Case Study
A Biopharmaceutical
Company Driving Commercial Effectiveness and Strategic Investment with High-Impact Lab-Based Alerts
Client
A biopharmaceutical company specializing in a treatment for Lupus Nephritis.
Therapeutic Area
Lupus Nephritis.
Prognos Product/Service
Lab-based HCP Alerts Program.
The Challenge
The biopharmaceutical company aimed to effectively identify and engage healthcare providers (HCPs) who were managing patients eligible for their Lupus Nephritis treatment. They sought to enhance their marketing and sales efforts to be truly impactful and drive meaningful customer engagement.
A significant internal challenge was a company-wide restructuring, involving workforce reductions and budget tightening, which led many of their vendors to face reduced budgets or non-renewal. This environment underscored the critical need for solutions that could demonstrate clear, quantifiable value and deliver a high return on investment (ROI).
The Prognos Solution
Prognos partnered with the company to implement a comprehensive lab-based alerts program, leveraging Prognos’s extensive and meticulously clean lab data. The solution was designed to address the company’s specific needs:
Timely, Actionable Insights
Prognos delivered 4 distinct alerts, provided “as close to real time as [the company could] get”, directly feeding into the company’s internal data warehouse and subsequently their Veeva CRM system. This ensured that insights were rapidly available for field teams to act upon.
Precise HCP Targeting
The program enabled the company’s sales force to more accurately target HCPs treating patients eligible for their treatment, utilizing eight profiles tailored by patient eligibility and physician specificity. Prognos's data is recognized for its cleanliness and consistency, which facilitates quicker processing and deployment by clients.
Scalable Data Integration
Initially based solely on data from one national reference lab, the program was planned for expansion to include patients from another national reference lab and other new sources within the Prognos real-world data marketplace.
Omnichannel Engagement
Beyond direct sales force support, the alerts were strategically used by the company’s marketing team to inform the timing and targeting of email campaigns.
The Impact
Prognos’s lab-based alerts program delivered exceptional and transformative value for the company, quickly becoming a central and highly impactful component of their commercial strategy:
Unparalleled Marketing Effectiveness
The company emphatically stated that
“The alerts program is, without doubt, the most impactful marketing lever that we can pull. Better than campaigns, segmentation, call plans, account strategies”.
Enhanced Customer Engagement
“The program significantly increased the ‘level of engagement with our customers,’ solidifying its position as one of the company’s ‘clearest marketing interventions’.”
Resilient Investment Amidst Budget Cuts
Despite a major company restructuring involving a significant reduction in workforce and widespread budget reductions impacting many other vendors, the company specifically highlighted that
“The Prognos alerts program was the ‘one line item where we are doing more now that we were last year”.
This testament underscores the profound value and trust the company placed in Prognos’s solution, choosing to increase investment during a period of overall contraction.
Organization-Wide Recognition
The value of the program was acknowledged across all levels of the organization, being
“Seen as valuable from sales members in the field up to our board”.
Improved Operational Efficiency
For the sales force, the alerts were used as a “next best action insight,” helping them prioritize amongst the list of physicians in their call plans. The company reported an “uptick in patient volume” after adding Prognos data to their existing program, with 5 leads turning into patients in Q1, 6 in Q4, and 3 in Q3.
~$ 0
The lifetime value of a patient to the company over 4 years
0
New patient starts
$ 0 M
Program generated
0 %
ROI
Summary
By providing high-quality, seamlessly integrated, and timely lab data alerts, Prognos enabled the company to achieve superior commercial effectiveness, deepen engagement with critical HCPs, and maintain strategic investment in patient-finding initiatives even during a challenging economic climate. This case demonstrates Prognos's ability to be a strategic partner that not only solves immediate data challenges but also drives tangible business outcomes and differentiation.