Predictive Field Alerts with Connected Data

A customer with a newly launched therapy in a rare disease was looking for a data-driven solution to activate the field based on signals in claims data that predict a patient’s diagnosis with the disease. The disease was so rare that the field team needed to educate providers on the disease and treatment options before they diagnosed their first patient.

Approach:

• Patient Landscape: Identified patients in Veeva Compass diagnosed with the rare disease, and mapped the signs & symptoms the patients presented with prior to diagnosis
• Daily Alerts and Suggestions in CRM: Generated rule-based alerts which were converted into suggestions in the customer’s Veeva CRM, activating the field to schedule a call with the HCP responsible for the potential patient’s care
• Model Training: Trained model to recognize these signs & symptoms in the broader patient population as potential patients with disease, but not yet diagnosed
• Predictive Alerts with Pulse: Delivered undiagnosed patient predictive alerts based on the model monthly for HCPs who were accessible to industry in person within the last year by leveraging Veeva HCP Access’ industry access data

Impact:

• Strong ROI: Saw an increase of net-new patients by 7%, resulting in an 8:1 ROI in the first 6 months of the program
• New HCP Targets: Identified 3,000 new target HCPs
• Real-time HCP Prioritization: Enabled an improved ability for the field to prioritize the most relevant HCPs in real time

Top Differentiators/Benefits:

• Unlimited Access: Veeva Compass Patient’s unlimited access model allowed the team to easily create control cohorts for testing and monitoring of predictive models
• Daily Data: Veeva Compass Patient’s daily data delivery option made it possible to give reps alerts as soon as possible to engage the appropriate HCP
• Common Data Architecture: Veeva’s Common Data Architecture enabled linking of Veeva Compass Patient, OpenData, HCP Access, and Align+ for a seamless HCP suggestion experience within CRM