How to establish brand preference among HCPs

Jeff Baker, CEO, Noble
Jeff Baker, CEO, Noble

In recent years, environmental factors have changed the way products are launched and managed throughout the lifecycle. The Sunshine & HITECH Acts, as well as the emergence of new device and formulation technologies, pose opportunities and risks to marketers looking to gain access, build loyalty and balance portfolios.

Biologic and specialty drugs have changed the prognosis for chronic and acute conditions. Beginning with the launch of initial blockbusters, “Biologics 1.0” became characterized by novel products with unique MOA's and clinical profiles. Due to stability and bioavailability of these compounds, injections (SC, IM or IV) became the most efficacious route in administering them.

As a result, prescribing decisions have become tied to both potential therapeutic benefits, and the total “Patient Experience” with a drug delivery device. For marketers, a number of strategies can augment this experience, increase adherence and establish brand preference with patients and HCPs.

As products come to market, patient and HCP choice increases. Adding value via an improved on-boarding experience with device training, can affect loyalty, market share, and patient confidence with new treatments. Physicians are likely to prescribe a brand that is easier to learn, causes fewer errors, has increased compliance and less of a patient drop-off.

For the marketer, this means improving your on-boarding process and patient experience via smart technologies. Marketers can do this by providing:

• More consistent and relevant training throughout the patient experience

• Personalized patient support and outreach programs

• Patient kits and training devices that build confidence

• Support for HCPs, with effective teaching tools that reduce in-office training times

• Long-term loyalty programs that engage patients and help them manage their treatment

Applying these principles and adopting a patient-centric approach is the first step in marketing a self-administered brand. Such principles have the potential to increase patient satisfaction. Brands that successfully balance patients, product and technology will remain a step ahead of the competition and top of mind for patients and HCPs.

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