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Serving the Healthcare Needs of Employers: Employer Market Strategies and Tactics

Published by: Best Practices, LLC

Published: Jul. 1, 2009 - 44 Pages


Table of Contents


SERVING THE HEALTHCARE NEEDS OF EMPLOYERS


PROJECT OVERVIEW

Project Methodology and Study Objectives

List of Participating Companies

Job Titles of Participants

KEY INSIGHTS

What Does Pharma See in the Employer Market

Employer Market Initiatives Are Still in Their Infancy

Organizational Structure

Goals Are Not Primarily Commercial

Approaches Focus on Specific Employer Needs

Tactics Support Relationship-Building

Value-Based Benefit Website

External Challenges Are Typical of any Business

Internal Challenges Are Thornier than External Ones

ROI Measurement is Difficult at Best

DETAILED STUDY FINDINGS

Experience in the Employer Market is Relatively Brief

Departmental Location of Employer Market Group

Employer Market Groups Are Small

Oversight of Employer Market Group Varies Widely

National Managers Maintain Oversight of Field Staff

Various Disease States Are Addressed

Employer Programs Aim at Education and Awareness

Programs are Funded Largely by Pharma

Specific Products are Rarely Mentioned

Large Employers and Coalitions Are Main Targets

Contact Points Are Chosen for Ability to Influence

Positioning Products Draws on Business Basics

Variation in Approach According to Employer Size

Few Companies Attempt to Measure ROI

Non-ROI Measurements Vary Widely

Employers Are Important Players in Healthcare Mix

Demonstrating Value Is the Primary Key to Success

No Single Obstacle to Success Stands Out

APPENDIX

Additional Quotes

About Best Practices, LLC

Abstract

STUDY OVERVIEW

Forward-thinkers in the biopharmaceutical industry recognize employers as true payers of healthcare, ready to assume a more active role in healthcare decision making. As a result, many companies are seeking ways to serve this underappreciated space in an alternative, complementary approach to the traditional pharma commercial model.

Their efforts focus on building long-term business relationships and working as a kind of consultative partner who can help employers improve not only health outcomes for employees, but also business outcomes in general. The challenge consists in targeting the right employers and demonstrating the link between well-informed benefit design decisions and overall employee productivity.

Although employer market efforts are, on the whole, both young and still evolving, employer market practitioners are encouraged by the willingness of employers to engage with them where they see genuine opportunity for cost savings.

This new benchmarking report frames the current employer market landscape and analyzes how leading companies organize their employer groups, conceive of their efforts, and operate in the field. Managed Care, Managed Markets, and other Sales and Marketing heads can use the metrics and narrative insights contained in this report to compare their employer groups to those of other top companies, or to spearhead a new employer market effort within their own organization.

METHODOLOGY

This research was based on benchmark survey data and executive interviews of 17 participants from the pharmaceutical, biotechnology and medical device companies that work in the employer space.

INDUSTRIES PROFILED

Health Care; Pharmaceutical; Consumer Products; Diagnostic; Biotech

COMPANIES PROFILED

Alcon Labs; Abbott; Bayer Healthcare; Boehringer Ingelheim; Celgene; Centocor Ortho Biotech; Ethicon Endo-Surgery; Genentech; GlaxoSmithKline; Johnson & Johnson; MediMedia; Novartis; Novo Nordisk; Roche; Solvay Pharmaceuticals; Ther-RX Corporation

STUDY SNAPSHOT

KEY TOPICS
  • Employer group structures
  • Employer group functional oversight
  • Employer group size and resources
  • Employer group goals and approaches
  • Employer targeting and contact points
  • Definition of success
  • Keys and obstacles to success
  • ROI measurement
KEY METRICS
  • Employer group size
  • Length of involvement in the employer market space
  • Departmental location of employer groups
  • Field oversight
  • Size of employers served
  • Disease states addressed
  • Programs used
  • Program funding
  • Product mentioning and positioning
  • ROI measurements
  • Biggest keys and obstacles to success


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