Case Study : Pharma Product Customer Adoption Mode
Problem Statement
Develop predictive customer adoption model to identify those most likely to adopt, which will aid in the strategic deployment of personal promotion to influence adoption
patterns
Intuceo’s AI Solution
Data Assets Definitions and Utility
- Demand - Drug Distribution Data(DDD) & Xponent Plan Trak Rx).
- Medical Insurance Claims data
- Personal Promotion such as In-person vs Tele, Leave behinds: branded and unbranded/patient brochure and samples
- Patient Access: Patient counts by payor and number of lives by payor and channel
- Mapping data HCP/HCO to address, district/territory roll up
Approach
- The data assets were used as features for the customer adoption model with adopter and non-adopters as targets.
- The model data is structured monthly for individual customers.
- Each month, a retrospective analysis spans the previous 12 months, considering various historical data sources.
- The consolidated demand data is used to determine whether a customer adopts the product or not.
Key Takeaway
- Ensemble of Random Forest, CatBoost and Neural Networks ML models with a prediction accuracy of 85%
- Customer adoption is predominantly influenced by product’s historical demand frequency and volume
- Promotion frequency and face-to-face detailing are more important to the customer.
- The patient share of Advantaged/Parity plan shows more importance than other payer/plan.
Case Study : Pharma product sales demand and SFE analysis
Problem Statement
Develop predictive customer adoption model to identify those most likely to adopt, which will aid in the strategic deployment of personal promotion to influence adoption
patterns
Data Assets Definitions and Utility
- Demand RX sales data with HCPs, RX quantity, date etc
- Drug Distribution Data(DDD) at HCO level.
- Affiliation data to map HCPs with corresponding HCOs.
- Market Segmentation & Target data to segregate target/non-target HCPs/HCOs.
- Dispense data
- Medical Insurance Benefits Verification & Claims data
- SFE (Sale Force Effectiveness) and call metrics data
- Mapping data HCP/HCO to address, district/territory roll up
Approach
- Consume data from DW and apply transformations based on business rules
- Automate the process to generate reports to extract actionable insights.
- Strategizee with the stakeholders on key KPI parameters.
Key Takeaway
- Competitor Product Analysis MoM Rx, Claims, Patient share & Market/brand share trends
- Compare that with the ship share inventory data for demand fulfilment
- Target to Non-target Segments Rx, Calls performance analysis of HCOs, sales team(SFE) to arrive at next focus segments
- Demand to Benefits Verification case analysis to understand covered/partially covered/not-covered products
- Track special pharmacy groups for a deeper understanding of drug distribution & customer insights.
Data Expertise in Pharmaceutical Commercial Operations
An end-to-end data solution that delivers integrated commercial insights for a Pharmaceutical leader, enabling informed business decisions
across Sales, Supply Chain, and Medical Affairs.
Highlights
- Comprehensive Commercial Data Analysis: Integrates varied data sources (CRM, Claims, Market data) for unified commercial insights.
- Secure Data Integration Pipeline: Ensures confidential patient and HCP data is protected throughout processing.
- Advanced Predictive Analytics: Develops models to identify high-potential patients and optimize resource allocation.
- Market Access Optimization: Analyzes patient-level data to develop value-based pricing models.
- Enhanced Patient Journey Insights: Identifies barriers to adherence and develops targeted interventions.
- Real-time Sales Performance: Delivers dashboards within Salesforce for tracking sales metrics.
- Financial Analytics Integration: Develops cost-benefit analyses and streamlines financial reporting.
- Therapeutic & Patient Financial Analysis: Analyzes treatment outcomes, out-of-pocket costs, and claim/rejection patterns for better understanding and optimization
Technical Stack
- Data Sources: Salesforce CRM, Claims Data, Supply Chain Systems, Market Research
- Data Storage: Cloud-based Data Lake for integrated pharmaceutical data
- Data Processing & Analytics: Predictive modeling, Machine Learning algorithms
- Business Intelligence & Security: Custom dashboards, Compliance-focused security protocols
Results at Glance
- Maximize Sales Performance: Target high-potential HCPs and patients for improved market penetration.
- Optimize Pricing Strategy: Develop value-based pricing models aligned with patient outcomes.
- Streamline Supply Chain: Forecast demand accurately to optimize inventory and reduce costs.
Solution Offerings we provided
