Direct to Consumer: Payers as Partners - Pharmaceutical Executive


Direct to Consumer: Payers as Partners
Need help speaking to patients? Managed care could be the answer.

Pharmaceutical Executive

Disease champions A company that wants to build long-term brand success in a chronic therapy has a critical stake in getting patients to understand their diseases and adhere to their treatment regimens. Managed market customers have a similar stake: Noncompliant patients represent a significant cost liability to the employer and the plan. For this reason, managed market customers are looking for unbiased persistency programs for patients on chronic therapy. Brand managers can be the ones to provide them—if they can master the "unbiased" part.

In fact, for any partnership with managed care to be successful, brand managers must learn to think of themselves as disease champions who align with the disease area and its patients rather than focusing only on the brand's sales. This attitude is likely to foster trust and respect for the brand manager, the company, and, ultimately, the brand. And that should affect both demand and patient access to the product.

Pharma also has the opportunity to increase awareness of brand-specific adherence programs by working with specialty nurses and case managers, whose role as patient advocates makes them an ideal target for brand-specific support program materials. But once again, the information they provide must be impartial.

The value of consumer-centric healthcare models for both pharma and managed market customers lies in getting patients to actively engage in the process of managing their diseases. In this new era of choice, consumers are demanding more information about their health conditions. How well brand managers answer that call—and how quickly they form partnerships with managed market customers to provide this information—may determine how well their brands weather the transition from yesterday's healthcare system to today's.

Awards The Medical Advertising Hall of Fame honored Clyde Davis, founder of Cline Davis & Mann, Sylvio (Sal) deRouin, creative director at Rolf Werner Rosenthal, David Gideon, founder of PERQ, and Clifford Parish, former director of advertising and promotion at Burroughs Wellcome—the first pharmaceutical executive to be inducted.

Accounts OrthoNeutrogena tapped Moroney & Gill for strategy and brand development of a new dermatology product.

Launches Accel Healthcare co-founders Risa Bernstein and Charlene Prounis have launched Flashpoint Medica. Source/Chinnici is agency of record for Pfizer's Xalatan.

Phila Broich
People Grey Healthcare named Beverly Beaudoin senior vice president, general manager, Avenue Grey and Steve Corwin senior vice president, general manager of acute and specialty care brands. Phila Broich becomes executive vice president, chief talent officer at Corbett Accel. The Mattson Jack Group appointed two new vice presidents: Thomas Rice and Charles Struby, PhD. The S&H Group filled two newly created positions. Bruno Stucchi will serve as global creative director and Geert Van Loocke as managing director, Europe.

Lisa B. Bair is president of The Hobart Group. She can be reached at


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