Interactive & Digital Marketing: Facts and Figures
A DRG Digital – Manhattan Research study of 189 U.S. P&T committee members making formulary decisions at hospitals, IDNs, PBMs, MCOs and ACOs found that on average, these key professionals spend upwards of three hours per day using digital resources to inform their committee work. That is more than double the amount of time they spend with offline resources, such as company representatives and printed materials, and four in five say they prefer using digital sources of information to offline ones when making decisions about formulary placement.
The study spotlighted a need for pharma payer resources that are findable and on-target. 44 percent of P&T committee members said they would use pharma digital resources more frequently if pharmas made it easier to find content dedicated to formulary decision makers, as did 53 percent of those at ACO member organizations.
Content needs may vary by payer type. For example, 2 in 3 of those (65 percent) at Integrated Delivery Networks associated with health plans want to access trend reports for a disease area on pharma websites, while half of those from IDNs without a health plan are interested in accessing interactive budget modeling features from pharma online.
Delivering beyond the pill value-adds that help payers meet qualitative goals can help move the needle. Three of four, or 74 percent, of all P&T committee members surveyed are interested in working with pharma on patient-centered digital tools that reduce readmissions, and 66 percent on pill-plus tools to improve adherence. Also, 47 percent would be interested in working with pharma on partnerships to facilitate data collection (e.g., via remote monitoring).
52 percent of P&T committee members agree that interactive content makes meetings with pharma account managers more valuable. 56 percent would like pharma account managers to give them a means of asking follow-up questions remotely.
Source: Multichannel Payer Marketing Study, DRG Digital – Manhattan Research
