A global biopharmaceutical company, with the expertise to develop patient-centered therapies, had their customer (healthcare provider) data distributed across disparate data sources. As a result, it was challenging to get a complete healthcare provider (HCP) view that included specialties, spend, affiliations, etc. and feed a complete 360-degree view of HCPs to the CRM system for sales and account management. Traditional sales and marketing models were increasingly less effective with reduced accessibility to physicians and greater compliance restrictions on marketing messages. Account managers needed an accurate, real-time and complete picture of the current and future value of accounts to sell within complex stakeholder networks.
The company along with Reltio envisioned a pharma master data management strategy to capture and manage a complete view of HCPs, including affiliations to support its compliance and account management requirements. A Self-Learning Data Platform from Reltio was used to deploy HCP 360 and a single view of HCPs, with all details about them such as their specialty, DEA (Drug Enforcement Administration) number, NPI (National Provider Identifier), locations for visits, samples, etc., was created. Reltio seamlessly blended reference data and affiliation data to form a complete picture of HCPs, HCOs, and the complex affiliations between them. Third-party data for specialty codes and digital data such as web interactions were also brought in for enrichment and better insights. Reltio’s graph technology helped them understand the roll-up of healthcare providers to healthcare organizations (HCOs) and perform affiliation management. The solution enabled business users to give their field sales representatives the ability to submit updates through mobile phones, allowing them to contribute towards overall data quality. It helped account managers to do ad-hoc searches of groups of HCOs, HCPs and decision makers, understand influence patterns, and quickly understand the value of an account and the right collection of people to interact with. Reltio Cloud’s high performance match & merge and affiliation management capability increased company’s sales effectiveness by several-fold.