#PractitionerLevelConfidence
Boosting prescriptions through personalized formulary engagement
The Customer
A specialty pharmaceutical company sought to address a critical commercialization challenge for a therapy used in nephrology. Although the product had broad payer coverage, many healthcare professionals (HCPs) underestimated patient access, creating an unnecessary barrier to prescribing.
The challenge was not the availability of coverage itself, but the gap between actual formulary access and physician perception. In a therapeutic area where confidence in reimbursement can significantly influence treatment decisions, uncertainty around coverage was discouraging physicians from prescribing the therapy for appropriate patients.
As part of Indegene’s precision HCP engagement capabilities, BioPharm Communications, an Indegene Company, designed and implemented a targeted engagement strategy to align physician perceptions with real-world access and translate existing payer coverage into measurable prescription growth.
Challenges
01
Closing the gap between access and prescribing
Despite strong payer coverage, many physicians believed that patient access was more limited than it actually was, creating avoidable hesitation at the point of prescribing.
02
Delivering locally relevant formulary information at scale
Coverage varied across health plans and geographies, making broad national messaging insufficient. Physicians needed information that reflected the access conditions affecting their own patients and practices.
03
Influencing prescribing behavior without expanding field resources
The client needed a rapid, data-driven approach that could improve reimbursement confidence and drive prescription growth without increasing field force investment.
The Solution
BioPharm Communications developed a precision HCP engagement program that combined payer intelligence, prescribing behavior, and personalized omnichannel communications to address physician uncertainty around patient access. The solution included:
Behavioral segmentation : Approximately 5,000 healthcare professionals were segmented into four cohorts using payer utilization data and historical prescribing behavior, enabling the program to tailor engagement to each group’s access perceptions and prescribing patterns.
Localized formulary messaging : Each physician received communications reflecting the payer coverage most relevant to their geography, patient population, and practice environment.
Dynamic personalized content : Program assets highlighted local formulary access alongside clinical evidence, affordability resources, and patient support information, helping physicians understand both coverage and available support.
Coordinated omnichannel activation and journeys : Personalized email and direct mail touchpoints were sequenced to reinforce key messages and maintain engagement across channels.
Continuous optimization : Engagement analytics were used throughout the program to refine messaging, improve journey performance, and focus investment on the communications generating the strongest response.
Rather than promoting the therapy broadly, the program addressed a specific commercial barrier by helping physicians reconcile perceived access limitations with the reality of available coverage.
Outcomes
The program engaged more than half of the targeted HCP audience, generating 2,794 engagements from approximately 5,000 providers across digital and print channels.
By delivering localized formulary information tailored to each physician’s prescribing environment, the program helped improve confidence in patient access and drove a measurable 3.9% increase in prescribing behavior. It also delivered a 4:1 return on investment, showing how correcting access misperceptions can unlock greater value from existing payer coverage.
3.9%↑
increase in prescribing behavior
4:1
return on investment
50%+
HCP engagement
