Multichannel Payer Marketing 2020 is aimed to understand how and where U.S. payers obtain information for formulary decision-making, specifically using digital channels in addition to traditional methods, pinpointing unmet needs and determining how pharmas can better engage these key customers.
Research themes include:
In-depth look at U.S. payer’s activity & preferences to inform multichannel engagement strategies
Understanding of how payer’s behaviors change by where they work or practice; differences will be available by those who sit on their P&T committee within hospitals, IDNs, MCOs or PBMs*.
Due to recent payer consolidations, we may be unable to have a readable base size of PBMs in our 2019 research, this group may become a subset of MCOs (i.e. Express scripts and Cigna merger, CVS health and Aetna merger, etc.)
Identify how and where pharmas can best engage with payers online
Considerations for building a payer portal vs. expanding on HCP focused websites for payers
Tools and materials pharmas can provide based on payer needs and interests
Sponsorship/advertising opportunities on non-pharma websites geared towards payers
Best-practices and case studies for how other pharmaceutical companies are engaging payers
Primary drivers of formulary and reimbursement decisions
How and when are payers utilizing RWE (i.e. written report, on a data platform, etc.) and uncovering the need for pharmas to provide this information
Understanding of beyond the pill programs and payers interest to see patient reported outcomes, and the potential impact on their formulary process or decisions; impact of patient demands