Peas In the Pod’s Post

Are you talking about your new asset in the right way? Ways of marketing new pharmaceutical products has been evolving and further accelerated over the pandemic, and for good reason. Long gone are the days of the salesforce arms race. Talking about a new product in the right way to multiple stakeholders from prescribers to payors is vital to ensure it reaches patients. To make this easier for clients who are in need of experienced comms support from pharma experts, phraktion are ready to help. We have found that our clients are sometimes looking for something specific to help develop their business. Whether that be advice in Medical Affairs or an expert in Market Access. At the same time, when they are less confident, our clients often look through what our brilliant Partners can offer them. Either way, to make sure our clients find what they’re looking for, we've created 'Products’. A 'product' is a service that one our Partners can provide, directly to the client, just as described. Products will be listed on a Partner's profile, along with their bio and case studies, so our clients can see how all our deeply experienced Partners can help their business. Introducing products will allow the next level of transparency between the phraktion Partner and the client, not only on service but price too. These products will be up on the website to explore soon. One product, offered by Judy Brownsword - one of our brilliant MedComms gurus, shows the value of our Products. Through a combination of stakeholder interviews, desk research and alignment workshops, a client would receive the strategic foundation for all medical communications around a specific pharmaceutical product, taking into account a whole host of contextual factors. Everything will be fully referenced and will even set out the specific terminology to be used (or not used) in communications around the product. Exactly what they would need to make the most of their product launch. Sound like Judy would be a good fit for your business? Take a look at her brilliant product here: https://lnkd.in/ezZQUsaA #expert #pharma #fractional

Do prescribers feel their needs are being heard by pharmaceutical companies❓ Not as often as we would like ❗ It’s mostly specialists who feel disconnected. They are scientists and they prefer to engage with academic institutions and forums. The industry is claiming to be customer centric, but are we really? To be fair, with the best intentions, it’s challenging for pharmaceutical organizations to balance the needs of their customers with the demands of shareholders, and regulatory and compliance frameworks. Back to our problem of the week, so why is it that many prescribers feel their needs are not being heard then? 1️⃣ First of all, they feel overwhelmed with indistinct, repetitive and unsolicited information from countless pharma companies, leading to disinterest and saturation. The information overload makes it challenging for prescribers to identify and retain meaningful insights that are critical for informed clinical decision-making. 2️⃣ The lack of personalized and relevant content fails to engage prescribers, especially specialists, who typically look for concise, scientific data to aid clinical decisions. While general practitioners tend to navigate broader topics, specialists seek highly specific information tailored to their fields of expertise. If content does not provide this level of specialization, it will not be considered valuable. 3️⃣ The shift towards digital and remote engagement accelerated by the pandemic often lacks the customization of an in-person interaction. Digital platforms may struggle to replicate the depth and personalization of live discussions, making it harder to address specific prescriber queries or adapt to their immediate feedback during a conversation. 4️⃣ Regulatory and Compliance regulations limit the scope of commercial activities about existing and new therapies, restricting pharmaceutical companies' ability to communicate. These regulations, designed to ensure accurate and ethical promotion, often impose strict limitations on how and what information can be communicated. 5️⃣ The cross-functional structure of a pharma company may lead to misaligned priorities between customer-centric solutions and product-focused strategies. Different functions like marketing, sales, and medical affairs might pursue divergent goals, with some focusing on more immediate product performance while others aim to build long-term relationships with healthcare providers. Is it even possible to be genuinely customer-centric in the ever-evolving healthcare landscape? What do you think? 🤔 ⏭ Stay tuned as we venture into breaking down more of these critical disconnects in our next posts. #Healthcare #pharmamarketing #PharmaIndustry #ClinicalDecisionMaking #RegulatoryCompliance #FutureOfPharma #patientengagement #marketresearch #strategy

Please check this week's issue of Peas In the Pod where we explored the dynamics that may underlie the apparent disconnect between doctors, mostly specialists, and the pharmaceutical industry ‼️

Just finished reading the great report published by #DTConsulting on the state of Customer Experience in the European pharmaceutical industry in 2022. Based on the report, HCPs are generally satisfied with the customer experiences they receive from pharma companies, but there is still room for improvement, particularly in the areas of digital engagement and timeliness of responses. Here are some recommendations for pharma companies to improve in Customer Experience they provide to HCPs and and build stronger relationships with their customers: * Invest in digital engagement to provide HCPs with access to relevant information and support in a convenient and timely manner. * Be more responsive to HCPs' needs by answering their questions promptly and resolving any issues they may have quickly and efficiently. * Personalize the experience for HCPs by taking the time to understand their individual needs and providing them with relevant information and support. Once again, #DTConsulting did a great job; congratulations, Dominic Tyer, Tim van Tongeren, and Hannah Price. #PharmaCX #CustomerExperience #PharmaMarketing #MedicalAffairs #PharmaSales Link to the report: https://lnkd.in/dNMuKgnK

How does the pharmaceutical industry build trust with healthcare professionals ? With a recent survey showing that 80% of HCPs don't trust the content the industry produces for them, the GOLD team look at the story behind the statistic. They explore where the problems lie and how the industry can improve for the benefit of its customers. GOLD also hears from Rob Verheul, CEO, Graphite Digital, the company behind the report, who shares his takeaways from the research including 1. The importance of data accuracy 2. The value of a good customer experience 3. Top tips for building trust and more.

A prediction for 2024.... In 2024, the biopharma content operating model will be disrupted.   This disruption comes as marketeers are truly enabled to use ALL the tools and resources available to them, balancing technology, in-house creatives and agencies for content creation. Agencies will, more than ever, be deep in the strategic initiatives while marketeers will be able to focus on an agile model that simplifies and speeds up execution. Check out Pooja Ojala’s prediction on how this shift will impact the industry: https://lnkd.in/eJhZaDy7 #pharmaceuticals #contentstrategy #predictions2024

Companies today are shifting to a customer-centric mindset to better serve their target markets. At C&A Digital, we help clients navigate this shift with one of our strategic offerings: Customer Journey Experience Transformation. This is especially relevant in the healthcare industry as many pharmaceutical companies are concentrating on improving the overall patient experience. In this video, Vanessa Capistran, Client Experience Associate, explains the benefits of this strategic offering. Visit our website at cadigitalny.com to learn more. #strategy #marketingstrategy #customerexperience #healthcarestrategy

Post-marketing surveillance (PMS) can play a significant role in #marketing strategies of #pharmaceutical #companies. 1.Enhancing Credibility and Trust: *Demonstrating Safety: ** By sharing PMS data that shows a drug's safety profile in real-world settings, companies can build trust with healthcare providers and patients. 2.Supporting Claims and Differentiation: *Evidence-Based Marketing: * PMS data provides real-world evidence to support marketing claims about the drug’s efficacy and safety, making promotional materials more convincing. 3.Targeted Communication: *Tailored Messaging:** PMS insights can identify specific patient populations or subgroups that benefit most from the drug, allowing for more targeted marketing campaigns. 4. Market Expansion and Lifecycle Management: *New Indications and Uses: * PMS data can reveal additional therapeutic benefits or off-label uses that can be pursued for official indications, providing new marketing opportunities. 5.Building Stronger Relationships: *Engaging with Stakeholders:** Continuous feedback and interaction based on PMS data help build stronger relationships with key stakeholders, including healthcare providers, patients, and regulatory bodies. *Patient Support Programs:** patient support programs, improving patient satisfaction and loyalty. *Social Media Engagement: Sharing positive PMS outcomes on social media platforms can enhance engagement with healthcare professionals and patients. We, Marvel Medical Scientific Solutions have the competence to organize #PMS. Contact us: Ahmed.darwish@marvelwall.com Work sample: https://lnkd.in/dkZM4cv6 #productmanager #study #branding #marketingmanager

❓  𝐇𝐨𝐰 𝐭𝐨 𝐂𝐮𝐥𝐭𝐢𝐯𝐚𝐭𝐞 *𝐓𝐑𝐔𝐒𝐓* 𝐢𝐧 𝐇𝐞𝐚𝐥𝐭𝐡𝐜𝐚𝐫𝐞 𝐏𝐫𝐨𝐟𝐞𝐬𝐬𝐢𝐨𝐧𝐚𝐥 𝐑𝐞𝐥𝐚𝐭𝐢𝐨𝐧𝐬𝐡𝐢𝐩𝐬?? Dear LinkedIn Community, In the realm of healthcare, building trust with healthcare professionals (HCPs) is paramount for effective collaboration and mutual success. Here are some 𝒆𝒔𝒔𝒆𝒏𝒕𝒊𝒂𝒍 𝒔𝒕𝒓𝒂𝒕𝒆𝒈𝒊𝒆𝒔 for cultivating trust in pharmaceutical marketing: 🔹 𝐃𝐞𝐥𝐢𝐯𝐞𝐫 𝐕𝐚𝐥𝐮𝐞-𝐃𝐫𝐢𝐯𝐞𝐧 𝐄𝐝𝐮𝐜𝐚𝐭𝐢𝐨𝐧 Offer informative materials that provide HCPs with valuable insights into new treatments and medical advancements. Facilitate 𝒆𝒅𝒖𝒄𝒂𝒕𝒊𝒐𝒏𝒂𝒍 𝒔𝒆𝒔𝒔𝒊𝒐𝒏𝒔 and seminars led by experts to foster knowledge exchange and professional development. 🔹 𝐄𝐦𝐛𝐫𝐚𝐜𝐞 𝐓𝐫𝐚𝐧𝐬𝐩𝐚𝐫𝐞𝐧𝐜𝐲 𝐚𝐧𝐝 𝐄𝐭𝐡𝐢𝐜𝐚𝐥 𝐏𝐫𝐚𝐜𝐭𝐢𝐜𝐞𝐬 Operate with transparency in all interactions, including disclosure of relevant product information and clinical data. Adhere strictly to industry regulations and 𝒆𝒕𝒉𝒊𝒄𝒂𝒍 𝒈𝒖𝒊𝒅𝒆𝒍𝒊𝒏𝒆𝒔 to ensure patient safety and trustworthiness. 🔹 𝐅𝐨𝐬𝐭𝐞𝐫 𝐎𝐩𝐞𝐧 𝐃𝐢𝐚𝐥𝐨𝐠𝐮𝐞 𝐚𝐧𝐝 𝐂𝐨𝐥𝐥𝐚𝐛𝐨𝐫𝐚𝐭𝐢𝐨𝐧 Encourage open communication channels to facilitate meaningful discussions and feedback from HCPs. Actively listen to their concerns and incorporate 𝒕𝒉𝒆𝒊𝒓 𝒇𝒆𝒆𝒅𝒃𝒂𝒄𝒌 into marketing strategies and product development. 🔹 𝐏𝐫𝐨𝐯𝐢𝐝𝐞 𝐄𝐯𝐢𝐝𝐞𝐧𝐜𝐞-𝐁𝐚𝐬𝐞𝐝 𝐈𝐧𝐟𝐨𝐫𝐦𝐚𝐭𝐢𝐨𝐧 Present scientific evidence and clinical data to support product claims and recommendations. Share peer-reviewed research studies and 𝒓𝒆𝒂𝒍-𝒘𝒐𝒓𝒍𝒅 𝒆𝒗𝒊𝒅𝒆𝒏𝒄𝒆 to substantiate the efficacy and safety of pharmaceutical products. 🔹 𝐏𝐫𝐢𝐨𝐫𝐢𝐭𝐢𝐳𝐞 𝐏𝐚𝐭𝐢𝐞𝐧𝐭-𝐂𝐞𝐧𝐭𝐫𝐢𝐜 𝐂𝐚𝐫𝐞 Highlight the importance of patient-centric care and the role of HCPs in improving patient outcomes. Showcase 𝒓𝒆𝒂𝒍-𝒍𝒊𝒇𝒆 𝒑𝒂𝒕𝒊𝒆𝒏𝒕 𝒆𝒙𝒑𝒆𝒓𝒊𝒆𝒏𝒄𝒆𝒔 to underscore the impact of pharmaceutical interventions on patients' lives. By implementing these strategies, pharmaceutical marketers can nurture trusting relationships with healthcare professionals and contribute to positive healthcare outcomes. #HealthcareMarketing #TrustInHealthcare #PharmaceuticalIndustry #CollaborationInHealthcare Let's continue to work together towards advancing healthcare solutions with integrity and transparency. Warm regards, 𝓜𝓾𝓱𝓪𝓶𝓶𝓪𝓭 𝓐𝓱𝓶𝓪𝓭 𝓫𝓲𝓷 𝓐𝔃𝓱𝓪𝓻

These are the 4 steps that must be used in every successful selling story, including medical call through sales reps. An example? 1. Did you hear about the complexity of developing effective messaging for health care products targeting health care professionals? 2. Well, the issue seems to be lack of alignment. Apparently, health care professionals are not that engaged with the information provided by pharmaceutical reps. They seem to be more engaged with educational content rather than promotional messages when interacting to sales reps. 3. On this scenario, it would be nice to have a partner agency with expertise in translating promotional messages into actual relevant and engaging content to HCPs, offering the education they are seeking as the basis to support the product being promoted. 4. Well, Clab is an agency founded almost 15 years ago by former multinational Pharma marketing and medical experts, ready to increase the positioning goals of your product, through the development of a highly relevant content grid for HCPs. We have developed an innovative message mapping tool to build successful selling stories, easy to be used by you reps. #MarketingFarmacéutico #MedicalMarketing #Estrategia #Strategy #PharmaceuticalMarketing