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How patient personas can drive market expansion for pharma

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o Quantify market potential within a given region.
o Assess patients’ risk and impactability scores.
o Identify undiagnosed patients at a zip/post-code level, thereby expanding market opportunities for your company AND your targeted healthcare professionals (HCPs).
o Increase compliance through better patient and HCP messaging and education.

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https://www.sciohealthanalytics.com/offerings/services/scioxpert

Published in: Healthcare
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How patient personas can drive market expansion for pharma

  1. 1. |1 ©2018 SCIOInspire, Corp. d/b/a SCIO Health Analytics®. Confidential and Proprietary. All rights reserved.©2018 SCIOInspire, Corp. d/b/a SCIO Health Analytics®. Confidential and Proprietary. All rights reserved. SCIO HEALTH ANALYTICS® How Patient Personas can drive Market Expansion for Pharma May 24, 2018
  2. 2. |2 ©2018 SCIOInspire, Corp. d/b/a SCIO Health Analytics®. Confidential and Proprietary. All rights reserved. PATIENT PERSONAS DRIVE A BROAD ANALYTIC FOUNDATION Behaviors & Attitudes Demographic & Attribution Clinical Factors Cost & Quality Utilization Risk CLAIM, PATIENT & PROVIDER PROFILES
  3. 3. |3 ©2018 SCIOInspire, Corp. d/b/a SCIO Health Analytics®. Confidential and Proprietary. All rights reserved. BALANCED ADULTS 12% 68% 19% 1% 65+ 55-64 35-54 16-34 Age Group 27% 43% 22% 8% $200k+ $100k - $200k $50k - $100k Less than $50k Estimated Income Description Well managed and balanced middle age adults. Mostly female, predominately with college level education and white collar employees with medium income. They are healthy population with high utilization or ER services and PMPM cost which is aligned to average number of chronic conditions. Intervention: High risk and highly impactable patient population which require greater degree of social intervention plus specialist intervention. Demographic Attributes % Above Poverty Level 94% % Blue Collar Employed 12% % Single Family Dwelling 73% % Household with children 62% Clinical Attributes IP Utilization 1.72 ER Utilization 1.34 # Average Chronic Conditions 1.22 Paid Amount PMPM ER $72 Paid Amount PMPM IP $42 Gender Education High School College Individuals with Income Level > $50K Median Age 42 $385K 73% Frequent Spending Median Home Value Socio-Economic Score 90 70 100 Spending Pattern High Risk Prospective Risk Score 86 Impactability Score 78
  4. 4. |4 ©2018 SCIOInspire, Corp. d/b/a SCIO Health Analytics®. Confidential and Proprietary. All rights reserved. Healthy & Affluent Balanced Adults High Utilizers Quality Driven Cost Conscious Chronic older Adults High Cost Baby Boomers EXAMPLE OF PERSONAS No.of chronic conditions ER Paid PMPM IP Paid PMPM ER Utilization IP Utilization 0.54 0.70 0.71 0.86 0.82 1.02 1.13 Median Risk Prospective Score 0.6 0.7 0.8 1.2 1.2 1.3 1.6 0.09 0.05 0.10 0.04 0.07 0.08 0.09 0.25 0.22 0.34 0.23 0.18 0.21 0.23 $75 $73 $147 $54 $75 $118 $248 $10 $9 $14 $9 $7 $10 $11
  5. 5. |5 ©2018 SCIOInspire, Corp. d/b/a SCIO Health Analytics®. Confidential and Proprietary. All rights reserved. EXAMPLE OF PERSONA TYPES BY CBSA
  6. 6. |6 ©2018 SCIOInspire, Corp. d/b/a SCIO Health Analytics®. Confidential and Proprietary. All rights reserved. SCIO’S INDEXING METHODOLOGY Persona Methodology applied to physician/account/zip code composite metric or “score card” Value HCP/account/brick at the individual level based upon metrics that are inline with client and brand Potential Metrics to include, based upon available data sources: Select appropriate metrics for the analysis Scale metrics to standardized values Create Composite Metric Score Metrics are weighted individually to achieve optimal scoring of a HCP/account/zip code Decile HCP/accounts/zip codes (equal volume) by the Composite Metric Score Adoption Sequence Generic Avoidance Market Access Client Rx Market Rx Rx Spreader Rx Switcher Innovator / Laggard Diagnose to Treatment Ratio Diagnosed Patients
  7. 7. |7 ©2018 SCIOInspire, Corp. d/b/a SCIO Health Analytics®. Confidential and Proprietary. All rights reserved. HOUSTON CBSA PATIENT PERSONA EXAMPLE - BY ZIP CODE Persona Attributes: • Behaviors & Attitudes • Clinical Factors • Cost & Quality • Utilization • Demographic & Attribution • Prospective Risk Score Complement Client Identified Drivers: • Provider • Payer • Academic (KOL) • Policy and Descriptors: • Brand v Generic • Access to HCP • Income • Ability to pay
  8. 8. |8 ©2018 SCIOInspire, Corp. d/b/a SCIO Health Analytics®. Confidential and Proprietary. All rights reserved. Marketing: Patient Persona Messaging • Identify newly diagnosed patient potential to increase market share; • Determine the many reasons behind patient non-compliance; • Deliver more closely targeted messages to grow sales; • Partner with Payors to improve patient outcomes; • Better focus resources and efforts to enhance ROI; • Enhance brand forecasting Analytics: Predict • Predictive & Prescriptive Analytics to group individual patient attributes and behavior patterns into a smaller subset of “risk-based personas” based upon clinical claims, socio-economic, financial, behavioral and attitudinal data. Managed Markets Strategy: Arm yourself • Possess Information & Analytics that can be shared with payors to create a true risk-sharing dialog and collaborative approach to meet the requirements of value-based care Technology: Easy Access • Personalized Reporting and Applications Portal • Integrates with Veeva and/or other CRM WHATWEDO.. TACTICAL APPLICATIONS
  9. 9. |9 ©2018 SCIOInspire, Corp. d/b/a SCIO Health Analytics®. Confidential and Proprietary. All rights reserved. COMMON USE CASES Marketing: Multi-Channel Marketing • Tactic: Identify undiagnosed patient potential to determine the “impactable” and “reachable” patients via the HCP channels • Benefits: Optimize multi-channel marketing spend by targeting the most impactable and reachable patient persona types for HCP resource allocation Sales: Patient Segments by CBSA • Tactic: Clearly identify and highlight patient segments (ex. Balanced Adult, High Utilizers, etc.) by specific US CBSAs / Geography (local geographies) • Benefits: Improve the HCP conversation and/or marketing messaging to HCPs and Accounts based upon the main Persona/Patient Type within the geography Managed Markets Strategy: Contracting • Tactic: Receive Information & Analytics about product(s) and alternate treatments to determine the total cost of care for informed contract negotiations • Benefits: Possess Information & Analytics that can be shared with payors to create a true collaborative risk-sharing dialog to meet the requirements of value-based care Sales Force Messaging: Veeva CRM Suggestion • Tactic: Provide Sales Personnel with new messages to inform expanded conversations following initial product messaging • Benefits: Provide the sales representatives, through Veeva CRM Suggestions & VeevaMyInsights, with new, patient persona information to share based upon clinical claims, socio-economic, financial, behavioral and attitudinal data

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