By Danny Williams, President, Channel Management, and Scot Buchanan, SVP, Channel and Trade Strategy, EVERSANA
Bringing innovative, life-enhancing therapies to market is at the heart of the pharmaceutical industry’s mission. But today more than ever, it is imperative to explore novel, strategic points of access to connect the therapy with patients and providers. For maximum impact, the goal of any product distribution strategy is to innovate in ways that can compress the supply chain and reduce the number of steps and handoffs along the way.
The pharmaceutical industry has been experiencing unprecedented complexity in many forms — from the steady rise in specialty therapies that require time- and temperature-sensitive delivery modes to the ongoing supply chain shocks and pinch points, shifting sites of care, the complex reimbursement landscape and the changing rules of patient-provider engagement. This backdrop calls for a bold reimagining of the traditional channel distribution model in favor of a more agile, innovative one that integrates a select array of services to best fit the needs of the brand and the concerns of prescribers and patients.