A Modern Data Approach for Increasing HCP Targets

Only 27% of HCPs think biopharma interactions are tailored to their needs, but the ability to deliver messaging that resonates with the right HCPs, quickly, is critical to launch success. Expanding and accelerating segmentation and targeting efforts can lead to higher levels of engagement, adherence, and, ultimately, better patient outcomes. As therapies become more complex, a modern, integrated approach to data can help teams be more efficient and impactful.

Why legacy methods don’t support today’s complex therapies

Segmentation and targeting can be a competitive advantage for biopharmas, but many are still encumbered by legacy methods that are often outdated, inefficient, and limited in scope. Some common challenges teams face when using legacy methods include:

• Reliance on historical information: Traditional segmentation approaches often focus only on historical prescription volume or demographic variables such as specialty, which do not capture the full complexity of patient needs or uncover opportunities.
• Nuances of complex therapies: As treatments become more complex, so does the care team. Often, the provider on the claim may not be driving the key treatment decisions. Traditional approaches fail to capture these nuances associated with rare and complex treatments.
• Fragmented data sources: Data silos and fragmented sources of information make it difficult to obtain a comprehensive view of the HCPs and lead to incomplete or inaccurate segmentation models.

Components of a modern data approach

Given the drawbacks of legacy data, biopharmas have an opportunity to rethink their approach to HCP engagement, planning, and execution. A connected engagement strategy that incorporates the following three areas can help you engage more effectively with the right HCP:

• Potential: Where the patient opportunity exists
• Influence: The scientific expertise, influence, and reach across key HCP networks
• Activity: HCP-industry activity for a comprehensive view of HCP engagement

Concentrating on these key dimensions helps stakeholders across the organization better align on who to target and how to best engage with these HCPs.

Emerging biopharma uncovers 2,000 new targets for launch

Many organizations are thinking beyond legacy data methods and implementing an integrated, modern data approach. One team at an emerging biopharma was preparing for the launch of a rare disease drug. They wanted to explore potential indicators of prescribing opportunities, segment healthcare providers based on their behaviors, and drive multichannel cycle plans to reach their niche market and grow their number of targets.

Using Veeva Compass Patient and Veeva Compass Prescriber, the team was able to analyze the full patient journey and identify addressable patients along with key prescribing indicators. These key indicators were then aggregated at the HCP level to quantify potential. They further ranked the prescribers based on the opportunity, which helped the team better align and deliver key messages.

The result? The biopharma identified almost 2,000 new targets. This not only helped the team increase their number of targets but also to personalize outreach and engagement. By giving field teams a more complete and timely view of their customers, the biopharma was also able to accelerate the product launch.

Legacy data methods will continue to pose challenges for biopharmas as they try to differentiate themselves from the competition, leading to missed opportunities to connect with the right HCPs. Brands that use a modern, integrated approach can quickly identify the right HCPs and tailor engagement strategies for more meaningful interactions and successful patient outcomes.

Read our eBook to learn how a modern approach to segmentation and targeting can support today’s complex therapies.