Welcome to Managed Markets Monday! As Palio’s John Guarino, SVP, Managed Markets and Payer Strategy, points out in a previous post that effectively sets up this series, Are You Managing Managed Markets: The managed markets space is critical to pharma/biotech success for two reasons: 1) it represents the goal line of patients actually receiving their prescriptions and them being paid for, and 2) payers are becoming institutional decision makers that drive physician use through the payer preference. Things like market access, reimbursement, effective pull through, and contracting profitability are all areas in which expertise is necessary. The market is moving towards these customers becoming more important, not less. An understanding of the differences and similarities between traditional marketing and payer marketing will help deliver the strategies and tactics that ensure access and reimbursement success so critical to the success of the brands you’re managing.

We’re passionate about the critical role that managed markets plays in today’s marketplace and this new series provides insight into what we think it takes to meaningfully and effectively communicate with the payer customer. We begin today with the important question, What is Payer Marketing?

Follow up with John at john.guarino@palio.com and follow us at #ManagedMarketsMonday.

Palio is an advertising agency revolutionizing pharmaceutical and healthcare marketing to create experiences that will Never Be Forgotten.