Advanced analytics use case : Identify physicians that are most likely to show a declining trend of prescribing a drug in the future

Objective

Identify the prescriber’s declining behavior of prescribing the drug and do a segmented targeting using various media channels in order to arrest the declining behavior and maintain the product’s market share.

Approach

  • Data sources : Sales data, claims data, calls data, and media data
  • Overview of approach : Evaluated various models and finalized the XgBoost machine learning model

Results

Overall Analysis :

  • Captured 78% of decliner’s by targeting 30% of targets

Key Insights and Impact:

  • The estimate of the sales & revenue opportunities associated with implementing a model-guided intervention program was $105M in annualized revenue opportunity. This estimate was reached by targeting 1,307 physicians
  • Ensured that the call detailing also involved effective co-pay card distribution and this was tracked for online fulfillment and renewals of the drug co-pay card
  • Customized the detailing message to focus on solving any access and reimbursement issues at the physician’s office