Pharma: Turning field team notes into a 2x targeting lift
Wholesum worked with a large pharmaceutical company (top 5 for vaccinations globally) to identify underlying dynamics of adoption from free-text field notes, helping the team target the right prescribers with confidence.
The challenge
Tens of thousands of seasonal field notes contained rich signals around adoption stage, barriers and drivers — but the data was hard to analyse in a reliable and meaningful way.
What Wholesum did
Converted free-text notes into structured, analysable CRM data
Applied a statistical framework to quantify emergent and predefined adoption threats and opportunities
Identified which audience segments were most strongly linked to specific adoption drivers and barriers
Results
The findings pointed to clear opportunities to sharpen future targeting and messaging:
Validation of a new segment
Identified that one group was over 3x more likely to serve high-priority patients
2x potential lift in targeting
Some subgroups were more than twice as likely to show positive adoption signals
Messaging insights
Positive sentiment around specific product features was also linked to specific constraints
Reframed a key barrier
‘Availability’ questions turned out to be a pre-conversion signal, not an obstacle