In addition to increased scrutiny on appropriate tone and message in light of social distancing and stay-at-home mandates, tactically, we’re already seeing the impact with brands like Linzess reinforcing telemedicine opportunities by shifting their tagline to “You may be able to talk to your doctor about your symptoms online.”

What are payers focusing on in the time of stay-at-home, work-from-home, yet still trying to serve patients? What do manufacturers need to understand? Med Ad News spoke with Greg Novello, executive VP, strategy at McCann Health Managed Markets; Adrian Garcia, senior VP, managed markets, at GSW; and Katherine Seay, executive VP, managing director, managed markets communications, Syneos Health.

The importance of patient satisfaction is no more important today than it was yesterday. The difference is we now have the technology and tools available to bring it to life. We are continually learning about the needs of healthcare providers and patients, and will not stop seeking new and innovative way to share those insights in order to improve patient care.

Those pesky ones and zeros lurked behind virtually every key trend in pharma marketing in 2019, and their influence will only grow in 2020.

The age of blockbuster drugs has officially given way to precision medicines that are customized for rare diseases and individual patients. We are in the early days of a decades-long trend that will influence changes throughout the entire life sciences industry and lead to groundbreaking cures and treatments.

With impeachment behind us and the elections looming, both parties are focused on healthcare, the policy topic of greatest concern to voters. More specifically, they are focused on lowering the cost of prescription drugs.

Industry contributors shared with Med Ad News topics that will have a major impact on pharma marketing during 2020.

As the 2020 presidential election looms, debate about the price of prescription drugs and healthcare will intensify; healthcare communication leaders share their thoughts on how their pharma clients can be a constructive part of the conversations.

Value has so many meanings, but unfortunately the term has become synonymous with cost in the media/political landscape. As agency partners, we can help redefine how our clients communicate value to all audiences: HCPs, patients, caregivers, payers, investors, media at large and even to employees.

For the twelfth year, Med Ad News chose new Marketing Ventures to Watch that could change the way pharma products are marketed and sold.