The last several years have seen an amazing revolution in patient healthcare data and analytics. The liberation of data silos and the emergence of new data platforms have enabled a tremendous surge in the ability to address the burden of disease and support pharmaceutical companies in their efforts to develop new therapies and medicines.
There is now a new revolution in the works: the integration of claims-based patient data with over-the-counter (OTC) consumer health analytics. Why is this such a watershed moment? It all begins with a fundamental understanding of the power of de-identified patient journey data that is derived from structured data formats such as health insurance claims, EMRs/EHRs, and pharmacy networks. Platforms such as Komodo’s, which captures and thoroughly tests and vets patient data to ensure it is both reliable and representative, are the key to obtaining the best foundation for consumer analytics.
Obtaining Deeper, Richer Insights
To better understand how claims data enables a deeper understanding of both the consumer and the consumer market, let’s take a look at how it can be leveraged for OTC pain medications:
- Consumer behavior analysis — Komodo’s Healthcare Map™ can be linked to consumer datasets to better understand the demographic information of consumers who use OTC pain meds and identify trends in usage patterns and potential target markets.
- Market segmentation — Consumers can be segmented based on various criteria such as age, gender, location, and medical conditions. This segmentation allows for targeted analysis of consumer groups, enabling companies to tailor marketing strategies and product offerings.
- Effectiveness and safety evaluation — Claims data captures information such as adverse effects, drug interactions, and frequency of usage, which can contribute to post-market surveillance and enable the immediate identification of potential safety concerns.
- Healthcare utilization patterns — Gain insight into how medications are being used; e.g., for pain management or fever reduction. This information can help identify opportunities for education to promote appropriate dosage and to understand the critical window of transition from prescription pain meds to OTC.
- Market trends and competitive analysis — Gain a deeper understanding of OTC sales trends by indication, specific HCP, or patient segment for targeted marketing and sales efforts. This information is helpful for making data-driven decisions and staying ahead of the competition.
- Real-time monitoring — Identify emerging trends, respond to market dynamics, and adapt marketing strategies accordingly. Claims data captures changes within populations and subpopulations that could impact OTC sales, including disease and diagnosis trends, the introduction of new prescription medications, and HCP prescribing behaviors.
Komodo’s claims-based data platform enables manufacturers of OTC healthcare products to gain insights into consumer behavior, market trends, and usage patterns. These insights help inform marketing strategies, product development, and consumer education initiatives, ultimately improving consumer analytics and enhancing the consumer experience.
Learn more about Komodo’s Healthcare Map and how it delivers granular insights in our article, “Missed Signals: The Impact of Race and Ethnicity on the Diagnosis and Treatment of Dermatological Disease.”
About the Author
Mark Kujawski helps customers across the Life Sciences industry become data-driven decision makers. He has a graduate certificate in AI in Healthcare and Health/Healthcare Administration/Management from MIT Sloan Executive Education and a BA in Computer Science and Economics from UMass Boston.
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