An increase in out-of-pocket costs (OOPs), a reduction in formulary coverage, and increased hurdles such as prior authorization for patients and HCPs requires thoughtful changes in the ways prescription brands go to market in the US. Beyond product education and promotion, patient centricity has collided with the patient-as-payer trend, in which medication access and affordability barriers can severely limit the uptake of both new and old therapies.
This has caused brand teams to reevaluate their traditional go-to-market strategies that may persuade HCPs to write a product, but cannot persuade patients to pick it up at the pharmacy or continue taking it, month after month. In this new world, patient-centric solutions like point-of-sale cash coupons, manufacturers’ copay assistance, and patient support programs are the dependable levers that ensure life-saving medicines reach the people who need them most.
This expert client panel hosted by GoodRx will feature a range of perspectives on this new approach to patient centricity, including strategies to:
- Embrace the patient-as-payer persona as a key element in your go-to-market strategies
- Redefine “patient-centric experience” in your organizations to include innovations and optimization of offerings that ensure patients can access and afford the treatments they need, and
- Leverage medication affordability to improve patient adherence and health outcomes.
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