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Why precision therapies require a precision approach to marketing
Recent technological advancements have resulted in drug therapies becoming increasingly targeted to precise patient populations. While these personalized medicines are delivering on their promise to treat complex chronic diseases in truly transformative ways, the smaller and more targeted patient populations also pose new challenges for drug developers, including how to most efficiently and effectively market these highly targeted therapies to the specific physicians and patients most likely to benefit.
“For decades, the drug industry has been locked into a one-size-fits-
all approach to drug marketing,” said Jesica Freeman, Director of Product Development for Cardinal Health Specialty Solutions. “Now that medicine itself is becoming more targeted and precise, drug commercialization and marketing programs need to follow suit. Capitalizing on the potential of personalized medicine requires transformative shifts in how developers educate and connect with physicians. Doing so is critical to being able to market the right drug to the right providers to serve the right patients at the right time.” Ironically, although personalized provider education and engagement is key to ensuring that the right providers are familiar with — and have confidence in — these transformative therapies, it’s more challenging than ever before for sales representatives to personally connect
with providers.
Nearly 20% of all physicians severely restrict sales rep access, and oncologists are the most restrictive of all specialists, with only 19% allowing reps in the door without restrictions.1
However, Eli Phillips, Vice President of Regulatory Sciences and Insights and Engagement at Cardinal Health Specialty Solutions, says that his team’s 2019 survey of 1,800 medical oncologists found that specialists are, indeed, still seeking out information about new drug therapies. In that survey, 60% said they rely on key opinion leaders, 50% said they rely on clinical support web platforms and 26% said they rely on clinical newsletters. These survey results also found that oncologists do appreciate and rely on content from pharmaceutical companies — particularly when it meets an unmet need or addresses a gap in awareness.
Here, we explore how to target specialized providers when and where they’re most likely to engage and share the keys to effective marketing campaigns that can cut through the messaging clutter, address unmet physician needs and serve as a key component to the commercial success of precision therapies. We call this approach “precision marketing.”
Why Precision Therapies Require a Precision Approach to Marketing
Explore how to target specialized providers when and where they’re mos
t likely to engage. Learn the keys to effective marketing campaigns that can cut through the messaging clutter, address unmet
physician needs and serve as a key component to the commercial success of precision therapies. Commentary from Eli Phillips, Jr. (Vice President, Regulatory Sciences and Insights and Engagement, Cardinal Health Specialty Solutions) and Jesica Freeman (Director, Product Development, Cardinal Health Specialty Solutions)
About us
Cardinal Health Specialty Solutions is an experienced team of trusted advisors developing solutions for the opportunities and challenges facing biopharma companies and healthcare providers. We enhance product success on the path to approval, launch and commercialization with configurable, integrated offers to meet unique needs. We also deliver knowledge, scale and proven technology to enable providers to deliver high-quality and efficient patient care.
Visit www.cardinalhealth.com/specialty to learn more