Within3’s client is a medical affairs team within a midsize US-based pharmaceutical company. The team supports a chronic disease treatment with superior clinical results compared to other front-line treatments.
A newly appointed head of medical affairs was charged with understanding why adoption of the treatment had been slower than expected and creating a strategy to build awareness and usage of the product.
The head of medical affairs assessed the situation and determined that the team’s manual reporting processes were cumbersome, resource-intensive, and potentially subject to human bias. The reporting format varied, and there was no ability to see cumulative data or track quantitative trends. As a result, the medical affairs team was not consistently viewed as impacting the wider organization.
Business Challenges & Goals
- Integrate siloed HCP and patient observation data throughout the organization to identify opportunities for medical affairs to improve patient access to the therapy
- Reduce the time and effort spent on data analysis and reporting
- Produce consistent, reliable insights reports to share with leadership
- Gain the ability to see trends over time to track areas of concern more accurately
- Increase medical affairs’ impact on the organization with strategic recommendations informed by accurate, timely information
Insights & Actions
Within3 worked with the head of medical affairs to implement an AI-supported insights management process. Using Within3’s Insights Reporting, the medical affairs team could integrate and collectively analyze data from multiple sources, including field data, clinical trial data, advisory boards, and social listening. Key insight topics (KITs) included disease state management/guidelines, access/healthcare landscape, and research.
Within3’s Insights Reporting delivered insights and recommended actions to consider:
|
KIT |
Insight |
Action |
| Disease state management/guidelines | Contrary to internal assumptions, 22% of relevant HCPs did not know about the client’s therapy and/or its superior clinical results | Prioritize in-person events with physicians and mid-level practitioners to drive awareness of the therapy |
| Access/healthcare landscape | Poor recognition by payers of the treatment as a first-line therapy was reducing both adoption and awareness/education | Advocate for improved access by providing clinical data and highlighting potential cost savings vs. other therapies to payers |
| Research | Validation of internal assumptions that the therapy’s delivery mechanism was a key inhibitor and protocol design for upcoming studies lacked this consideration | Ensure integration of patient-centricity to protocol design for upcoming studies |
Business Results & Metrics
- Estimated opportunity to extend market share by >40% based on increased awareness and education among HCPs
- Began changing coverage paradigm with key payers to increase access
- Saved hundreds of hours of internal time using automated, AI-powered analysis and reporting on the Within3 Insights Management Platform
- Integrated multiple data sources into a single, more comprehensive reporting cadence, improving decision-making and lowering business risk
- Increased medical affairs’ visibility as a strategic pillar within the organization
