The Power of Payer: Prescribe All You Want…We Can Block You!

6808124Remember the Doritos slogan, “Crunch all you want, we’ll make more!”? What a mantra, supply and demand. So simple. So obvious.

Sure, prescriber demand plays a role in how available some drugs are, but at the end of the day health plans and formulary P&T committees within hospitals and large practices make category decisions that effect drug availability for patients and directly impact prescribing behavior. These formulary decisions aren’t made in a vacuum, and they can impact your brands, your marketing goals, and play a huge role in getting a leg up in today’s market.

So what do you know about all this? If your client came to you tomorrow in a competitive market situation—multiple new branded entrants, generic domination, or patient abandonment at the pharmacy—and they couldn’t get a foothold, what would you tell them? How would you break that wall? How do you partner with your clients to fulfill your brand’s true market destiny?

Consider what the payer marketing unit can bring to the table for you and your clients. More and more we hear our clients talk about access challenges broadly, issues with patient co-pays, or prior authorizations and step edits getting in the way of reaching marketing goals. In this changing healthcare environment there is so much to consider that plays a role in prescriber decision making, it goes well beyond the clinical profile of your brand. The smarter we all are regarding the holistic considerations of a brand, the better we can show our value as a marketing partner and offer uniquely impactful solutions to our clients.insurances

This is where the Power of Payer comes in. The payer marketing units at Ogilvy CommonHealth Worldwide want to help provide you with a strong background on health plan and environmental issues to more effectively reach your client’s marketing goals. We are actively working towards open house events for Ogilvy CommonHealth Worldwide in NJ and NY where we can share information specific to two hot topics:

  • Emerging healthcare models: What are they? How do they hold the keys to success in the market? What should we know about them? Better understand how they act and what these actions mean to our clients and their brands.
  • Payer for newbies: An overview of what a payer is. Who are payer customers and manufacturer clients? How do payer decisions impact overall market sales goals and category usage? Why do we need to consider them when building brand plans and overcoming marketing hurdles?

"Open House” Posting. Part of our “Create a Sign” Series.As part of the Power of Payer open houses, we will also showcase some of the unique work we have done to achieve market success as well as answer any questions you may have about the payer customer, unique challenges your brand may be facing, or just have a fun discussion around environmental trends!

Watch for more information and then mark your calendars to join us for the Power of Payer open houses.

CONTINUE THE CONVERSATION: Questions? Comments? You can contact the author directly at blog@ochww.com. Please allow 24 hours for response.

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