▸ SITE DRIVEN INTERACTION is the interaction captured as a result of the web user’s browsing of the AZ’s web content. This would capture the details of the journey a user goes through on AZ’s website. This also includes the footprint of user driven SEARCH which will given AZ a view on user’s information / service requests on their web platform.

Web users who interact with AZ’s web platform include a wider PARTY as compared to other channels like face to face or call centre. This can be shown by following sub-types: ▸ HCPS, KOLs, ACCOUNT representative e.g. Pharmacy ▸ PHARMACISTS ▸ R & D professionals e.g. Scientists or Researchers ▸ PATIENT & PATIENT COMMUNITY ▸ INDUSTRY STAKEHOLDERS for e.g. Regulators, Media personnel, PAYOR representatives etc.

Web interactions although done over the web channel how ever this channel can be further divided in to following sub-types based on the AZ’s current & future web capabilities: ▸ WEB ▸ SMS ▸ EMAIL ▸ ONLINE CONFERENCING ▸ RIS

2.3.14. Level 1 Conceptual Data Model – Interactive Detailing

This subject area includes all information related to Interactive Detailing (ID) interaction, which is a technology enabled method and approach for delivering interactive presentations to customers (HCP’s, KOL’s etc.)

Party Role (Person) Party Role Time (AZ Workforce) HCP KOL

was done at Interactive Detailing may have Interaction resulted in uses

is detailed in for Follow up ID Content Time Call Outcome action contains Feedback Queries

ID Metrics eg. Comments Time by side is included in

Party Patient Product Information Demographic Pricing Info

Sales Competitive Study Data Information Information

Product Disease Drug Safety Information Information Information

Master Shown for Legend SubSub-type Type Facts Master Data Data Dimensions Entity Group Group Master Reference Legend Reference context

Figure 17: Level 1 Interactive detailing

INTERACTIVE DETAILING INTERACTION is an interaction (face to face) between a sales representative and a customer (HCP or KOL) in which interactive detailing technology is used to present relevant content.

ID CONTENT is the actual interactive content (presentation/video) that is used by AZ sales reps during an interaction with a customer. This may include one or more of the following information: ▸ PARTY information ▸ SALES information ▸ PRODUCT information ▸ DISEASE information ▸ DRUG SAFETY information ▸ Clinical Study information ▸ Competitive information ▸ PATIENT DEMOGRAPHIC information ▸ PRODUCT PRICING information

The interaction data includes outcome of the calls as captured by: ▸ ID application based on time spent on every message, various screens etc. with the customer

CALL OUTCOME includes the possible outcomes and results from an ID interaction. These outcomes may be captured by the sales representative or using ID technology. Examples include: ▸ FEEDBACK, which is the response received from the HCP or customer on the contents covered in the interaction ▸ QUERIES are the questions and doubts raised by the customer on the presentation content and could be related to any one or more aspects of the ID CONTENT presented during the interaction ▸ COMMENTS are the various remarks made by the customer. These could help in profiling the customer or provide insights about the likelihood of acceptance by the customer ▸ ID METRICS are the various operational metrics collected during the ID session e.g. time spent on a particular slide or for a message etc. These metrics are used to improve the content and also provide insights on the content delivery capabilities of the sales rep.

FOLLOW UP ACTIONS are the various action items and “to do” that emerge as a result of the interaction. These could be like setting up further meeting/sessions or sharing some more information on the product/brand or responding to some QUERY which the sales rep could not answer during the session etc.

2.3.15. Level 1 Conceptual Data Model – Logistics

This subject area includes all information entities related to logistics and operations involved in fulfilment of sales and marketing processes.

Party Role Invoices

Wholsaler Pharmacies is involved in Payment Payment involves Amount Conditions Others

is involved in for Time involves has Agreement Orders

Stock Debt Quantity Order Details Management Management for

Terms & Conditions Delivery Details

s used for e v l o v n i is part of n i

d applies to e Pricing Pack v

l applies to

o has v n

i contains

s i is in Party Role (AZ Organization) Product

Figure 18: Level 1 Logistics

AGREEMENT represents the contract between AstraZeneca and its customers for trade of AstraZeneca’s products. Customer typically include wholesalers or agencies but can also include Pharmacies under “Direct to pharmacy” distribution channel. Agreement would usually capture information including: ▸ STOCK is the stock limit applicable to a party (customer or pharmacy or agency) based on the terms of the agreement ▸ CREDIT/ DEBIT MANAGEMENT is the amount of credit or debit that can be accepted for the party involved in the agreement. ▸ TERMS & CONDITIONS are the detailed nuances for the agreement and may include conditions that need to be fulfilled so that the AGREEMENT is considered as honoured.

ORDERS are the orders for AstraZeneca products given by Customers to AZ organisation. Orders would be for a quantity in “Packs” of products with a price as per the agreement. Invoices will be result of these orders between AZ & its customers. ORDERS will contain: ▸ QUANTITY, is the details on number of packs for a particular brand/product required to be shipped ▸ ORDER DETAILS, is the detailed description of order and may include client details or any specific terms and conditions for that particular order

▸ DELIVERY DETAILS are the details of how the order should be delivered. This may indicate a date and time range for delivery, location of delivery, specific criteria for the way in which shipping should be done etc.

INVOICES are payment vouchers that indicate the financial transaction or settlement against the ORDER details. This will contain: ▸ PAYMENT AMOUNT, is the details of payment that the buying party (customer/pharmacy/agency) needs to make against the order ▸ PAYMENT CONDITIONS are the conditions for making payment against order delivery. This may include specific conditions such as payment will be made in advance or within 7 days of order delivery etc.

2.3.16. Level 1 Conceptual Data Model – Content

This subject area includes all information entities that are related to content and content management within AZ.

Party Patient Product Content Type Party Role Information Demographic Pricing Info (AZ Workforce) Digital involved in

d Rich Media Documents Competitive e s Sales t r

Study Data n e i

Information r Information h t P Web Links O n

i Texts (URL) by d

Product Disease Drug Safety e for d

u Content Approval Time Information Information Information l c n i

describes s KOL Post Launch i Others Information Adoption of type s

e Content Item s

u has Party Role (Organization) Marketing Learning categorizes Content Category created by Content Content part of AZ Business Agencies authors Units tagged by Sales Content Other Content created by Content Classification classifies

described by classify by

Party Role (Person) used for describes authors Content Metadata HCP KOL Customers Geography

Content Content id Date

Description s r

Product e Diseases h t O Time Access Author Confidentiality Rights Language & Source Culture Access Published Others History date

Figure 19: Level 1 Content

CONTENT ITEM describes different types of unstructured content which is used across ISMO business processes including: ▸ MARKETING CONTENT – used for marketing processes and purposes. Examples may include promotional material, advertisements etc. ▸ SALES CONTENT – used for sales purposes e.g. product brochures, information leaflets etc. ▸ LEARNING CONTENT – used for learning and development purposes e.g. Training material ▸ OTHER CONTENT – this includes other content that will be used and leveraged across other processes e.g. business performance reports etc.

CONTENT ITEM could be made up of various structured and unstructured content items. For example, for creation of a product brochure, sales statistics (structured data), product information (unstructured) etc. may be needed. Following information elements may be included / used for a content item: ▸ PARTY information

▸ SALES information ▸ PRODUCT information ▸ KOL information ▸ DISEASE information ▸ Clinical Study Data ▸ PATIENT demographic information ▸ Competitive information ▸ PRODUCT PRICING information ▸ Drug Safety information ▸ Post Launch Adoption information ▸ Other information areas

Content Item can be of various types as indicated by CONTENT TYPE. These types may include: ▸ PRINTED is the content made available in printed form e.g. brochures, posters, training material etc. ▸ DIGITAL is the content that is available in digital format and can be of various types or formats including o RICH MEDIA – digital content in rich media format e.g. videos, podcasts etc. o WEB LINKS – digital content available as web links e.g. XML content, HTML web pages etc. o DOCUMENTS – digital content available as documents e.g. presentations, PDF files etc. o TEXTS – digital content available as text o OTHERS – includes digital content in any other format (future usage point of view also)

CONTENT METADATA describes the content including things like content author, description etc. This information can be used to analyse the effectiveness of a particular content by its use across ISMO markets and channels. CONTENT METADATA may include: ▸ CONTENT ID – unique identifier to identify each content item ▸ CONTENT DESCRIPTION – brief description about the content ▸ AUTHOR – name of the content author or creator ▸ ACCESS HISTORY – history of content lifecycle – who created the content, who edited the content, who all have accessed the content etc. ▸ ACCESS RIGHTS – are the various access provisions that users may have on a content item e.g. read only rights or read-write rights etc. ▸ PUBLISHED DATE – date on which the content item was published or made available to users for access based on their specific access rights ▸ DATE – various dates e.g. date of creation, date of edition, date on which the content item was last accessed etc. ▸ CONFIDENTIALITY – details of the confidentiality associated with a content item (from circulation or compliance or usage perspective etc.) ▸ OTHERS – any other metadata that needs to be associated with the content item

CONTENT CLASSIFICATION entity associates every content item to certain tags which are some of the key information entities within AZ e.g. Customer, Product, Location etc. This classification can not only assist users in identifying the right content but also for AZ to understand the use of its content by these important dimensions. Content can be classified based on various criteria including: ▸ CUSTOMER – content for a specific customer or content that can be shared with customers ▸ GEOGRAPHY – content appropriate for a specific geography e.g. content related to a local brand sold in APAC region etc. ▸ DISEASES – content related to diseases e.g. a paper on diabetes etc. ▸ PRODUCT – Content related to a particular product e.g. collateral for Crestor etc. ▸ SOURCE – content from a particular source e.g. research or IMS etc. ▸ LANGUAGE & CULTURE – content in a particular language e.g. Crestor marketing brochure in German language etc. ▸ OTHERS

CONTENT APPROVAL is the set of activities associated with approving content for sharing (with customers or within AZ workforce etc.). The content is created by AZ workforce or by a 3rd party and is approved by AZ workforce (based on proper approval authorities).

AZ ISMO Conceptual Data Model Page no 52 of 52 IBM Confidential