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EVIDENCE bLOG

Our evidence-based marketing approach provides us with a unique lens to observe and provide insights and commentary on industry news and common 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.

Earning a seat at the table

Well, I’m sure this post won’t win me many new friends among my fellow pharma vendors, but here goes anyway…

Lately I’ve noticed a new trend where vendor partners bring numerous people to a meeting and all of the partners take seats at the main meeting table.  This, in and of itself, doesn’t seem like a big deal.  However, at many of these meetings, there is not enough room for all of the attendees to sit at the table.  In these instances, I watch in stunned silence as clients take seats along the back walls or in corners, while their vendors stay in their seats at the main table.

These clients refuse to pull rank and make their vendor partners feel bad in a public forum, which makes them good and sensitive human beings.  So, for my clients who are too polite to say what should be said, let me do it for you. Read On

Overcoming Physician Decision Fatigue

Busy DoctorOur industry is making significant progress in many therapeutic areas, especially with the promise of immuno-therapies and personalized medicine. However, even with these advances, prescribing inertia or as one client calls it ‘muscle memory prescribing’ continues to be a significant competitive threat to new product launches. I believe the reason for this inertia is “decision fatigue.”

Most marketers lack a sincere appreciation for the number of prescribing or prescribing-like decisions that the average physician has to make in a single day. The processes that Clients traditionally engage in to develop or examine positioning and marketing strategy often look at prescribing without this important context, even with the ubiquitous multiple page buying process in hand. Read On

Most Important Detail Isn’t Delivered by Your Field Force

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:
Read On

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