Leverage Advanced Analytics to Efficiently Identify Treatment Drivers
Use of advanced analytics has been widely accepted by the pharma companies in the drug discovery and development phase including optimization of clinical trials using EMR data. However, use of patient level data in the commercial phase of drug life cycle is comparatively new. Unlike the conventional sales data sources, real world data is huge, complex, full of noise and has consistency issues. Investment of time and resources on advanced analytics on this data may not always lead to insights relevant to the marketing team and ultimately justify the ROI. This made the usage of real-world datasets limited to capturing general performance metrices while the deeper level insights remained unexplored.
In one specific case to identify drivers of treatment where the conventional descriptive analysis methods proved less insightful, D Cube came up with phased manner of execution of statistical classification analysis on real-world data. Entire analysis was segmented into different patient cohorts to be tested for identifying drivers of treatment. Using our proprietary app-based Advanced analytics framework, more than 100 variables were created and tested to finalize on the relevant ones, followed by classification analysis on each patient cohorts separately. Those that came out significant were analyzed further while others (less significant) were deprioritized. This helped in translating the insights into concrete business outcomes:
- The new variables created were quiet unknown. This analysis helped unearth variables which remained hidden till now whilst having a significant impact on treatment choices of the patient
- The insights can help the companies in more optimized and efficient marketing campaigns to both prescribers and patients with the right messaging to be driven
- Phased manner approach along with multiple cohorts testing helps in reaching the right targets faster by trying out multiple paths simultaneously
Schedule a demo with D Cube to understand how we can help understand drivers of treatment for your drug