5 Ways

DATA VISUALIZATION Enhances Client Projects

“Data doesn’t provide executives and other decision makers

with VALUABLE INSIGHTS on its own. The data must

be gathered, organized, made interpretable, and then

analyzed and acted on to provide any meaningful value.

Brian Gentile

PharmaAcumen

1 Understand Text Faster

PharmaAcumen

The human brain

processes images

60,000xfaster than text.

PharmaAcumen

“Part of what helps us process visual information so well is

that we can process multiple images SIMULTANEOUSLY.

With text, we just process one word at a time. When you

think about it, that’s a pretty slow and inefficient process.

Noah Parsons

PharmaAcumen

An Example

PharmaAcumen

An Example

The road up ahead is seriously

curvy! Make sure you are

traveling at a safe speed to avoid

possible injury to your vehicle,

yourself, and your passengers.

PharmaAcumen

The road up ahead is seriously

curvy! Make sure you are

traveling at a safe speed to avoid

possible injury to your vehicle,

yourself, and your passengers.

The visual

communicates its

message much more

efficiently than the text.

An Example

PharmaAcumen

2 Detect Hidden Features

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“Important stories live in our data and data visualization

is a powerful means to DISCOVER and understand

these stories, and then to present them to others.

Stephen Few

PharmaAcumen

How much

more likely

companies

using data

visualization

are to spot

trends

PharmaAcumenSource: The Aberdeen Group

An Example

2016 SalesRegion Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total

Domestic 19,830 24,456 26,872 23,490 25,789 32,345 24,567 30,495 34,872 31,243 35,678 42,285 351,922

International 5,461 5,982 6,341 5,137 5,932 6,580 5,250 2,398 5,235 5,285 5,580 6,897 66,078

Total 25,291 30,438 33,213 28,627 31,721 38,925 29,817 32,893 40,107 36,528 41,258 49,182 418,000

PharmaAcumenAdapted from graphic by Stephen Few at the Interaction Design Foundation

2016 SalesRegion Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total

Domestic 19,830 24,456 26,872 23,490 25,789 32,345 24,567 30,495 34,872 31,243 35,678 42,285 351,922

International 5,461 5,982 6,341 5,137 5,932 6,580 5,250 2,398 5,235 5,285 5,580 6,897 66,078

Total 25,291 30,438 33,213 28,627 31,721 38,925 29,817 32,893 40,107 36,528 41,258 49,182 418,000

An Example

This data makes it easy to see that

international sales were lower than

domestic sales. But it’s hard to

ascertain any other trends.

PharmaAcumen

An Example

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

2016 Sales

Domestic

International

A simple chart makes trends

easy to identify.

PharmaAcumenAdapted from graphic by Stephen Few at the Interaction Design Foundation

0

5,000

10,000

15,000

20,000

25,000

30,000

35,000

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

2016 Sales

Domestic

International

An Example

Cyclical domestic sales

Domestic sales

trended up

Outliers become

obvious

PharmaAcumen

3 Create Value

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“Information, and the ability to decipher and act on it swiftly, has

become a COMPETITIVE DIFFERENTIATOR. To identify new

business opportunities ahead of the market, business leaders require

the ability to access, evaluate, comprehend, and act on data faster

and more effectively than ever before.

Brian Gentile

PharmaAcumen

Data Visualization

allows businesses

to shape how data

is represented and

enables their clients

to better

understand the

numbers. PharmaAcumen

An Example

County and State Median Income

Loudoun County, VA 115,574

Falls Church City, VA 114,409

Fairfax County, VA 105,416

Los Alamos County, NM 103,643

Howard County, MD 103,273

Hunterdon County, NJ 100,980

Douglas County, CO 99,198

Fairfax City, VA 97,900

Somerset County, NJ 97,440

Morris County, NJ 96,747

PharmaAcumenSource: The U.S. Census Bureau

An Example

County and State Median Income

Loudoun County, VA 115,574

Falls Church City, VA 114,409

Fairfax County, VA 105,416

Los Alamos County, NM 103,643

Howard County, MD 103,273

Hunterdon County, NJ 100,980

Douglas County, CO 99,198

Fairfax City, VA 97,900

Somerset County, NJ 97,440

Morris County, NJ 96,747

This data shows that 4 of

the wealthiest 10 counties in

the USA are in Virginia and

another 3 are in New Jersey.

PharmaAcumen

An Example

A simple visualization

reveals the counties’

geographical relationship

to each other and to two

major metropolitan areas.

Washington, D.C.

New York City

PharmaAcumenSource: The U.S. Census Bureau

County and State Median Income

Loudoun County, VA 115,574

Falls Church City, VA 114,409

Fairfax County, VA 105,416

Los Alamos County, NM 103,643

Howard County, MD 103,273

Hunterdon County, NJ 100,980

Douglas County, CO 99,198

Fairfax City, VA 97,900

Somerset County, NJ 97,440

Morris County, NJ 96,747

An Example

This type of analysis

offers clients insights that

go beyond raw data.

PharmaAcumen

4Tell an

Impactful Story

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“Stories BRING LIFE to data and facts. They can help you make

sense and order out of a disparate collection of facts. They make it

easier to remember key points and can paint a vivid picture of what

the future can look like. Stories also create interactivity—people put

themselves into stories and can relate to the situation.

Tableau Software

PharmaAcumen

Measles vaccine was licensed in the United States in 1963.

During 1958-1962, an average of 503,282 measles cases and

432 measles-associated deaths were reported each year.

Measles incidence and deaths began to decline in 1965 and

continued a 33-year downward trend. This trend was

interrupted by epidemics in 1970-1972, 1976-1978, and 1989-

1991. In 1998, measles reached a provisional record low

number of 89 cases with no measles-associated deaths.

— CDC website

An Example

PharmaAcumen

Measles vaccine was licensed in the United States in 1963.

During 1958-1962, an average of 503,282 measles cases and

432 measles-associated deaths were reported each year.

Measles incidence and deaths began to decline in 1965 and

continued a 33-year downward trend. This trend was

interrupted by epidemics in 1970-1972, 1976-1978, and 1989-

1991. In 1998, measles reached a provisional record low

number of 89 cases with no measles-associated deaths.

— CDC website

An Example

This wall of text describes

the impact of the measles

vaccination on outbreaks.

PharmaAcumen

0k

1k

2k

3k

4k

Mea

sles

An Example

PharmaAcumenSource: The Wall Street Journal

0k

1k

2k

3k

4k

Mea

sles

An Example

This heat map distills

megatons of raw data into

a powerful graphic that

tells the same story.

PharmaAcumen

Which do you think is

more effective?

An ExampleM

easl

es

Which do you think is

more effective?

PharmaAcumen

5Persuade Your

Audience

PharmaAcumen

An Example

Fact: The United States imprisons more than 5 times as many prisoners

as most founding members of NATO.

PharmaAcumenSource: Scott Berinato via Harvard Business Review

Fact: The United States imprisons more than 5 times as many prisoners

as most founding members of NATO.

This fact is short and easy

to understand.

An Example

PharmaAcumen

An Example

PharmaAcumenSource: Scott Berinato via Harvard Business Review

This graphic drives home

the point and reveals just

how staggering the different

incarceration rates are.

An Example

PharmaAcumen

“The immediate, visceral reaction we have to charts like

this one...is no accident. Visual perception research has

established the fact that visual information is powerfully

and inescapably PERSUASIVE in a way that text and

speech aren’t.

Scott Berinato

PharmaAcumen

The Takeaway

PharmaAcumen

PharmaAcumen

Data

visualization

facilitates the

communication

process and

empowers

businesses to

tell compelling

stories.

Want MORE?

We develop products and educate customers

in the pharmaceutical industry.

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