  |
||||||
 |
||||||
 The Road Map to Action-Ready Solutions in the Managed Markets Arena
By Sue Ramspacher, Senior Vice President, and
Lisa Fox, Associate Vice President, Managed
Markets Research
Communicating the right messages to managed
care decision makers is critical to achieving
the best possible positioning for your
products. But with so many important areas to
cover and the competition fighting for a
share of voice with your key customers, it's
easy to lose your way in the process.
The arena of managed markets is an
ever-evolving space, where co-pays for
prescription medications continue to rise,
managed care organizations are revisiting
their business models to accommodate an
influx of expensive biologic therapies and
the push by managed care toward generics
becomes stronger each day.
Indeed, the role of the MCO as the great
equalizer in prescribing decisions has never
been more prominent, and the ability of a
product to obtain preferred formulary
placement or to maintain an unrestricted
presence can mean either financial success or
demise.
To guide health care marketers in navigating
the complexities of the managed markets
arena, GfK Healthcare recently held a webcast
titled GfK Healthcare's Managed Markets
Landmark Tour: The Most Direct Route to
Optimizing Your Strategic Plan.
 Eliminating Waste in Health Care
This month's published document for The
Orange Pages continues to touch on the larger
themes of health care and wellness as
discussed in the last several modules. More
specifically, it focuses on the political
realities and practicalities of health care
reform as discussed in the book Paradox
and Imperatives in Health Care, by
Jeffrey C. Bauer, Ph.D and Mark Hagland.
The book states that about a
third of all health care expenditures are
wasted. The authors focus not only on the
significant financial waste, but also on the
inadequacies in the quality of care that we
purchase and go on to explain how to
create both efficiency in costs and
better quality care.
GfK Healthcare to Present at Spring Conferences
Spring conference season is underway and we invite you to join GfK Healthcare representatives as they present at the Pharmaceutical Management Science Association and Pharmaceutical Business Intelligence Research Group's upcoming conferences.
Did You Miss the March Issue of Topline?
Click
here to read the issue, which
includes:
Topline
archive is available. Skim the
directory and select
articles you missed. Access subscriber
opt-in/comment form.
|
 |
|
|
April 2009
 What Are We Doing Here, Anyway? Somebody needs to tell me what business we are in. Yes, after almost 40 years of doing the same thing for a living, I am fairly well aware that I and my colleagues at GfK and our competitors, as well as those in appropriately named departments in pharmaceutical companies, are in the "pharmaceutical marketing research business." But in the year 2009 more than ever, I need to ask the question, "To what end?" Let me give you an example of the quandary that I, and I suspect a few others, face. In March, I spoke at the PMRG conference in Las Vegas. As is increasingly the case in recent years, the conference was extremely well attended, with more than 500 registered participants. As usual, my conversations with attendees indicated that while there was indeed some interest on the part of some vendors in seeking out new clients or enhancing old relationships, as well as some interest on the part of clients attending in determining what new agencies and/or services were available for their use, the new PMRG is primarily about letting its constituents from both sides of the table get a general feeling for what is happening in their profession...  Richard B. Vanderveer, Ph.D. CEO, GfK Healthcare    Research Highlight: Sales Force
Effectiveness
Data Download provides highlights of recently released data from GfK Healthcare. This month's selection covers research from a study conducted in the area of sales force effectiveness. |
||
         |
||||||