EVIDENCE bLOG « Return On Focus --- http://returnonfocus.com --- Return On Focus


    Our Evidence-Based Marketing approach provides us with a unique lens to view and comment and provide insights on industry news and client experiences. Please note that any similarities of the events and insights provided here to your current brand situation are purely intentional and should not be considered coincidental. If you see yourself or your brand in any of the blog posts below, feel free to comment and tell us about your experiences.

    Most Important Detail Isn’t Delivered by Your Field Force

    January 29, 2016

    Doctor & Patient TalkingThe importance of proper patient identification at launch cannot be underestimated. I previously wrote about it being the key to a successful launch from the perspective of physician marketing and targeting. Yet, the biggest impact proper patient identification has on the physician is not from your marketing efforts at all, but from an invisible detail that most biotechnology companies don’t even measure – the feedback from the patients initially prescribed your product after launch.

    What we see is that marketers obsess over the volume of scripts on a weekly or even daily basis, but virtually pay no attention to the attributes of those early patients until it’s too late.

    The patient feedback comprised in this incredibly impactful invisible detail is based on two different types of evidence:

    5 Key Lessons from Convenience Launches

    November 9, 2015

    LessonFrom rare disease to primary care, many of the medical advancements coming out of R&D deliver convenience-based benefits versus superior efficacy over the standard of care. While ‘convenience’ benefits such as improvements in dose frequency and/or method of administration are indeed valuable, it has become quite easy for today’s marketers to believe that just positioning on convenience to prescribers and patients will automatically generate sales. If you look at the evidence, you’ll quickly see that in most cases it just doesn’t happen that way.

    ROF delved into this area for a Client that wanted to learn from other launches and not default automatically to the obvious positioning focus of convenience for their product. During our analysis, we uncovered 5 key lessons that are critical to consider when your new product has a unique attribute around convenience. (more…)

    Non-Adherence Can’t be Overcome with Information Alone

    October 4, 2015

    We've known for over 50 years that providing information alone to people does not change their behavior? - Victor StrecherAfter nearly a decade of examining the adherence challenges and interventions of multiple disease categories, it’s become apparent that the pharmaceutical industry inherently believes that it can change patients’ adherence behavior behavior just by providing information. In our adherence analyses, we consistently see companies generating reams of new product or disease information intended to educate patients on the importance of adhering to therapy and the potential risks of non-adherence. This level of time and monetary investment is a clear indicator that marketers believe that awareness (or ignorance) is the primary contributing factor to the non-adherent behavior they are trying to mitigate.

    Unfortunately, if this approach is the sum total of your adherence mitigation strategy, you’re likely wasting your money. Don’t believe me? Well, let’s consider an adherence topic a bit closer to home. (more…)

    Four Ways Rare Disease Marketing is Different from Traditional Marketing

    September 9, 2015

    Individual in a crowdThe explosive growth in the number of filings and associated approval of drugs to treat rare diseases has outstripped the supply of qualified, experienced rare-disease marketers. Unless you are retiring in the next 5 years, there is a strong possibility that you’ll be working in a rare disease market. So, it’s critical to consider how rare disease marketing is different from traditional biotechnology marketing.

    There are four key differences that immediately come to mind that any marketer or company getting involved in rare disease should keep in mind. (more…)

    Wait, Did Every Agency Strategist Go to The Same Mid-Level Seminar?

    August 3, 2015

    Mid-level SeminarMy business partner and I have noticed an epidemic of Mid-Level HCP Strategy recommendations among our biotechnology clients lately. We were averaging roughly 1 mid-level HCP focused level of evidence appraisal per year, but over the past 12 months we’ve examined this topic no less than a half dozen times. We’re starting to think that there was a Mid-Level HCP Seminar that everyone went to and didn’t tell us. Actually, it seems to be the strategy du jour once you start to believe that you’ve exhausted your physician and patient strategic opportunities (which is almost never the case).

    If you find yourself drawn into a discussion about creating a Mid-Level HCP Strategy for your brand, here are a few things that you should consider: (more…)

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