Infused Brands Lead-Generation Initiative (Horizon Therapeutics)
Horizon Therapeutics, now part of Amgen, is dedicated to delivering breakthrough medicines to those living with rare, autoimmune, and severe inflammatory diseases. Horizon’s initiative sought to efficiently identify rare disease patients and accelerate their path to treatment.
Horizon used de-identified patient-level claims data to train an artificial intelligence (AI) model to identify patients who look therapy ready. Once the treatment-appropriate patients were identified, the physicians in their recent medical history were ranked based on factors such as medical specialty, referring behavior, infusion capabilities, and more. Finally, the patients were matched with physicians most likely to accelerate their journey to treatment. The patient HCP pairs were selected with a graph algorithm and distributed to the sales teams as leads.
The lead-generation initiative has driven a significant enrollment lift for two of Horizon’s infused medicines, TEPEZZA® (teprotumumab-trbw) and KRYSTEXXA® (pegloticase). The program has achieved a 250x return since launch in early 2022.
