Vantage Point: Ringing in the new market

Share this article:
Richard Vanderveer
Richard Vanderveer

In many ways, 2013 has seen greater recognition of basic changes in our space.  One example can be seen by examining Pharmaceutical Sales Representatives. With 80% of US prescriptions being filled generically, and with formularies and the standardized treatment protocols being promulgated by Accountable Care Organizations reducing prescriber discretion, the impact of PSRs and the samples they delivered has been diminished.

My prediction:  In 2014, the “new healthcare marketing” will become more discontinuous from the old.  The markers indicate that 200-300 fully integrated networks will soon provide most US medical care. In this market, companies will have little need for traditional activities such as sales, marketing and marketing research. Product use will be driven by evidence of value, not promotion.

What's left for those of us in healthcare marketing and marketing research to do?  Plenty! Look for us to move toward:

• Working to refocus healthcare on “wellness,” rather than on “sickness.”
• Replacing blind “patient compliance” as a desired outcome with informed “patient engagement.”
• Using integrated networks of digital “apps” to help us to accomplish the patient engagement goal.
• Drawing on “Behavioral Economics” and “Health Psychology” to replace creative art with science.
• Cooperating with providers to analyze “Big Data” to inform diagnostic and treatment decisions.
• Replacing traditional marketing research “studies” with ongoing Insight Communities.
• Eliminating the traditional barrier between “clinical” and “marketing.”

Personally, I am excited by these challenges and opportunities.  I hope you are, too.

Richard Vanderveer is chief solutions officer, rbv3.
Share this article:
You must be a registered member of MMM to post a comment.

Next Article in Vantage Point

Email Newsletters

MM&M Future Leaders

Register now

Early bird $1,950 before 31 October 2014

*Group discounts available on request 


Patient access to pharmaceuticals is a tale of two worlds—affordability has improved for the majority, while the minority is hampered by cost, distribution and red tape. To provide marketers with a well-rounded perspective, MM&M presents this e-book chock full of key insights. Click here to access it.

More in Vantage Point

Vantage Point: Payers—the "experts" in healthcare research

Vantage Point: Payers—the "experts" in healthcare research

Access to payers is about knowledge, about understanding what they do in their jobs

Vantage Point: Determining "fair market value"

Vantage Point: Determining "fair market value"

Should pharma formulate a super matrix to determine the FMV of research incentives?

Vantage Point: Marketing Support for Clinical Trials

Vantage Point: Marketing Support for Clinical Trials

Pharmaceutical companies must provide robust marketing support for their clinical trials