Key trends shape the managed markets landscape
- Political: Healthcare reform, increasing government oversight and stricter regulations are redefining the rules of engagement between pharmaceutical companies and stakeholders, especially as 32 million new covered lives enter the system without a proportionate increase in the number of healthcare providers.
- Economic: A shift to evidence-based economic value has increased the need for pharmas to demonstrate how their products and services are improving patient outcomes; comparative effectiveness studies are being required to determine appropriate treatment options.
- Social: Online social networks have empowered patients, who now demand more choices and control over their treatment.
- Older adults: An aging population with a prevalence of chronic diseases could tax the resources of Medicare and providers.
- Time: Physicians have less time and more patients, so their interactions have to be meaningful and efficient.
- More options: Pharmacogenomics and personalized medicine have broadened the scope of treatment choices—especially in oncology—but some of these options can be costly and their benefits need to be proven.
- Legal: High levels of regulatory control and ongoing industry relationships are under greater scrutiny.
- Technology: Seamless flow of unfiltered data is shared by key stakeholders and influences choices; using multimedia channels is essential for ensuring effective messaging.
With the spotlight now focused on managed markets, marketing communications require a more holistic blend of content, commerce, community and connectivity.
Kim Wishnow-Per IS EVP managing director, Torre Lazur Managed Markets