Evolution Towards Omnichannel Engagement in Market Access – Part 2

With the advent of digital environments, increasing budgetary constraints, and emphasis on value-based healthcare, market access stakeholders are more challenging to engage with than ever. This new reality requires more tailored, datadriven digital engagement strategies for market access customers.

North America leads the way in payer digital engagement, investing approximately $1.3 billion annually. Despite a 32% increase in global digital channel investment, only about 7% of pharma spend is allocated to market access instead of focusing on prescriber engagement. Research has shown that 95% of formulary decision-makers rely on digital resources and spend more time online and using digital resources than the average physician.

Since the pandemic, interest in omnichannel approaches has increased. Market access teams within pharma companies now integrate non-personal and digital tactics into payer engagement plans, and remote interactions have become essential since payers rely more on digital resources during their workday.

This digital evolution can be seen in communicating a product’s value to payers. Value-based messaging resonates with payer priorities to help make decisions about managing healthcare costs, improving population health, and enhancing patient access to innovative therapies. An interactive payer value proposition allows payers to explore complex clinical information, efficacy and safety data, health economics data, outcomes research, and treatment pathways.

Omnichannel marketing facilitates ongoing digital engagement with payers through meaningful interactions and value-added content. It seamlessly coordinates and integrates multiple channels to ensure a cohesive and synchronized experience for payer audiences.

Fundamental Tenets of Market Access Omnichannel Marketing:

• Personalized Communication: Leveraging data analytics and insights allows companies to tailor messages and content according to payer preferences, needs, behaviors, and engagement patterns. Companies can deliver personalized communications that resonate with payers by understanding payer demographics, formulary considerations, and therapeutic interests.
• Unified Brand Experience: Ensuring consistent messaging, branding, and design elements across all touchpoints is key, whether payers interact with pharma companies through digital channels, at conferences, or through field representatives. This reinforces the company's value proposition and fosters trust and credibility among payer audiences.
• Data-driven insights: Analyzing data from various sources, including payer interactions, website traffic, and digital engagement metrics, allows companies to refine their marketing strategies, optimize channel mix, and measure the effectiveness of their market access campaigns.

Pharma companies and payers can collaborate to optimize access and improve patient outcomes by fostering collaboration, transparency, and evidence-based decision-making