When it comes to brand planning, the relationship between analytics teams and their commercial colleagues is crucial. Analytics teams play a vital role in providing data-driven insights that inform strategic decision-making and drive brand performance. However, without the right tools and a common language, collaboration between these teams can be challenging. In the many years Prospection has been helping pharma teams manage their brands, we’ve seen how transformative patient-centric intelligence (PCI) can be in bridging this gap.
PCI is created by aggregating, harmonizing, and enriching large volumes of de-identified patient data from various sources, such as claims data, clinical reference data, and more. The process of creating PCI involves advanced data analytics, machine learning algorithms, and domain-specific knowledge to convert various real-world data sets into a structured, cohesive, and patient-centric format. This enables a comprehensive view of the patient experience, including cohort attributes, treatment patterns, adherence, and outcomes.
Traditionally, analytics teams have relied on a variety of data sources to support their commercial colleagues in brand planning. These sources may include sales data, market research, and clinical studies. While these data points provide valuable information, without being grounded in the actual patient experience they can often lack the depth and granularity needed to understand the patient journey and uncover actionable insights. By leveraging PCI, analytics teams can enhance the quality and efficiency of their work, becoming more valuable and collaborative partners to their commercial counterparts.
The Power of PCI for Analytics Teams
PCI represents a significant shift in how analytics teams can approach their work and collaborate with commercial teams. By leveraging PCI, analytics teams gain access to harmonized and enriched real-world data that illuminates the patient journey. This data encompasses treatment patterns, outcomes, and more, offering a level of detail and context that traditional data sources often lack. It implicitly goes beyond the “what”, and leads teams to the “why”.
One of the key benefits of PCI for analytics teams is the quality and reliability of the data. Prospection’s Patient-centric Intelligence Core (PCI Core), for example, utilizes advanced algorithms and machine learning techniques to transform real-world data, ensuring scalability, consistency and accuracy. The resulting PCI serves as a significant complement to other data sources, enabling analytics teams to better triangulate and validate insights. Analytics teams can have greater confidence in the insights they derive, knowing that they are based on a robust and patient-centric foundation.
Enhancing Collaboration and Communication
PCI not only empowers analytics teams to deliver higher-quality insights but also facilitates better collaboration and communication with their commercial colleagues. By working with a common dataset that is grounded in the patient experience, both teams can speak the same language and align their efforts more effectively. Commercial teams can leverage their market knowledge and patient insights to guide the analysis of PCI data, while analytics teams can provide data-driven recommendations that are more closely tied to the realities of the patient journey.
Moreover, tools like Prospection AI, which provide user-friendly interfaces for exploring PCI, can help upskill commercial teams in data usage and analytics. By empowering commercial teams to directly engage with PCI insights, these tools foster a more data-literate and collaborative culture. This shared understanding of data and its implications for brand planning can lead to more productive discussions and ultimately better strategic decisions.
Driving Brand Performance and Patient Outcomes
The ultimate goal of any pharmaceutical brand planning effort is to drive brand performance and improve patient outcomes. By leveraging PCI, analytics teams can provide their commercial colleagues with insights that are more closely aligned with these objectives. With a deeper understanding of the patient journey, commercial teams can develop strategies that are more responsive to patient needs, addressing gaps in care and optimizing treatment pathways.
PCI-driven insights can inform a wide range of brand planning activities, from targeting and segmentation to messaging and campaign development. By basing these efforts on a foundation of patient-centric intelligence, brands can create more resonant and effective marketing strategies that drive patient engagement and adherence. Ultimately, this patient-centric approach, supported by the power of PCI, leads to improved brand performance and better outcomes for patients.
Checklist for Analysts: Key Contributions to Brand Planning
To further support collaboration between analytics teams and their commercial peers, we’ve compiled a checklist of key components in the brand planning process where analysts can contribute, and where PCI can make a difference.
Situation Analysis
- Provide in-depth analysis of brand performance, market trends, and competitor activities
- Identify key drivers of brand growth and potential threats
- How PCI can help – PCI can deepens the view of the market landscape, revealing patient-level insights that may not be apparent in traditional data sources. This can help analysts identify previously unseen opportunities or challenges.
Patient Journey Mapping
- Leverage PCI data to create detailed patient journey maps
- Identify gaps in care, adherence challenges, and opportunities for intervention
- How PCI can help – PCI is inherently patient-centric, providing a granular view of the patient experience. By mapping this data, analysts can create highly detailed and accurate patient journey maps that highlight critical touchpoints and areas for improvement.
Segmentation and Targeting
- Develop data-driven patient segmentation models based on PCI insights
- Assist in identifying high-value patient segments and tailoring strategies accordingly
- How PCI can help – PCI allows for more sophisticated segmentation based on real-world patient characteristics, behaviors, and outcomes. This can lead to more precise targeting and personalized strategies.
Insight Generation
- Triangulate PCI data with other data sources to uncover novel insights
- Provide actionable recommendations based on data-driven findings
- How PCI can help – It can be a powerful complement to other data sources, helping analysts validate or challenge existing assumptions. By combining PCI with other datasets, analysts can generate more robust and reliable insights.
KPI and Metrics Definition
- Collaborate with commercial teams to define relevant KPIs and metrics
- Ensure alignment between brand objectives and measurement frameworks
- How PCI can help – It can inform the selection of more patient-centric KPIs and metrics. By incorporating measures that reflect the real-world patient experience, brands can ensure that their performance is evaluated against metrics that truly matter to patients. This helps keep the patient at the center of decision-making and reinforces a culture of patient-centricity.
Forecasting and Scenario Planning
- Develop robust forecasting models incorporating PCI
- Assist in scenario planning and risk assessment
- How PCI can help – By integrating PCI into forecasting models, analysts can create more accurate predictions that account for real-world patient dynamics. This can lead to more realistic and reliable scenario planning.
Campaign Measurement and Optimization
- Monitor campaign performance using PCI and other relevant metrics
- Provide ongoing recommendations for campaign optimization and refinement
- How PCI can help – It can provide a real-time view of how campaigns are impacting patient behaviors and outcomes. This allows for more rapid optimization and refinement based on real-world patient responses.
The Future of Patient-centric Brand Planning: Powered by PCI
By equipping analytics teams with the insights to create a complete view of the real-world patient journey, PCI fosters deeper collaboration and drives the generation of robust, data-driven insights. This empowers commercial teams to develop more targeted and patient-centric strategies, ultimately leading to improved brand performance and, most importantly, better patient outcomes. As the healthcare landscape continues to evolve, embracing PCI and fostering strong partnerships between analytics and commercial teams will be the cornerstone of success in a patient-centric future.
Download “Connect Care at the Core: A Brand Planning Guide” today and discover how PCI can transform the brand planning process, streamline collaboration, help drive market share and ultimately improve patient care.
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Prospection has been providing solutions and services to pharma analytics and commercial teams for more than 10 years. Its proprietary Patient-centric Intelligence Core transforms RWD into intelligence, and powers a range of solutions including the flagship brand management platform, Prospection AI.
Contact us to learn how patient-centric intelligence can become core to your business.
