<img src="https://secure.perk0mean.com/179189.png" alt="" style="display:none;">
BACK TO INSIGHTS

Maximizing Effectiveness in the Era of Non-Personal Engagement

MM&M 0416 - Maximizing Effectiveness in the Era of Non-Personal Engagement

 

About This Webinar:

Within the current climate, opening the lines of communication has become more important than ever before. Companies must be quick to adapt to the “new normal” brought on by the COVID-19 pandemic or be left behind.

As HCPs work hard to contain the spread of COVID-19, maintaining the flow of information between pharma and physicians becomes increasingly vital, with medical marketers being tasked to ensure therapeutic communication isn’t compromised.

This webinar presents how Komodo’s software is helping Life Sciences organizations optimize HCP engagement. Learn more about how to effectively profile the right patients, providers, and sites of care.


Webinar Transcript:

00:00 Kara Giannecchini: This is Kara Giannecchini, Senior Manager of MM&M's Custom Studio Team, and it's my pleasure to welcome you to today's final webcast of our convene event, "Maximizing the Effectiveness in the Era of Non-Personal Engagement", sponsored by Komodo Health. Our speaker for today's webcast is Vivian DeWoskin, VP of Life Sciences Strategy at Komodo Health. Vivian has spent the past decade working closely with biopharmaceutical companies to help them prepare for the launch of new therapies and indications. As a VP for Life Sciences Strategy at Komodo Health, she helps medical and commercial teams to leverage the most accurate, timely patient level data available to optimize their market engagement strategy and meet their critical pre-launch goals.

00:48 KG: Throughout this webinar, you'll learn more about Komodo's software and solutions and how Aperture can be used by commercial teams to more effectively profile the right patients, providers and sites of care. At this point, I wanna encourage all of you out there to interact with us throughout the webinar. A major portion of today's session will obviously be a presentation by Vivian, but the final portion will be to answer your questions. There's a Q and A box at the bottom of your screen where you can input any questions you have for our speaker throughout the webinar. So without further ado, it's my pleasure to hand things over to Vivian.

01:23 Vivian DeWoskin: Hi, Kara. Thank you so much for the introduction, and thank you, everyone, for taking some time out of your day to join us. If you joined the previous sessions sponsored by a couple of our other partners, I hope that you enjoyed them and found them valuable as well. As Kara said, I've spent the past about 10 years as a consultant to the life sciences industry. My focus has been on launch planning for commercial and medical teams, but I've worked with companies of all sizes and shapes, from emerging biotechs to large pharma pre-launch and post-launch. And now that I'm at Komodo, I work with many of the same types of companies helping apply better data, technology and analytics to the questions that they face as we prepare for launch of a new indication or perhaps simply prepare for uncertain time that we find ourselves in today.

02:19 VD: Over the course of the next few minutes, we'll talk a little bit about the impact of current realities on life sciences organizations, which at this point we all know quite too well, and we'll discuss those new challenges as well as opportunities that in particular commercial teams are facing. And I'll tell you a little bit about how Komodo is helping life sciences companies optimize HCP engagement during this time and be empowered to make important business decisions. So first, of course, we know that 2020 has been a year like no other. Commercial teams in the life sciences are obviously facing a number of added challenges on top of your typical day-to-day responsibilities. Most notably, all of us here are very aware of the fact that field teams have effectively been grounded. Combining that with other priorities that HCPs have been facing, many brands are struggling to get attention from HCPs and engagement in today's environment.

03:25 VD: There's another challenge today too, which is that of course of getting patients the therapy and the care that they need, and there's considerable uncertainty for both patients and for HCPs at this time. As others have highlighted in the previous sessions today, this only further underscores the importance of being able to effectively communicate with HCPs to provide education and informational resources that they need to ensure that patients continue to get the same high quality care that they need and deserve, despite the uncertainty we're all facing. Here at Komodo, we did a little bit of polling of some of our customers and our broader life sciences network to understand how these challenges are affecting companies today. Based on a survey that we ran, not necessarily surprisingly, 75% of the commercial team members we spoke with reported that they're no longer confident in the effectiveness of their commercial strategy in 2020 as a direct result of the challenges and impact caused by COVID-19.

04:32 VD: Similarly, 90% report feeling unprepared or underprepared to now meet their 2020 objectives, and the two biggest areas of concern that they voiced were, one, missed opportunities for market education, speaking of this grounding of sales forces that we we spoke to a moment ago, as well as the speed to adopt necessary virtual engagement tactics and platforms to be able to continue to reach HCPs during this time. And so a number of questions have arisen. These are some of the most common ones that we hear across companies of all shapes and sizes and their commercial teams. First and foremost, speaking to the last point on the previous slide, "How do we shift all field team roles to a virtual engagement model quickly and efficiently? Moreover, what does good virtual engagement really look like?" We're all now finding ourselves putting much greater emphasis on virtual engagement and non-personal promotion than perhaps we had planned on in the past. "How do we ensure that field teams are prepared for that new type of skill and can ramp up very quickly to make it effective?" Relatedly again, "How do we adapt our call plans for the current environment? Are the same folks that we were interested in speaking with or targeting previously for personal engagement the same for non-personal engagement?" And the answer is likely in some cases, yes, and in some cases, no.

06:06 VD: Lastly, and very importantly, "Will our data that we use to make these decisions be relevant in the current environment that we find ourselves in?" And that's an area that I'd like to spend a little bit of time talking about specifically today. Komodo Health is working on answering those exact questions. Komodo, for those of you who aren't familiar with us, is a software company. We create software applications for the life sciences industry that are built on top of the largest linkable map of human health in the US. What I mean when I say the largest linkable map of human health in the US is effectively the largest data set of patient-level data in the United States today. We call that our Healthcare Map™, and we use it to provide unparalleled insights to our life sciences partners before the current crisis we find ourselves in, and now, more importantly, in these uncertain times.

07:04 VD: There's a few things that I'll talk about about Komodo and our Healthcare Map™ today to help you get a good idea of what it is that we do and how we think that better, more accurate, more timely data can help inform the questions that you're asking and help make your engagements as effective as it possibly can be today. So here at Komodo, I mentioned that we have the largest linkable map of human health in the US. We call it the ground truth of healthcare. We de-identify and link the healthcare journeys of 320 million patients across the US, combining data from thousands of what were previously siloed data sources to most accurately reconstruct the journey that patients are experiencing on the ground today, and all of their interactions with the healthcare system. Now, as you can imagine, the journey of patients today is experiencing some flux as a direct result of COVID-19, shelter-in-place restrictions and other necessary changes to patient care and delivery of that care. We add new data each and every day, which we think will provide even more powerful insights in the weeks and months to come, as we start to be able to see and explore the secondary effects of COVID-19 on different groups of patients with different conditions, different levels of disease severity and who see different specialties or receive care in a variety of different settings.

08:37 VD: The Healthcare Map™ that's made up of those 320 million patient journeys is the foundation for everything that we do here at Komodo. There's four hallmarks that I'll touch on very briefly. The first hallmark of our map is the breadth, which of course I've spoken about. We trace the journey of 320 million patients in the US today, and 150 million of those patients are what we call patient journey complete. Meaning that we ingest and we see every clinical encounter that those patients have with the healthcare system by capturing that data directly from their payers. That actually speaks to the second hallmark here, which is depth. Because of our approach, we are able to capture three to six times more clinical encounter data for each patient due to our relationships with those patients' payers to directly ingest their patient level feeds. And the third that I spoke a little bit about in the previous slide is linkability.

09:29 VD: We're able to actually connect different data sources across the healthcare ecosystem to create a comprehensive single longitudinal journey for each of these patients that fit into our Healthcare Map™. Again, you can probably start to see how understanding exactly what patients have gone through over time and how that's changing right now or may change in the future can really provide the insights that your teams might need to be able to make critical decisions about how to approach the market and what information HCPs are looking for at this point in time. I mentioned before that we're a software company. We build solutions on top of that map, so all of our solutions are powered by underlying patient-level clinical claims data, and we use that to provide our life sciences customers with a very fast, efficient and insightful way of accessing that information. So speaking to some of the concerns that we've heard from our customers and that I spoke about a few moments ago, speed to adopt virtual tools and missed opportunities for engagement, we see this moment in time as a catalyst to adopting new technology solutions that make it possible for teams to adapt quickly and efficiently and be able to react to changing situations in the market, even as we don't know exactly what's around the next corner.

10:51 VD: So today, I will talk just a little bit about two of our solutions, the two that are on the left and in the middle of the slide here. The first is Aperture and the second is Pulse. Aperture is Komodo's flagship platform. It traces the journey of those 320 million patients on a therapeutic area level and provides market-level intelligence and HCP and HCO segmentation. I'll talk more about that in a few minutes and how that matters in today's world. The second is Pulse, which is our clinical alerting software, and I'll talk a lot about how having very timely, very accurate, customized data can support your virtual engagement and NPP efforts. Before I do that, one thing that's worth mentioning again is that Aperture, which I described, and our Healthcare Map™ in general consists largely of clinical practice data, so it's clinical claims data that's telling you exactly what patients are actually experiencing on the ground as they navigate through the healthcare system today. That clinical data, that clinical signal becomes an incredibly powerful tool in today's world for being able to adapt to the changes that are being thrown at us on a daily basis. How can we leverage that information then to adapt our strategy? We'll talk a little bit about that over the next few slides.

12:21 VD: So the first thing. Many of you we know are working to revise and update your target list as you think about employing different tactics in the market today. That can be an enhancement or expansion of an existing virtual marketing plan that you'd already had in place. It can also be exploring new types of engagement and different messages for different segments of the population. We use Aperture here to help our customers create the most accurate, timely and thorough target list possible across a number of different stakeholder groups. As I think if any of you listened to some of the sessions this morning, we talked about it in the very first session, there was a discussion about how different specialties and different stakeholder groups, say HCPs versus NPs and PAs, will have different information needs and will have different practice patterns. With Aperture, we allow our customers to be able to quickly hone in on all of the HCPs that have clinical encounters with your patients in your specific therapeutic area, and build a strategy and build segments based not only on publicly available information like their scientific or academic engagement if you're talking about KOLs, but the clinical practice, the patients that they see in clinical practice. So you can quickly align your strategy to patient volume, you can quickly align your strategy to any other type of individual segment of patients that's relevant for your therapeutic area.

14:00 VD: Moreover, it's more important now than ever before to have a really solid broad understanding of the entire network of care that your patients are experiencing. Within Aperture, we can very quickly see HCP referral networks and all the specialties and care settings involved in treating patients today. That can be important if perhaps you aren't able to access the HCPs you initially planned on reaching, but can instead perhaps find the same patients being treated by another colleague or specialty. We also recognize that the impact of COVID-19 today is not necessarily being felt the same in all geographies at the same point in time, so as the market evolves, as time moves on, we can expect to see and to make different choices depending on different geographies. We also can help teams today zoom in on specific geographies and further segment or identify HCPs needing certain types of education and certain messages within those specific geographies. And all of this really speaks to the importance of creating very highly-targeted micro-segmented lists of HCPs to engage for different purposes. As we all know, everyone is moving into a more virtual-focused engagement model, and HCPs are about to be inundated, if they aren't already, with a number of different non-personal promotion and education communication.

15:33 VD: To us, it only highlights the importance of providing the right information to the right people. And to be able to do that, you have to leverage the best data available that tells you the most relevant information about those providers and about their patient populations so that you can most accurately target individuals for different purposes and for different types of programming. And it's not only important to have the best understanding of your HCPs and of their patient populations so that you're providing the most relevant information at each point in time, but also to do so in a very timely manner. It's going to be more critical now than ever before to make sure that you're reaching the right HCP with the right message at the right time, at the point when they are engaging with the patients or treating the patients that matter most and that you have an opportunity to help.

16:30 VD: Pulse, Komodo's clinical alerting solution, is able to identify HCPs treating or seeing individual populations of patients on a real-time basis. We provide a weekly digest to our customers to tell them where patients are being seen in the community or in an academic setting in virtually real-time so that you can be as informed as possible with that precise actionable information. You can use that to tailor your HCP conversations or NPP, and make sure that you have the right information available to maximize engagement with HCPs and deliver what they're looking for at the time that they're looking for it. For instance, just to give a quick example, we are helping customers identify when a patient has been the newly tested, newly diagnosed or is starting a particular therapy. Knowing where those patients are in their journey and which HCPs are seeing them empowers you to deliver the right message and the right educational information to that HCP at a time when that patient's experience is top of mind for them, and there's an opportunity for a more timely intervention that makes all the difference for patients as well.

17:52 VD: And even more powerful, it's not just where the patient is, it's also where the HCP is, where they practice, how they're practicing, and important details that enable you to be able to reach out to them and potentially engage with those HCPs today with confidence even in the virtual environment that we find ourselves in. So a few things that I have touched on today and then I'll summarize for us before we talk about some questions at the end of the discussion. Over the course of the day, especially if you listened to some of the other sessions that have happened, we've all talked about the importance of refining our strategy, focusing on a more virtual engagement model and on making that engagement model as effective as possible today.

18:42 VD: It's critical that you refine your strategy on the basis of the most timely, accurate and complete clinical information possible. That's not just necessarily script data, but it's understanding where patients are being seen and treated across all specialties, across all settings of care. And don't forget your NPs, your PAs and other care providers that patients might be seeing even virtually today, representing a change from how those patients may have been treated in the past. And with that kind of knowledge, you can maximize the potential for engagement from those HCPs by having the most accurate information available to be able to engage with those HCPs and provide them with the information that they are actually looking for and actually need, and therefore stand out from the deluge of information that those HCPs are likely getting and flooding their inbox with at this point in time.

19:38 VD: Lastly, we talked a little bit about the importance more than ever before of finding patients in real time where they are and delivering, again, the right information for those patients [19:49] ____ patients to the right HCP at that point in time to ensure high quality care and access to therapy for your patient population. So as you begin to think about or really continue thinking about your new virtual tactics, your non-personal promotion, your overall engagement model and how it needs to change in the world that we're living in as a result of COVID-19, think about what types of data you'll need to arm yourselves with to make sure that you are making the best decisions possible, that you can stand out from the crowd and that you can continue to maximize the opportunity when you do engage with HCPs today.

20:33 VD: So with that, I wanna thank everyone again for taking some time to listen, to learn a little bit about Komodo, and to hopefully ask some thoughtful questions about how better clinical information about patients can guide your strategy and outreach to the market today. We are thinking about these questions that I've raised day in, day out here at Komodo, and we're going to be continuing to do events like these to share information and insights with our broader community as we learn more. And so I really encourage you to follow us on Twitter and on LinkedIn, and also feel free to reach out if you have specific questions about a particular therapeutic area that you work in that you think could be helped by some of these data tactics that I've described. With that, I am going to turn it back over to Kara and ask if there are any questions that have come up that we can spend the rest of our time discussing.

21:34 KG: Great, thanks so much, Vivian. What a great presentation. Yep, it looks like we've had several questions pop in, so let me get started and toss one your way. First question. "You mentioned geotargeting since COVID-19 affects different regions at different times. However, we don't wanna share info... " Sorry, one sec. Lost it for a sec, sorry. "We don't want to share info to every HCP across the regions, even if they are not yet fully affected by the crisis to ensure they are ready and knowledgeable about what's to come." So I guess they're asking what should they do in that case, if they're not ready to quite share all that.

22:18 VD: Yeah, I think it's a great question. It's not just thinking about geographies in terms of very large broad regions, but I think, as this attendee points out in their question, there can also be differences in how you wanna engage with individual HCPs within a given city perhaps on a much more local community level. We completely agree with that. Everything that we construct in our underlying data here at Komodo is linked at the patient level, and we actually look at the zip three. We can help you think about different strategies to engage different HCPs, even within a particular geography. So let's take, for example, your strategy in the Northeast. Perhaps it's in New York. Perhaps you're thinking about your strategy in the West: Seattle, San Francisco and LA. Within each of those different geographies, there will be different segments of HCPs that are experiencing different things, that are treating or seeing different patient populations and potentially treating them or caring for them differently.

23:23 VD: So one of the beautiful things about our Aperture platform that I spoke a little bit about today, is the ability not only to look at a particular state or even a particular city, but to look at a particular institution, to the HCPs at that institution, and quickly see their network map and how they are related to other HCPs that they are sharing those same patients with at other practice settings across the region. So perhaps an individual center, an academic center, or a hospital that was previously at the top of your target list is clearly on the front lines of COVID-19, the patients that they were seeing will have gone elsewhere for care. That might be virtual care or it might just be care in the community in a different setting that wasn't expected before. And it's important to be able to recognize the differences in HCPs, in terms of where they practice, what their practice setting is and how it's been affected today so that you can tailor your messages appropriately to them.

24:21 VD: I hope that helped answer the question from that attendee. I appreciate the question. If you wanna talk more about it or if I didn't quite hit it on the head, I'd love to hear more. But overall, I just wanna re-emphasize that I completely agree with you. And even within a region, it's important to segment and sub-segment your HCPs for the right messages that fit the situation that they're in.

24:43 KG: Great. Thanks so much, Vivian. The next question we had come in, "Does the Komodo data include the ability to see sites of care, specifically telemedicine and doctor seeing patients through telemedicine encounters?"

25:00 VD: It does. First I'll answer just the sites of care question. Komodo's data sees all healthcare organizations where patients have a clinical encounter. Effectively, that can be a hospital, whether academic or community, it can be a clinic, it can be a private practice, it can be a testing center. So effectively, any setting of care writ large is pulled into our underlying data sets. Actually in the last couple of weeks, not surprisingly, telemedicine has become a major area of interest and many of our customers have that exact question that [25:38] ____ can be asked. We actually, over the last week, rolled out to all of our current customers information on every HCP in their universe and whether or not they offer telemedicine, have been treating patients prior to COVID-19 with telemedicine and post COVID-19 with telemedicine. We're refreshing that on a weekly basis for our customers so that you can see effectively in real time who has changed their practice, and is still seeing your patients and able to provide care. We've seen a number of different use cases for that.

26:12 VD: First, knowing who's providing virtual care helps you understand where patients are still being seen and who is actually influencing care and prescribing today. So it better helps you target your engagement. It also can help you provide resources perhaps to your team as well as to the patient population as to which physicians are able to see them right now. And so we're actually working with patient advocacy organizations for that same reason, to make sure that patients have the same kind of access to who is providing telemedicine for their particular condition. So yeah, we see that and it's something we're refreshing weekly on an automatic basis so that you can quickly see for any given HCP whether they offer telemedicine and have been practicing as such.

27:03 KG: Great, thanks so much. And another one here, "Does your platform only show HCPs who are prescribing drug therapy, and how is that affected right now with patients not going into the office?"

27:17 VD: Great question. No, it doesn't just show HCPs prescribing drug therapy. That's one of the things that we think is actually critically important to consider right now. We know target lists and [27:27] ____ analyses for commercial teams are based primarily on script data, and script data might be experiencing significant fluctuations right now. We are doing some analyses of what that looks like, but it's a little bit soon to know exactly what the long-term ramifications are gonna be. In the meantime, our data sees all of a patient's clinical encounters with the healthcare system. So it's not just prescriptions, it's also any visit, procedures, diagnosis code, testing. So what that can help you understand is the broader network of care that's responsible for your patients today, not just the writers of a particular therapy, but anyone who is touching a patient at various points along their treatment journey. And that enables you, again, to have the best information, the greatest level of insight into patient care so that you can be able to most accurately reach target, provide the right information to the different HCP populations interacting with your patients at different points in time and with different needs at that point in time.

28:47 KG: Terrific. Another question, "Can you talk more about Pulse? How timely is the data and what does the alert include?"

28:58 VD: Yeah, that is also a great question. Thank you. Pulse, again, just as a quick reminder for everyone else, Pulse is Komodo's clinical alerting solution. So all of the data that I've talked about, the underlying claims data, is what powers our clinical alerts. Komodo streams 15 million clinical encounter data points per day, and it's that most timely section of our data that informs Pulse. Typically for our customers, we provide weekly alerts that refer to activity and patient and HCP activity in the week prior. So say that you're interested in understanding whether and where patients are being newly diagnosed. If you have a first line therapy and you're worried today that time to diagnosis has slowed down, or perhaps you're not quite clear where patients are actually seeking care and getting that initial diagnosis that matters very much to them being able to receive proper treatment, Pulse can tell you in the last week, Doctor Smith at particular institution with a particular address had X number of those patients. So we're able to provide really very granular details on the HCPs that are seeing in the week prior the particular sub-segment of patients that matters most.

30:30 KG: Okay, great. Thank you so much, Vivian. Unfortunately, it looks like that's all the time we have for today. So on behalf of MM&M, I wanna sincerely thank Komodo Health for sponsoring this webcast and Vivian for being such a wonderful presenter, the terrific presentation. I hope all of you out there enjoyed it as much as we did. I wanna thank you for tuning in and for your participation today. The webcast that you just watched will be available on demand for up to a year, so you can revisit it and tell anyone who might have missed it to do so as well. You'll find that on-demand version of this session as well as any of our other offerings on the MM&M website under the Events tab. And on behalf of myself and my team, we hope everyone enjoyed this event and that you and your loved ones stay safe and healthy during these difficult times. We hope to see you for another event very soon and please take care. Have a good rest of the day.

Related Stories