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The ROI of Access Genius: How personalized market access messages boost Rx growth

access genius logo

The ROI of Access Genius: How personalized market access messages boost Rx growth

When pharma sales reps see Access Genius for the first time, they immediately see the value of personalized market access messaging at the HCP level. Access Geniux qualitative feedback scores are always through the roof.

Brand managers and access marketers have the additional responsibility of managing a budget and need to know that a new tool will show a return on investment. For them, Access Genius has a proven record of turbo-charging growth and resulting ROI.

Case study showed double-digit RX growth over 12 months using Access Genius

In 2017, an international pharmaceutical company evaluated Access Genius tools in a pilot project for one of their major brands, but when sales reps who weren’t part of the pilot heard about it, they wanted in too and the pilot converted to full deployment ahead of schedule.  The potential impact of the tool was clear before the trial was over, and soon all reps for the company’s largest brands were using Access Genius on all HCP office calls.

The initial pilot and control groups grew into a comprehensive test involving 14,000 HCPs across the U.S. Half used Access Genius, while a control group relied on traditional resources or no access messaging tools. For the pilot, the study controlled for bias with several variables including starting market share for each HCP, volume of prescriptions, number of details, favorable access, geography, and Specialty. They also maintained the study for a full year to assess long term impact.

Benefits of Access Genius Driving ROI

  • Intelligent and adaptive HCP-specific messages customized to your brand market access strategy 
  • HCP-specific personalized access messages through a configurable AI algorithm 
  • Multiple message categories designed for rep flexibility within your pull-through strategy  
  • Speed of adjustment to market access and HCP changes with regular data refreshes 
  • Extensive delivery platforms, including; Interactive Visual Aids, Print on Demand (POD) sell sheetsVeeva Approved Email, Social, Tele-detailing, HCP Website, and EHR 

Benefits of Access Genius Driving ROI

  • Intelligent and adaptive HCP-specific messages customized to your brand market access strategy 
  • HCP-specific personalized access messages through a configurable AI algorithm 
  • Multiple message categories designed for rep flexibility within your pull-through strategy  
  • Speed of adjustment to market access and HCP changes with regular data refreshes 
  • Extensive delivery platforms, including; Interactive Visual Aids, Print on Demand (POD) sell sheetsVeeva Approved Email, Social, Tele-detailing, HCP Website, and EHR 

Case study showed double-digit RX growth over 12 months using Access Genius

In 2017, an international pharmaceutical company evaluated Access Genius tools in a pilot project for one of their major brands, but when sales reps who weren’t part of the pilot heard about it, they wanted in too and the pilot converted to full deployment ahead of schedule.  The potential impact of the tool was clear before the trial was over, and soon all reps for the company’s largest brands were using Access Genius on all HCP office calls. 

The initial pilot and control groups grew into a comprehensive test involving 14,000 HCPs across the U.S. Half used Access Genius, while a control group relied on traditional resources or no access messaging toolsFor the pilot, the study controlled for bias with several variables including starting market share for each HCP, volume of prescriptions, number of details, favorable access, geography, and Specialty. They also maintained the study for a full year to assess long term impact. 

The return on investment was strong.  By the end of the 12-month study period, HCPs who had received Access Genius messages had increased total prescriptions by 31% compared to 15% for the control group HCPs. This differential outcome was clear almost immediately and widened over time with the Access Genius HCPs up 12% at the 6-month mark compared to only 3% for the control group HCPs.  The final analysis demonstrated HCPs receiving Access Genius messagingmore than doubled total prescription gains over the control group at every 3-month interval. 

The study also highlighted additional Access genius benefits including 

  • Increased duration of sales rep time with HCPs 
  • Increased use of digital sales aid by sales reps using Access Genius tools 
line graph depicting growth results for Access Genius

2019 study showed boost to both Rx growth and market share

In 2019, the initial marketing for a new HIV treatment included a study involving 5,742 HCPs. Half received Access Genius messaging focusing on their own patient populations, while the other half received no access messaging. 

The study found that HCPs receiving the cost and coverage messaging from Access Genius, wrote 93% more prescriptions than HCPs not receiving that messaging. 

The study also found that among HCPs who received at least three Access Genius messages, the brand gained 34% more market share versus HCPs with fewer messages.  Similar to what we know with clinical safety and efficacy messaging, targeted repetition yields better outcomes.  

Among HCPs whose patients had the fewest access restrictions to the drug, market share jumped by 183%. This underscores that HCPs with better access will benefit from messaging that reinforces the brand’s favorable access landscape. 

Access Genius triples digital engagement in Doximity study

In addition to its demonstrated success in face-to-face sales meetings, Access Genius’ personalized messaging has also been proven effective in non-personal promotions (NPP). 

In the first quarter of 2020, an international healthcare company focusing on chronic diseases used Access Genius in an advertising campaign on Doximity, the social media platform used by more than 90% of HCPs. Partnering with Access Genius, the client was able to send personalized market access messaging to individual HCPs within their Doximity DoxFormulary news feeds. 

The result: The rate of engagement (defined as click-through) more than tripled. Each HCP saw not just their name on the DoxFormulary tool, but also the proven Access Genius message showing the percentage of their own patient population that would have unrestricted access to the company’s brand along with the top Unrestricted payers for their patients. 

How Access Genius works

Access Genius leverages an intelligent data algorithm to enable pharma marketers to deliver personalized market access messaging to HCPs based on the HCPs individual patient population. 

For each brand we partner with, we feed that brand’s HCP alignment, attribute and formulary data into the platform along with transaction and claims data. And if any of these data sets are missing, our exclusive partnerships may fill the gap. The brand data is then cleaned and staged so it can be run through the Access Genius algorithm customized with the client’s brand strategy business rules in collaboration with our Account Solutions team. 

Access Genius offers multiple message types with extensive omnichannel delivery options. This ensures that each HCP understands the value, cost, coverage and access of your brand compared to your competitors and in full alignment with your pull-through strategy. 

graphic depicting how personalized messaging is delivered

Omnichannel delivery

Access Genius messaging can be delivered by a variety of personal and non-personal channels, including: 

  • Print-on-demand sell sheets: Sales reps preparing to visit HCPs can first generate leave-behind sell sheets that have been personalized for each HCP’s practice. These include the HCP’s name and the optimal market access messaging for that HCP. 
  • Follow-up emails: After an office visit, a rep can interact with the tool to generate customized reports to follow up on questions the HCP may have raised during the call. 
  • Personalized e-detailing: The leave-behind sales collateral can include a URL where the HCP can explore the data on their own time. With Access Genius, you can enable HCPs to log into your e-detailing site and see all of the practice-specific details that a sales rep might have shown on an iPad during an office visit. 

Ready to discover what Access Genius could do for your brand?

When you’re ready to hear what Access Genius can do for you, click below and book a quick 20-minute demo of the Access Genius platform. We’ll answer your questions and help you decide if Access Genius is the solution your brand needs to evolve your market access messaging.

Book a demo call today