This blog is part one in a series exploring how to leverage real world data to transform brand planning, launch and management created in collaboration with Fierce Pharma.
The problem: Historical methodologies for targeting, marketing and commercial launch are no longer sufficient to ensure that those patients who could benefit the most from a new therapy treatment option are those that are identified and whose treatment teams are engaged. That makes it difficult for life sciences companies to optimally fulfill their lifesaving missions.
Real-World-Data to the Rescue
The good news: Life sciences company marketing teams can readily address these challenges by leveraging a comprehensive set of RWD. There is an increasing amount of data points that can help drug developers and their marketing teams more successfully plan, launch and manage drug brands so that they can have the best outcomes for their customers. This paradigm shift supports insights into patient experience that were previously unknown or lagged in such a way that these insights were not optimized for patient engagement. Indeed, the lack of access to this vital data made it difficult for commercial teams to engage with those patient stakeholders involved in treatment decisions at a time that could most impact outcomes.
While these data points exist, the challenge is that they are often buried in non-optimized forma (like unstructured EMR notes, as an example) or siloed in such a way that the burden falls on life sciences companies to draft a strategy to piece them together in such a way that when combined create a 360 degree view of patient experience.
Successful brand teams must understand the nuances and characteristics of each data type, as well as the most appropriate applications of that data when integrated together, to be successful. Those that can navigate this challenge will gain a “deeper understanding of what is traditionally called the patient journey experience, not only during the course of treatment, but the broader longitudinal view that occurs before and after across multiple sites of care,” said Mark Brosso, Founder & CEO, PurpleLab®.
More specifically, by properly harmonizing and transforming those disparate data points into a robust and comprehensive patient journey experience, commercial teams can “understand what drives differentiated outcomes so they can plan when and where they can best introduce value in the care continuum,” Brosso said.
Data insights can be leveraged to understand key phases of the patient journey, including:
- Pre-origination
- Origination
- Evaluation/diagnosis
- Treatment choice
- Brand choice
- Fulfillment
- Re-evaluation
“So, it’s a layered crosswalk in which the brand teams must evaluate treatment landscapes and the opportunities for engagement with each stakeholder. The problem is that these teams often stumble because it is difficult to be precise with outdated data,” said Mark.
However, the infusion of more advanced technologies pulled efforts to near real-time and pivoted the analysis window forward allowing a “next best” decision approach to engagement. “As such, some pharma companies have mastered – while others have struggled with – various pieces of the key elements including landscape, engagement, patient journey research, and segmentation. What’s become clear is the fact that the life sciences companies that are succeeding are doing so by leveraging RWD to bolster performance across these key areas,” Brosso explains.
