Payer Opinion Leaders
Michael Zilligen, Market Access Practice Lead
Ogilvy Health has pioneered a new approach to leveraging new datasets and analytic models to identify and target physicians who are consulted by and provide clinical expertise to payers’ Pharmacy and Therapeutics (P&T) Committees.
Launching new products in today’s environment presents many challenges to craft strategies that lead to optimal payer coverage of medications. The company’s new Payer Opinion Leader (POL) platform provides a novel approach to new therapy launches by identifying and prioritizing physicians who are most likely to be consulted by payers through a proprietary segmentation exercise. These programs are designed to find and collaborate with expert physicians who are called on to provide therapeutic expertise to a P&T Committee. The Ogilvy Health team sourced new clinical and research datasets, then crafted new analysis models to identify and rank physicians based on the depth of their experience with specific medications, and level of motivation to speak and/or advocate on specific disease states. The final ranking is generally based on the weighting of each data source as it aligns to the brand’s objectives. Clients can specifically customize the weighting of each attribute according to their company or brand priorities and market factors.
After identifying the POLs, the Ogilvy Health team also creates the bespoke content needed to train them on how to speak to P&T Committees and provides key insights that will help POLs communicate their points of view. The new POL approach will be fundamental to all new marketing efforts in a value-based environment, and will continue to evolve with more data and more sophisticated analytics techniques including machine learning and AI.