Columbus, Ohio—I read an article last month in MM&M that I can’t seem to shake: “Why Pharma Should Stop Marketing Products and Start Marketing Services”1, written by Zoe Dunn. It’s kind of a radical notion, especially considering the author has been in pharma for more than 20 years.
The idea is that instead of unilaterally promoting branded drugs, we should deliver transparent unbranded industry education and research; and instead of placating adherence issues, we should provide unparalleled customer service for our products. Turns out, that’s exactly what people want from us.
What do HCP’s want from pharma?
- Make relationships less transactional
- Deliver high quality and relevant educational material
- Open channels to discuss potential research and innovation opportunities2
What do Patients want from pharma?
- Thirty percent of online consumers with a chronic condition and 38 percent of caregivers are interested in registering for a patient supportprogram that would give access to a range of services4
- 76% of patients think pharmaceutical companies have a responsibility to provide information and services that help patients manage their own health5.
So, how do we get there?
To stop marketing products, we have to change our objective.
Brand teams and their agencies are most often driven by KPIs (Key Performance Indicators). These success criteria are typically based on market share and Rx metrics (i.e. Total scripts (TRx), New Scripts(NRx)). It’s been the industry standard for quantifying achievement.
Brand managers who want to succeed stick to the program.And, so it follows that pharma marketing strategies that are designed to increase scripts employ tactics that promote the benefits of the brand to the HCP and the consumer.
But, what if the KPIs were different? What if Brand Managers were measured on patient outcomes in their disease state (albeit much harder to quantify)? What if we had patient experience as a success criteria? How about HCP satisfaction with their education and involvement at the category level?
To start marketing services, we have to change the conversation.
There’s a little saying among our team that’s becoming a bit of a mantra: Make things people want instead of making people want things. It’s shifting from push to pull. And, it requires more knowledge of the customer than our current model. Maybe that’s a good place to begin.