Prices are leveling, but the real story is where competitive edge is moving: from rebates and discounts to experience, trust, and the moments that keep a patient on therapy. We dig into the MFN pricing model and its ripple effects across U.S. pharma, explaining how reference-based pricing compresses margins and forces brands to compete on loyalty, adherence, and the quality of their support programs. When physicians and patients see real-time costs at the point of prescribing, “comparable” op...
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Prices are leveling, but the real story is where competitive edge is moving: from rebates and discounts to experience, trust, and the moments that keep a patient on therapy. We dig into the MFN pricing model and its ripple effects across U.S. pharma, explaining how reference-based pricing compresses margins and forces brands to compete on loyalty, adherence, and the quality of their support programs. When physicians and patients see real-time costs at the point of prescribing, “comparable” op...
'Opti-Channel:' When marketers stop being everywhere and start being where it matters.
Postscripts Rx
9 minutes
1 month ago
'Opti-Channel:' When marketers stop being everywhere and start being where it matters.
The future of pharmaceutical marketing and patient engagement is undergoing a profound transformation. While omnichannel strategies have long been considered the gold standard, promising seamless experiences across all platforms, they've often devolved into inefficient "scattergun" approaches that prioritize presence over performance. This episode explores the evolution from traditional omnichannel to what industry leaders are calling "opti-channel" marketing – a data-driven, personalized ap...
Postscripts Rx
Prices are leveling, but the real story is where competitive edge is moving: from rebates and discounts to experience, trust, and the moments that keep a patient on therapy. We dig into the MFN pricing model and its ripple effects across U.S. pharma, explaining how reference-based pricing compresses margins and forces brands to compete on loyalty, adherence, and the quality of their support programs. When physicians and patients see real-time costs at the point of prescribing, “comparable” op...
