Thesys Group The Data Mining Company - Patient-Profile and Patient-Flow Management

Typical sponsor

Commercial Manager
Marketing Manager
Product Manager

Typical participant

Business and Market Analysts
Medical Advisors

To whom do we recommend?

Pharmaceutical companies promoting products those need exact and detailed patient path for a more effective marketing strategy.

Aim of the project

The main goal of the project is to support business planning. Identifying the physicians’ treatment habits and the physicians’ and patients’ profiles of a given therapy helps to understand the hidden processes behind the manifest sales trends of the market or products. The aim of these types of studies are to find the proper messages of marketing and/or sales strategies by estimating the length of therapies, the persistence, the patient’s compliance and the switches among therapies by different specialties’ and patients’ segments.

Methodology

The LOT shows us how many months a new patient will stay in treatment. Patient-compliance is the average number of units bought per patients in one year. Persistence means the share of new patients still on therapy after 12 months. We use different statistics (like Two-Step and K-means procedures) for segmentation of patients and physicians.

Results

The length-of-therapy, compliance and persistence support business planning by estimating the return on investment.

Via investigating the patient flow among brand and therapies, the switch analysis:

helps the deeper understanding of market structure and procedures
supports the development of communication strategy and supports
helps identifying the competitors and growth potentials

The description of physicians’ and patients’ segments (based on demographic and therapeutic characteristics and also therapeutic attitudes of physicians) helps in marketing communication, targeting and identifying submarkets.

DOs and DON’Ts

Define your questions and problems to our colleagues in detail to make them plan the main focus of the analysis properly
Get the product managers be engaged to the analysis since they have the adequate background information

Don’t

Do not forget to consult our experts continuously during the analysis to receive customized results
Do not underestimate the importance of your definitions (product market, treated vs. new patients, etc.). Inaccurate definitions lead to biased results

patientprofile

The graph illustrates the yearly patient-flow by in- and out-segments. These segments can be more deeply analyzed and the composition of therapies can be shown.

Why we are different

Collecting fact prescription data of GPs, ambulatory care units and medical specialists, making use of all relevant available databases
These accurate fact prescription data are applied in the calculation of the medication usage KPIs (ISPOR definitions) and the segmentation procedures