Evolving Pharma Sales Models: The Customer is King

How pharmaceutical, biotechnology, and medical device products are sold is changing and it will continue to do so for the foreseeable future. There are many factors driving this change, and two of the most significant are healthcare reform changes and that healthcare providers are demanding meaningful interactions with company representatives. Life science companies are developing new sales models that aren’t solely a “sales pitch”. Rather, the interaction is “customer-centric” and based on meeting the customer’s needs and providing value.

Evolving your sales model to be focused on meeting customer needs is much more than just adapting your sales messages to address the latest concerns heard in the field. This is a fundamental mindset change, and life sciences companies have think about what it is they are offering and delivering. In the future our healthcare system will be focused on patient outcomes and cost. This environment requires the life science industry to provide programs that support treatments to improve patient outcomes, provide value, and decrease costs.

Patient adherence is an important driver in improving patient outcomes and decreasing future healthcare costs, but it is not the only one. In many disease-states and conditions there are health, wellness, and lifestyle factors that contribute to long-term improvement in outcomes and decreases in healthcare expenditures. There is an opportunity, and need, for life sciences companies to partner with patients, providers, and payers to address health, wellness, and lifestyle factors.

There are many programs that can be developed and implemented that will improve patient outcomes. To create meaningful programs patients can “stick to”, think about these areas…

* Understand the barriers patients face in remaining adherent and compliant with therapy.

* Plan programs that support patients on their treatment journey, and help them adhere to treatment.

* Develop patient support programs that are a resource and guide for patients during their treatment journey.

I encourage you to think holistically about the challenges of patients, providers, and payers and design programs to meet these broad needs. As life science companies look to evolve their sales models to meet customers’ needs and provide meaningful interactions, the need for programs that support patients, providers, and payers will increase. Provide solutions, through your product and its related services, to manage or overcome the broad healthcare challenges your customers face.

There are many options for providing programs that enhance patient outcomes. As a pharmaceutical call center, we provide as needed call-in support for patients, caregivers, and healthcare providers to answer questions about a product and its side effects, enroll patients in a support program, connect patients with healthcare providers in their local area, and connect patients with co-pay assistance resources. Our experiences show that within 6 months of implementing a patient support program patient adherence increases 10% to 15%. Patient adherence to treatment decreases future healthcare costs related to treating complications from earlier non-adherence.

There was an interesting article recently published on Pharmaceutical Executive on-line that looks at the evolving nature of pharmaceutical sales forces as they evolve to a more “customer-centric” approach. If you are interested in learning more about one model for moving in this direction you can access the article here.

I’d like to hear from you. Are you adding programs to support patients as a part of your marketing and sales efforts? If you are, what kinds of initiatives and programs are you planning? Please join the conversation and share your thoughts and challenges. We can all learn from each other. Alternatively, if you have specific needs you’d like to discuss with me you can reach me directly at louis.shapiro@tunstallamac.com.

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Hit the Target to Drive Action and Engagement

Lately, I've been thinking about how to drive customer action and engagement. Given recent advances in technology there are many tools available to connect the life sciences industry with their customers on an individual level. For me, the challenge is in how to maximize the impact of these tools to meet the needs of patients, caregivers, and healthcare providers.

I have seen more about behavioral marketing lately, which at its core is focused on figuring out what customers want and providing customers with that in the manner that they want it. Behavioral marketing is beautifully simple and effective, if done correctly. However, the challenging part of behavioral marketing is in answering the questions of what it is that customers want and how to deliver that.

We use behavioral marketing concepts to design programs that meet our clients’ needs and goals. These concepts can easily be implemented to design impactful programs, and below I offer a few specific and practical suggestions on how to do this.

1. Clearly articulate the program’s goals—Clear program goals empower program design and ensure that the program’s results can be measured. If the primary goals of your program are to drive customer engagement and action then behavioral marketing will help you achieve those goals.  

2. Understand the patient journey—Seek to understand how the daily lives of patients are impacted by the disease or condition, identify activities they perform each day, and understand the interactions between patients, healthcare providers, and caregivers. These insights provide valuable glimpses into challenges and unmet needs for patients, healthcare providers, and caregivers.  

3. Offer solutions to overcome patient challenges—Programs designed to help patients overcome challenges are meaningful and valuable. As you design programs think about how the program will be valuable over time. Consider and plan to evolve the program over time to remain relevant and engaging for patients.  

4. Understand how patients like to receive information and support—Seek information on how patients prefer to research information. Do they prefer to do this themselves on-line or through social media channels? Alternatively, do patients prefer to talk with someone about their educational or support needs? Knowing patients’ preferences empowers you to develop appropriate tools and resources that patients utilize, engage, and come to trust. I encourage you to think about integrating options such as robust amounts of information on-line and offering click-to-chat or toll-free telephone access to live representatives. With health and wellness concerns, it’s important not to overlook the power of personal interactions.  

5. Leverage data for insights and decisions—Do not stop gathering and analyzing data. Carefully review data for insights into the needs and preferences of patients, caregivers, and healthcare providers. Rely on data for key insights in designing your program. Once the program is designed and operating continue to seek data for insights into how the program is performing and if updates are needed.

There is an interesting article in the September 2012 issue of PharmaVOICE magazine on behavioral marketing. The article provides insights into developing successful behavioral marketing campaigns, and you can access it here.

Do you have a challenge that might benefit from a program designed with behavioral marketing concepts? If so, please post a comment and share your challenge. Alternatively, please reach out to me to discuss your situation. You can reach me directly at louis.shapiro@tunstallamac.com.

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