Communication and Engagement
Our communicators pair strategy with creativity, developing campaigns that resonate with target audience segments to support pull-through and drive product access and adoption.
We help our clients develop robust, payer-focused education campaigns that reinforce unmet needs and shape payer mindset to build the need for new treatment approaches. Our multi-disciplinary approach integrates deep clinical expertise with our award-winning creative team to develop compelling educational communications designed specifically for payers and other market access stakeholders.
High impact preapproval communications are one of the most important levers market access marketers can use to establish the value of new brands with payers. We combine our deep health economics expertise, with our understanding of payer requirements to create HCEI and PIE communications that are supportive of our clients’ access strategies for their brands. We can support clients with PIE across formats, from presentations designed to be effectively delivered by account teams, to a variety of digital nonpersonal PIE communications.
We leverage our Value Cornerstone Methodology™ to create product value messages that resonate with key stakeholders and showcase the total value of products to patients and healthcare systems. This information is often very complex and we have the expertise to ensure that key value messages are simple, clear, and easy to deliver.
Interest and awareness in drug pricing are at unprecedented levels, with increasing transparency being introduced across the healthcare system. Consequently, how companies communicate their pricing for individual products is growing in importance. We help our clients develop cohesive communication strategies regarding drug pricing that are tailored to specific stakeholder interests while reinforcing the overall value each product brings to patients. We support our clients in implementing these strategies by developing price communications resources, ranging from executive talking points to personal and nonpersonal customer communications.
In an increasingly digital world, it is more difficult to engage with payers in person, therefore a multi-dimensional approach is required. Integration of audience data, content, technologies, and analytics is key to omnichannel success. Lumanity’s holistic end-to-end engagement solution, ONEE™, was built from the ground up to meet the diverse needs of pharmaceutical and biotech companies. We help clients to take digital engagement strategies further through persona development, segmentation, content activation, and personalized journey orchestration, to deliver tailored and impactful experiences across market access audiences.
The “last mile” of market access is often fraught with unintended barriers to access due to patient costs or physician administrative burden. We help our clients anticipate potential challenges and develop solutions to mitigate those challenges. We support our clients to develop strategies to support the “last mile” of access as well as educational materials for use by field reimbursement teams and hub programs.
We have deep and robust experience helping our clients operationalize product access with physicians through proven pull-through practices. We leverage analytics to direct resourcing and messages and create compelling, supportive coverage communications to help our clients realize the return on their access investments.
