Uncovered Oncology Market Opportunities Through Patient Journeys and HCP Treatment Patterns

The Challenge

Understanding Opportunity Beyond Prescription Volume

In a competitive oncology market, the commercial team needed to understand where meaningful treatment opportunities existed. Aggregate prescription trends offered limited visibility into differences in patient complexity, treatment history, competitive choices and HCP prescribing behavior.

Our Approach

Connecting Clinical Context With Market Behavior

1. Patient Journey Analytics

  • Analyzed longitudinal treatment patterns, treatment duration, switching and prior therapy exposure.
  • Evaluated clinical complexity using relevant patient characteristics and claims-based proxies.

2. HCP Treatment Behavior

  • Examined prescribing patterns, competitive preferences and treatment persistence.
  • Characterized HCPs based on treatment breadth, brand loyalty and adoption behavior.

3. Market Opportunity Mapping

  • Combined patient characteristics, HCP prescribing trends and competitive dynamics.
  • Developed opportunity segments reflecting different treatment behaviors and potential patient fit.
The Results

A More Granular View of Market Opportunity

  • Patient-level treatment journey and clinical complexity profiles.
  • HCP segmentation based on competitive treatment behavior.
  • Multidimensional market opportunity framework.
  • Actionable hypotheses for HCP prioritization and further market investigation.
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