- The pharmaceutical marketplace is continually changing. For major players to stay on the cutting edge of the industry they have to do more than innovate new drugs and manage the regulatory process. They also have to manage the shifting landscape of relationships between healthcare management organizations, pharmacy benefit managers, physicians and patients. Using new technologies like e-prescribing, e-detailing and sales force automation tools combined with newer marketing trends like direct-to-consumer marketing, every pharmaceutical firm strives to maximize its impact and control of the customer lifecycle. But how will new technologies and an ever-shifting group of consortiums change that landscape and the relationships between constituents? Will doctors' adoption of handheld devices bring formulary information to the point of prescription? Who will control the flow of electronic prescriptions? How might they be regulated? All of these questions were pressing on our client's strategic alliances team. They wanted to begin sensing potential futures in order to prepare new strategies and refine ongoing efforts.
- Octave's Contribution
Octave helped the client develop a forum that would bring together opinion leaders from healthcare management organizations, universities, hospitals, healthcare technology firms, pharmacy organizations, healthcare startups, physicians and medical practice managers. Over a series of these single-day events, Octave facilitated the collaborative development of competing strategies. In each forum, the opinion leaders worked as a single team and in breakouts to formulate their points of view on key issues relevant to Octave's client.
The client was able to both observe and collaborate with key opinion leaders in an open forum. This process enabled the client team to interact with their opinion leaders instead of polling them or watching them in focus groups. The client team was able via these hands-on collaborative events to get a far deeper understanding of where their key constituents' concerns lay and could then craft strategies to address them.