Aim of the project
The main goal of the project is to support business planning. Identifying the physicians’ treatment habits and the physicians’ and patients’ profiles of a given therapy helps to understand the hidden processes behind the manifest sales trends of the market or products. The aim of these types of studies are to find the proper messages of marketing and/or sales strategies by estimating the length of therapies, the persistence, the patient’s compliance and the switches among therapies by different specialties’ and patients’ segments.
The LOT shows us how many months a new patient will stay in treatment. Patient-compliance is the average number of units bought per patients in one year. Persistence means the share of new patients still on therapy after 12 months. We use different statistics (like Two-Step and K-means procedures) for segmentation of patients and physicians.
The length-of-therapy, compliance and persistence support business planning by estimating the return on investment.
Via investigating the patient flow among brand and therapies, the switch analysis:
The description of physicians’ and patients’ segments (based on demographic and therapeutic characteristics and also therapeutic attitudes of physicians) helps in marketing communication, targeting and identifying submarkets.
DOs and DON’Ts
The graph illustrates the yearly patient-flow by in- and out-segments. These segments can be more deeply analyzed and the composition of therapies can be shown.
Why we are different