Changing the Commercial Mindset: Bringing an outcomes perspective to - - PowerPoint PPT Presentation

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Changing the Commercial Mindset:

Bringing an outcomes perspective to Marketing

Todd Johnson, MD, MBA SVP, Commercial Consulting

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Outcomes-based marketing / out kems basd mar ket ing / noun

The action of promoting products based on customer needs by demonstrating clinical and economic health benefits per dollar spent.

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MIPS will further increase the importance of outcomes

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Discovery / Phase I Phase II Phase III Post Launch / Phase IV

Natural histories of disease Evidence needs assessments

• Market access requirements
• Clinical requirements
• Required evidence for VBCs

Disease registries Prospective evidence generation / claims-linked research platform Evidence synthesis EHR- informed provider targeting Product / market surveillance Cross-Optum Programs

• Direct to providers and patients
• Awareness
• Adherence
• Diagnosis
• Technology

P&T and Trade Simulations VBC Design Complete data disease burdens

• Real-world patient
• Real-world clinical
• Real-world financial/

actuarial Systematic reviews New product uptake analysis HEOR Post-launch prospective and retrospective studies VBC Mgmt Actuarial formulary design modeling Evolving Healthcare Ecosystem Series (Actuarial Workshops)

Insights and actions throughout the lifecycle

EHR-based Epidemiology Market Access strategies Market assessments

• Market trends
• Competitive

trends

• Pricing / rebate

landscape The Holistic Patient Journey

• Real-world EHR data
• Real-world patients
• Integrating primary and

secondary sources Launch pricing strategies

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How other companies are building Outcomes-based brands

• 1. Understand the Holistic Patient Journey
• 2. Identify high disease burden segments
• 3. Align incentives through VBCs
• 4. Promote dx/tx awareness
• 5. Drive diagnosis
• 6. Directly support adherence

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