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Blog
Understanding Comprehensive Patient Journeys Starts with Three Key Data Pillars
The right data strategy will level up your ability to provide critical insights, enable accurate decision-making, and help your organization scale seamlessly into the future
Feb 02, 2023
Life sciences data is growing in every way possible: volume of information, variety of sources, and number of models and data partners, just to name a few. The industry is also experiencing a convergence of clinical and commercial data as more organizations work to extend engagement with trial patients. At the same time, technology platforms have created new avenues for increasing patient centricity and finetuning engagement with patients as well as healthcare providers (HCPs).
These factors combined are resulting in new and complex use cases and to be successful, you'll need to make sense of and take advantage of a wide variety of data sources in order to answer a host of challenging questions, such as:
- How do we build comprehensive digital profiles of our customers for refined targeting engagement?
- When is the right time to augment our claims data with data we acquire from third-party marketplaces?
- How do we create the most comprehensive view of the patient in the most privacy-compliant manner?
- How do we evaluate the impact of promotional activity on brand performance?
When addressed in a thoughtful and effective manner, these and similar questions can help you better understand end-to-end patient journeys. But we're well past the days when there was a one-to-one ratio of business question to the data set that answers it. Complex questions also require sophisticated information management strategies.
Every information use case has some nuances. But all share a common reality. We can no longer think of individualized data assets when we think of information strategy, rather, we want to focus on leveraging - and coordinating across - three key data pillars to achieve integrated insights.
Want to understand comprehensive patient journeys? Syndicated. Curated. Generated.
To understand comprehensive patient journeys, you need a strategy built on three types of data: syndicated, curated and generated.
Start with a strong foundation of syndicated data. Use anchored datasets that life sciences organizations have counted on for decades: direct sales data, along with prescription, medical, and pharmacy claims information at the patient level. IQVIA processes and maintains 60 petabytes of global data daily - including 587 billion drugs sales and 17 billion lifecycle and medical claims at the non-identified patient level. While volume and coverage are important, it's just as critical to orient this data around real-world - not modeled - patient activity. That includes using robust and consistent reference data, such as IQVIA's OneKey, which provides a multi-level view of HCPs.
The next key pillar is curated data. Achieving a comprehensive view of patient journeys requires more than a robust foundation of syndicated data. That information needs to be augmented with additional coverage or patient insights - from social determinants of health and specialty electronic medical record (EMR) data or information from genomics labs, patient-reported outcomes, patient registries, and more. For many years, IQVIA has been helping life sciences organizations to access such information through our curated, on-demand data partners. We hope to make it even easier to access newly curated and emerging data assets when we launch our new IQVIA Data Marketplace.
The third and final pillar is generated data - defined as the information that patients in the market of interest generate as they interact with various points across the healthcare system. That can occur at numerous points in their journey:
- When they go to the pharmacy or use a specialty pharmacy
- When they see their primary care provider or a specialist
- When they interact with a hub or patient assistance program
- When engage with a direct-to-consumer promotional program
It's not enough to build these three pillars. Organizations also need to bring syndicated, curated, and generated information together through tokenization the process of replacing identifiable data in a privacy-compliant way. IQVIA's process uses a single and irreversible longitudinal patient ID. The ID stays consistent regardless of an individual patient's provider, pharmacy, or doctor to keep their important information safe.
When you apply effective tokenization across the three data pillars - and support it with data management expertise - the result is accurate, quality data. That, in turn, enables comprehensive and actionable insights around individual patients and providers.
Finally, it is important to note that effective data management must include privacy governance oversight and rigorous process and control. Such guardrails are critical as an organization assembles an information portfolio of syndicated, curated, and patient-generated data - and as it selects, links, and integrates individual data sources. A successful data strategy includes starting on governance early and addressing it thoroughly.
Keep in mind that getting that data strategy right, will get you closer to the patient than ever before, leveling up your ability to provide critical insights to your organization, better enable important and accurate decisions and when done well will allow you to scale seamlessly into the future.
Three Key Data Pillars for Achieving a Comprehensive Patient Journey
This webinar focuses on today’s patient-centric market which requires a large, highly differentiated portfolio of information to address patient populations and their needs. It’s more important than ever to have an effective information portfolio that provides insight into the complete patient journey.