Advanced Analytics
Patient Analytics and Co-Pay Optimization
March 6, 20262.4K views
1
Objective
- 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
2
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
3
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
4
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