Modernize Healthcare Provider Targeting with New Data Insights

Discover how market intelligence culled from de-identified medical claims data such as telehealth insights can transform HCP targeting and drive growth.

 

 

Telehealth’s rapid rise 

Telehealth has solidified its position as a useful tool of modern healthcare. According to a recent report by the American Medical Association (AMA), the adoption of telehealth continued to soar in the post-pandemic years with a remarkable 74.4% of physicians working in practices in 2022 that offer such services—nearly three times the share in 2018¹.   For practitioners, telehealth may influence where they provide care, how they make their treatment decisions and how they interact with others in the healthcare ecosystem. But does it also have implications for pharmaceutical and medical device companies striving to grow market share for their products?  

An examination of claims data suggests it does—if you know what to look for.  

Precision targeting for telehealth-engaged physicians  

De-identified medical claims data can be exceptionally telling when you consider modifiers and other elements on the claim form. One of the fields that offers valuable information is telehealth, providing unique insights and exposing nuances that can inform decisions.  

Telehealth reveals what percentage of a provider’s interactions with a patient are virtual versus in-person, which could influence how a sales rep should approach that physician. Consider a practice that treats numerous patients in your therapy area. It would appear to be an obvious target for a sales visit. But what if most of those claims are telehealth visits and the doctor sees patients in the office only a few days a month?  

As a pharmaceutical or medical device sales rep, stopping by without an appointment is likely to be a waste of time. The provider might also hesitate to schedule an in-person meeting, as on those rare days they’re in-office, they’re already overbooked. 

With that insight, you might want to refine your physician targeting strategy. Consider supplementing or replacing the traditional face-to-face sales meeting with video calls. And keep your message concise, easily grasped by a busy practitioner with a demanding schedule.  

Another option, targeting non-practitioner providers, such as physician assistants and nurse practitioners, presents a promising avenue. These professionals may have more availability and are likely playing a pivotal role in delivering in-person care.  

Crucial insights into specialties and referral patterns 

Claims data may also be able to shine a light on where particular specialists within a practice see patients. You can then identify any physician shortages or note the reduced availability of specialists at some locations.  

A practice with multiple locations might limit which offices treat specific health issues. Alternatively, the provider may be referring patients to specialists outside their practice. 

By linking filters specific to your therapy with claims data, you gain a more nuanced understanding of the hurdles impeding your sales success and can focus your efforts where you’re likely to see the greatest return.  

Leveraging claims data to drive sales 

The landscape of pharmaceutical and medical device sales is evolving rapidly. Physician time constraints combined with growing acceptance of digital media are transforming the industry. Traditional in-person product education in which you engage one-on-one with physicians may no longer yield optimal results.  

A more forward-looking approach is using de-identified medical claims data to strategically target providers where they are, whether that’s at a particular office or by video call. Armed with new insights into physician patterns—information that your competitors likely don’t have—you gain a significant advantage, enabling more frequent and meaningful engagement with practitioners and fostering growth in your product’s market share.  

¹ https://www.ama-assn.org/practice-management/digital/74-physicians-work-practices-offer-telehealth  

 

Want to delve deeper into this transformative approach toward pharmaceutical sales? View our webinar, How Labor Shortages and Telehealth Impact HCP Targeting: Best Practices Using Claims Insights.