Project Background
Before launching its innovative biologic for autoimmune diseases, an MNC pharma company faced several problems.
Clinical trials had shown that its innovative immune therapy was more effective than several competing products in the same category. However, due to limited internal physician resources and unclear physician mindsets, the medical affairs and marketing teams faced major challenges before launch. Even though the company had long worked in autoimmune diseases, it still struggled to expand into new indications and new physician departments. A small number of familiar physicians could not guide the sales team to accurately reach more physicians.
This was not an isolated case. It is a common pain point in the pharma and medtech industry.
Industry Pain Points
As one of the most important types of physician data in pharma, physician mindset data is both loved and hated by top pharma companies.
The reason physician mindsets are valued is obvious. Precisely identifying supporters of a drug plays an important role in organizing marketing activities and directly driving sales growth. Conversely, even if important target physicians currently have unfavorable attitudes toward a drug, companies can adjust engagement and content strategies in a targeted way, help shift physicians' views of the drug or treatment method, and ultimately improve sales.
Because physician mindset data is so important, major pharma companies have created as complete a set of mindset survey questionnaires as possible to collect target physicians' treatment views on drugs. However, mindset data collected internally by pharma companies often struggles to meet the needs of medical affairs and marketing teams guiding sales engagement. For drugs that have not yet launched, the number of collectable questionnaires is especially limited.
In fact, surveying mindset data itself brings additional resource waste and becomes a major obstacle to market strategy development and execution evaluation. Internal physician mindset data therefore faces five major pain points:
01 Before product launch, it is hard to match suitable physicians to fill out questionnaires.
02 Mindset surveys organized by research companies are costly and have long execution cycles. Budget constraints lead to small HCP sample sizes, making it hard to reach the individual customer level, and representativeness may not always meet needs.
03 Mindset questionnaires filled out by sales reps cannot guarantee data quality. Additional workload and KPI-driven questionnaire results make accuracy difficult to ensure.
04 Whether questionnaires are filled out by physicians or sales reps, direct interest relationships create strong subjectivity, making objectivity difficult to guarantee.
05 Due to compliance requirements, questionnaire length and content are heavily restricted, resulting in fewer analyzable data dimensions and a single analysis angle.
MeDomino HCP360 Solution
Based on the company's real needs, MeDomino provided an HCP360 physician profiling and mindset insight solution that matches physicians across channels, helping the company prepare for launch.
MeDomino's mindset insight solution uses industry-leading NLP technology and big data accumulation to generate individual physician mindsets and group mindset reports. After matching 300 physicians across channels and providing basic profiles, MeDomino further used algorithms to analyze all data in these physician profiles. It marked entities such as specific drugs and treatment methods, judged positive and negative sentiment when physicians mentioned drugs, and produced quantifiable, traceable, individual-level treatment mindsets.
For individual physician mindsets, MeDomino provided a five-level mindset ladder from unaware, aware, disapproving, approving, to advocate (Figure 1), helping the company segment physician mindsets. Through cumulative data trend charts (Figure 2), it visually presented each physician's mindset change history and trend. Whether a physician consistently supported a drug, changed midway, or remained uncertain became clear at a glance, making it easier for the company to match different resources and strategies based on physician mindset type.
Figure 1. Physician mindset ladder, illustrative
Figure 2. Physician mindset trend chart, illustrative
For group mindset reports, MeDomino provided multidimensional data analysis including regional mindsets, volume trends, sentiment analysis, mindset segmentation, and mindset Sankey diagrams. For the drug in this case, because it had not yet launched, data was insufficient. MeDomino collected data from drugs in the same category, moved the analysis dimension upward to judge physicians' mindsets toward biologic treatment methods, and created the group physician mindset segmentation below (Figure 3). Medical affairs and marketing teams focused resources on first-quadrant physicians who held positive attitudes toward both drug efficacy and effectiveness, precisely matched content they cared about, successfully improved mindsets among this group, and then influenced other physicians through these key doctors.
With complete individual physician profiles, individual mindset ladders, and group mindset reports, MeDomino helped the pharma company complete all physician data preparation before launch and ultimately supported the product's successful launch.
Figure 3. Group physician mindset segmentation coordinate system
