Hematology Market Entry through Network Mapping & Sentiment Analysis
hematology market entry project BACKGROUND
Situation
Launching 2 products with indications across 3 hematology conditions
Targeted tumor types were all ultra-rare
Client did not have any hematology presence
Challenges
Entrenched competitors have been in the market for 5+ years
Limited internal knowledge of dynamics within hematology
No established relationships with thought leaders
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?
hematology network mapping 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 |
hematology market entry project 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