In the world of healthcare information, there is an increasing focus on building the most comprehensive view into the patient journey as possible. As evolving commercial models focus on engaging and empowering patients to navigate the complexities of their disease, new analytical use cases introduce themselves faster than ever. While historically there was often a one-to-one relationship between a business question and a data asset, today’s patient-centric market requires a large and highly differentiated portfolio of information to address patient populations and their needs.
Leveraging and utilizing three key data pillars can help meet this critical challenge:
1. Syndicated data from sources including medical claims, prescription claims, promotional audits, health plan claims, reference data, life cycle claims and direct sales. These datasets form a foundational anchor that can be expanded and enriched.
2. Curated data, from a network of on-demand data partners accessible through data marketplaces, which enrich syndicated data through integration to provide on-demand assets.
3. Generated data, created during the patient journey from interactions with patient assistance programs, contracted specialty pharmacies and other services. Generated data is typically connected to other data assets through:
• Linkage, where appropriate, patient records are linked across disparate data sources while maintaining compliance with patient privacy regulations.
• Tokenization, where information is transformed into a random string of characters with no meaningful value outside of the mapping system. This allows data to be transported in a format that protects patient privacy in case of a breach, while permitting researchers to access the information.
These three data sources can then be integrated and governed to deliver the right assets to the right application with advanced methodologies and innovative concepts including a 360-degree view of a patient’s journey.
Additionally, meeting critical success factors across data, technology and privacy is more crucial than ever. Success factors here include:
1. Establishing a foundational anchor based on data assets: Build a foundation of high-quality curated data assets with maximized cross-channel coverage to support KPI tracking.
2. Enabling data tokenization and linkage: Establish a framework for tokenizing and linking de-identified datasets while maintaining a minimal risk of re-identification.
3. Providing a single view of master data dimensions: Maintain consistent dimensions beyond the patient to preserve connectivity from clinical to commercial.
4. Extending linkage to additional data sources: Enable enrichment with access to a network of interoperable data partners with tokenized data. This can be especially helpful in rare diseases.
5. Strengthening data privacy governance and de-identification strategy: Implement strong privacy governance and oversight for minimum risk of re-identification of patient data.
Life science companies seeking further advances toward a truly patient-centric future should consider working with an external partner that has extensive experience and a reliable, transparent and proven information portfolio. Leveraging core data linked and integrated with data generated by patients, and providing access to novel, on-demand data sources through a network of curated data partners provides enriched data that goes beyond the patient experience with a particular brand. By understanding the full details of the patient journey, optimal engagement of patients and HCPs can be enabled, thereby delivering the right treatment to the right patient, supporting adoption and adherence and achieving the ultimate goal of patient-centricity.
From the September 01, 2022 Issue of MM+M - Medical Marketing and Media
