For September’s Monthly Market Access Monday, The Kinetix Group (TKG) examined the need for a non-personal promotion (NPP) strategy.
TKG tailors its NPP marketing strategies to answer the needs of payer decision-makers.
Here are some reasons to factor NPP planning and execution into your marketing mix.
1. Despite payer consolidation, there are large numbers of decision-makers and influencers at each organization, many of whom remain untapped by manufacturers.
2. Research shows that NPP is as effective in changing payer points of view as it is with healthcare providers (HCPs).
3. Post-pandemic, most customers with millions of members only allow manufacturers access to 1 or 2 commercial trade/manufacturing representatives who have limited authority.
4. The few payer customers that allow contact with account managers are focused on net price, leveraging other manufacturers to exert competitive pressure.
5. Payer stakeholders focused on therapeutic area- and drug-specific formulary decisions rarely engage directly with the industry.