that the 21st Century Cures Act specifically offers to expand communications on economics
and outcomes. Lobby for the FDA to provide
additional guidance on this topic;
3. Demonstrate compassion toward patient
cost and its impact on access to health care;
continue to seek solutions with other stakeholders, including medical communities, patient organizations and political organizations;
4. Consider modifying launch pricing and
price increase strategies to reflect the current
market; evaluate whether there is an upside
to gaining stronger medical community and
payer endorsement in building market share;
5. Build public awareness on net price increases and level of rebates paid to MCOs
and PBMs. Johnson ; Johnson’s recent announcement on publishing list and average
net price increases across the portfolio sets a
helpful precedent on balancing public information needs with confidentiality needs for
individual agreements with payers;
6. Explore new pricing models and advocate to modify or eliminate federal pricing
mechanisms, such as best pricing mechanisms, that impede these options.
P eter W eis s b erg, g ro u p directo r, m a rk et
access, Intouch Solutions; Most marketers
have little to no direct role on drug pricing, so
their ability to truly influence the pricing discussion is very limited. However, that doesn’t
mean that marketers should remain on the
sidelines and not engage in pricing discussions.
Astute marketers are digging below “the
list prices” that are grabbing all of the headlines, to more deeply understand the true
financial impact their drugs have on payers,
hospitals and patients. That means learning
more about the contracting process, the pharmaceutical supply chain and the nuances of
different copay programs.
By taking the time to do this, and more
fully understand drug pricing, a smart marketer gets a clearer sense of the realities of the
audiences who influence product selection
and sales. These marketers will be able to use
these insights to generate commercialization
strategies that have greater material impact
on their brand’s performance.
James W ood l and ; The short answer is all
of the above. A lot will be learned with Novartis’ and others’ efforts to trial value-based pricing for some of its most promising drugs. This
may well serve to be a model for other products
in the future. That said, while pharma sets list
prices for the market, there is an entire value
chain influencing those final prices and there
is often a large gap between the price pharma
lists a drug for and what a patient ultimately
pays for it. There are sometimes several intermediaries involved in capturing pieces of that
difference. While potentially risky, there may
be an opportunity for pharma to lead in shedding more light on these dynamics.
We will also see what impact recent efforts
to better communicate the realities and benefits of drug discovery and commercialization
will have. There is unquestionable value the
pharma industry brings to society, I think we
need to explore every avenue to ensure the
public clearly sees and experiences that value.
MED AD NEWS: What skills or o;erings are
brand managers going to expect from marketing agency partners in 2017 that they
might not have expected in 2015 or 2016?
Why so? What other changes might be brewing in the agency world?
Keith Betz; From a media agency perspec-
tive, one of the increasing trends over the last
few years has been a need to better measure
how media expenditures correlate with the
brand’s business objectives. There are many
technologies, consultants and vendors that
can assist with this but it requires a more col-
laborative approach to media – one where all
parties involved agree to optimize based on a
finite set of KPIs. These KPIs need to be deter-
mined based on research – in the case of digi-
tal media, identifying the highest value digital
actions that your target audience can take and
being confident that those actions will impact
sales. Testing and learning is important but
the speed in which this happens is increasing-
ly in the forefront of marketer’s minds – how
can we impact business today to show results
and reinvest in those activities that are mov-
ing the needle. Finding key partners that can
think beyond media strategies;tactics and will
concentrate on the client’s business, and ulti-
mately the patient outcomes, is crucial.
W end y Blac k b urn,ex ecu tiv eV P , In to u ch
S o lu t io n s: Recent years have seen seismic
shifts in, and dramatic expansion of, the ex-
pectations marketers have of their agencies.
In 2017, this trend will only speed up. Specifically, modern marketers will demand that
their agencies hold expertise in creating a
connected customer experience, in technology and marketing automation platforms, and
in using data to drive decisions. Agencies that
will thrive will be those that can provide these
integrated solutions while continuing to adapt
to the new realities of marketing, of technology and of healthcare.
Connecting thecustom er experience
FULL BLEED AHEAD.
THURSDAY, APRIL 20, 2017
PIER SIXTY • NEW YORK
MedAdNews.com • PharmaLive.com • MannyAwards.com