Pharmaceutical Executive Europe - May 2008 - (Page 22)

22 Sales and Marketing May 2008 Pharmaceutical Executive Europe Activating Effective Product Differentiation ‘Activation of evidence’ is a new approach to product differentiation, amplifying the effect of your differentiation by learning from successful strategies for translating evidence into behaviour change in clinical settings. Carlyle Ware, Charlie Buckwell, Stephen Small and Richard Wood report. lear differentiation is a critical element of any successful brand strategy. Giving potential customers a distinct idea about what makes your product different and better than the competition is typically achieved in two ways: by associating the brand with emotions that positively influence prescribing decisions, or by communicating relevant differentiating benefits (RDBs), such as key pieces of evidence that make your brand stand out from the rest. Ideally, differentiation combines both these approaches, but whichever one predominates differentiation must provide a basis for changing behaviour — the key step for any marketing strategy — and changing clinical practice is not easily achieved through passive communication alone, no matter how persuasive and professional your communications are. C Differentiation through practical engagement It is widely recognised that practical tools that go beyond traditional education or communication are needed to effectively change behaviour in clinical settings. Commonly used passive practices, such as conferences, are often ineffective and many physicians simply don’t follow guidelines even when they accept the value of an evidence base. This is a problem for pharma, which spends large sums on clinical trials to provide proof of efficacy and define the role of a drug in patient management, but it currently has few effective practical tools to engage with healthcare providers. So the evidence from these trials, even when strongly positive, may not be effectively translated into timely changes in clinical practice. In response to these problems, the concept and practice of ‘knowledge translation’ has evolved in an attempt to close this clinical care gap — the gap between what is known and what is practised — to effect optimal healthcare outcomes and maximise the potential of the health system. Gary S Chapman/Getty Images

Table of Contents for the Digital Edition of Pharmaceutical Executive Europe - May 2008

Pharmaceutical Executive Europe - May 2008
From the Editor
News and Analysis
Rising in the East
Use Your Strategic Discretion
A Blueprint for Success
Market Access and the Patient
Activating Effective Product Differentiation
What Doctors Want
IC Success in Four Steps

Pharmaceutical Executive Europe - May 2008