A Proven Approach to Overcome Fragmented Specialty Brand Messaging
Pharmaceutical SVP/VP Market Access, VP Key Accounts, SVP Therapeutic Business Units, Brand Directors, Directors of Patient Support Services:
Are you disappointed in less-than-stellar specialty drug launch uptake and performance after assessing your specialty brand’s sales?
Could your product’s clinical innovation and its impact on patient disease burden be overshadowed by:
Strict payer utilization management and prior authorization requirements
Greater patient out-of-pocket costs resulting in Rx abandonment
Reversals at pharmacies for a myriad of often perplexing or unclear reasons
Organized provider (integrated delivery networks, health systems, large community groups) confusion on payer prior authorization requirements and the impact on administrative time and costs
Varying levels of patient and provider awareness and ability to navigate brand reimbursement support and specialty pharmacy Rx fulfillment services
The collective impact of these dynamics on patients and providers is manifested in the clinical workflow by the brand’s field-based, customer-facing personnel. Reps are often confused by the perceived complexity of the brand’s messaging components. This lowers their confidence to engage organized providers with the right message to the right decision maker based upon brand access requirements.
This is the beginning of the fragmentation. Sometimes, the home office’s partner functions (market access, key accounts, brand, patient services) become engaged in a blame game, which exacerbates the underlying fragmentation problem. Each function starts to offer their own messaging that increases field confusion, creates a poor organized provider customer experience, and does little to change the brand trajectory.
One solution to address the fragmented and complex messaging for partner functions is to take an enterprise approach to address the brand shortfall by creating an integrated message platform.
Advancing an Integrated Brand Messaging Platform
The key to messaging advancement is streamlining the process and creating an integrated and memorable brand message architecture. This structure must account for brand clinical innovation, appropriate patient selection, and robust Rx fulfillment support, which combine to provide patients and providers with treatment hope and timely drug access.
It also must account for the human element—departmental leaders who do not want to feel undermined or that their autonomy will be compromised.
In short, designing an integrated specialty brand message platform can be a daunting challenge. Enter Aventria Health Group’s proprietary Promise-to-Performance™ platform.
Aventria Health Group’s Promise-to-Performance™ Platform
Our platform provides a framework to craft a convincing story of brand impact on the disease burden by advancing the brand’s clinical positioning. In doing so, we address organized provider advocacy, access, and use requirements by also clearly integrating list price, channel distribution/dispensing process, reimbursement support services, and expectations for a high-satisfaction provider and patient experience.
We also ensure that everyone who participates feels heard and approves of the go-forward approach.
Aventria Health Group’s Promise-to-Performance platform is a proven process to design an integrated brand message architecture that results in greater engagement and alignment of partner functions. It also enables the brand’s field-based, customer-facing personnel to confidently engage organized providers, which impacts advocacy, access, use, and overall patient care. Most importantly, execution in the clinical workflow is enhanced through integrated messaging clarity of:
Focus—organized provider customer and target decision makers
Message platform components—clinical, coverage, channel, and reimbursement support
Target decision makers—relevant messaging in tune to their access requirements
Expectations—total call, timing, key performance indicators
Our Promise-to-Performance platform provides you with a vehicle to overcome shortfalls of fragmented brand messaging and change the brand’s launch uptake curve.
To learn more about our Promise-to-Performance platform and how we can help you design an integrated specialty brand message platform, 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 email@example.com.
Paul G. Pochtar, RPh, extensive experience in leading the successful market access commercialization of both primary care and specialty pharmaceuticals throughout their life cycle, including several landmark oncology products and other specialty therapeutics, at firstname.lastname@example.org.
Making a difference in patient care by helping patients, providers, and payers collaborate on shared priorities