Impact of point of care marketing in hospital settings

A Point of Care publisher partnered with Symphony Health to evaluate an unbranded cardiovascular-disease campaign using printed condition guides for hospital-affiliated physicians, facing the challenge of identifying exposed HCPs/patients from third-party facility addresses and controlling for confounders between test and control groups. Symphony Health used fuzzy matching to align third-party addresses with its CustomerSource® facility data and IDV® longitudinal claims, applied machine learning and propensity score matching to build comparable patient groups, then ran Z-tests and tracked New-to-Brand, Continued, and Switched patient KPIs. The campaign produced a statistically significant increase in patient conversion across all three categories (exceeding 99% confidence), with Cardiology and Endocrinology showing the strongest positive prescribing shifts.

The customer is anonymised in Symphony Health’s own case study — not withheld by us.

Symphony Health is a commercial claims and prescriber-data provider, recently divested from ICON plc to HealthVerity, supplying open/closed claims data for pharma commercial insight.

This sits in the Data Providers stage of the AI use-case lifecycle: Named examples from the real-world-data, claims and competitive-intelligence providers pharma AI systems are trained on, benchmarked against, or run inside of.