Life science innovations need to be diffused into the healthcare marketplace.

For these reasons, life science companies hire direct and distributor–based sales forces and undertake marketing programs such as speaker programs. HCPs are most typically identified by life science companies through the use of retail-based prescription volume data that provides volumetric information by total TRx) and new start (“NRx”) prescriptions. These data sets mask institutionally focused HCPs, whereas medical claims data readily identifies high volume institutionally focused HCPs based on diagnosis and procedure volumes. Life science companies should consider using medical claims data to profile HCPs for sales and marketing effectiveness and efficiency.

Wound ulcers are painful and costly complications of care. They extend length of stay and dramatically increase costs associated with patient encounters. Negative-Pressure Wound Therapy (NPWT) is a therapeutic technique using a vacuum dressing to promote healing in acute or chronic wound that was cleared for use by the Food and Drug Administration (FDA) back in1995 and subsequently approved for reimbursement by the CMS back in 2001. NPWT can improve healing, reduce lengths of stay and associated costs of care for wound ulcer. Methodology: PurpleLab examined all HCPs and HCOs for longitudinal experiences with two clinical groupers: (i) wound ulcer diagnosis, and (ii) NPWT procedures. It identified high diagnosing HCPs and HCOs of wound ulcers that are low providers of NPWT treatments. These HCP and HCO providers are the next best sales and marketing opportunities for companies that provide NPWT products and services. Moreover, these HCPs and HCOs are also identifiable to those payers who bear the higher costs associated with the lack of NPWT therapy.