View on Patient-Level Data
In an exclusive to PharmaVOICE, Gerald J. Gallivan, retired senior VP of sales for Merck & Co.’s U.S. Human Health division and now director of PharMetrics, talks about how an understanding of the patient-treatment landscape will help marketers make better decisions about the positioning of drugs and the messages used to promote them.
A new approach that moves beyond physician prescribing data and promotional share-of-voice battles is needed to sustain growth.
That new approach is anonymous patient-centric data, which is derived from claims data and tracks a patient across the entire continuum of care.
Even with the advent of consumer promotion, pharmaceutical marketing continues to be physician focused. About 80% of the industry’s promotional spending is aimed at persuading individual physicians to consider a particular drug maker’s product.
After decades of promotion to this audience, the industry now knows a great deal about the prescribing habits of physicians, including prescribing volume and market share within a drug plan and by therapeutic class…
Expert on this Topic
Gerald J. Gallivan, Retired Senior VP of Sales for Merck & Co.’s U.S. Human Health Division, Current Director of PharMetrics