Today’s complex healthcare system demands pharma integrate once disparate approaches to prescriber and managed care marketing. Innovative pull-through strategies leveraging the latest in data can result in big wins and activation for both. Let’s discuss best practices and their exciting implications…
Pharma marketing efforts have traditionally focused on prescribers as key decision makers. The advent of direct-to-consumer (DTC) advertising in the US in 1997 expanded engagement to patients and more recently the engagement of influencers has come full circle by adding payers into a broader and more integrated commercialization mix for optimizing brand success.
Numerous factors have precipitated the demand for pull-through efforts across the continuum of care into market access, including pressures from population and cost increases, payment reform, and data-driven demands for quality and value substantiation. Effective marketers now couple their strategic approaches between prescribers and payers.
The US healthcare space is complex, fueled by market consolidations, expanding coverage, and evolving benefits. Successful pull-through efforts must therefore remain simple and actionable, leveraging targeted, analytics-based implementation focused on clearly defined critical success factors. The following translate optimized access into improved market share:
Target Local Markets
As smaller, independent healthcare professional and medical practices increasingly consolidate into large group practices and hospitals, the market is pivoting from a volume-based to value-based reimbursement model. That shift continues to put pressure on physicians who focus on patient care to balance their efforts across both clinical outcomes and business goals.
That trend has in turn put pressure on pharma marketers to create messaging and foster engagement that resonates beyond basic formulary tier placement. To do that, localized relevance based on the unique success metrics of each prescribers organized customer affiliation is key. What factors are in play? How can local market access be facilitated?
Expedited market access is now a core component of improved patient outcomes. The table stakes are breaking down silos and understanding short- and long-term cost implications of care. And taking advantage of innovative digital technology to target prescribers with dynamic content down to the individual practice level can make it all possible.
Engage All Levels of the Hierarchy
Another consequence of consolidation is the need for both a top-down and bottom-up targeting and engagement strategy. Since the prescribing habits of hundreds and in some cases thousands of physicians are dictated by the leadership of these large groups and healthcare systems, our messaging must reach the C-Suite and focus on their distinct needs.
Conversely, pull-through targets for sales representatives cover the gamut of participating prescribers, each with their own predilections and patient needs. Marketing efforts must therefore be integrated within a multichannel customer plan that utilizes the field force in conjunction with account managers, supported by the most relevant, localized engagement.
An optimal combination of personal and non-personal promotional initiatives across the full spectrum of audience touch points is key. Reimbursement and access data—once considered after-thoughts or “nice-to-haves”—are now as important as efficacy, safety, practice management and patient support resources.
Keep Your Eye on the KPI Prize
Traditional prescriber campaigns define their measure of success as the token mention of a brand name at the end of a rep detail. But thanks to innovative technology platforms capable of creating dynamic, costumer-centric experiences, once-remedial key performance indicators can now reflect increasingly nuanced pull-through strategies.
Today’s omnichannel pharma marketer must therefore ensure all activation and engagement efforts are precisely defined, tracked, and aligned to success criteria. Relevant factors such as regional vs national plans, personal vs non-personal channels, and others help create the right content, and model the right media mix for best results.
That demands discipline, rigorous market research, and strategic buy-in from cross-functional teams that understand the synergy between market share and market access. Digital technology facilitates and encourages the depth and breadth of experiential engagement—but only a sound measurement plan can ensure brand goals are met.
Partner with Klick Market Access
As the market becomes more complex, lean brand teams become increasingly overwhelmed. Does your team have the bandwidth and technical know-how to embrace the targeted pull-through strategies you need to succeed? Klick Health has operationalized across the enterprise and portfolio levels, and we’re eager to help ensure your brand’s access is fully optimized through share wins! Talk to us.