Oftentimes in launches, physicians are deciled in the traditional way (via TRxs). Call plans, messaging and promotional efforts are developed based upon this segmentation. These high prescribers are often believed to be the most valuable to the company and the ones most worthy of launch focus.
But, are they really?
A new approach to preparing for launch is the use of APLD (Anonymous Patient Level Data) to track patient Rx starts longitudinally (LRx) and to give a more accurate measure of physicians that could be early adopters of a new product. In other words, those doctors that are willing to put more patients on new branded drugs could be more valuable to the company than those that simply write the most. These physicians are most likely to be motivated to switch to the new drug.
Recently, a pharmaceutical company was launching a low dose version of an existing drug and wanted to grow the business by focusing on new-to-market patients for the new version. The team decided to track progress weekly among all patient segments and see whether promotional programs were on track to maximize the effectiveness of their launch.
Important to the market share analysis was the ability to segment results by type of customer — those patients new to therapy, patients already on the higher strength medication, or patients switching from competitive brands — and to compare results with those of competitors.
By targeting those prescribers who treat the most new-to-therapy patients, the company met it’s sales forecast within 12 weeks of launch – and continued to use this strategy to grow sales over time.
Verix’s new LRx Analyzer is a cutting edge solution that uses APLD to track patients over time. This capability allows pharmaceutical companies to analyze patient Rx starts and restarts and specifically, switches between brands. By augmenting existing Rx data sets with a patient-centric view, companies can now effectively target and sample those physicians that are truly adding patients that are new to the company’s brand (high value prescribers), vs. physicians that tend to refill patients with the same prescription over time. Verix’s LRx analyzer can help determine if the high value prescribers are as valuable as the high volume writers and allow for adjustments to the launch strategy in real time. For example, if a subset of physicians is identified as starting more new patients on the launch drug, these doctors can immediately be prioritized in the call plan, thus increasing sales. Conversely, high volume physicians that are not making any switches can be de-prioritized in the call plan or a new messaging strategy can be developed for them. This robust, real-time intelligence adds even greater insight to Verix’s leading analytical solution.