LIFT your Strategy and Commercialization Approach:

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Marketing is no longer to the Prescriber but rather the Consumer drives the treatment therapy.  Pharma companies need to focus on direct to consumer (DTC) marketing to adapt to the New Normal and doctors need also need to adapt to the New Normal.  A Commercialization plan today needs an Omnichannel approach for success.

 

The old days of the patient and doctor interaction have changed. The patients' today come in asking or demanding for more than a transactional process but rather they want an interactive dialogue that is personalized and specific to their actual health concerns or symptoms. Many times the patient has been informed from direct-to-consumer channels (Facebook, Google, Instagram, etc.)

Doctor’s perspective:

• The old way (or old school approach?) of telling consumers/patients what they need is gone or over, the consumer/patient wants to be part of the process.  An engaged and educated active participant not a bystander.

• Traditional means of communication is extinct (need to reach consumers/patients before the visit)

• Established medical practices are finding it hard to compete with newer practices or digital only options

 

Pharma Companies Need to promote to Consumers and assist doctors with the patient interactions:

• Pharma companies also have to change also (no more rep focused selling with only office visits only)

• Medical and product focused education is not what is needed, the new focus is on patient engagement and effective communication with the patient before the diagnosis, during and even after the consult. Constant dialogue is a given and expected. Telehealth and digital interactions are critical to effectively engage the consumer during the patient journey.

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Doctors need education on how to properly execute this new form of communication. Pharma companies have patient behavioral information which could inform the provider and advocate for the consumer, while they go through the patient journey.  Adherence data is needed to improve compliance and for better disease management and outcomes. Educating and preparing the consumer to become a patient and then continue through the patient journey.

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