The challenge
The US affiliate of a global pharmaceutical company was preparing for a major drug launch. During the crucial first six months, their Medical Science Liaisons were gathering valuable insights from healthcare professionals. However, the volume and unstructured nature of these insights made it difficult to spot trends, escalate issues, or update strategies quickly. The team needed a faster, more intelligent way to turn raw feedback into action. Without it, they risked missing key opportunities during the most important phase of launch.
The analysis
We began with a data science–led consulting engagement to structure and analyse the raw insight data. Our team used natural language processing and clustering techniques to identify recurring themes, segment feedback by priority and topic, and flag insights requiring escalation. This allowed the client to get a clear picture of what HCPs were saying and how their medical education strategy needed to evolve.
We focused on three key goals:
- Escalating actionable findings to the right internal teams early
- Making reporting simple and repeatable
- Enabling ongoing optimisation of field tactics to support listening goals
The solution
Following the success of the initial consulting phase, we co-developed an enterprise software platform that operationalised the entire workflow. The platform connected field teams and headquarters, making it easy for insights to flow to the people who needed them most.
It included:
- A streamlined interface for capturing and categorising insights
- Embedded data science to automate structuring and thematic analysis
- Automated reporting to support MSLs and Field Directors
- Real-time notifications for urgent insights
- Tools for ongoing refinement of field activity in line with strategic goals
The value to the client
The client was able to take full advantage of their education launch window. They adapted field tactics and messaging in near real time, driving more effective engagement with HCPs and a stronger early footprint for the new asset. What had once been an overwhelming backlog of unstructured insights became a source of daily strategic value.
Ongoing support
The software platform is now embedded across the affiliate’s medical team, supporting continuous insight capture, escalation, and strategic alignment. We continue to evolve the system based on real-world usage and expanding needs across therapeutic areas.
