Pharmaceutical Manufacturer

Analysis Prevents Manufacturer from Launching Problematic Program

IndustryPharmaceutical Manufacturer
ProblemA major brand pharmaceutical manufacturer was considering launching an educational and incentive program but faced operational challenges introducing the program.
PHSI SolutionAfter reviewing the manufacturer’s draft communication pieces for the program, PHSI found the content unclear and confusing. The drafts left out pertinent information such as which prescriptions qualified for the program and how patients were to obtain incentives. Instructions to the pharmacist failed to adequately explain billing procedures.
ResultsPHSI’s testing uncovered critical issues with the program that led to the manufacturer’s decision to not launch the program. Had the program been launched, the manufacturer would have faced patient and pharmacist complaints and would have wasted significant resources on an unsuccessful program.

Webinar Educates Advertising Agency about Retail Pharmacy Industry

IndustryPharmaceutical Manufacturer
ProblemAn advertising agency involved in developing communication tools for a pharmaceutical manufacturer wanted to learn more about retail pharmacy. Specifically, they needed to understand the business of pharmacy, how advertising that targets pharmacists should differ from that designed for physicians, and an overview of the key players.
PHSI SolutionPHSI developed a webinar that educated agency staff about the background of retail pharmacy and top pharmacy retailers. The webinar included information on pharmacist’s education, job responsibilities, their involvement in product selection, and different types of pharmacy-specific interventions. PHSI discussed current and emerging trends in pharmacy.
ResultsThe agency staff’s increased their knowledge about retail pharmacy and enabled them to create more effective advertising and interventions to drive the manufacturer’s product message.

Market Analysis of Brand Products

IndustryPharmaceutical Manufacturer
ProblemA pharmaceutical manufacturer whose product ranked second in a crowded therapeutic class wanted to increase market share by working with both third party payers and retail pharmacies. The client wanted an unbiased market strategy that aligned incentives and wanted to engage consultants with a background in both retail pharmacy and third party payers.
PHSI SolutionPHSI examined the competitors’ products including pricing, existing market share, package size, and brand classification to formulate a clear strategy. PBMs and health plans were surveyed to determine payer needs in this therapeutic class and the importance of this class within their formularies.
ResultsThe surveys indicated that a change to package quantity would better position the product with payer days supply edits, and the client was able to achieve the goal of increased product sales and market share.

Drug Resources Made Available via Manufacturer’s Website

IndustryPharmaceutical Manufacturer
ProblemA manufacturer had a wealth of educational resources including patient information brochures, booklets, pamphlets, and money-saving rebate offers for physicians to provide to patients. The manufacturer wanted to make these resources available to pharmacists.
PHSI SolutionPHSI examined the resources and evaluated their appropriateness for a pharmacy setting. PHSI prepared a description of each resource to be included on the manufacturer’s website along with suggested uses in specific pharmacy-related activities.
ResultsThe manufacturer’s website was revised and updated to allow pharmacists and other healthcare professionals to download educational resources and/or request materials be sent to them.

Managed Care Contracting Strategy Refined

IndustryPharmaceutical Manufacturer
ProblemA major pharmaceutical manufacturer was preparing to launch a new combination product and needed to understand how health plans and PBMs would react to the new product. Specifically, they were interested in whether the product would receive the same formulary status as the original product, whether rebates for the combination product should be equal to the single product version, and how the rebates would influence formulary positioning.
PHSI SolutionPHSI surveyed health plan and PBM Pharmacy Directors to discuss the upcoming product launch and received information about how this combination product would be treated in the managed care market.
ResultsPHSI findings were incorporated into the sales plan with the manufacturer’s managed care team. PHSI created a training program that outlined possible contracting scenarios to help the sales team negotiate any formulary access issues encountered.

Manufacturer Reinforces Formulary Win with PHSI Training

IndustryPharmaceutical Manufacturer
ProblemA brand manufacturer was successful in securing tier two formulary status with a major health plan. This was the first major formulary win for this manufacturer and they wanted to develop a successful pull-through program to drive usage and to achieve aggressive market share objectives.
PHSI SolutionTo support physician detailing, PHSI developed a focused training program that included retail pharmacy in the pull-through effort. PHSI presented a one day sales training program for sales representatives to prepare them for pharmacy calls, define goals from the call, and enlist pharmacist support converting non-formulary products to their preferred product while establishing a relationship with retail pharmacy.
ResultsSales representatives were prepared for successful pharmacy calls and understood the retail pharmacy environment. Feedback from the manufacturer and sales representatives rated the program with a score of 4.85 out of 5. The manufacturer is incorporating the training into its employee education curriculum.

Realigning Incentives to Achieve Desired Product Stocking Results

IndustryPharmaceutical Manufacturer
ProblemA manufacturer had two product launches upcoming and senior management was concerned about whether the proposed stocking incentives for retail pharmacy would achieve the budgeted results. The client sought to evaluate the factors used by retail pharmacies to determine whether or not to stock a new product.
PHSI SolutionPHSI developed and conducted a telephone/ fax survey of fifty retail pharmacy chains and over thirty independent pharmacies. The survey evaluated the factors influencing the stocking decision including discounts, dating, guaranteed sale, unmet therapeutic need, and cost per bottle. Survey results were analyzed by market segment to determine the specific factors that influence the decision to stock a product. PHSI provided recommendations to management suggesting a targeted strategy to achieve optimal results for upcoming product launches.
ResultsPHSI recommendations were implemented and the desired stocking objectives were achieved.

Determining Competitive Market Landscape

IndustryPharmaceutical Manufacturer
ProblemA niche pharmaceutical manufacturer had a line of products that traditionally sold well to cash paying customers but was not as successful as its competitors with private and government payers. The client wanted to create a sales strategy focused on the managed care market.
PHSI SolutionPHSI created a detailed analytical plan and then obtained market data from an industry data provider to create a marketing strategy for third party payers.
ResultsWith the help of PHSI, the client developed a managed care strategy that increased pull through with payers and preserved its position with retail pharmacies.

Industry Monitoring, Research, & Analysis Used as a Vital Decision Resource

IndustryPharmaceutical Manufacturer
ProblemManufacturers often have trouble staying abreast of the current issues, innovations, and promising upstart companies in the rapidly changing pharmacy market. Manufacturers need to stay ahead of their competitors and these current events may present opportunities that a manufacturer may wish to support to improve their sales.
PHSI SolutionPHSI continually monitors the pharmacy industry for the latest news and developments and keeps manufacturers aware of the current market dynamics. PHSI has written several white papers customized to fulfill individual client needs. Recent white papers include: Manufacturer discount cards; Electronic prescribing; Pharmacist/physician collaborative agreements; Financial health of industry trade partners; Physician Dispensing; and Mail order pharmacy.
ResultsMany manufacturer clients rely on PHSI to inform them of relevant issues that may impact their business. Recently, a manufacturer used the white paper on discount card programs as part of a review of their corporate policy. PHSI market insight is often used as input for corporate strategy decisions.

Generic Competition Studied to Determine Effects on Brand Drug

IndustryPharmaceutical Manufacturer
ProblemThe client developed an injectable brand product and partnered with a leading manufacturer for marketing. Although they have several other products in their pipeline, this drug represented a substantial portion of corporate revenues and the manufacturer was concerned about the potential for generic competition.
PHSI SolutionPHSI researched the generic approval process, generic erosion of comparable brand markets, barriers to generic competition, and strategies to mitigate generic competition. Research was developed from a variety of sources including national sales data.
ResultsThe research presented strategies that a generic competitor might use to gain approval and enter the market. The information was used to direct the company’s future product development, budgeting, and revenues projections.