Advanced Analytics
Brand performance diagnostics
March 6, 20262.4K views
1
Objective
- To track the market performance of product X in different territories in the USA along with the sales force activities and to improve operational efficiency
2
Approach
- Created data mapping framework from multiple data sources like HCP profiling, LAAD data, prescription data, target list, calls data etc. to analyze and answer business questions
- Created multiple views depicting HCPs' performance, product uptake, patient & payer analytics, ATU results, sales force activity etc.
- Interim findings were cross verified with other available data sources to triangulate some of the findings
3
Outcome
- Created patient market map for existing market basket and also determined the source of business
- Identified prescribing patterns of Product X and competitor products by oncologists and other specialists
- Subnational analysis helped track KPIs such as top/under performing products and territories
- Helped identify number of specialists and their contribution by performing breadth and depth analysis
4
Client Benefits
- Following our analysis, the client team revisited their messaging and brand strategy across patient segments
- Based on our analysis the client was able to identify the volume sold through different sources of business
- Client was able to identify right targets/potential physicians based on their specialty, writing frequency, call activity etc.