How Much Influence Do Employers Have on Your Brand?
Pharma moved away from engaging employers in a meaningful way over the past decade for a variety of reasons. This resulted in a lack of employer education. For some brands this is beginning to become a recognized barrier to market access.
Dave Dierk and Stacey Richter, co-presidents of Aventria Health Group, share their insights on this emerging market dynamic in a December 2019 article in Pharmaceutical Executive, Market Access: Employers as Barriers to Value.
“Employers are assuming more and more direct responsibilities in select areas of high cost to make decisions relative to access rather than leaving it in the hands of payers and PBMs,” says Dierk. “You’re starting to see Pharma, once again, increase its field team presence calling on employers, because the employers are beginning to take back control."
Now innovative pharma teams are looking to foster new relationships with employers and their advisers as they take back control of decision making over their health care spend.
Dierk discusses some areas where Pharma is likely to build field forces and which employers Pharma should consider targeting if they’re trying to maintain access for large, high-cost, high-need, chronic patients.
“Pharma is probably in the best position ever to really start to work with employers to improve the clinical journey, improve patient outcomes, and at the same time make good on their promise to lower long-term cost,” says Richter.
She and Dierk discuss the most important success factors for Pharma to consider when collaborating with employers.
More employer insights: Employer Influence in Oncology
For information about how Aventria Health Group can help you achieve market-access success, please reach out to:
Dave Dierk, Co-President, 30-year sales and marketing thought leader in pharmaceutical diagnostics, biomedical, long-term care, managed care, employer, and pharmacy communications, at 215-489-9000 x103 or firstname.lastname@example.org.
Stacey Richter, Co-President, 20-year market-access innovator specializing in niche market engagement, raising above-brand performance and HIT-integrated programs, at 978-705-1137 x105 or email@example.com.
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