Why this case matters
In today’s highly competitive pharmaceutical and med-tech landscape, teams need to navigate complex healthcare dynamics while delivering measurable commercial and patient outcomes. Eye4Health supports this through targeted market insight, strategic sales analysis, and data-led decision support.
One example is stroke prevention in atrial fibrillation (AF), where our work helped improve local pathway performance and supported meaningful sales growth.
Case Study: Stroke Prevention in AF
Atrial fibrillation is a major stroke risk factor, particularly in older adults. Anticoagulant therapy is critical, but under-treatment and pathway inconsistency remain significant UK challenges. Our client, a company marketing a direct oral anticoagulant (DOAC), wanted to increase appropriate uptake while improving quality of care.
Key data sources: HES, QOF, and open prescribing
Eye4Health built the programme around three core datasets:
HES (Hospital Episode Statistics): Used to identify AF patients who experienced stroke and detect breakdowns in treatment pathways.
QOF (Quality and Outcomes Framework): Used to identify diagnosed AF patients in primary care who were not receiving treatment.
Open prescribing data: Used to compare anticoagulant prescribing patterns (including Warfarin and DOACs) at local and national levels.
Analytical approach and market guidance strategy
Using these sources, Eye4Health developed a targeted plan to improve DOAC adoption and reduce avoidable AF-related strokes.
Sales and medical dashboards: We built interactive Tableau dashboards that enabled evidence-based discussions with providers and commissioners around prescribing gaps and pathway optimisation.
Pathway redesign support: We worked with local commissioning and provider teams to focus interventions on under-treated regions and strengthen anticoagulation pathways.
Results: patient impact and commercial impact
Aligning commercial activity with robust clinical and prescribing evidence delivered clear outcomes:
Increased DOAC prescriptions in regions where teams used data-led engagement supported by Eye4Health analysis.
Reduced AF-related strokes in participating regions through improved treatment and pathway design.
Business growth through improved local prescribing effectiveness while supporting NHS prevention goals.
Eye4Health’s differentiator
This work reflects our broader model: combine data depth, practical market understanding, and stakeholder-ready evidence narratives. We do not just report numbers; we help teams use evidence to drive better decisions and outcomes.
Conclusion
For pharma and med-tech teams operating in complex NHS contexts, integrating clinical data with commercial strategy is increasingly essential. Eye4Health helps clients turn datasets such as HES, QOF, and prescribing records into actionable strategy, stronger engagement, and measurable results.
Interested in applying this approach in your own therapy area? Contact Eye4Health to discuss a tailored programme.