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实例探究 > Life Sciences Company Enhances Data Quality to Improve Sales Effectiveness

Life Sciences Company Enhances Data Quality to Improve Sales Effectiveness

技术
  • 分析与建模 - 预测分析
  • 应用基础设施与中间件 - 数据交换与集成
  • 应用基础设施与中间件 - 数据可视化
适用行业
  • 生命科学
  • 药品
适用功能
  • 商业运营
  • 销售与市场营销
服务
  • 数据科学服务
  • 系统集成
  • 培训
挑战
Company X, a pharmaceutical manufacturer, faced significant challenges with the accuracy and completeness of its provider data. The sales team, responsible for promoting a high-end gastroenterology drug therapy, relied heavily on this data to identify and contact healthcare providers (HCPs). However, the database was riddled with inaccuracies, including incorrect contact information and missing data, which hindered the sales reps' ability to effectively target and engage with potential customers. Additionally, the sales team struggled to validate the affiliations between HCPs and healthcare organizations (HCOs), making it difficult to identify key decision-makers and influencers within these organizations. This lack of accurate data led to inefficiencies, wasted efforts, and missed opportunities, ultimately impacting the company's sales performance.
关于客户
Company X is a pharmaceutical manufacturer specializing in high-end gastroenterology drug therapies. The company has a seasoned sales force dedicated to educating healthcare providers (HCPs) about its drug therapies. These sales representatives rely on a comprehensive database, which includes data from various internal and external sources, to identify and contact potential customers. However, the company faced significant challenges with the accuracy and completeness of its provider data, which hindered the sales team's ability to effectively target and engage with healthcare providers. To address these issues, Company X sought the expertise of LexisNexis® to evaluate and improve the quality of its provider data.
解决方案
Company X partnered with LexisNexis to conduct a data quality health check (DQHC) to evaluate the accuracy and completeness of its provider data. The DQHC revealed several key issues, including the presence of inactive, deceased, and duplicate practitioners in the database, as well as missing and incorrect information for many providers. To address these issues, LexisNexis proposed a comprehensive data cleansing and enhancement strategy. Using its Provider Data MasterFile™, LexisNexis standardized and cleansed the data, removing inactive and deceased practitioners, eliminating duplicate records, and flagging practitioners with outstanding sanctions. Additionally, LexisNexis used its Provider Data Enhancements™ to fill in information gaps and augment existing profiles with additional data points, such as address information. To maintain data quality, LexisNexis recommended quarterly updates and ongoing data governance and stewardship support. By leveraging advanced analytics, LexisNexis also helped Company X uncover hidden markets and identify new targets, ultimately increasing the company's sales and market share.
运营影响
  • LexisNexis cleansed Company X's provider data, removing inactive, deceased, and duplicate practitioners, and flagging those with outstanding sanctions.
  • The data enhancement process filled in information gaps and augmented existing profiles with additional data points, increasing the accuracy and completeness of the database.
  • Quarterly updates and ongoing data governance and stewardship support were recommended to maintain data quality and prevent future inaccuracies.
数量效益
  • LexisNexis identified nearly 10% of the 62,000 providers in the database as having bad attributes, including 3,277 inactive practitioners, 1,045 deceased practitioners, 267 duplicate records, and 761 practitioners with outstanding sanctions.
  • LexisNexis found 19,834 HCPs who were in Company X's 'sweet spot' but were not on the call list, representing missed opportunities.
  • More than 29,448 providers in the database had inaccuracies in their listing, such as incorrect telephone numbers or missing essential information.

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