The Power of Potential: Unlocking Rx Lift Opportunity Through Optimal Engagement
Sustaining therapy growth means looking beyond historical prescribing data. The real opportunity lies in understanding where demand exists, and which Health Care Providers (HCPs) are best positioned to activate it.
Forward-looking organizations are shifting from past and current prescribing behaviour to patient and market potential to understand the prevalence of health conditions. They are integrating population demographics, clinical, behavioural and lifestyle insights with Rx data to uncover where unmet need is high and adoption lags.
Underlying this methodology is a rigorous approach to data privacy. Environics Analytics’ certification to ISO 31700-1 Privacy by Design and global data de-identification standards ensure full compliance with Canadian privacy regulations and best practices. This protects both the organizations using integrated data and the Canadian population.
Why This Matters
Traditional targeting often misses markets where patient needs are strong, but prescriptions remain low. By integrating patient insights, pharmaceutical organizations can:
- Identify high opportunity geographies
- Allocate resources more efficiently
- Demonstrate clearer ROI
- Prioritize HCPs based on patient demand, not just historical scripts
Uncovering Growth Through Patient and Rx Insights
When patient potential is paired with Rx data, opportunity gaps surface. Advanced analytics pinpoint regions with large, aligned patient populations where prescription penetration falls short. These are strong indicators of Rx lift potential.
In a recent GLP1 analysis, factors including BMI, diabetes prevalence, cardiovascular risk, age, income and education were integrated with Rx data. Winnipeg, Saskatoon, and Longueuil were identified as high opportunity markets despite being below the expected activity.
Notably, the top 10 Census Subdivisions (CSDs) accounted for 35% of the national Rx lift opportunity. This underscores the value of precise geographic prioritization.
Turning Market Opportunity into Action
Identifying where opportunity exists is only the beginning. Driving Rx lift requires understanding patient realities within those markets and how they influence therapy access and adoption.
Patient insights reveal critical factors such as access to care and insurance coverage, affordability, willingness to pay, attitudes toward treatment options and even trust in HCP guidance.
For example, Toronto’s Junction neighbourhood shows a Patient Potential Index of 173 alongside a Prescription Index of just 58, signalling significant untapped opportunity. Deeper insights reveal access and insurance barriers that may be limiting uptake. These insights can directly inform engagement and access strategies.
Identifying, Prioritizing and reaching the Right HCPs
Once high opportunity markets are defined, patient insights identify the HCPs most critical to growth. Understanding the populations served by HCPs enables tailored engagement based on local dynamics. Thus, aligning priorities with patient demand rather than historical prescribing.
Two strategic paths emerge:
- Acquisition: Engaging HCPs in high potential markets with low Rx penetration
- Penetration: Prioritizing high potential, high prescribing HCPs in competitive markets
Finally, with priority HCPs identified and strategies defined, effectiveness depends on how those HCPs are reached. HCP media insights reveal where to engage HCPs across mainstream media, enabling more precise and efficient activation. Maximizing impact while minimizing waste.
Conclusion: Converting Potential into Performance
Rx lift is achieved by connecting patient need, market opportunity, HCP prioritization and precision engagement into a single, data-driven strategy. By shifting from retrospective analysis to forward-looking patient and Rx potential insights, pharmaceutical companies can better understand where growth exists and how to unlock it.
To learn more about how Environics Analytics helps pharma brands leverage data and transform insights into more effective campaigns, contact us.
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