Generating New Demand Post-Launch

A pharma company sought to boost the growth of a product launched in 2021 by moving beyond their initial launch strategy. The goal was to generate new demand and surpass competitors within the pulmonology market. The client’s field team had not completed a segmentation and targeting (S&T) project since its inception. Therefore, the customer wanted to refine their target universe by optimizing existing target segments and create digestible insights within workflows already familiar to the sales force.

Approach:

• Develop Rules and Endpoints: Defined key business objectives and criteria to identify and quantify the optimal patient and HCP segments.
• Construct Patient Cohorts: Constructed a patient care journey to uncover key comorbidities and treatments for the target patient population.
• Refine Target Universe: Utilized anonymized patient level data (APLD) to create an overall decile score for each HCP based on three key metrics: Payer-Adjusted Patient Potential, Prescribing Volume, Anticipated Eligible Patients
• Enable Implementation: Integrated the new targets with Veeva Align+ to assess the impact on territory workload balance, empowering the client to implement quick adjustments and new field plans.

Impact:

• Optimized HCP Targets: Refinement of the client list resulted in a 40% reduction in target HCPs. 26% of the new list were net-new targets with the highest prescribing potential, which enabled the sales team to concentrate efforts on the most valuable opportunities.
• Empowered Field Team: Provided field teams with a single, brand-specific metric to prioritize HCPs with the greatest prescribing potential. These actionable insights were readily available in CRM X-Pages, enabling reps to make quick and confident decisions while in the field.
• Accelerated Field Alignment: Leveraged Align+ to implement new sales territory alignments, ensuring an equitable distribution of market potential across all territories. This provided reps with a balanced workload and a fair chance of succeeding.

Top Differentiators/Benefits:

• Integrated Insights: By leveraging the connectivity of Veeva OpenData and Veeva Nitro, our team seamlessly integrated the client’s data with Veeva’s proprietary datasets.
• Quality Data with Speed: Veeva Compass Patient‘s daily data gave the client a holistic market view and the ability to act on it quickly.
• Empowering Field Teams with In-Workflow Data: Surfacing actionable data directly within the client’s existing CRM has enabled field reps to access insights in a tool they already use.