Diagnose the decline in NBRx trends for a major pharmaceutical specialty brand
Identify gaps in the patient journey from Rx enrollments to actual consumption
Recommend strategies to stabilize and grow market share
Approach
Conducted diagnostics across NBRx and sales trends, HCP specialty usage trends and Rx enrollments, including Specialty Pharmacy (SP) and NPA data
Analyzed reasons for patient drop-offs using SP data to uncover gaps between Rx enrollments and co-pay enrollments
Triangulated data to compare trends between enrolled and non-enrolled patients and identified key referral sources contributing to lower brand conversions
Examined differential co-pay enrollments (HCP level vs. SP level) and the leakage between commercial prescriptions and referrals
Outcome
Identified a year-on-year decline in referrals and a drop in Rx enrollments which was resulting in lower conversions
Highlighted key gaps, including lack of awareness about co-pay programs and challenges in patient outreach programs
Flagged SPs with lower enrollment and HCPs with high referrals but low co-pay fulfillment for targeted intervention
Client Benefits
Implemented consistent messaging on co-pay enrollments across HCP and SP interactions to improve program adoption
Enhanced patient education programs to address awareness gaps and improve co-pay enrollment rates
Revisited target lists with SP data to empower the field force with actionable insights, driving better focus on underperforming HCPs
