PharmaVOICE: Top Trends Impacting Salesforces
As CEO of Qforma, Kelly Myers must continually keep his thumb on the pulse of rapidly changing health sciences industry. This real-time intelligence coupled with dynamic analytical data is creating powerful business solutions for Qforma customer’s crucial business questions.
In the November/December issue of PharmaVOICE magazine, Kelly Myers outlines “The Top Trends Impacting Salesforces”.
1 The importance of identifying and targeting undervalued physicians. As academic and legislative policies continue to restrict traditional KOL marketing strategies, Community Opinion Leaders (COLs) are the soundboard for your brand. These COLs, although usually not high-decile prescribers themselves, impact the practice decisions of many other physicians in their expansive physician social networks.
2 Leveraging these physician social networks for precision program implementation. Todays brand teams are being asked to do more with less. Armed with a concise picture of networks of influence amongst physicians. Brand teams can identify and engage hard-to-reach physicians via touch points of accessible physicians within their inner physician social network.
3 Understanding and capitalizing on the “shared-decision” model of modern health-care. Payers play an increasing role in the treatment decisions of chronic-care conditions. Disease states where expensive prescription therapies are not perceived as having a significant benefit over alternative or existing products will bear the brunt of the shift. Cosmetic treatments and lifestyle drugs will increasingly be dictated by patients seeking cost effective out-of-pocket therapies.
