Optimizing your data into valuable insights for commercial and patient-engagement strategy

Please note, this article contains references to Ashfield Engage which has now become Inizio Engage

Looking at underutilized data and its potential to elevate a company’s patient engagement strategy

Sese Abhulimen, Chief Methodologist of PROPENSITY4, an Ashfield Engage company, was featured in PM360 Magazine. Sese discusses the value of combining the right technology with advanced techniques to provide clear-decision pathways for business strategy and patient engagement alike. Having these data-driven insights will provide healthcare-client stakeholders with a competitive edge to execute successful sales and marketing initiatives.

Before advanced data grew into what it is today, anonymous patient-level data couldn’t be folded into sales and marketing strategy like it is now. PROPENSITY4 can analyze millions of data records, curating each methodology to fit the client’s needs and program. Identifying the patient archetype for a specific treatment is typically the first step, and from there Sese and his team can curate a variety of content to engage with the patient demographic. Smart data, the kind optimized by PROPENSITY4, ultimately drives performance through a sophisticated integrated approach.

Variables and market trends are constantly shifting in the healthcare landscape, which makes real-time engagement data more valuable to key business decision-makers.

We can understand HCP’s treatment philosophies and the pathways to treatment in each office, and then customize messaging to the appropriate HCPs even if they are not on the target list.
Sese Abhulimen, Chief Methodologist of PROPENSITY4, an Ashfield Engage company

When looking for the right data partner, Sese stresses the importance of looking for a true business partner who is interested in a long-term relationship and involvement with an organization. A sign of great partner is someone who can optimize data to answer your current questions and go into the relationship ready to provide insights that align with your product’s mission. Smart data can help answer important questions such as:

• What are the current and future market opportunities for my molecule?
• What is the target audience?
• What resources are needed?
• Where does this treatment stand against competitors?
• How effective is this message and what are the KPIs?

The healthcare data landscape is far and wide, with billions of data points in between. The data only generates valuable insights when efficiently optimized, boiling down to the people behind the methodologies being the most important to leveraging smart data. Sese and the methodologists at PROPENSITY4 enter each business partnership with the ability to support an insight initiative across the entire lifecycle of a molecule, and all interactions are underpinned by high speed, high quality, and high value. Scientific evidence and human-driven support are equally important in curating targeted messaging for patient engagement and healthcare landscape evaluation.