Identify relevant HCPs
Focus commercial engagement on providers managing patients who matched the client’s treatment criteria.
Case study · Lupus nephritis
An alerts program
the team chose to grow.
How lab-based HCP alerts helped a biopharmaceutical company focus engagement and sustain investment through a period of restructuring and tighter budgets.
4 distinct alerts8 tailored profilesField + email engagement
ClientA biopharmaceutical company with a lupus nephritis treatment
Therapeutic areaLupus nephritis
ProgramLab-based HCP alerts
14New patient starts reported in the case study
$4.76MProgram value reported in the published calculation
701%Reported ROI
8Profiles tailored by patient criteria and physician specificity
“The alerts program is, without doubt, the most impactful marketing lever that we can pull.”Client feedbackPublished lupus nephritis case study
The challenge
Make engagement relevant.
Make the investment count.
The client needed to reach HCPs managing relevant patients while facing restructuring, workforce reductions, and closer scrutiny of vendor spending.
Get useful signals to the field
Bring lab-based insights into existing systems quickly enough to support timely prioritization.
Connect sales and marketing
Use a shared clinical signal to inform field activity and the timing and targeting of email campaigns.
Demonstrate value under pressure
Earn continued investment in an environment where many vendors faced budget reductions or non-renewal.
The Prognos solution
One clinical signal.
Connected commercial workflows.
Prognos delivered a lab-based alerts program built around the client’s patient criteria, physician specificity, and existing data environment.
Clinically tailored profiles
Eight profiles supported the client’s patient criteria and physician specificity.
Four distinct alerts
Clean, consistent lab data fed four alerts delivered as close to real time as the client’s workflow supported.
Warehouse to Veeva CRM
Alerts entered the client’s internal data warehouse, then flowed into Veeva CRM for field-team use.
Field and email activation
Sales used alerts to prioritize HCP call plans. Marketing used them to inform email timing and targeting.
Data the team could process and use.
The client recognized Prognos data for its cleanliness and consistency, helping it move through internal processing and deployment.
A program designed to expand.
The initial program used one national reference lab. The published case study described plans to add another national lab and additional sources.
The impact
Visible value.
From the field to the board.
The client reported stronger HCP engagement and greater confidence in the program, with its value recognized across the organization.
Reported new patient starts
Quarterly counts described in the published case study.
A leading marketing investment
The client described the alerts program as its most impactful marketing lever, ahead of campaigns, segmentation, call plans, and account strategies.
Stronger customer engagement
The program increased the reported level of engagement with HCPs and became one of the client’s clearest marketing interventions.
More investment amid budget cuts
While spending on other vendors was reduced, the client increased its investment in the Prognos alerts program.
Practical next-best-action support
The sales force used alerts to prioritize physicians within call plans. The client reported an uptick in patient volume after adding Prognos data.
Recognition across the organization
The client reported that the program was seen as valuable from field sales representatives through to the board.
Published value calculation: 14 new patient starts × approximately $340,000 estimated patient value over four years = $4.76 million. The case study reports a 701% ROI.
Explore the approach
Build around the signal
your team needs to act on.
Define the indication, relevant lab criteria, HCP audience, and workflow before choosing the delivery approach.
Make clinical signals
part of your next commercial decision.
Talk with Prognos about a lab-based alerts program designed around your indication, HCP strategy, and existing workflow.