Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
Learn more
Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
Learn more
Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
Learn more
Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
Learn more
Bringing together unparalleled healthcare data, advanced analytics, innovative technologies, and healthcare expertise to create intelligent connections that speed the development and commercialization of innovative medicines to improve patient lives.
Learn MoreAccelerate digital innovation to enable smarter decisions that reduce cost, modernize patient and consumer engagement, and improve health outcomes.
Learn MoreYour world is unique – and quite different from pharma. In the U.S., decision-making has shifted from individual physicians to integrated networks--GPOs, IDNs and payers. These groups have heightened the focus on proving your solution’s value, demanding outcomes analyses and putting pressure on pricing.
Learn MoreFor government agencies and organizations at every level—from federal or national to regional and local—Big Data can have a huge impact on public health.
Learn MoreA curation of IQVIA's best thinking on topics and trends driving change, disruption, and progress in the United States healthcare market.
LEARN MOREGet the latest insights on our life sciences, healthcare, and medical technology solutions in the United States. Follow our blog today!
LEARN MOREFor any pharmaceutical company, it’s never been more difficult to get access to healthcare providers (HCPs). And for precommercial companies, it’s even more challenging. They’re not just launching a treatment; they’re building a company from the ground up. As they plan their commercial deployment, they’re often working with tight budgets and lean resources.
For more than a year, the COVID-19 pandemic has further depressed access to HCPs and accelerated adoption of remote engagement. Precommercial companies may be tempted to place greater bets on less costly digital channels, yet in-person promotion remains vitally important – especially in certain specialty areas. In fact, the return on face-to-face interactions has shown to be at least two times higher than the impact realized through remote engagement.1
Given these realities, how can precommercial companies design and deploy smarter, more dynamic campaigns? And, how can they help ensure their campaigns make the most of every dollar invested?
The answer lies in data: Data for hypertargeting payers and HCPs. Data for discerning which promotional channels are most effective for target audiences. Data for monitoring engagement over time. By leveraging data and advanced analytics, precommercial companies can create and manage campaigns that are more innovative, more dynamic, and more effective.
In working with precommercial companies, IQVIA recommends a four-step, approximately 12-month process that leverages advanced analytics to design and execute dynamic campaign deployment.
Here’s a quick look at the “what” and “when” of this approach.
Months 0 – 3: Implement rules-based trigger methodology
In this first phase, the precommercial company’s marketing team defines business rules and triggers based on core HCP segmentation and analogues (e.g., current writing behaviors, time delays, and sequencing). IQVIA begins to collect promotional response data from HCP interactions and engagements.
Months 3 – 6: Optimize targeting and segmentation
Using the promotional response data, we then execute a deep-dive analysis on cross-channel engagement. This can also be delivered as a monthly dashboard. In this step, we incorporate new insights into the established business rules to optimize campaigns and HCP engagement.
Months 6 – 9: Enable dynamic deployment
This is where the “magic” starts to happen as we use artificial intelligence and machine learning to execute an HCP Attribution Model. The model includes HCP-level scoring and deciles. It also incorporates insights and scores into the business rules – helping decision makers know where to invest based on the projected impact of promotion on prescribing behaviors.
Months 9 – 12: Automate dynamic deployment
With the framework in place, IQVIA automatically updates the HCP-level scores based on incremental data received from in-market promotion and ongoing HCP response. Precommercial companies can schedule these updates every one to four weeks – making it possible to respond quickly and effectively to emerging market conditions and opportunities.
These are just the highlights of how IQVIA is helping precommercial companies navigate today’s complex and challenging environment. Precommercial companies might not be able to outspend larger, more established competitors, but by taking an innovative, evidence-based approach, they can increase the agility and effectiveness of their promotional campaigns.
1 IQVIA Primary Intelligence Q1 2021
Flexible solutions. Responsive teams. Data-driven insights.
See how we partner with organizations across the healthcare ecosystem, from emerging biotechnology and large pharmaceutical, to medical technology, consumer health, and more, to drive human health forward.
