Focus on customer’s changing needs
The COVID-19 pandemic has created complex challenges across the commercial continuum. Brands are experiencing launch delays, access barriers, demand and supply disruption, salesforce adjustment, and suspended in-person promotion.
Understanding how stakeholders are impacted will help brands address changing needs by identifying the best short-term and longer term strategies and tactics. Some stakeholder challenges include:
- HCPs: treatment/procedure disruption, patient visits, adoption of telehealth; medicine shortages, remote detailing
- Payers: lower/loss of achievable price premiums, delayed access/reimbursement timelines, changes to HTA evidence expectations, changes to public funding priorities, shift to Medicaid (US), demand fluctuation, and increased mail-order utilization (US)
- Patients: loss of benefits, treatment interruptions/delays; telehealth, adherence; Rx/Copay affordability, and others