Redefining Field Deployment - Bridging "Share Of Voice" With "Share Of Influence" For Lasting Impact

By Krista Pinto, President, Field Deployment, EVERSANA

Sales representatives and television commercials continue to be the most effective marketing and sales strategies in the industry. Each channel can successfully tell a compelling narrative: commercials assure patients their brand is the right therapy for their medical needs, and reps persuade providers to change their prescribing habits. These two promotional channels prove highly effective, remaining the primary focus of manufacturers’ budget and resource allocation. So why are they struggling to grow their prescriber base and patient population?

Because the patient and provider journey doesn’t revolve solely around brand awareness. The emphasis on expanding a brand’s “share of voice” through a reach and frequency strategy minimizes prioritization of the core needs of patients and providers. And addressing these needs is pivotal for converting awareness into adoption.

The pharmaceutical landscape has transcended the traditional model fixated on sheer promotional volume. This outdated approach neglects the intricate needs of modern healthcare consumers and providers. They demand comprehensive solutions, real-world evidence, and a deeper understanding of a product’s value amidst the overwhelming promotional clutter.