The 5Ps of advanced HCP targeting

Beghou Consulting regularly answers commercial data, analytics and technology questions for clients. Here’s the latest edition of our Q&A:

Question: Our HCP targeting model feels outdated and isn’t driving the ROI we need. How can we improve our model?

Beghou answer: Status quo models can sometimes be too rigid, focusing narrowly on market potential or static metrics. They often fail to capture real-time shifts in physician behavior, ignore nuanced professional engagement, and can overlook how HCPs interact within their ecosystems.

Beghou Partner Amish Dhanani shares how teams can update their approach to be more relevant and proactive.

Assessing Your Current HCP Targeting Approach

When clients ask us to assess their HCP targeting approaches, here are a few things we look for:

• How dynamic is the targeting model? Does it primarily rely on historical data? Or does it predict opportunities and respond to physician behaviors in real time?

• Does it integrate data from diverse sources? Does it incorporate data from both traditional, structured sources (e.g., claims) and non-structured sources (e.g., lab notes and social)?

• What is the balance between AI-generated insights and “humanized” content? Is this balance right-sized for your goals?

• Are the CRM and field force workflows optimized to build a view of highly nuanced, complex treatment and decision journeys? Have you made therapy area-specific considerations (e.g., line of treatment, referral network play, infusions etc.)?

The 5 Ps Framework

The 5Ps is a framework to organize data sources and implement a modernized model. With this model, we help clients develop a comprehensive strategy to maximize HCP engagement.

1. Prediction

• Identifies near-term opportunities
• Tracks real-time signals to reveal market shifts

2. Potential

• Analyzes the historical patient potential with the HCPs

• Evaluates market and sales growth

3. Professional Engagement

• Assesses presence in conferences, publications, and clinical trials

• Considers physicians’ presence in professional settings

4. Promotion

• Measures HCP responses to promotions

• Tracks and analyzes campaign impact

5. Participation

• Evaluates HCP participation in ecosystems

• Examines HCP involvement in referral networks

Want a Closer Look?

Learn more about Amish Dhanani’s perspective on the 5 Ps Framework and advanced targeting models in this video: