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Segmenting Patients for Efficient HCP Targeting
The Challenge
A pharmaceutical company aimed to enhance its healthcare provider (HCP) targeting strategy and uncover new market opportunities. The challenge was to systematically segment treated patients into meaningful tiers, based on demographics, medical history, and treatment patterns, to develop more effective and tailored HCP strategies.
ProcDNA's Solution
Patient Cohort Creation
Created a closed cohort with a 3-year longitudinal treatment journey.
Key Variable Collection
Gathered key variables like age, gender, line of therapy, and treatment regimen for each patient.
Patient Segmentation
Segmented patients into four tiers based on adoption likelihood, considering factors such as demographics, drug-switching behaviors, and therapy progression.
HCP Targeting
Prioritized HCPs treating patients in Tier 1 and Tier 2 segments for targeted engagement.
Impact
Optimized HCP Targeting
Optimized field target list by ~20%, prioritizing HCPs treating Tier 1 and Tier 2 patient segments.
Uncovered Market Opportunities
Identified new opportunities with primary care physicians (PCPs) and less targeted specialties.
Enhanced Marketing Campaigns
Tailored marketing strategies using insights from patient switching patterns in Tier 1 and Tier 2 segments.
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