Post Script: Commercialization Strategies for Tomorrow

Post Script: Commercialization Strategies for Tomorrow

Leaders in our industry understand that a good business model must constantly evolve to meet the changing needs of customers. At UBC, we are dedicated to identifying trends and aligning our service offerings in a way that gets ahead of what our customers will need, which is why I was excited to be one of the contributing thought leaders for PharmaVoice’s article Commercialization Strategies for Tomorrow.

A variety of stakeholders were polled with an important question we’re all facing: What are the top three trends that will most impact the commercialization landscape in the next one to three years? Two key topics emerged: a shift to patient-focused commercialization efforts and stronger collaboration among stakeholders across the industry.

My response to the question echoed my colleagues’ statements. Here are the three trends I see as the most impactful:

  1. eEnablement of Patient Access Services
    With an increasing legislative and regulatory focus around how prescribers leverage technology to communicate with and manage patients, it will be important for Pharma to develop strategies to integrate their patient support services into these new operating models.  Prescribers will expect Pharma programs to "plug in" to their electronic medical record systems in order to eliminate duplicate work and to speed up their patients’ access to therapy.  Real-time benefit investigations, electronic Prior Authorization support, and on-line Patient Consent are just a few of the many new eEnabled services prescribers will expect from Pharma.
  2. A shift from uninsured to underinsured
    As the individual mandate of the Affordable Care Act launches, we expect Pharma to begin focusing more efforts to supporting patients who will suddenly find themselves severely underinsured.  Assisting patients with high premiums, deductibles, and copays will become a major concern for Pharma as more uninsured patients are transitioned into private and public exchanges or expanded Medicaid programs.
  3. Customized adherence programs
    The days of "one size fits all" adherence programs are coming to an end.  Pharma now understands the value of tailored, risk stratified programs that employ customized tactics to ensure specific patient groups remain adherent to their therapy.  Behavioral science and big data are now being utilized to shape the strategies behind these increasingly important initiatives.

UBC is well positioned to assist Pharma in customizing a commercialization strategy that meets the needs of all constituents, especially patients.  Our relationship with Express Scripts and Accredo allows us to extract meaningful insights, which can span the industry or drill down to a particular patient population. In turn, this allows us to develop innovative services that drive the best outcomes for patients.  In other words, these are three trends we’re happy to meet head-on.