EVIDENCE OF OUR IMPACT: PHARMA CASE STUDIES
| Case Study | Solutions Utilized | Key Outcomes |
|---|---|---|
| Using Patient-Finding Analytics to Help Drive Earlier Diagnosis | Orion Analytics & Plexus Network Mapping | Accelerated diagnosis rates and optimized patient engagement strategies, leading to enhanced product adoption. |
| Leveraging Network Mapping and Sentiment Analysis to Establish Leadership in a New Area | Plexus Analytics & Sentiment Analysis | Established a solid market presence in an ultra-rare hematology field by identifying and engaging key clinical leaders. |
| Launching a Regional Marketing Team by Leveraging Predictive Analytics | Plexus Analytics & Acuity Sentiment Analysis | Developed a targeted thought leader engagement strategy, enabling a new regional marketing team to excel in a competitive oncology market. |
Using Patient-Finding Analytics to Help Drive Earlier Diagnosis
Leveraging Network Mapping and Sentiment Analysis to Establish Leadership in a New Area
Launching a Regional Marketing Team by Leveraging Predictive Analytics
Using Patient-Finding Analytics to Help Drive Earlier Diagnosis
BACKGROUND
Situation
Disease is not optimally managed
Challenges
Improve efficiency and effectiveness of HCP and patient promotion
Questions
What is the treatment journey for our target patients?
How do we drive improved diagnosis rates?
Approach
| Analyze | Assess | Action | |
|---|---|---|---|
| KEY BUSINESS QUESTION | What is the treatment journey for our target patients? | Which clinicians are currently managing undiagnosed patients? |
How do we drive improved diagnosis rates?
|
| 81qd APPROACH |
Mapped clinical journey to understand patient flow and treatment patterns
Conducted Orion analytics to identify undiagnosed patients |
Mapped undiagnosed and diagnosed patients to providers currently managing them
Prioritized providers based on undiagnosed patient volume, specialty, as well as frequency and recency of interaction |
Leveraged insights from Plexus analytics to connect providers currently managing undiagnosed patients with the clinical leaders in their networks who were experts in diagnosing the disease |
Outcome
Expanded Commercial Potential
- Found more than 100K undiagnosed patients who were being seen by at least 1 physician
- Uncovered target patients “hiding in plain sight” (ie, being treated by targets for other conditions)
Improved HCP Promotional Effectiveness
- Segmented HCPs based on patient volume (diagnosed and undiagnosed), as well as diagnosis rates
- Drove HCP awareness and education by equipping MSLs with a suite of unbranded tools
- Collaborated with community through ongoing educational partnerships
Revolutionized Patient Engagement Paradigm
- Changed paradigm by revealing that 58% of undiagnosed patients were female vs expected 75% male
- Customized content based on actual patient profiles
- Launched breakthrough disease education campaign targeting undiagnosed patients
Leveraging Network Mapping and Sentiment Analysis to Establish Leadership in a New Area
BACKGROUND
Situation
Targeted tumor types were all ultra-rare
Client did not have any hematology presence
Challenges
No established relationships with thought leaders
Questions
What are their perceptions regarding key brand issues and themes?
Which clinicians should lead our speaker programs?
Approach
| Analyze | Assess | Action | |
|---|---|---|---|
| KEY BUSINESS QUESTION | Who are the key clinical leaders within and across tumor type? | What are their perceptions regarding key brand issues and themes? | Which clinicians should lead our speaker programs? |
| 81qd APPROACH |
Utilized Plexus analytics and real-world data to identify clinical leaders for each tumor type
Leveraged CMS open payments data to understand current industry relationships |
Leveraged natural language processing to determine sentiment (Positive, Negative, and Neutral) at a topic level for each thought leader | Integrated insights from Acuity and Plexus to qualify, profile, and sort speakers based on academic leadership, clinical influence, and CMS data institutional restrictions, including prior speaker and consulting engagements |
Outcome
Established Footprint
- Recommended engagement with 99 new clinical leaders
- Medical and commercial teams partnered to review and prioritize clinicians in order to build leadership in market space
Deepened Market Understanding
- Gained baseline understanding of clinical leader attitudes across 10 key issues
- Tracked evolution of attitudes to assess market dynamics and impact of messaging
Exceeded Product Uptake Expectations
Achieved 40% new-patient share for first approved indication within one year
Launching a Regional Marketing Team by Leveraging Predictive Analytics
BACKGROUND
Situation
Highly successful oncology drug in a competitive market looking to grow market share
Upcoming launch of new customer-facing team who will be accountable for thought leader engagement
Needed to identify thought leaders who strike a balance with respect to clinical, academic, and industry leadership
Challenges
Ensuring stakeholders within the company were aligned on vision for the new team
Differentiating the team from other thought-leader facing contacts (sales reps, account managers, etc)
Identifying the right mix of thought leaders to optimize commercial needs
Questions
Who are the clinical and academic leaders and how are they connected to other HCPs?
Who are the thought leaders that should be prioritized for engagement?
How do we structure the new team so that it benefits both the customers and the company?
Approach
| Analyze | Assess | Action | |
|---|---|---|---|
| KEY BUSINESS QUESTION | Who are the clinical and academic leaders, and how are they connected to other HCPs? | Who are the thought leaders that should be prioritized for engagement? | How do we structure the new team so that it benefits both the customers and the company? |
| 81qd APPROACH | Conducted Acuity and Plexus analytics to identify academic and clinical leaders and their respective networks |
Integrated Acuity and Plexus academic and clinical analyses to create diverse list of thought leaders with singular view
Identified weighted and normalized scale of academic, clinical, and industry engagement to create thought leader score of 1-1000 Worked with regional marketing leads to select thought leaders from a ranked list Captured detailed profiles of thought leaders in Acuity stakeholder management system to support focused engagement |
Created actionable recommendations for team based on strategic imperatives and stakeholder interviews
Developed a concise “walking deck” to clearly present the role to internal stakeholders |
Outcome
Built and Launched Team
- Identified, selected, and profiled 120 thought leaders with diverse academic, clinical, and industry experience
- Educated internal stakeholders on regional market team’s strategy, ensuring a smooth launch for the team
- Significantly increased engagement and advocacy from thought leaders
Using Patient-Finding Analytics to Help Drive Earlier Diagnosis
BACKGROUND
Situation
Disease is not optimally managed
Challenges
Improve efficiency and effectiveness of HCP and patient promotion
Questions
What is the treatment journey for our target patients?
How do we drive improved diagnosis rates?
Approach
| Analyze | Assess | Action | |
|---|---|---|---|
| KEY BUSINESS QUESTION | What is the treatment journey for our target patients? | Which clinicians are currently managing undiagnosed patients? |
How do we drive improved diagnosis rates?
|
| 81qd APPROACH |
Mapped clinical journey to understand patient flow and treatment patterns
Conducted Orion analytics to identify undiagnosed patients |
Mapped undiagnosed and diagnosed patients to providers currently managing them
Prioritized providers based on undiagnosed patient volume, specialty, as well as frequency and recency of interaction |
Leveraged insights from Plexus analytics to connect providers currently managing undiagnosed patients with the clinical leaders in their networks who were experts in diagnosing the disease |
Outcome
Expanded Commercial Potential
- Found more than 100K undiagnosed patients who were being seen by at least 1 physician
- Uncovered target patients “hiding in plain sight” (ie, being treated by targets for other conditions)
Improved HCP Promotional Effectiveness
- Segmented HCPs based on patient volume (diagnosed and undiagnosed), as well as diagnosis rates
- Drove HCP awareness and education by equipping MSLs with a suite of unbranded tools
- Collaborated with community through ongoing educational partnerships
Revolutionized Patient Engagement Paradigm
- Changed paradigm by revealing that 58% of undiagnosed patients were female vs expected 75% male
- Customized content based on actual patient profiles
- Launched breakthrough disease education campaign targeting undiagnosed patients
Leveraging Network Mapping and Sentiment Analysis to Establish Leadership in a New Area
BACKGROUND
Situation
Targeted tumor types were all ultra-rare
Client did not have any hematology presence
Challenges
No established relationships with thought leaders
Questions
What are their perceptions regarding key brand issues and themes?
Which clinicians should lead our speaker programs?
Approach
| Analyze | Assess | Action | |
|---|---|---|---|
| KEY BUSINESS QUESTION | Who are the key clinical leaders within and across tumor type? | What are their perceptions regarding key brand issues and themes? | Which clinicians should lead our speaker programs? |
| 81qd APPROACH |
Utilized Plexus analytics and real-world data to identify clinical leaders for each tumor type
Leveraged CMS open payments data to understand current industry relationships |
Leveraged natural language processing to determine sentiment (Positive, Negative, and Neutral) at a topic level for each thought leader | Integrated insights from Acuity and Plexus to qualify, profile, and sort speakers based on academic leadership, clinical influence, and CMS data institutional restrictions, including prior speaker and consulting engagements |
Outcome
Established Footprint
- Recommended engagement with 99 new clinical leaders
- Medical and commercial teams partnered to review and prioritize clinicians in order to build leadership in market space
Deepened Market Understanding
- Gained baseline understanding of clinical leader attitudes across 10 key issues
- Tracked evolution of attitudes to assess market dynamics and impact of messaging
Exceeded Product Uptake Expectations
Achieved 40% new-patient share for first approved indication within one year
Launching a Regional Marketing Team by Leveraging Predictive Analytics
BACKGROUND
Situation
Highly successful oncology drug in a competitive market looking to grow market share
Upcoming launch of new customer-facing team who will be accountable for thought leader engagement
Needed to identify thought leaders who strike a balance with respect to clinical, academic, and industry leadership
Challenges
Ensuring stakeholders within the company were aligned on vision for the new team
Differentiating the team from other thought-leader facing contacts (sales reps, account managers, etc)
Identifying the right mix of thought leaders to optimize commercial needs
Questions
Who are the clinical and academic leaders and how are they connected to other HCPs?
Who are the thought leaders that should be prioritized for engagement?
How do we structure the new team so that it benefits both the customers and the company?
Approach
| Analyze | Assess | Action | |
|---|---|---|---|
| KEY BUSINESS QUESTION | Who are the clinical and academic leaders, and how are they connected to other HCPs? | Who are the thought leaders that should be prioritized for engagement? | How do we structure the new team so that it benefits both the customers and the company? |
| 81qd APPROACH | Conducted Acuity and Plexus analytics to identify academic and clinical leaders and their respective networks |
Integrated Acuity and Plexus academic and clinical analyses to create diverse list of thought leaders with singular view
Identified weighted and normalized scale of academic, clinical, and industry engagement to create thought leader score of 1-1000 Worked with regional marketing leads to select thought leaders from a ranked list Captured detailed profiles of thought leaders in Acuity stakeholder management system to support focused engagement |
Created actionable recommendations for team based on strategic imperatives and stakeholder interviews
Developed a concise “walking deck” to clearly present the role to internal stakeholders |
Outcome
Built and Launched Team
- Identified, selected, and profiled 120 thought leaders with diverse academic, clinical, and industry experience
- Educated internal stakeholders on regional market team’s strategy, ensuring a smooth launch for the team
- Significantly increased engagement and advocacy from thought leaders