When marketing drugs approved for multiple indications, pharmaceutical companies need to understand treatment patterns at the facility level. Sales figures alone cannot reveal which indications drive growth in specific facilities or where potential remains untapped. For example, a drug approved for both rheumatoid arthritis and psoriatic arthritis might show strong overall sales in a facility, but this data doesn’t indicate the split between indications or identify opportunities for growth.
“We’re essentially flying blind,” shared a senior brand manager at a leading pharmaceutical company. “We know our sales numbers, but we can’t pinpoint which indications drive growth in specific facilities. It’s like trying to solve a puzzle with missing pieces.”
This gap can result in missed opportunities, inefficient resource allocation, and patients who could benefit from treatment but don’t receive it.
Prospection’s Facility Insights addresses this challenge directly, offering a strategic approach to targeting that’s especially valuable for multi-indication drugs. By leveraging advanced data modeling and a comprehensive view of account dynamics, this solution enables pharma companies to optimize strategies and improve patient access to these versatile treatments.
“We’re essentially flying blind. We know our sales numbers, but we can’t pinpoint which indications drive growth in specific facilities. It’s like trying to solve a puzzle with missing pieces.”
Facility Insights – Illuminating the Full Picture
Facility Insights combines multiple data sources to create a holistic view of each facility’s treatment patterns, integrating:
- Sales Data – The foundation, providing overall performance metrics.
- Hospital Claims Data – Offering insights into diagnoses and treatment patterns.
- Proprietary Datasets – Enhancing the model with additional contextual information.
By triangulating these data sources, Facility Insights delivers a nuanced understanding of how a multi-indication drug is used in each account, allowing pharmaceutical companies to:
- Identify Underserved Indications – Detect facilities where a drug is mainly used for one indication, highlighting opportunities for others.
- Tailor Marketing Strategies – Develop facility-specific approaches addressing each unique mix of indications.
- Optimize Resource Allocation – Direct efforts to the accounts where they’ll have the greatest impact.
- Enhance Patient Access – Ensure all patients who could benefit from treatment across approved indications have the opportunity to do so.
Precision Targeting for Better Patient Care
The impact of facility-level intelligence goes beyond commercial benefits, with significant potential to improve patient care. In oncology, for instance, a single drug may be effective across several cancer types, but treatment decisions rely heavily on healthcare providers’ awareness of all potential uses. Without precise account-level insights, some patients might miss optimal treatments because their providers aren’t fully aware of each relevant indication.
This challenge is especially evident in large facilities, where different departments may handle distinct indications for the same drug. Facility Insights bridges these knowledge gaps by revealing usage patterns across departments and indications, pinpointing where treatments may be underutilized despite eligible patient populations. This enables pharma companies to provide targeted educational support to ensure healthcare providers have comprehensive information about each drug’s applications.
By enabling precise targeting and support at the facility level, this approach aligns with healthcare’s core mission: ensuring every eligible patient has access to the best treatment for their condition, regardless of the indication or department.
How Facility Insights Can Deliver Real-World Impact
An example scenario demonstrates the value of facility-level intelligence for multi-indication drugs. A leading Japanese pharmaceutical company’s biologic treatment, approved for rheumatoid arthritis, psoriatic arthritis, and ankylosing spondylitis, had achieved strong market share in rheumatology but showed uneven performance across indications.
Analysis through Facility Insights revealed that in 40% of top-performing facilities, the drug was being prescribed predominantly for rheumatoid arthritis, with limited utilization in other approved indications. This finding was particularly significant given that many facilities had substantial populations of patients with psoriatic arthritis and ankylosing spondylitis under the care of the same specialists.
The commercial team used these insights to refocus their strategy, specifically targeting underserved indications in facilities that were already comfortable with the treatment’s safety and efficacy profile. They identified that treatment pathways and patient identification protocols varied significantly between indications, even within the same facility.
The impact was significant and measurable. With this targeted approach, prescriptions for psoriatic arthritis and ankylosing spondylitis increased by 25% in these facilities. This improvement not only represented commercial success but also meant more patients were receiving appropriate treatment across all rheumatological indications.
What we see here is how facility-level intelligence can transform a seemingly successful product’s performance by uncovering and addressing specific gaps in utilization across different indications, even within the same therapeutic area and treating specialists.
The Future of Multi-Indication Treatment Targeting
As more drugs receive multi-indication approvals, facility-level intelligence becomes essential for effective commercialization. Managing multi-indication drugs is increasingly complex, often spanning various therapeutic areas, specialists, and patient identification methods.
Success in this environment demands a shift from traditional sales metrics to comprehensive account-level intelligence. Companies that can accurately identify underutilized drugs, understand why similar facilities differ in performance, and optimize resources will be better positioned to meet patient needs. This approach maximizes existing multi-indication drugs’ potential and creates a foundation for more effective launches as portfolios expand.
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Facility Insights is powered by patient-centric intelligence, illuminating behaviors for precision in account profiling and field-force resourcing like no other data can. Contact us now to arrange a demo.
Facility Insights is designed for internal management use to inform strategic decisions. It is not intended for direct use by or distribution to field force teams.
