Thursday, December 5, 2013

Pharmacists in Focus for Rx Marketing – 3 Key Multichannel Opportunities for Pharma Brands

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Today's post come from Maureen Malloy, Director, Product Commercialization at Manhattan Research.  Manhattan Research will be a part of two sessions at this year's ePharma Summit taking place February 10-12, 2014.  As reader of this blog, when you register to join us and mention code XP1906BLOG, you'll save up to $100 off the current rate!

The U.S. healthcare landscape is drastically changing under new reform and pharmacists are stepping in to play a key role in care and supporting patients throughout their treatment plans. Moreover, pharmacists show significant demand for digital patient support services from pharma. These trends represent strategic opportunity for pharma commercial teams looking to support pharmacists who are playing growing role post healthcare reform.

Our latest Taking the Pulse® Pharmacists 2013 study highlights three key multichannel opportunities for brands to consider when evaluating ways to connect with pharmacist audiences:

Pharma-Sponsored Adherence Support: Pharmacists are on the front lines with patients when it comes to helping them take and stay on their medication - a critical role as the government and payers put more pressure on improving treatment outcomes. For example, more than 9 in 10 online retail pharmacists provide patients with adherence support. At the same time, pharmacists want pharma support in this regard. The Taking the Pulse® Pharmacist 2013 study found that more than 4 in 5 pharmacists surveyed have used or are interested in using pharma-sponsored adherence materials and support programs via their EHR.

Educational Materials on Pharma Websites: Pharmacists are also looking to pharma companies for educational materials for teaching and sharing with their patients. For example, 3 in 5 retail pharmacists are interested in accessing patient education materials on pharma product, corporate or service websites.

Online Promotion for Pharmacists: Various pharma companies are already beginning to expand their rep focus to pharma – particularly specialty pharmacists focused on the increasingly critical niche therapy market. Nearly half of specialty pharmacists have already used an on-demand presentation from a pharma company, such as recorded webcasts, videos, slideshows or animations, and a significant share of those who haven’t are interested in doing so.

Manhattan Research’s Taking the Pulse® Pharmacists study and advisory service is focused on helping pharma brands understand the evolving role pharmacists are playing in patient care and how brands can connect with pharmacists through multichannel marketing and sales strategies. The study was fielded in August 2013 among 754 retail, hospital and specialty pharmacists.

For more information about accessing the study and Manhattan Research analysts, please visit the product page or contact
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