Life Sciences companies have grown significantly in leveraging analytics and technology to solve complex commercialization problems. Their efforts in unifying the in-house data, such as prescriptions, claims, field activity, and other personal and non-personal promotional channels, have started to deliver insights about their target Health Care Professionals (HCPs). However, a lot of organizations are still missing the ability to leverage the power of data available in the digital domain. For instance, the recently concluded ASCO 2024 had more than 42,000 Tweets, with an engagement of over 2 million. 85% of this engagement is from individual oncologists or cancer speakers talking about the studies presented during the conference. It’s not just ASCO and Twitter/X; but hundreds of other digital sources where HCPs go to disseminate and consume information. Harnessing this data will give life sciences organizations the capabilities enjoyed by organizations in high-tech and retail to create a deeper understanding of their customers.

Access to specialty physicians has reduced post-COVID-19. Field teams are struggling to get meetings with HCPs, and even when they do, it’s a constant struggle to drive meaningful and engaging conversations. The HCPs are showing us a way. It’s up to us to understand and create a competitive edge. Contrary to popular belief, physicians are turning out to be more tech-savvy. While just 1% of non-physicians are active digital content creators, more than 5% of physicians are active content creators. Here's what life sciences organizations can achieve with an enhanced focus on digital data.

The digital data sources provide a comprehensive view of HCPs preferences, behaviors and engagement patterns.

We couldn’t agree more with the saying, “Your network is your net worth.” Understanding the network strength of your target HCPs can unlock many doors.

Market Research teams play a vital role in understanding brand recall and perception. Their insights, however, are drawn from relatively small sample sizes and double-blinded research. Digital information can augment the impact created by market researchers.

Currently, many life sciences companies have a wealth of internal data. They are spending significant efforts in creating a unified view of the HCPs, calling it HCP 360. This includes sales, activity, sampling, speaker bureau, segmentation, interaction with branded and unbranded websites, and other non-personal promotions. The organization often lack the integration of external data sources. While some organizations are championing the use of social media data to inform their strategies, even fewer leverage other digital sources such as online publications, forums, conference proceedings, research articles, and clinical trials.

Twitter/X, LinkedIn, YouTube and other social networks where HCPs actively share and discuss the latest research and medical advances.

Peer-reviewed journals and articles that provide insights into latest scientific discoveries and HCP opinions.

Platforms like Sermo and Doximity where HCPs discuss clinical experience and share knowledge.

Getting a comprehensive view of latest research and clinical trials happening across different existing and upcoming therapies.

Ensuring compliance with regulations such as GDPR and HIPAA when collecting and using external data.

The data is largely unstructured and difficult to source. Sourcing this data individually can be technically challenging and resource-intensive.

There’s a lot of inherent noise in the digital data. Cleaning it requires advanced data science infrastructure and understanding. Even with the sophisticated infrastructure, it’s a herculean task to ensure data collected is accurate, relevant and up-to-date.

The volumes of data are enormous, requiring significant investment in maintenance and processing.

ProcDNA has made significant investments in building Auxo, a proprietary HCP 360 combining the best of both, internal and external (digital) data sources for life sciences companies. Auxo helps companies in unlocking the true potential of HCP 360. Here’s how:

1. Auxo sources data from 100+ sources, integrating at the NPI level, ensuring a comprehensive view of the HCPs.

2. Advanced NLP engine removes the noise, tags every information accurately and uniquely to the HCPs.

3. Enables life sciences companies to integrate their valuable data with Auxo’s digital data and perform sophisticated analytics serving the needs of various functional groups.

4. Helps with the development of custom solutions that align with the specific needs and goals of the organizations, improving their commercial strategies.

By leveraging the capabilities of Auxo, life sciences organizations can fully realize the potential of HCP 360, transforming their approach to HCP engagement and gaining a significant competitive advantage.