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25BMR




Products & Services

Serving the Healthcare Needs of Employers: Employer Market Strategies and Tactics

ID: PSM-237


Features:

3 Info Graphics

14 Data Graphics

71 Metrics

16 Narratives

5 Best Practices


Pages: 44


Published: Pre-2014


Delivery Format: Shipped


 

License Options:
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Single User: Authorizes use by the person who places the order or for whom the order was placed.

Sitewide: Authorizes use of the report for a geographic site. All people at site can view the report for a year and copies can be printed.

Corporate: Authorizes use for the entire company for a year and copies can be printed. No limitations for usage inside the company.




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919-403-0251

  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • STUDY SNAPSHOT
  • KEY FINDINGS
  • VIEW TOC AND LIST OF EXHIBITS
Forward-thinkers in the biopharmaceutical industry recognize employers as true payers of healthcare, ready to assume a more active role in healthcare decision making. As a result, many companies are seeking ways to serve this underappreciated space in an alternative, complementary approach to the traditional pharma commercial model.


Their efforts focus on building long-term business relationships and working as a kind of consultative partner who can help employers improve not only health outcomes for employees, but also business outcomes in general. The challenge consists in targeting the right employers and demonstrating the link between well-informed benefit design decisions and overall employee productivity.

Although employer market efforts are, on the whole, both young and still evolving, employer market practitioners are encouraged by the willingness of employers to engage with them where they see genuine opportunity for cost savings.

This new benchmarking report frames the current employer market landscape and analyzes how leading companies organize their employer groups, conceive of their efforts, and operate in the field.

Industries Profiled:
Health Care; Pharmaceutical; Diagnostic; Consumer Products; Biotech; Chemical; Medical Device; Education


Companies Profiled:
Alcon Labs; Abbott; Bayer Healthcare; Boehringer Ingelheim; Celgene; Centocor Ortho Biotech; Ethicon Endo-Surgery; Genentech; GlaxoSmithKline; Johnson & Johnson; MediMedia; Novartis; Novo Nordisk; Roche; Solvay Pharmaceuticals; Ther-RX Corporation


Study Snapshot

This research was based on benchmark survey data and executive interviews of 17 participants from the pharmaceutical, biotechnology and medical device companies that work in the employer space. Managed Care, Managed Markets, and other Sales and Marketing heads can use the metrics and narrative insights contained in this report to compare their employer groups to those of other top companies, or to spearhead a new employer market effort within their own organization. Key topics include:
  • Employer group structures
  • Employer group functional oversight
  • Employer group size and resources
  • Employer group goals and approaches
  • Employer targeting and contact points
  • Definition of success
  • Keys and obstacles to success
  • ROI measurement

Key Findings

Most efforts were organized over the last eight years
    1. Median time among respondents was 5 years
    2. Some initiatives are just getting started
    3. Some more mature programs have recently revamped and refocused efforts
  • Find the right kind of employers and their key decision makers
    “The goal is to find people that get the concept, and usually thebigger employers we were working with did. There's enough large employers out there thatdo understand the value of a healthy workforce and what impact it has on the bottom line.”
Table of Contents

PROJECT OVERVIEW 2
    Project Methodology and Study Objectives 3
    List of Participating Companies 4
    Job Titles of Participants 5
    KEY INSIGHTS 6
    What Does Pharma See in the Employer Market 7
    Employer Market Initiatives Are Still in Their Infancy 8
    Organizational Structure 9
    Goals Are Not Primarily Commercial 12
    Approaches Focus on Specific Employer Needs 13
    Tactics Support Relationship-Building 14
    Value-Based Benefit Website 15
    External Challenges Are Typical of any Business 17
    Internal Challenges Are Thornier than External Ones 18
    ROI Measurement is Difficult at Best 19
    DETAILED STUDY FINDINGS 20
    Experience in the Employer Market is Relatively Brief 21
    Departmental Location of Employer Market Group 22
    Employer Market Groups Are Small 23
    Oversight of Employer Market Group Varies Widely 24
    National Managers Maintain Oversight of Field Staff 25
    Various Disease States Are Addressed 26
    Employer Programs Aim at Education and Awareness 27
    Programs are Funded Largely by Pharma 28
    Specific Products are Rarely Mentioned 29
    Large Employers and Coalitions Are Main Targets 30
    Contact Points Are Chosen for Ability to Influence 31
    Positioning Products Draws on Business Basics 32
    Variation in Approach According to Employer Size 33
    Few Companies Attempt to Measure ROI 34
    Non-ROI Measurements Vary Widely 35
    Employers Are Important Players in Healthcare Mix 36
    Demonstrating Value Is the Primary Key to Success 37
    No Single Obstacle to Success Stands Out 38
    APPENDIX 39
    Additional Quotes 40
    About Best Practices, LLC 44

List of Charts & Exhibits

  • Employer group size
  • Length of involvement in the employer market space
  • Departmental location of employer groups
  • Field oversight
  • Size of employers served
  • Disease states addressed
  • Programs used
  • Program funding
  • Product mentioning and positioning
  • ROI measurements
  • Biggest keys and obstacles to success