Plate 003 · Cover
Practitioner Profile
A healthcare practitioner's profile — distilling many sources of provider data into one strategic view.
Fig. 01
Turning complex healthcare data into sales strategy — a proof-of-concept that grew into a $7M contract and helped position the company for acquisition.
The most accurate provider masterfile in the country — and no clear way for sales teams to turn it into strategy.
Health Market Science (HMS) maintained the most accurate, continuously updated masterfile of U.S. healthcare providers — an asset critical to life sciences organizations navigating pharmacy, compliance, medical devices, and pharmaceutical sales.
While the data was powerful, sales teams lacked a way to translate it into actionable insights. Without clear visibility into provider networks, opportunities for lead generation, solution selling, and strategic account growth were being missed.
A proof-of-concept on the Innovation Team that grew, through executive presentations and prototype work, into a $7M deal and a productized framework.
As lead UX designer on HMS's Innovation Team, I was responsible for translating the business value of provider data into a product experience that empowered sales organizations. The initiative began as a proof-of-concept which led to a $7M contract, successfully demonstrating the potential of a scalable framework that could be customized for various client needs. My role spanned early concept design, executive presentations, and ultimately guiding the design direction of the broader MDM Framework product.
Frame the data as a strategic asset, visualize the relationships, align the room, and prove the value to the people writing the checks.
Positioned the framework not just as a sales tool, but as a way for life sciences companies to unlock the strategic value of HMS's provider data.
Used cutting-edge data-viz frameworks to create visualizations of healthcare provider influence networks. This made complex MD–practice–health-system relationships clear, enabling sales teams to identify opportunities and plan targeted outreach.
Partnered with business development, engineering, and product leaders to ensure the framework could flex across multiple industry verticals while staying rooted in HMS's core data asset.
Crafted design artifacts and prototypes that communicated business outcomes to executives and clients — helping secure buy-in for the expanded framework.
Design can transform raw data into a strategic asset — creating new pathways for sales enablement and revenue growth.
The MDM Framework demonstrated the full strategic value of HMS's provider data — and the company's strengthened market position was soon validated through acquisition.
The MDM Framework became a cornerstone offering — and HMS's strengthened position was validated through its acquisition by LexisNexis Risk Management.
Sales teams could finally see provider networks clearly — identifying opportunities for lead generation, solution selling, and strategic account growth that were previously invisible.
The proof-of-concept led to a $7M contract and a scalable framework that could be customized across verticals. The strengthened market position was soon validated by LexisNexis's acquisition.
The project demonstrated how design could transform raw data into a strategic asset — creating new pathways for sales enablement and revenue growth across the organization.
The amalgamated practitioner profile, the network of influence, and the underlying data sources.
