Targeting story: How to identify "Early Adopter" HCPs through claims data?

2017: While at ZS, I learned of a team called as Patient Level Data (PLD). Their work was like "Top secret project", and we were kept in the dark about their actual tasks. 

2020: During my tenure at PharmaACE, I began to delve into patient claims data for forecasting and launching product. Yet, accessing this data from the database was deemed a "Sacred" task, exclusively managed by a specialized tech team. 

2021: When I joined EVERSANA, the veil was lifted on claims data, giving all the rights to the business project team members. I could directly query the database for various analytical purposes, including targeting, alignment, sizing, ad-hoc analytics, persistency, compliance, and duration of therapy analysis. Now, this is the case with majority organizations working in commercial analytics.

The landscape has evolved, with claims data becoming more accessible and integrated into commercial analytics projects.

Now coming to the topic of this story, finding "Early adopters" HCPs once seemed daunting due to data accessibility issues and the need for cross-team collaboration.

However, this process is straightforward once you have the claims data. Simply identify the product of your interest (analog drug). Find the prescribers from the time of its FDA approval of the analog drug up to a 6 or 12-month interval. These prescribers are termed as ‘Early Adopters’—the HCPs who are open to prescribing a new product if it proves superior to existing options. 

These are the HCPs your client should now target for early adoption of their new product.

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