IQVIA replaced rules-based triggers with a dynamic ML-driven targeting model for a pharma company marketing asthma biologics. The new approach doubled eligible patient identification (from 1K to 2K monthly) and prioritized physicians whose patients were most likely to convert. Results showed predicted patients had a fivefold higher treatment initiation rate, and prioritized HCPs drove 20% more patient starts. This model improved field force focus, optimized rep productivity, and created more efficient sales-to-patient transitions, enhancing outcomes while delivering stronger commercial results.

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