Case Study
Case Study
Precision Targeting: Uncovering High-Value HCPs with AI
Challenge
Commercial success depends on reaching the right healthcare providers who treat patients most likely to benefit from therapy. Traditional HCP lists capture known prescribers, but they overlook a critical segment: providers managing the highest risk patients, many of whom are undiagnosed, misdiagnosed, or have atypical presentations.
A top 10 pharma company aimed to enhance its targeting strategy by pinpointing HCPs treating high-risk immunology patients at the greatest risk of progressing to systemic disease. By surfacing these providers, their commercial team could prioritize and engage high-value HCPs that are often overlooked or not captured in existing lists.
Solution: PhenOM® HCP Targeting
To refine the client’s targeting strategy, OM1 applied PhenOM HCP Targeting to identify the patients most likely to progress and require therapy and the HCPs managing their care.
Built on a patented foundation AI model trained on over a billion patient-years of history, PhenOM detects complex patterns in patient journeys that signal undiagnosed conditions or future disease progression. These digital “fingerprints” translate to explainable clinical factors that signal disease presence or progression risk. By isolating the patient subgroups at highest risk, OM1 can then identify the HCPs treating these patients at the NPI level.
Sharper Visibility Into Each HCP
OM1’s HCP profiles can be enriched with details such as years in practice, practice setting, and patient mix to support multi-dimensional targeting strategies.
This approach delivers a data-driven strategy for commercial teams, ensuring resources are focused on the providers with the greatest opportunity to drive impact.
Results
OM1 identified 1,600+ high-value providers managing patients at the highest risk of progression, segmented into three tiers to guide smarter commercial outreach.
270+ net-new, high-opportunity HCPs
identified that were not on the client’s existing list.
300+ overlooked providers
in the client’s medium and low-priority tiers were reclassified as high-value targets, including the single highest-scoring HCP in OM1’s analysis.
Tiered prioritization
provided a clear roadmap to focus resources on the HCPs treating the highest-risk patients.
Impact
By expanding visibility and refining prioritization, the client gained a more actionable view of the market. The newly identified HCPs alone represent approximately $100M in additional first-year potential market opportunity,* with even modest uptake translating into significant incremental revenue.
PhenOM HCP Targeting enabled the commercial team to:
Reveal hidden value by surfacing high-risk patients — and the HCPs managing them — who may not appear in traditional lists.
Expand reach with net-new, high-opportunity providers identified through AI-powered phenotypic modeling and curated real-world patient data.
Guide smarter engagement with a clear, tiered roadmap with prioritized HCPs.
Strengthen differentiation by aligning outreach to the providers managing patients most likely to benefit from therapy.
By going beyond claims data and leveraging AI-powered clinical risk markers, PhenOM enables commercial teams to prioritize the right HCPs earlier in the patient journey, supporting stronger differentiation, smarter outreach, and more impactful brand adoption.
*Additional first-year potential market opportunity estimates are based on the mean number of elevated risk patients per NPI multiplied by an annual list price of the therapy.
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