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Best Practice Database
Managed Care » Effective Pull-Through Marketing
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A pharmaceutical product can't find success in the marketplace without formulary access. A well-crafted pull-through plan sets out a clear path for how a company responds to a formulary win, enabling teams to maximize results from the opportunity. Best Practices, LLC conducted extensive research to help managed care executives identify programs and activities that increase pull-through effectiveness. This study reviews how contracting strategies, effective messaging, customer segmentation, effectiveness metrics, and communication topics are part of the blueprint for maintaining a successful pull-through organization.
The study involved a two-pronged approach. Best Practices, LLC researchers used a survey instrument to collect pull-through program data from managers and executives representing Managed Care, field sales, Marketing, Sales operations and executive leadership at participating companies in the pharmaceutical, biotechnology and medical device industries. In all, 33 pull-through leaders and executives at 24 companies participated in this study. 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.