Payers are playing an increasingly large role in deciding what gets prescribed, so their opinions matter now, more than ever. However, while teams from managed markets and health care policy teams have traditionally worked independently, collaboration is now needed to ensure a strong, cohesive marketing campaign that highlights a product’s benefits.

In her podcast focused on Digital Marketing for Payers Patti Peeples, President of HealthEconomics.com, discusses how payers are moving towards a much more customer-centric focus and how this shift may pave a pathway for payers and pharma to achieve their goal of a less contentious relationship. 

Topics discussed during the podcast include:

• What kinds of relationships has pharma had with payers?
• How have they changed over time, if they have changed?
• What do the payers want from pharma?
• What’s happening in pharmaceutical marketing that is relevant for the payer promotional focus?
• How much is being spent on payer digital promotion right now?

Happy listening!