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elandas blog

Baby Steps to Busting Commercial Silos in Pharma

As a fellow marketer, I’m always digging, wondering what it is that will catch the interest of our prospects. If you are in marketing working at a pharma, med device or biotech,  you probably go through many of the same creative processes to keep your communications output fresh. Recently, I put a little test out there to see what would happen. I broke down the benefits of our elandas commercial excellence platform into four key areas. Then, I waited to see which one of them would get the most traction.

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New Drug Success Can Hinge on Market Access Predictions

In today’s high-stakes world of drug launches, top pharma teams are discovering that even before new products hit the market the ultimate secret weapon in their success arsenal can be the intelligence being gathered and effectively shared by members of their own team day-by-day.  

With millions of dollars and lives at stake- setting the stage for a new drug’s success trajectory is crucial in the early stages. And certainly more important than ever, is access to decision influencing data that can enable a launch team to course correct its strategy in real time.

Just because you are in the pre-launch stage of a new drug’s lifecycle it doesn’t mean you have settle for being left in the dark when it comes to future market access visibility. Collecting projection information via your team in the field can actually be a very coordinated, precise, and yes accurate process. One that yields valuable insights that are impactful when it comes to making the appropriate shifts in your brand’s strategy leading up to launch.

How purpose-built business intelligence tools can help: 

With the right pharma-specific business intelligence tools, you don’t have to be caught flat-footed when it comes to having a clear view of your product’s projected market access. Or, end up in a people hours eating death spiral of Excel sheet updates that for many teams used to look something like the following. Pharma X Company Field Director, David, had a big spreadsheet and would call 50 plus account managers responsible for a particular set of insurance companies, and ask them, “Okay, what they are telling you about how this drug will be covered?”  Sometimes he would reach out to them via email too. It was a very manual process that he would have to refresh every 14 days as it’s critical having all of this information up-to-date during Pre-Launch, and it ate up 80% of David’s time. 

That’s quite a bit of effort for something that with the right technology solution can be done with a click of a report button. Even better, the information is both highly accurate because of built-in access data validation which is key to making accurate predictions, and it’s able to be locked down so that only approved stakeholders within an organization have access. Key to all of this is finding a system that offers the kind of high configurability that can be tweaked to meet your team’s ongoing needs for new and expanded insights.

 

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Responding to Today's Drug Launch Challenges

More informed launch planning and execution, and an increased ability to assess and adapt go to market strategies in the early stages of a pharmaceutical product hitting the market can prove critical to its early success. 

The ability to nimbly assess and act can ultimately become a huge factor in determining whether a product reaches its full potential or fizzles instead.

Here we take a look at how your team can best position itself for the win when it comes to launch success.

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How to Turn Data Into One of Your Most Strategic Assets

As pharma companies continue to pursue even greater patient centricity, being able to share intelligence between business units becomes critical to commercial excellence.  The proprietary and actionable insights many top brands are able to glean by using software platforms to manage knowledge enable them to layer information in new ways, meaning data is quickly being recognized as the killer strategic asset it can become.

While pharma brand teams have always had Excel spreadsheets at their disposal to record information, as well as one-trick pony survey tools, what they have lacked is an intuitive way to capture information and activate it within the same system across multiple internal stakeholder groups. This means lengthy time delays in updating data and getting it into the right hands in actionable formats. It also means that critical information being stuck in organizational silos has all too often become the norm.

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How Marketers Can Save Themselves From The Tunnel of Terror

A fairly embarrassing leap of faith on my family’s recent spring break vacation reminded me of parallel challenge in the work world. One that so many of us marketers often find ourselves in. It’s the type of situation that often involves a lot of unnecessary drama and spending, and it’s also one that we could often strategically avoid. And so, my story begins here…

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Pharma & Med Device Sales Enablement Must-Haves

When it comes to sales enablement tools that can really contribute to commercial excellence, the technology is what separates pretenders from contenders. But how can you tell who really has what it takes to best fit your needs? Here, we’ve come up with a quick checklist to offer you a better understanding of how to vet the best industry specific sales enablement tools on the market today.

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Sales Enablement Tools May Be the Great Equalizer

Smaller players in the life sciences ecosystem face challenges that are unique to them when it comes to marketing and sales.

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Why Med Reps Need Sales Enablement Tools

As the world of life sciences spins at what can feel like out-of-control speed, sales and marketing teams in the industry forge ahead in their quest to find the holy grail of technology solutions to give them the competitive advantage they need.

 Their search for systems that will make on-the-job life easier and more productive continues in earnest. There are even some who say they may have found the answer, and for them it somewhat surprisingly lies just on the other side of their CRM.

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Top Success Hacks for More Personalized Selling to HCPs

In Life Sciences possibly more than any other industry today, the demand for targeted informational selling is off the charts. Today, we find ourselves in a fast moving environment where complex and evolving regulatory and compliance requirements are positioned next to constantly changing insurance plan coverages. Added to the mix is Mergers & Acquisitions activity that is record high and changes the complexion of how Healthcare Providers (HCPs) do their jobs in the face of internal and external procedures and considerations that are moving targets.

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