PharMetrics has written a number of articles and white papers on the applications of anonymized patient-level information to brand strategy.
Global Opportunities for Expanding Treatment Rates: A Hypertension Patient-Flow Model
Anonymized patient-level information can be used to develop patient-flow models that identify marketing opportunities and drive global investment plans for more efficient resource allocations. June 2006
Using Anonymous Patient-Level Information to Inform the Brand-Planning Process: Part 2
With the increased granularity afforded by anonymous patient-level information, brand teams are better able to evaluate and keep brand performance on track. May 2006
Using Anonymous Patient-Level Information to Inform the Brand-Planning Process: Part 1
Aggregated health care utilization information can help marketers understand market dynamics and uncover new areas of opportunity as part of their annual situational assessment. April 2006
Analyzing Drug Utilization Patterns in the Oncology Market
Evaluating treatment prescribing and utilization patterns in the oncology market has historically been a difficult, complex task. However, use of appropriate data sources, such as anonymous patient-level information, with newer research methods can provide insights into real-world treatment patterns and product utilization in this therapeutic area. March 2006
Assessing the Effect of Physician Treatment Decisions on Health Care Costs
Anonymous patient-level insights can be used to assess the effects of physician treatment decisions on health care costs, allowing marketers to develop evidence-based value propositions for payer and provider audiences. February 2006
Using Anonymous Patient-Level Insights to Develop and Deliver Differential Messaging for Multi-Indication Brands
Anonymous patient-level insights can be used to develop and deliver targeted messages to physicians, based on an assessment of their indication-specific utilization patterns. January 2006
Assessing the Effects of Medicare Drug Coverage on Chronic Disease Treatments
Anonymous patient-level insights can be used to assess the cost implications of the new Medicare Part D prescription drug benefit for patients with chronic illnesses. December 2005
Assessing the Vaccine Market Using Patient-Level Insights
For a vaccine manufacturer, market assessment and performance measurement can be difficult and complex tasks. Patient-level information, when calibrated against well established benchmarks, can be a useful source for understanding utilization in this market. November 2005
Studying Drug Utilization by Product Indication
Marketers can discover actionable information by undertaking analyses to study and segment their brand utilization by indication.
October 2005
Using Patient-Level Information to Drive Marketing Effectiveness
Patient-level information can allow marketers to identify opportunities and threats in their markets and respond in targeted and measurable ways.
September 2005
Postlaunch Strategy Development: Using Patient-Flow Models to Identify Areas of Opportunity
Marketers can combine patient-level data and primary market research to develop patient flow models that will allow them to identify opportunities to maximize product utilization.
August 2005
Prelaunch Strategy Development: Identification of Unmet Needs in the Marketplace
Marketers can use patient-level data to segment patients on a variety of behaviors and clinical factors, revealing potential unmet needs in the process.
July 2005
Patient-Level Data and Primary Market Research: A Powerful Combination
By combining insights from patient-level data and primary market research, marketers are better able to design strategies aimed at growing market share.
June 2005
Product Positioning to Managed Markets: Part 2
Formulary positioning, as it relates to both access (drug tier) and member contribution (copay), will continue to be a critical commercialization issue for the pharmaceutical industry. Integrated longitudinal medical and pharmaceutical claims data can provide useful insights to facilitate discussions within managed markets as they relate to formulary and coverage decisions.
May 2005
Assessing Treatment Patterns in Complex Disease Markets: An Example From the Mental Health Market
Assessing the use of pharmacotherapy in the mental health market can be challenging for marketers, given the fact that the drugs used to treat mental illness may be used across a number of different diagnoses, and in various combinations. Patient-level data allow marketers to understand actual patient-treatment patterns, such that marketing programs can be developed to maximize product utilization.
April 2005
Using Patient-Level Data to Take Your Market Assessment to the Next Level
Successfully integrated medical and pharmaceutical claims data provide a virtual electronic medical record of all patient interactions with the health care system, which provides marketers with a detailed, fact-based read on physician treatment behaviors, including whom they are treating and how they are treating them.
Jan/Feb 2005
Assessing Market Response to the Positioning of a Drug
Pharmaceutical companies spend millions of dollars on market research, clinical trials, and consultants as they seek to develop the optimal positioning for their products. Patient-level data allow marketers to assess the market’s response to their product positioning, such that they can refine their strategies as necessary to drive optimal utilization of their product. March 2005
Making the Case to Managed Care
Skyrocketing prescription drug costs and increasing public pressure to minimize premium rate increases have caused managed care companies to take a much more selective stance on drug expenditures. Patient-level data provide a common language to facilitate dialogue between pharmaceutical companies and managed care, allowing companies to demonstrate the quality and cost effectiveness of medical care in support of the use of their drug. February 2005
Taking Market Assessment to the Next Level: An Example From the Dyslipidemia Market
The cornerstone of a successful marketing program is a rich understanding of the market. Traditionally, marketers have relied on dispensed prescription, epidemiological, and primary market research data to assess disease markets. However, by integrating patient-level data into the mix, marketers may take their assessments a step further. January 2005
Patient-Level Data and the Biologics Market: Answers at Last
Assessing the performance of a biologic product presents a unique challenge for marketers. Traditional data sources, such as dispensed retail prescription data, cannot be used to measure performance of a biologic drug, because they only capture prescriptions dispensed at the pharmacy. Integrated medical and pharmaceutical claims data (patient-level data) can be a useful tool for understanding market response to a biologic product, since these data capture usage that occurs in the doctor’s office.
December 2004
Patient Level Data and the New Paradigm of Disease: The Metabolic Syndrome Example
As increasing attention is being paid to “constellation illnesses,” pharmaceutical marketers are wondering how to adapt their market research and marketing practices to this new paradigm.
August 2004
