Guest Post: Payer Value Messages: Is Pharma Getting it Right in the Digital World?

Today, we feature a blog post from Dr. Patti Peeples' Blog tHEORetically Speaking - taking an in-depth look at the podcast we featured last week. Recently, I recorded a Podcast entitled “Don’t Forget the Payer in Your Digital Strategy: What Payers Need and Want from Pharma”, and this Podcast was a follow-up to a Webinar of the same title (download Archived Web Seminar and Slides here). The Podcast addressed some critical questions that continue to plague the pharmaceutical industry as they communicate with Payers to address clinical, educational, and economic information needs while optimizing product access. Is Pharma getting it right with Payers? This question has been discussed for almost three decades, or as I jokingly say, “since the Carter Administration”. But what hasn’t been discussed is how Pharma is leveraging the digital medium to get this information from Point A (Pharma corporate headquarters) to Point B (Payer corporate headquarters). Oddly, the pharmaceutical industry has skipped right over Point B and gone right to Point C (the providers/prescribers) and to some extent, Point D (the patient) – digitally speaking, that is. Didn’t we learn how well ignoring the Payer worked back in the early 90s? It brings to mind Glenn Close’s dictum to Michael Douglas in the movie, Fatal Attraction, “I’m not gonna be ignored!”. No, I’m not advocating phasing out communication with physicians and patients, but it is essential to include P...
Source: ePharma Summit - Category: Medical Marketing and PR Tags: Pharma Payor Relations ePharma Summit Optimizing product access Digital Mediums ePharma Summit West Patti Peeples Payer Digital Strategy Source Type: blogs