Creating Cohesive Field Medical Strategies with Advanced Data Insights

Creating Cohesive Field Medical Strategies with Advanced Data Insights

In today’s rapidly evolving healthcare landscape, data-driven strategies are essential for Medical Affairs teams looking to optimize field operations, make informed engagement decisions, and drive cross-functional alignment. Sumitomo Pharma America (SMPA) recently navigated a transformative journey in partnership with H1, achieving groundbreaking strides in strategic alignment and engagement.

In a conversation with Katie Shin, Senior Global Director for Field Medical at SMPA, we explored how H1’s capabilities empowered her team to operationalize insights and create a new level of synergy across therapeutic areas.

A Journey into Data-Driven Field Medical Strategy

Katie’s career journey—from an oncology clinical pharmacist to a Field Medical leader overseeing multiple therapeutic areas—has shaped her strategic, data-centric approach to Field Medical operations. At SMPA, her team covers a broad range of therapeutic areas, including oncology, urology, and women’s health, with an ever-expanding portfolio. This extensive coverage led to the need for a platform capable of integrating diverse data sources, informing cross-therapeutic strategy, and facilitating seamless collaboration.

With H1, Katie and her team found the foundation they needed. “The insights and support we gained from H1 helped us reimagine our approach to targeting key opinion leaders (KOLs) and aligning Field Medical activities,” Katie shared.

By using H1’s platform, SMPA was able to assess their portfolio holistically, identifying overlapping areas of interest among HCPs that previously had been managed separately by different teams. This integrative view created powerful opportunities for cross-training and cohesive engagement strategies, particularly in oncology and urology.

Surprise Wins: From KOL Insights to Team Synergy

One of the pivotal insights gained through H1 was identifying overlapping needs among HCPs within SMPA’s therapeutic areas. Leveraging H1’s advanced data capabilities, Katie’s team discovered that approximately one-third of their urology targets also benefited from engagement with an oncology-focused Medical Science Liaison (MSL). This insight opened the door for cross-functional training, enabling teams to engage HCPs on multiple fronts and deepen their therapeutic knowledge.

“This alignment not only supported our business pillars but also enriched our teams’ experience by expanding their expertise in adjacent areas,” Katie explained.

Through this data-driven approach, Katie’s team established a new standard for Field Medical engagement. This strategy aligns with SMPA’s broader goal of fostering a collaborative and well-rounded Field Medical team—an objective further strengthened by H1’s ability to deliver actionable insights that reinforce key business pillars.

Elevating the MSL Role with Targeted Support and Training

H1’s Customer Success team played a critical role in ensuring that SMPA’s Field Medical team could maximize the platform’s functionality. With personalized guidance, Katie was able to embed the H1 platform into her team’s day-to-day workflows. Working closely with her dedicated Customer Success Manager, she developed customized training for each therapeutic area, which included tailored sessions to help MSLs navigate account planning and KOL engagement more effectively.

“The individualization of the platform, paired with H1’s rapid response and support, was a game changer,” Katie noted. “They helped bridge any gaps in knowledge and provided the technical expertise to help our team integrate the platform seamlessly.”

This proactive approach empowered the SMPA team to build robust, data-driven territory business plans that catered to the specific needs of each product area, setting a new standard for Field Medical operations at SMPA.

Building a Strong Case for Continued Innovation

Beyond driving operational efficiency, H1’s support has been instrumental in enabling Katie and her team to build a compelling case for SMPA’s leadership. By presenting quantifiable outcomes and demonstrating how H1’s insights have positively impacted engagement, Katie is preparing to showcase the platform’s strategic value to SMPA’s executive leadership. “We’re building a story that shows how this platform isn’t just a tool but a long-term strategic asset that supports our growth goals,” Katie shared.

Looking Forward: A Partnership Built on Shared Vision

Katie’s experience with H1 illustrates the power of collaboration in building an optimized Field Medical strategy. H1’s partnership has not only helped SMPA refine its field engagement but has also underscored the potential of data-driven insights to inform strategy at every level of the organization. By continuously evolving with the needs of SMPA’s Field Medical team, H1 remains committed to supporting their journey and achieving meaningful impact across the healthcare ecosystem.

As Katie and her team continue to expand SMPA’s portfolio and refine their strategy, H1 stands ready to help them uncover new opportunities for engagement and maximize their impact in each therapeutic area.

Learn more about how H1’s HCP Universe supports field medical teams with KOL identification and engagement strategies.