Patient Finding Through Data Tokenization

The challenge

• Client team operated in a rare-disease TA where traditional datasets did not provide enough visibility to accurately identify the right HCPs to target​
• Patients typically visited multiple HCPs, making it challenging to pinpoint the most relevant ones for direct engagement​
• Existing lead lists were excessively broad (15k+ HCPs) for a relatively small field team (24 reps)

Our solution

• Putnam conducted cross-functional workshops with the client team to map specific data needs based on business objectives and identified key gaps in existing data​
• We negotiated new data contracts with various providers to incorporate multiple, integrated data sources such as claims data, lab data, and SP data​
• We leveraged this tokenized, integrated data to create customized and highly targeted HCP lists centered around patient targets we had found, continuously refining our algorithms based on field team feedback

The results

• Successfully built an integrated, multi-source dataset which greatly improved the visibility and precision of HCP targeting, increasing field team hit rates substantially from 10% to 50%​
• Achieved >3x ROI within the first six months of implementing the program​
• Lead lists and insights developed from the patient-finding analytics were effectively utilized by other teams, such as digital marketing, to further refine and enhance their engagement strategies across multiple channels