Case Study
A Precision Medicine Company's Success in ALK+ NSCLC
Client
A global biopharmaceutical company
Therapeutic Area
ALK+ Non-Small Cell Lung Cancer
Prognos Product/Service
Lab-based HCP Alerts Program
A Precision Medicine Company's Success in ALK+ NSCLC
A leading biopharmaceutical company needed to quickly find and engage healthcare providers (HCPs) treating patients eligible for its ALK+ NSCLC therapy. The company understood the urgency; in metastatic NSCLC, treatment decisions are often made within just 1 to 3 days of a lab result. This small window is critical, as any delay can lead to lost opportunities for the patient to receive potentially life-changing therapy. Failing to act swiftly could mean losing 60% of opportunities in a week.
This urgency was compounded by several factors:
The company needed a solution that could deliver timely, high-quality, and actionable insights to help patients get on the right therapy as quickly as possible.
A Competitive Landscape
The company faced stiff competition in the ALK lung cancer market from other established therapies.
Flat Budgets
The company's budget for external data was either flat or declining, making it difficult to secure funding for new solutions.
Internal Restructuring
Significant internal changes made it challenging to effectively activate and realize the full value of data solutions.
The Prognos Solution
Prognos partnered with the company to implement a front-line, lab-based alerts program. This program leveraged Prognos’s extensive and meticulously processed lab data to directly address the company's core challenges.
Timely and Actionable Insights
Prognos provides data with exceptional speed, allowing the company to receive critical information within 1 to 3 days. This rapid turnaround is essential for enabling the company's sales force to educate HCPs before final treatment decisions are made.
High-Quality HCP Identification
Prognos's data is known for being clean, consistent, and reliable, directly aligning with the company's sales force target lists. Prognos achieves high match rates for treating oncologists—around 86%—which significantly outperforms some competitors who may only reach 30–70%. This precision ensures alerts are linked to the most relevant HCPs, avoiding unproductive engagements with pathologists or other non-treating specialists.
Seamless Integration
Prognos's efficient data processing allows the company to ingest data within 12 hours of receipt, supporting rapid activation by field teams. Prognos also provides access to difficult-to-obtain data, such as liquid biopsy results.
Targeting for Omnichannel Effectiveness
The data helps the company identify HCPs at the optimal moment, maximizing the effectiveness of both direct sales efforts and other marketing channels.
The Impact
Prognos's lab-based alerts program delivered tangible results and strategic value, becoming a critical asset in the company's commercial efforts.
Demonstrable Patient Impact
The company observed two new patient starts within the first three weeks of the program,
Directly linking timely alerts to patient acquisition.
Enhanced Commercial Effectiveness
The program became a cornerstone of their "front-line strategy.
The company explicitly values Prognos,s data for its contribution to identifying HCPs at the right time, enabling education before treatment decisions are finalized.
Strategic Investment Despite Constraints
Even with flat budgets and internal restructuring, the Prognos data remained a valued and utilized resource.
Return on Investment
At a program cost of $170,000, this resulted in an estimated 406% (4:1) ROI.
During the 6-month pilot, the program is estimated to have generated 10 new patient starts.
Conclusion
By providing timely, high-quality, and actionable lab-based alerts, Prognos empowered the client to achieve superior commercial effectiveness, make more precise HCP engagements, and secure new patient starts for its therapy. This ultimately helps ensure that the treating HCPs for newly diagnosed patients are identified and can begin the right course of treatment without delay. This partnership demonstrates Prognos role as a strategic data partner in precision medicine.