It was a great pleasure for Eraneos to chair 1.5 days of presentations in the blue and orange rooms on commercial and marketing topics during Reuters Pharma 2024. We had the opportunity to connect with many speakers! I promised you my highlights, so here they are.
A New Perspective in Healthcare: ‘Find another means of transportation instead of a faster horse’
Reuters notes that “the role of the pharmaceutical industry within the healthcare system is weakening. The pressure comes from both the market and internal forces. Eraneos believes that pharma’s role has not become weaker, but neither has it become noticeably stronger. Patient journeys should still be (more) re-invented starting from the perspective of patients and their care givers, and then looping back to the pharma company. We see this in basically all the projects we do for healthcare providers.
So how are pharmaceutical companies responding with their marketing strategy?
So far, they’ve focused mainly on optimization. Which is good, as Marco Andre rightly pointed out. Especially with GenAI, industry trends and changing HCP preferences can be identified early. The panel led by Chetak Buaria also had many good examples on this topic.
What does reinvention look like?
There’s a growing consensus in pharma that reinvention is necessary to avoid escalating marketing and sales costs. This is especially important as healthcare systems increasingly focus on keeping patients at home for as long as possible. As a result, individuals such as nurses in care organizations, who play a key role in administering medications to patients, have a significant role to play in the new patient journey.
Prevention is an area of opportunity for pharma
In addition, we see a significant opportunity for pharma companies to take a very active role in prevention, as this is an area that is poorly funded in many healthcare systems. Prevention is critical because it can reduce the burden on overburdened healthcare systems.
From mass to precision marketing: ‘Digital will help pharma control costs across the healthcare system’
Eraneos asserts that digital is the only way forward in the radically changing healthcare system
During Reuters Pharma, numerous ongoing projects were presented to optimize the go-to-market with HCPs and their patients. In many cases, GenAI is increasingly being used to analyze and optimize contacts. This is necessary as pharmaceutical companies face greater challenges in reaching HCPs with an expanding range of medicines, requiring increased patient engagement. Michael Kurr explained the “art” of digital content production.
Learning from rare disease marketing
Is marketing for rare diseases different from marketing for common diseases? We believe it is. Companies specializing in rare diseases have to locate patients, HCPs, and hospitals that are spread across countries – much like finding a needle in a haystack. With a commitment to “leave no one behind,” digital channels offer a more efficient means of proactively informing and communicating with patients and HCPs. This message was clearly articulated by Gordon Daniels and Dana Vigier, the latter pointing out that the need for collaboration and patient-centric decision-making is crucial in the rare disease ecosystem.
Going to Production with GenAI: ‘Yes, we need a single source of truth and that applies to GenAI’ as well
Given these dynamics, it’s critical to maintain a comprehensive 360-degree view of the customer. This means securely integrating data repositories, such as those between commercial and medical affairs, as Neeraj Goel Mittal pointed out. The use of GenAI undoubtedly facilitates this process. On average, large pharma companies have identified dozens of AI use cases across the value chain. Mark Sales and Miquel Pardo gave some nice examples of how genAI is being used. Ben Myall explained from a behavioral science perspective how people make decisions.
An example from our experience: A common use case in Eraneos’ expertise is using GenAI to classify and search documents and prepare them for migration to appropriate IT tools. This saves a lot of man hours and improves quality.
Eraneos in the Life Sciences
We support and advise companies in the life sciences industry with developing their digital strategies and leveraging data to optimize processes and meet customer needs. Let’s embark on a journey towards data-driven success together. Learn more about our offering in the Life Sciences industry.
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