Axtria Insights

Axtria Insights

CASE STUDY
Leading Global Healthcare Company Wants to Refine Their Target Physician List for More Compelling Messages and Better Promotional Allocation Decisions

Situation

The Client is looking for a partner to come up with a systematic approach to create a target list for physician detailing. The product has multiple indications and the Client wants to identify the targets for each of those indications.

Challenges

Axtria recommended leveraging APLD data to seek information on patient diagnosis. However, the data was fairly complex to process and integrate. One of the key challenges is to assign physician ranking (tiers) by leveraging both Xponent and Anonymous Patient Level data (APLD) and come up with a physician target list by capturing short term and long term physician value.

Approach

We had extensive information covering 24 months of diagnosis, procedures and RXs for 8.9M unique patients who had a diagnosis of relevant disease states. We were able to match a significant percentage of existing Client targets to those in the APLD file. We used diagnosis codes to identify patients with selected disease states.

We understood the different datasets available in APLD and the relationship of these datasets with each other and created metrics affecting the short and long term value of physician:


Healthcare Company Refine Target Physician List with Messages and Promotional Allocation Decisions


Axtria used these metrics along with Xponent prescription data and physician activity data to finalize the value of a physician.

Result

We were able to identify additional targets for six disease states and also profiled additional disease states. We recommended business rules for identifying potential additional targets by disease state. Further, we also provided the Client with physician level file containing profile information by physician for further refinement of targets in future.


Healthcare Company Refine Target Physician List with Messages and Promotional Allocation Decisions