Zitter Health Insights Access Answered.

Marketing Strategy

We know how important it is to thoroughly assess the strengths, weaknesses, opportunities and threats for your product when compiling an effective marketing strategy.

Payer access criteria and contracting approach are two critical components to evaluate annually, since they change frequently and can substantially impact the bottom line. Whatever challenges you face during your product’s life cycle, Zitter Health Insights can assist you with developing a successful plan to overcome them. We also can help you communicate payer-related dynamics to senior management and secure the appropriate funding to address them.

Insights available Actions they enable Where to find them
Expected payer reimbursement changes for physicians in the next year Develop marketing plans in-line with payer management concerns, their value drivers for new agents, and their expectations of future management initiatives Indices
Expected types of management tools payers will be using over the next few years Develop marketing plans in-line with payer management concerns, their value drivers for new agents, and their expectations of future management initiatives Indices
Payer enforcement of mandatory use of specialty pharmacies Develop distribution strategies to meet patients in the channels their payers send them Indices
How payers are responding to national health care reform changes Match marketing strategies in the commercial arena with an eye on how public policy transmutes into policy Indices
What cost-sharing programs are present in your category Develop baseline figures for the development of a co-pay offset program Indices
If and how payers are restricting the use of co-pay offset programs React in real-time to the changing market conditions and evolve your copay offset program to address them Indices
How willing payers are to contract in your category Track contract adoption to best address contracting needs in your category to drive sales performance Indices
Your product’s messaging share of voice among payers vs. overall category market share Determine if you are properly resourcing your payer activity and whether you are using the optimal mix of account managers vs. medical science liaisons Managed Care Message Monitor
Credibility and relevancy of messages to payers Determine how your prescribed messages resonate with your payer customers and gauge the need to better refine those messages Managed Care Message Monitor
Actions payers plan to take for a product’s formulary status or contracting Develop messaging strategy that is relevant and aligned with current payer thinking Managed Care Message Monitor
The percentage of managed care lives that are highly restricted, moderately restricted, and less restricted for your product Inform payer messaging and strategy with in-depth data on denials, appeal and reimbursement rates for the purpose of improving patient access Policy & Access Tracking Tool
An understanding of which specific PA criteria represents the biggest barrier to access for your product Forecast sales more accurately and focus payer contracting strategy on addressing those specific criteria which will make the most impact Policy & Access Tracking Tool
Insights available Actions they enable Where to find them
What the latest trends are in co-pay offset programs Benchmark trends and uncover program innovations so you can optimize development of new programs and improve existing programs Co-Pay Offset Monitor
What the perceptions of key stakeholders [physicians, patients, practice managers] are regarding your co-pay program Design new programs and enhance existing programs by incorporating customer, stakeholder and peer insight Co-Pay Offset Monitor
The percentage of co-payment offset through your program and your competitors’ Track your co-pay program utilization based on script-level transactions and compare to your competitors’ Co-Pay Offset Monitor
Co-pay program vendor capabilities and performance ratings Design an effective co-pay program based on insights from other brand marketers on vendor capabilities Co-Pay Offset Monitor
Ways to quantify PA-mediated access to your product Develop brand specific messages related to PA access restrictions Policy & Access Tracking Tool
The regions of the country where the PA related access is best and worst for your product Determine additional support needed for PAs by payer/geographic region Policy & Access Tracking Tool
Expected payer reimbursement changes for physicians in the next year Develop marketing plans in-line with payer management concerns, their value drivers for new agents, and their expectations of future management initiatives Indices
Insights available Actions they enable Where to find them
Your product’s messaging share of voice among payers vs. overall category market share Evaluate resource allocation for the payer channel Managed Care Message Monitor
Your distribution of meeting attendees vs. your competitors’ Determine if you are properly resourcing your payer activity, and whether you are using the optimal mix of account managers vs. medical science liaisons Managed Care Message Monitor
Overall market dynamics for your therapeutic area Deliver effective messaging that will resonate with your customers Indices
PA restrictions on your product and the competition by payer and geography Manage your region effectively by targeting payers with the most restrictions and maximize pull-through opportunities for field sales by partnering with payers when your product is advantaged Policy & Access Tracking Tool