The Information Backbone of Patient-Centric Pharma: 10 Must-Have Components

Streamlining Commercial Operations for Enhanced Patient Experience

The landscape of pharmaceutical marketing and patient care has evolved significantly. The growing influence of patients in selecting their treatment options and the emergence of risk-sharing agreements between drug manufacturers and payers have fundamentally changed the way that pharmaceutical companies market and support their products. This new paradigm demands integration across functional areas that traditional data management systems cannot easily support. Here, we discuss the ten critical components of a modern Information Management Strategy for life science commercial operations.

1. Data Privacy and Usage Policy

Before collecting any marketing information, it is crucial to establish a clear data usage policy. This policy should provide prospects with appropriate preferences and drive the development of a consent policy. Avoid asking for blanket permissions and offer options to opt-in and opt-out of specific types of communications. Adopting a common data usage policy across all marketing channels ensures that patient permissions can be combined from multiple interactions.

2. Lead Capture and Consolidation

Master Data Management (MDM) capabilities are essential for linking, standardizing, and harmonizing master data across all enterprise applications. MDM creates a “golden record” by cleansing data and consolidating information. This process involves matching and merging techniques to ensure data quality and de-duplication.

3. Identity and Consent Management

Accurately identifying individuals across multiple marketing channels and over time is essential. A robust consent management approach must support data usage policies with complete visibility into the consent given and the information gathered under each permission.

4. Customer Management and Patient Services

Customer Relationship Management (CRM) tools support communications with patients, providers, and caregivers. Patient Services teams use CRM solutions to handle inbound inquiries and patient outreach, ensuring that patients do not get lost in communications and paperwork between providers and payers.

5. Campaign Feedback Integration

Campaign tools should allow targeting specific audiences on specific channels where relevant consents exist. These tools should integrate with a robust Health Data Management Platform that incorporates MDM capabilities to ensure de-duplication, demographic updates, validation, and data privacy compliance.

6. Data Sourcing Strategy

Data aggregators provide anonymized metrics on scripts, refills, logistical distribution inventory, and market activity. This data is critical for ensuring that distribution channel partners meet expectations and for competitor benchmarking.

7. De-identified Data

To use clinical data for predictive analytics or other clinical insights, it must be anonymized. Patient records should be stripped of personally identifiable information (PII) and replaced with a unique, non-identifiable key.

8. Managing Patient Risk and Adherence

Patient portals are linked to improved treatment outcomes. These portals provide functions such as medication refills, tracking, reminders, and secure communication with providers. The success of these portals relies on a proven, enterprise Master Patient Data solution.

9. An Integrated Health Model

Navigating the complex relationships between patients, physicians, hospitals, provider groups, payers, and ancillary services is essential for coordinated care. An integrated health model that stores information on all entities and relationships forms the foundation for predictive analytics and care coordination.

10. Predictive Analytics

Predictive analytics solutions help life sciences companies build evidence-driven business models, improve patient outcomes, and increase economic value across the healthcare system. The foundation of an analytics strategy is the ability to collect and integrate information from multiple sources. Implementing these ten components requires a long-term vision for interoperability and effective governance through adaptive business rules. Each system should manage its own patient transactions while sharing a common abstracted patient master for linking permissible data, cleansing, de-duplicating, and mastering relevant attributes. This approach ensures customizable data governance, real-time interfacing, and scalable architecture to handle increasing volumes and sources of data.

How Gaine Coperor Helps

Gaine Technology offers comprehensive solutions that address these critical components of a modern Information Management Strategy for life sciences commercial operations. Through our CoperorTM Health Data Management (HDMP) platform, Gaine helps leading healthcare organizations, life sciences, and biotech companies leverage information as they strive for competitive advantage and operational efficiency. Coperor provides a centralized platform for consolidating diverse data sources across the healthcare ecosystem, enabling seamless integration and customization of data for various applications Coperor empowers healthcare and life sciences organizations with the ability to consolidate all of their data into one place and the freedom and flexibility to connect it to consuming systems with the data customized to the needs of the consuming applications. The platform offers Master Data Management at its core and leverages the largest data model in the industry across Provider, Patient, Member, Member, Claims, Clinical, and several other domains of data all mastered and inter-connected within a single cross-domain, longitudinal platform. Coperor is compliant with − but extends beyond − interoperability standards like HL7 FHIR, providing necessary context for data fabric, data warehouse, analytics, or AI initiatives, allowing every data source to actively contribute, maintain, and then ultimately consume cleansed, accurate trustworthy data with ease. To delve deeper into the ten areas overviewed in this blog, we encourage you to download our white paper, “Top Ten Critical Components to Manage the Patient Journey,” here. In this paper, we discuss the ten critical components of a modern Information Management Strategy for life sciences commercial operations.