As we kick off 2023 and start to implement our plans for the year it’s an ideal time to look at the plans and processes we have in place and ask ourselves, is there a better way to do this?
For pharmaceutical brand teams with upcoming therapy launches and marketing campaigns, now is the time to reassess the framework that’s in place for audience targeting and segmentation. The industry is increasingly focusing on driving positive patient outcomes and value through the development of precision medicine therapies which has resulted in the need for more precise, targeted marketing campaigns.
Marketing a CDx enabled drug can be challenging and as we have discussed, accurate targeting and segmentation are key to driving value. When targeting HCPs, it's important to know who you should target, where they’re based, when they’ll be most likely to engage with your message and through what channels and what message you want to send. Having clear answers to these questions provides the basis for a more effective campaign that can ultimately result in greater market penetration and more patients receiving the care they deserve. To get the answers, marketing teams need a data source that provides reliable insights on physician behaviors to enable the delivery of a targeted campaign with differentiated physician messaging.
A common approach is to use prescription data, this can be data the pharmaceutical company already has, or in the case of drugs that are new to the market, it could be from a data vendor reporting on a competitor drug that’s already on the market. Prescription data shows marketing teams the HCPs that are prescribing their drug and therefore have the patients they need to reach. Sounds good, right? In theory, yes, it’s true that previous prescriptions can indicate future behaviors, but it doesn’t provide a full picture of HCP testing behaviors or insights at a patient level.
A proven and effective solution is to work with a vendor that delivers data and insights based on testing behaviors, such Physician Mapping from Diaceutics. Physician Mapping provides the additional insights that marketing teams require by examining physician testing behaviors using claims data to determine physician level testing rates, physician-lab relationships and key insights on the capability of the lab for specific testing. This includes identifying the labs physicians are ordering from, comparing biomarker testing rates and methodology as well as flagging suboptimal testing behaviors such as slow turnaround time or wrong testing methods.
This data analysis provides brand teams with the ability to identify the number of HCPs currently treating potentially eligible patients that are targeted with a marketing campaign and to refine segmentation to ensure HCPs are targeted with a tailored message that’s relevant and engaging.
By utilizing the insights derived from the Physician Mapping solution, marketing teams are empowered to deliver effective campaigns that accurately segment and target physicians whilst delivering an increased return on investment and most importantly, ensuring more eligible patients receive the treatment they deserve.
Diaceutics believe every patient should get the treatment they deserve and are dedicated to working with pharmaceutical companies to deliver an end-end solution for the launch of precision medicine diagnostics, enabled by DXRX – The Diagnostic Network®. Get in touch to find out how Physician Mapping can add precision to your marketing strategy.
Want to learn more about the patient testing journey? Click here to download our latest in-depth study in conjunction with the Personalized Medicine Coalition, “The Impact of Clinical Practice Gaps on the Implementation of Personalized Medicine in Advanced Non-Small Cell Lung Cancer” regarding the use of diagnostic testing for lung cancer patients in the US identified that over half of patients are not receiving the right treatment for them.
