Dear Commercial Teams: Stop Throwing Marketing Money at the Wrong HCPs
“Not all high writers are high opportunity—and not all low writers are low potential.” The Truth About Life Sciences Marketing There’s a dirty little secret in life sciences marketing: most campaigns still run on volume, not value. When budgets get approved, the instinct is to double down where the scripts are already coming from. Decile […]
The New Formulary Fight: Navigating PBM Games with Data and Design
“In the battle for access, the best tool isn’t just a rebate—it’s real-time intelligence.” Access Strategy Is Evolving Fast Payer access has always been a battlefield, but the rules are changing—fast. Traditional formulary strategy—rebate negotiations, tier placement, coverage confirmation—is no longer enough to win. The new PBM playbook is dynamic, opaque, and engineered to move […]
Point of Care, Point of No Return: Why Copay Awareness Isn’t a One-Channel Job
“If the provider doesn’t know the drug is affordable, the prescription may never get written. If the patient doesn’t know, it may never get filled.” Pharma brands spend millions on copay cards, affordability programs, and adherence support—but too often, awareness of these tools is lost at the exact moment they matter most: the prescribing decision. […]
From Scripts to Starts: Using Real-World Data to Fix the NBRx Drop-Off
“It’s not the prescription that changes lives—it’s the fill.” In pharma, NBRx (new-to-brand prescriptions) is the metric everyone chases. But what happens after the prescription is written often gets far less attention. That’s a mistake—because in many categories, the biggest leaks in the funnel happen after the NBRx is recorded. It’s a quiet killer of […]
How Physician-Level Data (PLD) Changed the Game—and What’s Next
“If your segmentation strategy still revolves around deciles, you’re playing checkers in a chess match.” Physician-level data (PLD) revolutionized the way pharma thinks about its customers.It didn’t just tell us who was writing prescriptions—it told us how, when, and why. Suddenly, marketers had behavioral breadcrumbs: prescribing cadence, switch patterns, time-to-treatment, and more.It wasn’t just data—it […]
