Test Failure

Data Analysis

my Role:

As Product Manager for an oncology prognostic test, I worked with our multidisciplinary team to determine why our test had a cancellation (failure) rate 2x that of the other 2 tests in the same vertical in the organization’s portfolio. I conducted research, data-analysis, identified needs, and crafted solutions.

As the product management team resided in marketing, I had additional responsibilities including the creation of collateral and training materials and writing copy.

product:

While this particular skin cancer is treatable if caught early, it can be very deadly if it metastasizes. The prognostic test analyzes 40 genes of the cancer patient’s tumor to determine their risk of metastasis. A tissue sample from the primary biopsy (or in some cases, from the Mohs debulk tissue) is needed to run the test in the lab.

metrics:

  • >50% of test cancellations were a result of orders from the same specialty

  • ~30% of cancellations resulted from a tissue sample that was collected from the face which implies cautious skin collection by provider performing the biopsy

  • 25% of the specialty that was placing the most orders was mislabeled in our internal data source, leading to further development of data

  • Developed messaging and collateral across 2 specialties that represented top percentage of orders and cancellations

key takeaways:

  • How to use techniques from other disciplines to strengthen my process.

  • How fast technology can evolve - by replacing equipment that was less than 5 years old, resulted in reduction in cancellations by 3% overall.

  • How to increase communication through all team members by optimizing the data already in use by visualizing raw data in the form of pivot charts.

  • How to approach a multi-sided platform and make sure you're solving for the correct side, aka "When the customer feels X, the business feels Y". 

  • How important it is to interact with all possible customer types regularly. For our SCC test, this meant me and my team attending conferences targeted to clinicians other than dermatology prior to proposing the introduction of new call points to the field sales team.  

  • How to communicate a “training” message while avoiding sounding critical.

  • How to utilize my natural "connector" abilities to strengthen my network and connect with HCPs and KOLs.