July 25 2018 | 0 Comments | 150 reads Average Rating: 3

4 Ways Patient Personas Can Help Pharma Companies Bolster Market Expansion

by John Pagliuca in Life Sciences

When people first meet – whether it’s on a blind date or as college roommates or as new work colleagues – questioning ensues: Where did you grow up? What hobbies do you have? What kinds of food do you like? By getting to know one another, we know how to interact with each other.

Pharmaceutical companies can do the same by closely examining patient data. Socioeconomic, demographic, clinical, behavioral and attitudinal data can be combined to categorize patients according to their personas. Examples of personas include: healthy and affluent, balanced adults, high utilizers, quality driven, cost conscious, chronic older adults, and high-cost baby boomers. By grouping patients into such persona groups, your pharma company can better understand how to effectively interact with them.

In addition, it’s possible to evaluate the risk associated with the patients in a specific persona group. In essence, a risk score can be derived by assessing the number of care gaps that are open, as well as the number that could be closed in the next 12 months due to the patient's care and the cost associated with addressing those gaps. You can then use the data to develop a risk score for metrics such as number of chronic conditions, inpatient utilization, emergency room utilization, inpatient paid per member per month, and emergency room paid per member per month.

Patient personas and their associated risk scores could specifically be used in the following four ways to help your pharmaceutical company expand its markets.

1. Marketing: Patient Persona Messaging

This messaging can be leveraged to:

  • Identify newly diagnosed patients’ potential to increase market share;
  • Determine the many reasons behind patient non-compliance;
  • Deliver more closely targeted messages to grow sales;
  • Partner with payers to improve patient outcomes;
  • Better focus resources and efforts to enhance ROI; and
  • Enhance brand forecasting

2. Analytics

Predictive and prescriptive analytics can be relied upon to group individual patient attributes and behavior patterns into a smaller subset of “risk-based personas” based upon clinical claims, socioeconomic, financial, behavioral and attitudinal data.

3. Managed Markets Strategy

Information and analytics can be shared with payers to create a true risk-sharing dialog and collaborative approach to meet the requirements of value-based care.

4. Technology

Personas can be used to create personalized reporting and applications portals that integrate with CRM systems.

These are just some of the ways you can use personas to improve market expansion efforts. For a more in-depth discussion of this topic, tune into our webinar entitled How Patient Personas Can Drive Market Expansion for Pharma.

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John Pagliuca
Vice President, Life Sciences

John is responsible for leading the commercialization efforts of SCIO’s SaaS solution suite and advanced analytics within the US Life Science vertical. He has more than 15 years of sales, marketing and technology experience, with particular expertise in quantitative analytics and SaaS solutions for Life Sciences.

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