Our client expected a license extension for their blockbuster oncology drug. The client’s field team had strong engagement with oncologists, but traditional targeting was missing hundreds of high-value HCPs.
Greater precision was required to identity and engage office-based specialty care consultants crucial for patient identification, referrals, and long-term follow-up.
However, our client had limited field force capacity to fully cover Tier 1 & 2 HCPs, so scouting and prioritization was necessary to define our deployment approach effectively.
AI-powered analytics from Inizio Engage’s partner PeakData helped us to assess 11,000 specialists for oncology patient relevance at diagnosis and long-term care.
We scouted 3,000 high-potential office-based specialists to evaluate networks and assess follow-up care readiness.
Inizio Engage refined HCP behavioral insights through six online focus sessions (V+ Expert Meetings) with office-based specialists across multiple DACH regions, enabling us to propose a strategic commercial solution based on real-world insights.
We recruited, onboarded and implemented a Disease Activation Rep (DAR) Concierge Service to target additional office-based HCPs.
We designed a two-wave approach to build on learnings and momentum:
Wave 1:
Our DARs educate HCPs on the novel mode of action and encourage them to play an important role in management of patient’s adherence to product.
Wave 2:
We doubled the size of the team to engage the next tier of customers. This also enabled us to double the number of HCPs and Nurses engaged to expand advocacy for the treatment.
By providing patient profiles, our DARs make the treatment benefits more tangible and relevant for healthcare professionals and encourage them to review patient records to identify high risk patients and drive referrals to specialized centers.
The healthcare professionals our team targeted were not part of the primary target group before the program, as they do not and will not prescribe due to reimbursement restrictions. However, they play a crucial role in referring patients to specialized centers and providing follow-up care after surgery and hospital discharge.
The AI powered precision targeting approach enables our deployed teams to reach these nurses and influencers.
The result is a:
30% expansion in HCP targeting.
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