|By ACN Newswire||
|April 17, 2014 09:39 AM EDT||
Leslie C. North, a speaker at the marcus evans PharmaMarketing Summit 2014, discusses how pharma companies could better engage with their target groups.
NEW YORK, NY, Apr 17, 2014 - (ACN Newswire) - "Pharmaceutical product marketers have always had to get the target, message and frequency right; that has not changed. However, with healthcare reform, they now have four different groups of targets, each one requiring a different strategy. To be competitive, a coordinated approach is a must," says Leslie C. North, Former Vice President, Marketing, Bayer Healthcare Pharmaceuticals.
North is a speaker at the marcus evans PharmaMarketing Summit 2014, taking place in Palm Beach, Florida, May 12-14.
- How is pharma marketing changing? What advice do you have for brand strategy building that would help improve customer retention and brand equity?
We have four different targets, where healthcare providers, consumers, payers and now hospital groups are all keys to success. Each target requires a separate and substantial strategy and approach.
It is critical that the different approaches are coordinated between the sales, marketing and market access teams, and they must be involved at the inception even before clinical trials are done. To be competitive when it comes to the four targets, there must be studies that demonstrate safety and efficacy, but also pharmacoeconomic data that supports putting the drug on formulary, especially if it costs more.
Patients continue to be critical, as they can have a significant impact on a payer or hospital group if patient demand is sufficient. Providers are important because if they are unaware of the brand profile or do not see value in it, they will not prescribe it even if patients ask for it. Payers and hospital groups are also critical and they must now respond to new regulations and guidelines that can have a significant impact on the bottom line, patient satisfaction and outcomes. Use of non-formulary brands can result in penalties to providers and patients, yet patient satisfaction and outcomes are paramount.
- What strategies should this coordinated approach include?
The approach must have strategies designed to maximize patient involvement and facilitate a passion for the brand. It has to include strategies to ensure healthcare providers are familiar with and see value in the brand and be willing to prescribe it. Lastly, there must be a focus on the new guidelines and regulations to insure payers and hospital groups see how the brand can add value to patient satisfaction, outcomes and or the bottom line.
- What about the message itself?
If there is no science to back up a value message to payers, hospital groups and providers do not bother communicating it. With consumers, you have to be where they are with a message that builds the relationship and passion they have for the brand.
- In your experience, what helps engage patients?
Patients must know you exist. Then they need to see value in your brand. What value represents has become complicated with healthcare reform, but it all boils down to understanding the customer. Do the market research and have conversations with the customer to understand their needs, to put together an insightful strategy around how to get them engaged. Every patient is an individual, however, you can boil them down to certain psychosocial or demographic groups, then look at them from various perspectives. If there is a way to approach them, so they feel the message is personal, that adds a lot of value.
- Any final comments?
Be comprehensive, from the inception. Make sure your strategies for patients, providers, payers and hospital groups are coordinated, and that the messaging for each of them is based on science and something of value to them.
This unique forum will take place at the Eau Palm Beach Resort & Spa, Palm Beach, Florida, May 12-14, 2014. Offering much more than any conference, exhibition or trade show, this exclusive meeting will bring together esteemed industry thought leaders and solution providers to a highly focused and interactive networking event. The Summit includes presentations on digital marketing, building a brand strategy, generating new revenue streams and boosting physician engagement.
For more information please send an email to [email protected] or visit the event website at www.pharmamarketingsummit.com/LeslieCNorthInterview
marcus evans group - marketing/sales sector portal - http://www.marcusevans.com/reviews/marketing
The Marketing Network - marcus evans Summits group delivers peer-to-peer information on strategic matters, professional trends and breakthrough innovations.
- LinkedIn: www.linkedin.com/groups?mostPopular=&gid=3379860&trk=myg_ugrp_ovr
- YouTube: www.youtube.com/MarcusEvansMarketing
- Twitter: www.twitter.com/meSummitsMkt
- SlideShare: www.slideshare.net/MarcusEvansMarketing
Please note that the Summit is a closed business event and the number of participants strictly limited.
About marcus evans Summits
marcus evans Summits are high level business forums for the world's leading decision-makers to meet, learn and discuss strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity to individually tailor their schedules of keynote presentations, think tanks, seminars and one-on-one business meetings. For more information, please visit www.marcusevans.com.
- Twitter: www.twitter.com/meSummitsGlobal
- YouTube: www.youtube.com/user/MarcusEvansGroup
- SlideShare: www.slideshare.net/MarcusEvansSummits
Source: marcus evans Summits
Sarin Kouyoumdjian-Gurunlian Press Manager, marcus evans, Summits Division Tel: +357 22 849 313 Email: [email protected]
Copyright 2014 ACN Newswire. All rights reserved.
Every successful software product evolves from an idea to an enterprise system. Notably, the same way is passed by the product owner's company. In his session at 20th Cloud Expo, Oleg Lola, CEO of MobiDev, will provide a generalized overview of the evolution of a software product, the product owner, the needs that arise at various stages of this process, and the value brought by a software development partner to the product owner as a response to these needs.
Jan. 16, 2017 05:30 AM EST Reads: 1,059
SYS-CON Events announced today that Enzu will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY, and the 21st International Cloud Expo®, which will take place October 31-November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Enzu’s mission is to be the leading provider of enterprise cloud solutions worldwide. Enzu enables online businesses to use its IT infrastructure to their competitive ad...
Jan. 16, 2017 05:15 AM EST Reads: 1,488
WebRTC services have already permeated corporate communications in the form of videoconferencing solutions. However, WebRTC has the potential of going beyond and catalyzing a new class of services providing more than calls with capabilities such as mass-scale real-time media broadcasting, enriched and augmented video, person-to-machine and machine-to-machine communications. In his session at @ThingsExpo, Luis Lopez, CEO of Kurento, introduced the technologies required for implementing these idea...
Jan. 16, 2017 04:30 AM EST Reads: 4,465
Enterprise networks are complex. Moreover, they were designed and deployed to meet a specific set of business requirements at a specific point in time. But, the adoption of cloud services, new business applications and intensifying security policies, among other factors, require IT organizations to continuously deploy configuration changes. Therefore, enterprises are looking for better ways to automate the management of their networks while still leveraging existing capabilities, optimizing perf...
Jan. 16, 2017 04:00 AM EST Reads: 3,685
Using new techniques of information modeling, indexing, and processing, new cloud-based systems can support cloud-based workloads previously not possible for high-throughput insurance, banking, and case-based applications. In his session at 18th Cloud Expo, John Newton, CTO, Founder and Chairman of Alfresco, described how to scale cloud-based content management repositories to store, manage, and retrieve billions of documents and related information with fast and linear scalability. He addres...
Jan. 16, 2017 04:00 AM EST Reads: 5,242
The Internet of Things will challenge the status quo of how IT and development organizations operate. Or will it? Certainly the fog layer of IoT requires special insights about data ontology, security and transactional integrity. But the developmental challenges are the same: People, Process and Platform. In his session at @ThingsExpo, Craig Sproule, CEO of Metavine, demonstrated how to move beyond today's coding paradigm and shared the must-have mindsets for removing complexity from the develop...
Jan. 16, 2017 03:30 AM EST Reads: 5,205
The WebRTC Summit New York, to be held June 6-8, 2017, at the Javits Center in New York City, NY, announces that its Call for Papers is now open. Topics include all aspects of improving IT delivery by eliminating waste through automated business models leveraging cloud technologies. WebRTC Summit is co-located with 20th International Cloud Expo and @ThingsExpo. WebRTC is the future of browser-to-browser communications, and continues to make inroads into the traditional, difficult, plug-in web co...
Jan. 16, 2017 03:30 AM EST Reads: 2,826
While not quite mainstream yet, WebRTC is starting to gain ground with Carriers, Enterprises and Independent Software Vendors (ISV’s) alike. WebRTC makes it easy for developers to add audio and video communications into their applications by using Web browsers as their platform. But like any market, every customer engagement has unique requirements, as well as constraints. And of course, one size does not fit all. In her session at WebRTC Summit, Dr. Natasha Tamaskar, Vice President, Head of C...
Jan. 16, 2017 03:15 AM EST Reads: 5,710
"We are an all-flash array storage provider but our focus has been on VM-aware storage specifically for virtualized applications," stated Dhiraj Sehgal of Tintri in this SYS-CON.tv interview at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Jan. 16, 2017 03:00 AM EST Reads: 2,359
The idea behind this session is my blog post - 5 Logstash Alternatives - which is unfortunately too short to do the presented log shippers justice. In his session at @DevOpsSummit at 20th Cloud Expo, Radu Gheorghe, Software Engineer at Sematext Group, will talk more about the things that matter: kinds of buffers, protocols, ways of parsing, correlating and de-duplicating messages, as well as supported inputs and outputs. And of course performance. All this should let you know which log shipper...
Jan. 16, 2017 03:00 AM EST Reads: 1,182
Who are you? How do you introduce yourself? Do you use a name, or do you greet a friend by the last four digits of his social security number? Assuming you don’t, why are we content to associate our identity with 10 random digits assigned by our phone company? Identity is an issue that affects everyone, but as individuals we don’t spend a lot of time thinking about it. In his session at @ThingsExpo, Ben Klang, Founder & President of Mojo Lingo, discussed the impact of technology on identity. Sho...
Jan. 16, 2017 02:30 AM EST Reads: 3,895
DevOps is being widely accepted (if not fully adopted) as essential in enterprise IT. But as Enterprise DevOps gains maturity, expands scope, and increases velocity, the need for data-driven decisions across teams becomes more acute. DevOps teams in any modern business must wrangle the ‘digital exhaust’ from the delivery toolchain, "pervasive" and "cognitive" computing, APIs and services, mobile devices and applications, the Internet of Things, and now even blockchain. In this power panel at @...
Jan. 16, 2017 01:45 AM EST Reads: 2,648
SYS-CON Events announced today that Catchpoint Systems, Inc., a provider of innovative web and infrastructure monitoring solutions, has been named “Silver Sponsor” of SYS-CON's DevOps Summit at 18th Cloud Expo New York, which will take place June 7-9, 2016, at the Javits Center in New York City, NY. Catchpoint is a leading Digital Performance Analytics company that provides unparalleled insight into customer-critical services to help consistently deliver an amazing customer experience. Designed ...
Jan. 16, 2017 01:45 AM EST Reads: 6,132
With all the incredible momentum behind the Internet of Things (IoT) industry, it is easy to forget that not a single CEO wakes up and wonders if “my IoT is broken.” What they wonder is if they are making the right decisions to do all they can to increase revenue, decrease costs, and improve customer experience – effectively the same challenges they have always had in growing their business. The exciting thing about the IoT industry is now these decisions can be better, faster, and smarter. Now ...
Jan. 16, 2017 01:15 AM EST Reads: 4,143
"Splunk basically takes machine data and we make it usable, valuable and accessible for everyone. The way that plays in DevOps is - we need to make data-driven decisions to delivering applications," explained Andi Mann, Chief Technology Advocate at Splunk and @DevOpsSummit Conference Chair, in this SYS-CON.tv interview at @DevOpsSummit at 19th Cloud Expo, held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA.
Jan. 16, 2017 12:45 AM EST Reads: 1,910