Next Generation Commercial Strategy
Jeff Ceitlin, the Chief Commercial Officer of HVH Patient Precision Analytics shares his perspectives on next-gen commercial strategy. There are new opportunities to accelerate diagnosis through predictive modeling. This has important implications not only for patients but also for companies that manufacture and market the therapies they desperately need.
Physician targeting has come a long way in the past decade. From initial efforts based on Rx volume and market share to customer segmentation based on patterns of behavior and prescribing habits, we’ve been able to effectively carve out meaningful ways to engage with physicians.
In order to target HCPs, we need to look beyond the available pie of diagnosed, drug-treated patients. By shifting focus to the total pie of actual patients, including undiagnosed patients, we are able to paint a more accurate HCP target list.
At HVH Patient Precision Analytics, our ability to extract meaningful patient information from a multitude of sources of healthcare data has key implications for how pharmaceutical companies will be able to market much-needed therapies in the future.
Implication #1. Deploy your sales force more effectively
The ability to use predictive modeling to find patients prior to diagnosis is going to revolutionize the commercial selling model. Having this information will help companies better and more effectively deploy their resources.
“… There is enormous benefit in being able to execute channel strategy by focusing on—and reaching—the large population of undiagnosed patients…”
Most pharmaceutical and biotech companies deploy targeting for their sales forces that result in sales forces engaging in competitive environments. But a huge shift is about to occur. There is enormous benefit in being able to help a marketer’s sales force more specifically execute their channel strategy by focusing on—and reaching—the large population of undiagnosed patients that exists but has never before been able to be reached…until now.
Coming soon—further discussion about how patient analytics can help companies better deploy, and more efficiently engage key physician and patient targets.
Implication #2. Shift the focus from specialty to primary care.
Finding undiagnosed patients, sometimes 1, 2, or even 3 years prior to diagnosis has had a unique consequence. Most specialty or rare disease sales forces only call on the 8 to 10 thousand specialists in order to reach patients.
At HVH Patient Precision Analytics, we’re finding these patients in advance of when they would arrive in a specialist’s office. We’re able to find them when they are still being seen for vague symptoms in primary care and have yet to be diagnosed and referred to a specialist.
“…We’re able to find patients when they are still being seen for vague symptoms in primary care and have yet to be diagnosed and referred to a specialist.”
This opens up huge opportunities for engaging with new physician audiences to seek out undiagnosed patients and enable them to benefit from therapies they need much earlier in their disease process.
Coming soon—a more in-depth conversation about the shift from focusing solely on specialists to targeting primary care practitioners.
Implication #3. Use patient precision analytics to enhance promotional efforts
Another big change that patient analytics can affect are advertising and promotional campaigns. Until now, we have been able to focus only on signs and symptoms patients already have. The big change on the horizon is finding event triggers. It’s a very focused approach that can reveal where the largest populations are and enable the creation of campaigns that speak to patients in completely new ways.
“…[T]he big change on the horizon in the pharmaceutical market is the ability to go beyond symptoms and find event triggers.”
The current shotgun approach creates hurdles in a marketing spend. What we’re doing at HVH Patient Precision Analytics can reduce these costs by finding where patients are prior to their diagnosis. The marketing spend doesn’t have to change, but it can shift to become more focused, thus enabling marketers to better deploy resources based on high-level intelligence.
Coming soon—additional information about how patient analytics can be used to fine-tune the focus of advertising and promotional campaigns.
Summary Take knowledge to a new level to disrupt the market.
In summary, there is a shift occurring in segmentation and personalized targeting. We know more about patients today due to the availability of information about how patients interact with the healthcare system. We can use this information in a new and meaningful way—to help both the patient and the commercial team.
Adding big data analytics, derived from electronic medical records and other sources, into this equation will enable us to take knowledge to a higher level and disrupt the market as we know it.