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Measuring Health System Patient Flow for Effective Customer Targeting

The pharmaceutical marketing landscape has changed significantly due to the emergence of several types of “health systems” (e.g., ACOs, IDNs, IHNs, etc.), and the multiple physicians, clinics, and hospitals affiliated to these organizations. Most companies have well-established methodologies to calculate the potential of individual accounts but, since there are potential overlaps within different accounts, it is difficult to measure the potential at a health system level. It is this point that prompted the thought for this topic.

With decision makers changing, it is becoming increasingly important to assign optimal targeting effort not only at the account level, but also at the health system level. Hence, for effective planning purposes a pharmaceutical company needs to understand patient potential at a system level. 

Axtria recently developed a methodology that estimates the potential at the health system level by de-duplicating potential at accounts that are affiliated to the health system. This poster presentation discusses in detail the methodology that was used to de-duplicate and convert account level potential to health system level potential (assuming account level potential is available). 

The poster was presented at PMSA 2018 Annual Conference (in San Antonio, Texas).

Click here to download the poster. 

Contact us at insights@axtria.com with any questions or to setup a discussion.

Tags: PMSA 2018, Poster Presentation

Axtria Connect

Axtria is a global provider of cloud software and data analytics to the Life Sciences industry. We help Life Sciences companies transform the product commercialization journey to drive sales growth and improve healthcare outcomes for patients. We continue to leapfrog the competition with platforms that deploy Artificial Intelligence and Machine Learning. Our cloud-based platforms - Axtria DataMAx™, Axtria SalesIQ™, and Axtria MarketingIQ™ - enable customers to efficiently manage data, leverage data science to deliver insights for sales and marketing planning, and manage end-to-end commercial operations. We help customers in the complete journey from Data to Insights to Operations.