The move to value-based assessment will force pharma to re-evaluate its marketing tactics in order to justify the
cost and efficacy of its products.

Rather than thinking about how it can persuade doctors to prescribe more of its medicines, pharma will need to work in a much more targeted way, which will involve helping doctors identify those patients who will derive the greatest benefits from its drugs.

To achieve this, pharma marketing teams will have to think about their brand messages much more carefully and
target them more specifically. This will require them to invest in research to better understand patients’ needs and prescribers’ attitudes around disease and therapy areas.

To convince doctors of the value of its products and services, pharma must also respond positively to their demands for more data on drugs and greater transparency on patient outcomes. This will help pharma close the loop by demonstrating how product investment measures up against improvements in health and wellbeing, and savings on other healthcare costs throughout the care pathway.

For more information on M3, the global provider of technology services in healthcare, and its new European
division which includes www.doctors.net.uk, www.mdlinx.com, and www.networksinhealth.com, please call
Tim Ringrose on +44 (0)1235 828400, or email tim.ringrose@eu.m3.com
 

You can read the full article on the new PPRS and impact on NICE from the April issue that this comment appeared beside here.