For manufacturers, successful physician engagement hinges on the ability to prioritize physicians with a high volume of potentially eligible patients—and to interact with those physicians at the ideal moment in time, when they are most receptive to brand messaging. While many pharma companies rely on retrospective claims data to identify target physicians, this can be a costly mistake.
By incorporating normalized lab data into their physician engagement strategy, manufacturers can identify specific providers to target—before a diagnosis or prescribing decision is made. Normalized lab datasets aggregate tests and results from an array of sources—including commercial labs, hospital labs and integrated health delivery networks (IDNs)—and reformat them to provide accurate, uniform, ready-to-use data.
Manufacturers can view daily, weekly, or monthly counts of unique patients diagnosed with a certain condition using indication-specific tests. Understanding physician testing patterns, especially within therapeutic areas impacted by the emergence of new biomarkers, can also help manufacturers develop strong provider education programs.
To learn how lab data can fuel your approach to physician engagement, check out the full article in BioPharma Dive. For more information on how lab data functions, see MMIT’s Lab Data for Commercial Targeting solution.
