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