Columbus, OH — Over the last few years, terms like patient-centric marketing and adding value beyond the pill have become immensely popular in the board rooms of leading pharma innovators. These concepts aren’t just about the tools we provide; they’re about a fundamental shift pharmaceutical marketers are trying to effect. One that moves us from primarily pre-Rx marketing (education, awareness, relationship building) to largely post-Rx engagement (support, adherence, clinical management). That means completely rethinking what a marketing solution looks like – from what we can say to what we can do; from what people can read to what they can use.

Yesterday’s post about the possible Proteus-Metformin super pill and the earlier article about Salix’s colonoscopy prep guide are great examples of how products in generally commoditized categories are using value adds to earn adoption and even loyalty. We’re following many projects like those across the industry and we’ve collected a few of our favorites in this simple poster. In it, you can see how the individual initiatives point to six major strategies for adding value beyond the product.

Download the full-size PDF.

Poster by: Jeremy Rosario, Kelly Macaulay, Leigh Householder

Posted by: Leigh Householder

photo credit: Fillmore Photography via photopin cc

About the Author:

As Managing Director of Innovation for Syneos Health Communications, Leigh is responsible for shaping the company’s perspective on the next era of healthcare marketing. Through thought leadership, strategic innovation workshops and new products and capabilities, Leigh focuses on identifying marketing approaches that will fuel that new era and generate significant growth for clients. Leigh has worked with Fortune 1000 companies to craft their digital, mobile, social and CRM strategies for over 17 years. She’s worked for category-leading agencies in retail, public affairs, B2B technology, and higher education. Prior to moving to Syneos Health Communications, she had several leadership roles at one of our agencies, GSW. There, she founded an innovation practice fueled by the zeitgeist and spearheaded digital and innovation thinking across the business. Leigh has taken a special interest in complex healthcare products that can change lives in meaningful ways. She was recently a strategic lead on the 3rd largest launch in pharmaceutical history: Tecfidera. Before that she had keys roles with Eli Lilly Oncology, Abbott Nutrition, Amgen Cardiovascular, and Eli Lilly Diabetes. A critical part of Leigh’s work is trends and new ideas. Every year, she convenes a group of trend watchers from across our global network to identify the shifts most critical to healthcare marketers. Leigh is a sought-after writer and speaker. Recognized as one of the most inspiring people in the pharmaceutical industry by PharmaVoice, Leigh also was recognized as a Rising Star by the Healthcare Businesswomen's Association (HBA) for her overt passion, industry thought leadership and significant contributions in new business, strategy and mentoring.