Notable Trends

Today's guest post has been provided by Monique Levy, Vice President of Research, Manhattan Research   Advances in technology and digital media coupled with a commitment to outcomes across the healthcare value chain have created a new urgency for pharma marketers and also arguably a broader mandate. Now, not only do marketers need to figure out how to leverage and optimize a multi-channel approach, and do so with a positive return on investment, but they also have to gear up for the following imminent challenges: 1. Eroding patient and physician choice. More than two-thirds of physicians say their choice of prescription is impacted by formularies and almost as many say the same about prior authorizations. At the same time, almost 500 ACOs are in operation or underway in 2013 and at least another 150 are expected by 2014, bringing another layer of preferred lists and restrictions that will potentially erode physician choice and preference. Manufacturers that pursue ways to provide value-added services to payers and ACOs where goals are aligned will be at an advantage as will companies that help prepare consumers for potential road blocks when they request a specific brand. 2. Targeting formulary decision makers in payer organizations. In addition to tweaking their value proposition to current customers – physicians and patients – pharmaceutical companies need to allocate resources and develop expertise further upstream in the prescription decision-making p...
Source: ePharma Summit - Category: Medical Marketing and PR Tags: Digital Marketing for Pharma Pharma Marketers ePharma Source Type: blogs