Presentation Abstract

American marketers have enjoyed the deep treatment insights made possible by retail-based Longitudinal Patient Data (LPD) for a decade now. This Rx data has provided our industry with the ability to look at how treatment evolves over time and to create highly innovative models around disease evolution, drug adoption and at how physician and patient-directed marketing drives prescribing and persistence. One major factor has been missing from this analysis, however, since retail based LPD is not easily linked to diagnosis and other information hidden in a patient’s medical chart.

This session will look at how EMR data provides a new toolset for understanding this dynamic since it offers that robust link between diagnosis and treatment based on what is charted while providing the researcher with true longitudinal patient tracking. Originally designed to improve patient outcomes, we will look at how EMR data also can be leveraged for a variety of patient analytics including marketing, medical research and pharmacoeconomics.

Attendees will learn:

• What data elements are available from EMR-based LPD and how use of the data differs from retail-based LPD.
• The privacy protection and projection issues with the use of EMR data and how those factors impact availability and use of the data.
• How to apply EMR data to marketing research challenges like understanding co-morbidities or the reasons for a change in therapy.

Speaker Biographies

Jerry Maynor has worked in a variety of Public Health and Pharmaceutical data analytics roles for over two decades – ranging from looking at EMS response figures at the 1996 Olympics to analyzing European EMR data for disease prevalence and co-morbidities. With Cegedim, his positions have included designing BI Dashboards and building large pharmaceutical data warehouses as well as developing models for combining LPD data with physician influence networks. Jerry graduated from Birmingham-Southern College.

Linda Le Pera is a Marketing Research professional with more than twenty years of experience providing research-based strategic and tactical marketing guidance to clients in Consumer Packaged Goods and Pharmaceuticals. Her key areas of expertise include both qualitative and quantitative primary research project design, integrated analyses of primary and secondary data, and presentation of actionable insights. Linda is a graduate of Rutgers University.