Authenticx
Using Conversational Data to Clarify Brand Messaging
September 27, 2022 by Kelly Karrmann
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The marketing team at a global Life Sciences company needed information about a specific branded medication as part of strategic planning and improved messaging. The team was looking for insights to improve the patient experience and clarify brand messaging.
Authenticx in Action
Smart Sample evaluated calls to gather brand-specific insights from various stakeholders. Calls from patients, providers, and caregivers identified what questions were being asked about the brand and where confusion was emerging, particularly for new patients starting medication samples.
Of the sampled calls, Authenticx found that the majority of calls were coming from providers with confusion around next steps.
- 53% of calls were from HCPs
- 34% of calls were from Patients
Result
These calls highlighted program concerns and uncertainty around enrollment to receive the medication on a sample basis. HCPs and patients were having a difficult time navigating benefit verification requests and were facing a potential delay in treatment.
From these insights, the marketing team adjusted program messaging to better support patients and providers. They collaborated internally to see if there was an opportunity to improve accessibility to the medicine and how they could more efficiently manage these requests.
With adjustments made, the organization was able to speed up the verification process from a 30 day average, to 12 days, resulting in quicker turnaround time for program implementation.
See Authenticx in Action
Learn more about how Authenticx analyzes customer conversations to surface recurring trends in this two-minute video.
Watch the VideoAbout Authenticx
Authenticx was founded to analyze and activate customer interaction data at scale. Why? We wanted to reveal transformational opportunities in healthcare. We are on a mission to help humans understand humans. With a combined 100+ years of leadership experience in pharma, payer, and healthcare organizations, we know first-hand the challenges and opportunities that our clients face because we’ve been in your shoes.
Want to learn more? Contact us!