Inizio Engage used Artificial Intelligence (AI) to identify gynaecologists, expanding HCP reach and improving oncology referrals and patient outcomes.
What gaps in the oncology care pathway were limiting reach?
As part of a planned license extension for a blockbuster oncology drug, the client identified a significant gap in their healthcare professional (HCP) engagement strategy. While oncologists were well-supported, there had been no systematic outreach to office-based gynaecologists – despite their crucial role in patient identification, initial referral, and ongoing follow-up care.
This omission posed a risk to patient outcomes and brand performance. Without strategic engagement across the full care pathway, including gynaecologists, the brand would be unable to optimize diagnosis rates, build referral networks, or scale effectively post-extension. The client needed a clear, data-driven strategy to prioritize and mobilize resources efficiently while expanding HCP reach beyond traditional oncology channels.
How did Inizio Engage use AI to identify and activate untapped HCPs?
Inizio Engage delivered a data-led strategy to unlock a critical but previously untapped group of HCPs, who play a vital role in oncology diagnosis and referral.
Using AI-powered analytics from our strategic partner PeakData, we assessed 11,000 gynaecologists and identified 3,000 high-potential targets based on patient relevance, follow-up care readiness, and regional influence.
This approach went beyond traditional methods by extracting insights from HCP landing pages and social networks like ResearchGate™, enabling faster, more precise segmentation.
These insights were validated through six V+ Expert Meetings – regional forums that mapped real-world referral patterns between gynaecologists and breast cancer centres. This ensured alignment with local practice and advocacy development.
To activate this new audience, Inizio Engage executed a two-wave deployment of Dedicated Account Representatives (DARs), doubling the team size after a six-month ramp-up. This was complemented by the introduction of patient-facing materials, activation of local nursing teams, and facilitation of referrals to specialist centers.
What measurable impact did the AI-driven strategy have on patient pathways and brand performance?
Inizio Engage’s work led to:
- A 20–25% increase in HCP targeting reach through AI-identified gynaecologists, who had previously been outside the brand’s engagement strategy.
- Hundreds of new HCPs engaged, improving early identification and accelerating referrals to breast cancer centers.
- Office-based gynaecologists transformed into a strategic pillar – now fully integrated into the brand’s care pathway.
- Improved speed and quality of referrals, driven by DAR-enabled concierge engagement and refined targeting insights.
- Enhanced granularity and efficiency of targeting, resulting in sales uplift beyond forecasts and direct scaling of the team.
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