Over the last several years pharma sales and marketing strategy has changed, moving towards HEOR-based engagement with payers and providers rather than traditional prescriber marketing. This is due to a diverse range of factors, including economic constraints and a changing legislative environment in the U.S. and worldwide.
The renewed focus on HEOR and payer engagement has made an existing problem worse for pharma: how to effectively roll out a global value proposition to local affiliates. Branding and message focus are one thing, but communicating complex health economic arguments to affiliates is considerably more difficult.
Not to mention the enhanced complexities associated with adapting such arguments to meet local market conditions. As Cassandra Rix from The MSI Consultancy puts it:
The key to the successful communication of brand value in an environment which is ever-changing and in markets with a plethora of decision makers, each with different needs, priorities and aspirations, is about knowing what to say, to whom, as well as when and in what language.
Getting the medium right
The problem of communicating a global value proposition to affiliates is symmetrical with the problem of communicating the local value story to local payers. It’s not straightforward to convey this kind of information effectively, unless your field teams have strong expertise in the HEOR discipline.
When it comes to effective communication, marketers understand that getting the medium right is half the challenge. This is exactly the kind of space in which BaseCase has been operating. The communication platform that we provide to our customers is designed to convey this kind of complex health economic argument in an intuitive, non-technical way: in the form of interactive apps.
When our global partners use the platform, they find it acts as a vehicle for both internal and external communication. The value proposition app that is developed to inform the affiliates of the next product launch can be used after launch to take the message out to local payers. This kind of barrier-free communication is possible as it’s all cloud-based - nobody has to install software or keep on top of which version is being used.
How BaseCase works
Rolling out a global value proposition with BaseCase means creating an HTML5 app with the online editor, and sharing it with country partners. Affiliates then log in to the same platform and create a localized copy, taking into account country-specific factors such as language and competitors. The apps are then shared with local field staff and used on iPads or other devices to discuss the value story with payers and providers.
In this way, BaseCase is streamlining and making more effective the way in which global pharma companies distribute both the message and the medium. HQ retains control over both branding and messaging, ensuring that the value proposition is deployed in accordance with the global marketing strategy. It’s an exciting time in pharma marketing, as science and technology converge to create a real improvement - we’ve come a long way from slide decks, printed detail aids and unwieldy Excel spreadsheets.