1. Sound Bites from the Field
THERE ARE NUMEROUS FACTORS AFFECTING CHANGE IN THE MARKETING OF SPECIALTY PRODUCTS TODAY.
WE ASKED EXPERTS IN THE FIELD TO COMMENT ON WHAT THEY BELIEVE TO BE THE MOST SIGNIFICANT.
JAY CARTER is Senior VP at
AbelsonTaylor Inc.,Chicago,a
GARNETT DEZEMBER is
President of The Navicor Group,
“ The very definition of a
specialty product is an issue
medical and pharmaceutical inVentiv Communications, today.In the past,these products
advertising agency.For Westerville,Ohio,a full-service were used by select physicians in
more information,visit advertising agency specializing controlled settings for niche
abelsontaylor.com. in oncology and immunology. diseases,and a linear approach
For more information,visit navicorgroup.com. was used to market to these physicians.Today,
“ Economics favor niche products that meet these conversations are fragmented and inclusive
an unmet need.Advocacy groups for the
disease state are focused upon an area that is
“ Assuming that the definition of ‘specialty
products’in the broadest and most traditional
of diverse and vast audiences.Patients,caregivers,
physicians,regulators,and payers are sharing
probably under-resourced,the opinion leaders terms is ‘products targeted to nonprimary care information more readily and making decisions in a
are predisposed to embrace a product that healthcare providers,’then a major trend is toward community context,in part thanks to technology.
offers an improvement,and practicing treatment diagnostics.That is,using diagnostic Therefore,the uptake and potential for specialty
physicians who specialize in treating a niche testing to predict which treatments will provide products are enhanced,and we hear of ‘specialty
disease just want something new that works. patients the greatest benefit.This heightened blockbusters’as the new model of success.
Couple these factors with high demand from a precision will enable healthcare providers to treat Those who can leverage their brand’s ‘common
small group of prescribers,and brand teams with greater outcome assurance,increase quality of diversity’across audiences and media will enjoy
can service the group with a smaller and less life for patients,and reduce overall healthcare costs. strategically sound growth no matter how specialty
expensive salesforce.This leads to high returns,
at least for a time.
As the role of treatment diagnostics increases,
marketing becomes more interesting because
”
is defined.
Unfortunately,as Thomas Wilmott of patient selection becomes more critical.Traditional STEVEN MICHAELSON is
International Data Corp.puts it,‘defending a patient profiles are no longer as valuable as they Founder and CEO of Wishbone
niche is like being in the Alamo.’Once the used to be.The appropriate diagnostic tool will ITP,New York,an independent,
market is created and there is proof of concept require coordinated marketing alongside its full service healthcare advertis-
for a class of agents that successfully meets the partner therapy to create a combination value ing agency.For more informa-
needs of the market,competition rushes in. proposition.Also,additional key audiences will tion,visit wishbone-itp.com.
The best marketing strategy to deal with likely need to be targeted.For instance,with cancer,
competition was best articulated 2,500 years
ago, by Sun-Tzu:‘Whoever is first in the field
where oncologists were once the primary target
audience,surgeons and pathologists may take a
“ From the specialty pharma perspective,the
primary issue is salesforce effectiveness.Specialty
and awaits the coming of the enemy will be
fresh for the fight; whoever is second in the
more critical role in drug treatment decisions.
” companies usually have good products and
appropriate resourcing relative to the size of their
field and has to hasten to battle will arrive GEORGE GLATCZ JR. is President of Vox Medica, audience.Unfortunately,it is difficult for them to
exhausted.’ Philadelphia, a communications company attract and retain top sales talent and as result they
New specialty players have the advantage focused on building brand recognition and are unable to gain access and make appropriate
of being more nimble than many of their big visibility, customizing meaningful education and impact against key physician targets.On the
pharma competitors,and their principal knowledge solutions, and delivering market specialty product front,the primary trend occurring
advantage is the all-important first mover access to healthcare clients worldwide. For more in the marketing of specialty products is the
advantage.
” information, visit voxmedica.com. development of patient communities and the
18 September 2008 PharmaVOICE
PDF created for: PharmaVOICE Editorial (edit@pharmavoice.com) 9/11/2008