Early Diagnosis with Patient-Finding Analytics in Immunology
analytics project BACKGROUND
Situation
Immunology product on the market for 3 years with growth stagnating
Crowded marketplace with 5 competitors
Disease is not optimally managed
Challenges
Increase disease diagnosis rates by 10%
Accelerate product adoption with the appropriate patient types
Improve efficiency and effectiveness of HCP and patient promotion
Questions
What is the treatment journey for our target patients?
Which clinicians are currently managing undiagnosed patients?
How do we drive improved diagnosis rates?
Patient finding 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 |
Undiagnosed Patient analytics project 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