A top pharma company partnered with IQVIA to tackle underdiagnosis of overt hepatic encephalopathy (OHE), a serious comorbidity of cirrhosis. Using AI/ML, IQVIA built a predictive model to identify patients likely to develop OHE and map them to their treating HCPs. Patients were scored by probability thresholds and linked to relevant physicians, creating a highly targeted list. This approach uncovered previously hidden opportunities, driving a 250% increase in prescription volume. Following its success, the model was re-optimized with tailored segments for consumer campaigns, reshaping HCP engagement and patient outreach strategies.

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