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Best Practice Database
Managed Care » Effective Pull-Through Marketing
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In today's payer-driven market, managed care formulary access is vital to the success of a new pharmaceutical product. But achieving access isn't an end unto itself. In additiona to formulary placement, long-term commercial success for a new brand depends on effective pull-through programs and processes to increase market share after the contract is signed.
Best Practices, LLC undertook this research to identify quantitative benchmarks and qualitative insights that will help sales and brand leaders understand how to build an effective pull-through program and leverage Managed Care contracts to generate pharmaceutical product sales.
The study involved a two-pronged approach. Best Practices, LLC researchers used a survey instrument to collect pull-through program data from 33 managers and executives representing managed care, field sales, marketing, sales operations and executive leadership at 24 participating companies in the pharmaceutical, biotechnology and medical device industries. In addition, Best Practices analysts conducted deep-dive interviews with selected survey participants to uncover successful tactics and best practices used to achieve formulary pull-through.