Case Study
Accelerating Adoption of a Rare Disease Therapy through Timely, Consistent Lab Data Alerts
Client
A biopharmaceutical company focused on a rare neuromuscular disorder
Therapeutic Area
Lambert-Eaton Myasthenic Syndrome (LEMS)
Prognos Product/Service
Lab-based HCP Alerts Program
The Challenge
The client, focused on treating the rare neuromuscular disorder LEMS, needed to effectively identify new patients to support their therapy's commercialization.
Several issues created major obstacles:
Inconsistent Data Quality
The company experienced significant "dropoffs" in data from other vendors during certain periods, making it difficult to rely on the information for consistent lead generation.
Timeliness for Actionability
To maximize the impact of alerts, leads needed to be delivered rapidly to their field sales force and integrated into their system without delay.
Specific Testing Distinctions
The client needed to differentiate between various types of LEMS testing, such as N-type versus PQ type, to ensure targeted patient identification.
High Value of Each Patient
Given the rarity of LEMS, each identified patient represented substantial potential revenue for the company.
The Prognos Solution
Prognos partnered with the client to implement a lab-based HCP alerts program specifically for LEMS patients. The solution prioritized data consistency, timeliness, and actionable insights.
The Prognos approach involved:
Consistent and Clean Data Delivery
Prognos delivered data noted for its "cleanliness and consistency," which stood out compared to other vendors. This reliability meant the client did not experience the "big dropoffs in counts" they had seen before.
Rapid Field Deployment
The data cleanliness allowed it to be "delivered earlier" and "usually gets to the field the same day." Leads were loaded directly as opportunities into the company's Salesforce system on the same day they were provided.
Direct Partnership and Problem Remediation
Prognos maintained a direct relationship with the lab, allowing for prompt resolution of any potential issues. When a volume dip occurred, the client was "appreciative" of this direct support.
Detailed Patient Information
Prognos's alerts included key details like patient year of birth and gender, which were crucial for field sales representatives to follow up on leads effectively.
The Impact
The Prognos lab-based alerts program delivered exceptional and quantifiable value for the client, quickly becoming a central component of their commercial success.
Significant Patient Conversion and ROI
The program directly led to 14 new patients in the first year. With an annual treatment cost of $375,000 per patient, this translated to a 15:1 ROI based on the first year's revenue.
The client observed a substantial "uptick in patient volume" after adding Prognos data.
Meeting Program Objectives
The program was consistently "meeting objective," and the internal team was "raving about it."
Enhanced Field Effectiveness
The rapid and consistent delivery of high-quality leads allowed the field force to prioritize their call plans effectively, using the alerts as a "next best action insight."
The field team relied on the alerts to accelerate the process of getting patients onto therapy.
Strategic Investment
The alerts program was identified as "without doubt, the most impactful marketing lever that we can pull," surpassing other strategies like campaigns and segmentation.
The program was a budget item where the company was "doing more now than they were last year," demonstrating its high value from the sales team up to the board.
Trusted Partnership
The client consistently praised Prognos for providing "the most consistent data that they see across vendors," which was crucial for maintaining confidence and operational efficiency in a rare disease market.
Conclusion
By providing high-quality, consistently delivered, and timely lab data alerts that precisely identified potential LEMS patients, Prognos enabled the client to accelerate patient identification, drive significant patient volume and revenue, and maintain strategic investment in its critical rare disease therapy. This partnership underscores Prognos's ability to be a strategic partner that not only solves immediate data challenges but also delivers tangible and highly impactful business outcomes.