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PATIENT SUPPORT AND BEHAVIORAL SCIENCE
As the industry moves closer to a value-based-care future, drugmakers have been forced to rethink the way they engage. Customers want to be serviced, not sold to – and brands find themselves on the leading edge. In this two-part feature, MM&M explores how the engagement playbook is changing, away from marketing the product’s features or providing educational resources, and toward acknowledging the importance of behavioral support, like help with transportation to attend medical visits, technology like telehealth, genetics counseling, access, and even promoting healthy eating.
Which pharma brands and agencies are incorporating behavioral science into marketing? We present a series of case studies featuring leading examples.
ONLINE PATIENT HEALTH COMMUNITIES
In the wake of the Facebook/Cambridge Analytica privacy invasions, some are worrying that the scandals have had a dampening effect on patients’ willingness to participate in online disease forums. We evaluate the post-crisis landscape.
WEARABLES: THE NEXT WAVE
Step counters and trackers? So last year. The big wearables makers, which have seen declining sales from those run-of-the-mill devices, are pivoting toward health as they seek to jumpstart growth. Enter health wearables, which feature more in the way of serious, medical-grade capabilities than they do lifestyle tchotchkes. MM&M examines how this new breed of wearables is being deployed in clinical trials – and, in so doing, realizing their potential to truly effect health behavior.
MARKET ACCESS PROGRAMS
Having a market access program is table stakes for any pharma specialty brand. But it’s not enough to just have one. It must be properly staffed, well-promoted, and (some would say) in tune with formulary guidelines. Given the wave of high-science drugs flooding the market, ensuring your brand has a solid access program to accompany the rest of your campaign is more crucial than ever. We assemble experts to assess the key characteristics upon which the programs should be rated and highlight some standout examples. SIDEBAR: Our exclusive panel of third-party payers weighs in on what makes a good patient access program.
CONNECTED OPINION LEADERS
In the minds of many medical marketers, COLs – so-called connected opinion leaders – have become as influential an audience as traditional KOLs. We sit down with a few of the industry’s most influential “doctor bloggers.”