September 14 2016 | 0 Comments | 188 reads Average Rating: 3.7

The Power of Getting Up Close and Personal

by John Pagliuca in Life Sciences

Life sciences companies typically leverage claims data to track commercial effectiveness. By examining such data, companies can gain insight into performance metrics. For example, they might be able to determine if certain prescriptions are or are not being filled.

Interesting? Perhaps. Useful? Not so much.
Fortunately, life sciences companies now are discovering that they can rely on an array of data – including de-identified claims, clinical, socio-economic, lab, financial and patient satisfaction data – to group individual patient attributes and behavior patterns into smaller subsets of risk-based “personas.” These personas are characters created to represent how different consumer groups might use a product or service. By leveraging this enriched data, life science companies can go beyond merely understating performance (what is happening) and can instead improve it (why it is happening).

More specifically, life sciences companies can use personas to:

#1: Answer the “why” question.

With personas, life sciences companies can pinpoint exactly why certain patients are not complying with medication regimens. For example, the analysis might reveal that certain “personas” simply can’t afford their medications or others might be at risk for depression, both of which could have a negative impact on compliance.

#2: Assess the value of going the extra mile.

With additional insight offered by personas, life sciences companies can identify just how valuable it might be for their healthcare providers to sit down with certain patients to discuss risks of getting sicker, or how fruitful it might be to spend more time coaching them.

#3: Develop meaningful messages.

Just as consumer products companies change their market mix in each individual store to click with residents of certain areas, life sciences organizations can use persona analytics to focus their efforts based on factors such as disease prevalence in a specific region. In essence, they can create convincing appeals that resonate with certain populations.

#4: Wave the white flag.

Persona data could reveal that there is very little chance a patient will achieve compliance – regardless of the interventions implemented. With this information, healthcare organizations will know when it doesn’t make sense to invest their limited resources trying to bring a patient around. Possessing this knowledge ahead of time enables companies to more judiciously apply their resources.

These are just a few of the ways that life sciences companies can use persona data to become active contributors to better outcomes rather than passive observers. Can you think of additional ways that such insight can help to improve care?

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Author
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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