Consumers across industries are today demanding convenience and personalization, and life sciences is no different. Patients, helped by the information available over social and digital media, are actively managing their own and their families’ health and well-being. Healthcare Professionals (HCPs) are also just not relying on the information provided by sales representatives, but increasingly accessing digital media.

Decision-making in life sciences, whether it is related to marketing campaigns or patient engagement and enablement, is linked to huge volumes of highly disparate data coming from multiple sources. The industry is not only looking at what has happened in the past, but also what is likely to happen and the interventions that may change the outcome favorably.

WNS supports 12 of the world’s top 20 bio-pharma companies through advanced and marketing analytics. We support clients in integrating information from various syndicated, internal and digital data sources and deliver actionable insights. The WNS team understands the nuances of the pharma commercial process and is trained in relevant advanced analytics algorithms and tools. We support our clients with promotional effectiveness measurement, marketing-mix analytics, and a granular understanding of patient dynamics.


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HCP Segmentation & Targeting

Based on advanced Machine Learning (ML) algorithms, WNS’ segmentation and targeting helps life sciences clients to not only group HCPs based on their market and brand potential, but also link with patient potential, brand loyalty, referral pattern and Key Opinion Leader (KOL) status.

Channel & Campaign ROI Measurement

This helps derive ROI for digital and non-digital channels with the help of advanced statistical modeling, leveraging insights at the aggregate as well as segmental and regional levels to plan campaign and ROI investment better.

Digital Attribution Analysis

WNS’ attribution analysis is not merely based on rules such as first touch, last touch or position. It’s based on advanced mathematical modeling such as Hidden Markov Chain modeling, which helps clients decide the areas to focus on as far as marketing effort goes.

Channel Mix Optimization

Our Structural Equation Modeling-based channel mix optimization enables clients to derive insights on cross-channel interactions and helps them decide the spend mix across channels. A budget simulator on top of that helps brand and marketing teams generate multiple scenarios and drive comparisons.

Market Assessment & Epidemiology Analysis

We leverage big data analytics to estimate prevalence and incidence with different patient cohorts based on Electronic Medical Records (EMRs), and Risk Evaluation and Mitigation Strategies (REMs).

Patient Treatment Analysis

We drive extensive use of Anonymous Patient Level Data (APLD), and EMR data and ML-based classification techniques to find the probability of patients following certain treatment pattern. This helps in generating insights on dominant treatment and therapy progression.

Patient Behavior Analysis

We help estimate and predict patient behavior on compliance, adherence and persistence. We leverage big data and ML tools and methodology to help find the patient and connecting HCP details that need to be targeted to improve patient behavior. We also help clients identify the ROI of patient outreach.

The WNS Advantage

Data Source Acumen & Expertise

WNS brings 15+ years of experience in analytics services for more than 30 leading life sciences clients. Our global talent pool comprises analysts experienced in traditional sales, prescription and new generation patient level data – APLD, Claims, EMR data. We have subject matter experts in digital and social media data, with experience across industries.


Data Modeling and Data Science

We conduct research and develop evidence-based analytics by bringing together diverse data sources and using data science not just as a tool, but as a principle of data-based modeling. We have a team of qualified and experienced professionals, who deliver sophisticated but easy-to-use commercial, real-world analytics that enables our clients to plan better.


Technology Enablers

WNS has strong credentials in innovating and co-creating customized advanced analytics-based tools and platforms that enable deeper insights and faster decision-making. We have created more than 15 Artificial Intelligence (AI) / ML platforms till date – prominent examples being SocioSEER™, a proprietary social media analytics platform, and Agilius for data management and self-service business intelligence.


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