As the grip of the pandemic eases, managed market executives on the pharma and agency side will have to modify their tactics with payers due to changed habits; at the same time, payers’ expectations of value remain strong.

Children growing up watching The Wizard of Oz remember the first time they saw little Toto pull the curtain back, exposing the Great and Powerful Oz as just a man. And even though he exhorted, “Pay no attention to that man behind the curtain!”—from that day forward, the gig was up. Today, if Toto were to expose how healthcare is paid for in the United States, we would realize that it’s the employer who is “that man behind the curtain.” And although pharmaceutical manufacturers still need to focus their attention on the intermediary companies—like UnitedHealth and Aetna, for example—it is becoming extremely important that they understand the pressure that employers are placing on these companies.

It’s hard to address something that you cannot define. Rare disease management is a high priority for payers. In a recent rare disease trend report, 90% of surveyed payer respondents ranked rare disease management as a high or moderate priority. This is due primarily to the significant budget impact of therapies that may be in the hundreds of thousands of dollars

One important step in developing online customer experiences is making sure that all customers – including those with disabilities – can experience them.

Apple, Microsoft, Amazon, and Google/Alphabet are the first companies to reach market capitalization of over a trillion dollars, with no end in sight for continued exponential growth across the technology sector. At the core of their jaw-dropping success is a revolution in the customer experience, triggered by digital and empowered through data-driven personalization.

Visually stunning consumer campaigns aren’t any harder to get through legal and regulatory … and placing a focus on artistic craft can transform the fate of an agency. 

Area 23 chief creative officer Tim Hawkey explains the origins of three of the agency’s recent award-winning consumer campaigns.

The pandemic touched every part of pharmaceutical marketing in 2020; its impact will continue to transform the industry in 2021 and for years to come.

Jose Ferreira – senior VP, product and innovation, at CMI Media – analyzes the convergence of responsibility, values and experience during 2021.

Agencies who can provide higher order “consulting” skills and serve as a strategic change partner (above and beyond pure campaign tactical execution) will be of great and timely value, according to Gregg Fisher, managing partner of The Stem.