Beyond the KOLs: Using Data to Empower Field Medical and Impact the Patient Journey
1
year earlier patient identification
350,000
high-likelihood undiagnosed patients surfaced
4,000
net new target HCPs identified
A Field Medical team supporting a product in the neurology therapeutic area faced the challenge of expanding their reach beyond Key Opinion Leaders (KOLs). The team sought to engage with a broader set of HCPs, specifically those managing patients earlier in their care journey. The client’s primary objective was to leverage Veeva Data Cloud to reduce the time to diagnosis and treatment that places a significant burden on patients and the healthcare system.
Approach:
- Analyze the Patient Journey: Leveraged Veeva Compass Patient to analyze care leading up to a diagnosis, including the timing and frequency of symptoms and relevant diagnostic tests relative to a control population.
- Develop Predictive Model: Trained and tested a predictive model to surface top indicators of a future diagnosis. These insights included frequent presence of certain comorbid conditions and more frequent visits for relevant symptoms.
- Prioritize Field Engagement: Utilized Veeva Compass and Veeva OpenData to prioritize HCPs encountering a high volume of predicted undiagnosed patients. This enabled the Field Medical team to focus their educational efforts on HCPs with the greatest need for information and support.
Impact:
- Identified Diagnostic Predictors: Uncovered top predictors of future diagnosis, enabling the Field Medical team to educate HCPs and support earlier screening, diagnosis, and treatment for patients up to one year earlier than current averages.
- Expanded Reach to High-Value HCPs: Surfaced ~350,000 patients with a high likelihood of being undiagnosed and prioritized ~4,000 net-new HCPs for engagement. This allowed the client to expand their reach and focus educational efforts on providers with the greatest impact potential.
- Quantified Burden of Disease: Revealed that the prolonged, multi-year diagnostic journey resulted in significant burden to healthcare resources.
Top Differentiators/Benefits:
- Holistic Patient Journey Insights with More Complete Data: Leveraged Veeva Compass Patient’s closed, longitudinal data sources to analyze the patient journey over multiple years, providing a comprehensive view of the pre-diagnosis phase and the challenges patients face.
- Seamless Data Integration: Veeva’s common data architecture enabled seamless linking of Veeva Compass patient data with Veeva OpenData HCP information. This supported the pull through of critical details such as address and location for HCPs identified in the analysis, making the insights immediately actionable for the Field Medical team.
