ARTICLES

May, 2014

Five Facts to Know About HEOR

The heat is on payers to identify which brands offer the best value, and many key decision makers turn to health economics and outcomes research (HEOR) to help them pick the winners and the losers.

Marketers should understand how payers use HEOR studies if they want to maintain or grow their brand’s competitive advantage. Here are five key points about HEOR every marketer should know.

April, 2013

Understanding Access—And How To Improve It

PM360, 4/2013 -- The number one goal of pharma marketers is to maximize sales of their products. But this is challenging because many factors, including sales force time and attention, promotional budget, key opinion leader support, and product access, contribute to success. The last of these, access, adds another layer of complexity because it has several meanings, each representing a specific strategic choice for brand champions. Marketers need to know the different definitions of access and how to use each type to their brand’s benefit.

April, 2012

Four Things To Do Before Submitting an NDA

PM360, 4/2012 -- In the past, marketers would wait until a brand was 18-24 months away from launch before planning their strategy in earnest. Today, they need to be more proactive with their prelaunch marketing efforts and get started before a drug even gets to Phase III trials.

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