AMNOG – One Year On

Patient insights aren’t just a ‘nice to have’: they are essential to understand the space where Pharma’s drugs ‘live’.

On the 10th October, Cello Health Insight in association with PMGroup, will look at the value of three areas of patient research that provide that ‘must have’ understanding: mapping the patient pathway, patient motivation, and the dialogue between patient and HCP.

When new products approach the market the level of demand for them is often exaggerated.

However, in the real-world we know healthcare professionals may be less comfortable switching from a familiar product, even when clinical trial data suggests a newer product is superior. So what are we missing?

On the 11th July Cello Health Insight, in association with PMGroup, will host a free webinar where we will explore whether ‘regret minimisation’ - an alternative approach that focusses on minimising potential losses - has the potential to offer us new ways to understand the customer behaviour.

To successfully develop and launch an asset it’s crucial to identify and define the commercial value early in the process.

On the 19th April Cello Health, in association with PMGroup, will host a free webinar which will discuss the background and context of early asset development and how to achieve a successful market assessment strategy.

It will look at how marketers can understand the competitive market landscape as early as possible.

Everyone in pharma is talking about patient centricity, but how is the drive received ‘on the ground’ among patients who are its focus? How is it unfolding and how far is it being implemented? Do patients even notice it is happening?

On the 24 January, Cello Health Insight in association with PMGroup, will host a free webinar which will look to unravel the multi-faceted issue of patient centricity from the patient perspective.

What does it really mean for patients and how are they befitting from the initiative? What can market research contribute to our understanding of the current state of play of patient centricity?

It is time to take stock and ask ourselves whether the patient-focused activities are benefiting patients and influencing R&D or are they simply a marketing initiative.

Involving public affairs early during the development and commercialisation process of a new asset is critical to success when demonstrating value to payers and policy makers.

But how can the pharmaceutical industry best support these key stakeholders and the wider healthcare community when it comes to realising the potential of innovation?

On Monday 28 November, Cello Health, in association with PMGroup, will host a free webinar on how to reach the tipping point of stakeholder engagement.

The webinar will review the ‘total quality management’ model and deliver key learnings, tools and tactics from aligned and well-evidenced programmes that have followed this model.

Immuno-oncology therapies that harness the body’s own defences to fight tumours are widely acknowledged as the new frontier in cancer treatment, but until recently only a few products had reached the market for a limited number of indications.

Over the past 12 months several new products have been approved for a wider range of tumour types and with pipelines boasting numerous other products in the area, competition looks set to hot up.

On November 17 Research Partnership, in association with PMGroup, will host a free webinar which will explore the key features of the immuno-oncology market and the critical success factors for remaining competitive.

I would like to invite you to register for the webinar - either to watch it live on the day or for access to a recorded version.

Most life sciences companies know they need to move their multichannel marketing forward, but that requires managing a greater volume of tactics that need to be developed, approved, implemented, and measured.

And of course, those tactics must reflect how their target audiences engage in content – such as the 65% of healthcare professionals who say they prefer clinical summaries.

To truly transform the commercial model, companies must have a strategic blueprint that combines business objectives with brand goals to determine the appropriate resource levels and channel attribution.

On November 9 Aptus Health, in association with PMGroup, will explore three essential ingredients for transforming the commercial model and driving success:

• Learn how to deploy multichannel marketing at scale through integrated campaigns that reach millions of HCPs across specialties, languages, and markets

• Gain insights into your target HCPs’ behaviours - and how to leverage those insights to make your campaigns more effective

• Explore results from a recent survey of European HCPs revealing their preferences for the types of online medical education, as well as the resources they find most helpful in their daily practice

Commercial analytic solutions are becoming more and more common within the Pharma industry. Companies are spending millions implementing tools which are aimed at helping users identify opportunities to improve the bottom line, segment customers, track multichannel campaign success and meet a myriad of other objectives. Despite all the 'perceived' value these tools can add, they remain largely unused. Excuses for the lack of adoption are varied but can generally be classified into one of three areas - they are either too complex, it isn't convenient to use or it just doesn't deliver on the value promised. These issues are compounded by the fact that they are generally only identified when the solution has been deployed and expected to be used. By ensuring that these issues are addressed at all stages during the development and not just when adoption targets are not being met, commercial analytic solutions can be exploited to attain the anticipated value and more.

Traditional models of cognitive behaviour remain meaningful, but they can fail to deliver strong links between ‘smart’, cognitive-based factors of judgement and the decision-making associated with actual behaviour change.

In contrast, behavioural economics accounts for the ‘lazy’ judgments and thoughts that occur at an automatic level, but can over-weight the prevalence of such behaviour.

On October 4 Cello Health Insight, in association with PMGroup, will host a free webinar on applying adaptive and integrated behavioural models to qualitative enquiry.

It will look at how to achieve a better understanding of what drives therapeutic decision-making and how medical marketing, digital and PR initiatives can change future behaviours in favour of achieving target sales.

In today’s multi-stakeholder environment, pharma companies need to coordinate their stakeholder interactions between functions to ensure consistency of message and efficiency of cost.

The patient journey can be at the centre of this drive by shaping an aligned communication on ‘value’.

On 14 September Executive Insight, in association with PMGroup, will host a free webinar about how to leverage the patient journey to strengthen market access deliverables.

It will investigate how to develop a common value story, what such a framework should look like and the role of cross-functional working when it comes to putting these ideas into practice.

Linking the clinical benefit of a product to a real-world benefit that markets care about, insurers will pay for and that will improve patients’ lives is critical for pipeline assets to succeed.

On July 13 Cello Health, in association with PMGroup, will host a free webinar on the value of early asset development and commercialisation.

It will follow the asset development journey, defining value from both a financial and clinical perspective, and look at the variables with which companies must contend in order to optimize a product’s prospects.

As pressure mounts on the pharmaceutical industry to demonstrate a tangible and positive impact on patients’ lives, understanding barriers to specific clinician behaviours is key to achieving measurable change in clinical practice and advancing patient outcomes.

Medical education has the potential to affect a significant number of healthcare professionals’ (HCPs) clinical practice and so improve patients’ outcomes.

Nonetheless, achieving these goals requires medical education to move beyond didactic message delivery - that only improves HCPs’ awareness - to using many multi-channel educational interventions to drive real behaviour change.

In this webinar, Lucid will discuss why, as an industry, we should all be moving beyond our internal goals to think about how we can improve patient outcomes with all our programmes and share a process for creating measurable improvements.

In recent years pharma has slowly been realising the importance of customer experience and the fact that the commercial model that served it so well for the past 30 years might not be the right one for the future.

But continued ‘evolution’ is no longer acceptable - a more revolutionary approach to customer engagement design that makes it easy for front line employees to engage andmakes it relevant and unique for the customer is needed before it is too late.

On 19 May EY, in association with PMGroup, will host a free webinar on customer engagement design in pharma and time to move beyond the rhetoric, and I would like to invite you to register for it - either to watch it live on the day or for access to a recorded version.

Companies developing new rare disease treatments face several unique challenges when it comes to their regulatory and reimbursement submissions.

One of the most pressing of these is the paucity of information on patient populations, disease progression and appropriate Clinical Outcome Assessments (COAs), which form an important part of assessing signs and symptoms of rare diseases and treatment response.

Recent global survey data confirms that pharmaceutical sales representatives are still doctors’ preferred source of pharmaceutical product information. Although doctors are increasingly using social media and other online channels in their professional capacity to search for and share information, face-to-face interactions still carry more trust and are more likely to influence prescribing. While pharma shouldn’t neglect digital channels as potentially valuable entry points for the promotion of assets, more meaningful and impactful marketing strategies will be those that pursue an optimal mix of face-to-face and digital initiatives.

What does ‘authenticity’ mean to the healthcare sector and how can companies best build authentic relationships with their stakeholders?

For the past few years FleishmanHillard has researched the concept of authenticity and how the ‘authenticity gap’ between expectations and experience can impact the reputation of a company or sector.

This work has produced nine drivers of reputation, which provide actionable insights for companies seeking to manage their reputation more effectively.

On 24 November this PMGroup webinar, in association with FleishmanHillard, will draw on the latest UK research, with additional examples from Canada, Japan and Germany, and provide practical examples of how to remain authentic in an inauthentic world.

I would like to invite you to register for this webinar - either to watch it live on the day or for access to a recorded version.

Medical technologies should be innovative, unique, and have technical feasibility and robust intellectual property. This does not, however, guarantee successful market access and reimbursement.

Despite companies striving to improve patient care, many still struggle to gain market access - governed by three main factors: evidence requirements, the reimbursement landscape and defining clinical and economic value for medical devices.

On 18 November Adelphi Values and two expert speakers, in association with PME, will explain these multiple challenges and discuss key considerations, potential challenges and solutions for gaining successful market access for often life-changing medical technologies.

I would like to invite you to register for this webinar - either to watch it live on the day or for access to a recorded version.

In an ever-changing healthcare environment, the need to prove value for money remains a key focus for payers and reimbursement decision makers.

New pricing regulations, broad-based healthcare reforms, tendering processes and an increased emphasis on value-based assessment are all changing the game for pricing and launch sequencing, while raising hurdles for market access.

There’s no one-size-fits-all approach when it comes to defining value to meet the specific healthcare needs of national, regional and local payers, but it’s never been more critical to customising your value propositions in order to optimise reimbursement and patient access.

So on 22 September this Adelphi Values webinar, in association with PMGroup, will focus on value evidence considerations by payer archetypes.