Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
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Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
Learn more
Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
Learn more
Developing IQVIA’s positions on key trends in the pharma and life sciences industries, with a focus on EMEA.
Learn more
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LEARN MOREThe pandemic accelerated change in how biopharma companies are engaging with healthcare providers (HCPs) and other stakeholders. As digital engagement soared, so did comfort with virtual interactions. Many HCPs now welcome the chance to connect with biopharma companies on their own terms — through both personal (human) and non-personal (digital) channels. In fact, IQVIA research found that more than half of HCPs (52%) want to provide input on their promotion mix to tailor channels and messages.1
What does it take for biopharma companies to meet these and other expectations in the post-COVID-19, digitally savvy, and on-demand stakeholder environment?
It comes down to the need for adaptive thinking, agile execution, and evidence-based decisions. At IQVIA, we call this strategic imperative Agile Brand Promotion — the practice of intelligently connecting sales and marketing strategy and tactics to optimize brand performance.
Arguably, biopharmas of all sizes need to shift to this approach, but precommercial companies are especially well positioned to adopt it. Compared to established global corporations (the mega-ships of the healthcare market), emerging players are like jet boats. Smaller. Nimbler. Able to change direction more quickly and easily.
Unlike most large organizations, precommercial companies don’t have to break through longstanding organizational siloes. They don’t have to unlearn legacy ways of thinking or unravel and rebuild outdated processes.
In other words, they don’t have to turn a giant ship.
Instead, emerging biopharmas (EBPs) can steer toward Agile Brand Promotion from day one — embedding this approach into their organizational design, culture, and operations.
IQVIA has identified six core tenets of the Agile Brand Promotion framework. None of these represent “new” brand promotion strategies or tactics. What has changed is the urgency of weaving them together with greater adaptability and intelligence:
Each of these tenets is important on their own, but their true value comes from how a company integrates and orchestrates all six. If Agile Brand Promotion sounds too ambitious — or too expensive — for a startup, think again. This framework can be scaled to align with a precommercial company’s needs and budgets. At any size, Agile Brand Promotion is an investment in more effective launch planning and more actionable insights for navigating ever-changing waters.
1 Source: Brand Impact and IQVIA customer market research Q4 2021
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