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