October « 2023 « Return On Focus | https://returnonfocus.com | Return On Focus

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Health Meets Healthcare: Our Case for a 4 Day Work Week

As the Summer of 2023 enters full swing, the world has officially shaken off the remaining vestiges of the pandemic years.  While we are all enjoying this return to normalcy, it’s critical that those of us who have the privilege and responsibility to craft policies for the workforce don’t forget some of the lessons we learned when life slowed down more than 3 years ago.

·       Mental health matters.

·       Personal and family time is important.

·       Less in-office time and fewer meetings does not mean lower productivity.

Even though the world seems increasingly focused on improving mental health, research uncovers that full-time employees’ mental health has declined in recent years. U.S. employees regularly log longer hours and cite feeling that they are always on call.

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Essential to Launch the Brand, Not the Vision

Most products being launched in Oncology and Immunology these days are “pipeline in a product” assets. In fact, the average number of indications for each new product in development has increased steadily since 2014.

This shift has led to a dramatic impact on positioning development, with Brand Teams often more focused on developing “positioning” that is actually a long-term vision for the molecule instead of focusing on successfully positioning the lead indication. It’s like going on a first date and talking about marriage and names for your eventual children. It’s just too soon, and this vision-based focus may cause you to lose your chance to make the best first impression. From our experience in pharma positioning, focusing primarily on what the clinical development program might provide results in inexecutable brand positioning that is generally incompatible with the initial indication. For example, focusing on “first choice in first line” when you’re launching with a third-line indication isn’t the best approach.

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