EVIDENCE OF OUR IMPACT: PHARMA CASE STUDIES

Analytics-driven approach to medical marketing to drive behavior change and uptake

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

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Situation

Immunology product on the market for 3 years with growth stagnating
Crowded marketplace with 5 competitors

Disease is not optimally managed

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Challenges

Increase disease diagnosis rates by 10%
Accelerate product adoption with the appropriate patient types

Improve efficiency and effectiveness of HCP and patient promotion

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Questions

What is the treatment journey for our target patients?

Which clinicians are currently managing undiagnosed 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

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Situation

Launching 2 products with indications across 3 hematology conditions

Targeted tumor types were all ultra-rare

Client did not have any hematology presence

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Challenges

Entrenched competitors have been in the market for 5+ years
Limited internal knowledge of dynamics within hematology

No established relationships with thought leaders

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Questions

Who are the key clinical leaders within and across tumor types?

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

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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

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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

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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