It's the start of a new quarter, and you've just been named the new product manager for Brand X.
Here's where you stand: Your patent expires in 18 months, and you need to migrate as many of your current patients as possible to an improved formulation. Unfortunately, the patients you have today tend to leave your brand as quickly as they come in—adherence is a constant challenge. Meanwhile, you've just lost half your brand team, and your competition is backing their me-too product launch with marketing dollars you can't possibly match.
Sound familiar? Most brand teams are being tasked to do more with less. And because the lifespan of a pharma brand is defined more by patent expiration than by consumer tastes or marketing prowess, your efforts must be even more focused to ramp up and sustain a high level of productivity over a relatively short period of time.
Succeeding in this environment means aligning resources—dollars, brainpower, and operational capabilities—around strategies that produce the best return.
Direct-to-patient (DTP) marketing programs represent a powerful way to drive patient compliance and adherence. They're most productive when they target the right patients—the problem is that many DTP programs don't. These programs treat all patients equally though, in fact, all patients are not equal—at least in terms of opportunity and potential return for your brand.
The benefit of direct marketing is the ability to communicate a targeted message directly to a desired consumer to drive a specific behavior. Targeting is what enables you to achieve greater ROI while spending the same or less. Given limited time and resources, then, your programs will be more productive if they focus specifically on patients you have a right to win.
The Right to Win
The right to win (RTW) refers to having an achievable, substantive opportunity to boost return with a specific, receptive target.
Accept up front that you probably don't have the right to win with every patient in your database. That's because not everyone will be equally receptive to your brand proposition, based on their perceived need for your brand or attitudinal affinity. At the same time, not all patients represent enough revenue to the brand to support investing in a DTP effort.
Defining the right to win for your brand requires segmenting your patient universe against two dimensions:
- the value of the patient to your brand (e.g., revenues, lifetime opportunity)
- the value of your brand to the patient (e.g., perceived state of need, attitudes, affinity)