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  • Writer's pictureAventria Health Group

Collaborating With Associations to Drive Population Health Objectives

A Win-Win-Win-Win Opportunity

Pharma has traditionally engaged associations from a conference sponsorship perspective, goodwill, and some patient-support activities. Associations, for the most part, have used their conferences as the principal revenue driver of their organizations with sponsorships from Pharma as their priority. Pharma has also used association conferences as an opportunity to inform and message providers. We at Aventria work closely with a number of provider-oriented associations and have felt firsthand the concern these associations have about the impact of COVID-19 on their ability to raise funding from participants and sponsors. New sources of sponsorship are desperately needed to fill the live conference revenue gap.

Telehealth Provides a New Collaboration Avenue

We are working with associations to create population health and patient-support tools and a delivery system that works during telehealth engagements between patients and providers. As COVID-19 has dramatically changed health care delivery from in person to telehealth, there is an urgent need for tools that are easy to use and send during telehealth appointments, digitally.

We are helping our pharma clients meet their strategic objectives where they align with the population health goals of associations and support telehealth engagement. One recent example: We have a client whose brand is well positioned as a guideline-based standard of care, but patients are not being diagnosed or are being diagnosed late. The nature of the disease does not have a black-and-white biomarker to aid diagnosis. A change in mental health status, however, is an indicator that a patient may have the condition. We are also working with an association that has a program to improve the identification and management of a change in mental health status. Voilà! An opportunity for a win-win-win-win.

Who Are the Winners?

  1. Patients have a potential improvement in care and outcomes.

  2. Association gains sponsorship revenue and increased utilization of its program.

  3. Pharma client gains from earlier diagnosis and use of guidelines-based care. Company and field force are viewed as care supporters who champion better access.

  4. Providers are better able to support their patients in a telehealth/COVID-19 environment.

That’s just one of many examples of how Aventria has fostered mutually beneficial collaborations. And each collaboration has allowed us to hone our list of best practices to continue to build on our success. We’d love to share our experience and expertise with you.

To learn more about how to initiate a successful collaboration with associations, please reach out to:

Dave Dierk, Co-President, 30-year sales and marketing thought leader in pharmaceutical diagnostics, biomedical, long-term care, managed care, employer, and pharmacy communications, at 215-489-9000 x103 or

David Guy, SVP, Oncology and Specialty Product Markets, Head of Oncology Marketing at Genetech; VP Strategic Marketing at Schering AG, specializing in commercializing oncology and specialty products; instrumental in commercialization of Taxotere, Fludara, Herceptin, and Rituxan, at 858-717-2742 or

Making a difference in patient care by helping patients, providers, and payers collaborate on shared priorities

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Collaboration Roadmap

Aventria has been facilitating collaborations for 25 years. This is a back-of-the-envelope approach to operationalize a collaboration.


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