January 2016 Edition Vol.11, Issue 1

Discussing Value in Hematology: An On-Conversation with ZS Associates

Discussing Value in Hematology:
A Roundtable With ZS Associates (continued)

OBR: What about choosing hospice and end-of-life care treatment?

CC: End-of-life care is perhaps least used to minimize drug spend, particularly in oncology. Hospice-care use has tremendous room for improvement in oncology. There is a lack of understanding of what good end-of-life care looks like. Care at the end-of-life has a tremendous amount of cost affiliated with it. Determining end-of-life differs greatly between chronic and acute conditions in hematology.

MW: The survey showed 19% choose hospice discussions for end-of-life care. There has been more attention given to this conversation very recently in particular because of the question of quality of life in the later stages of treatment. This is a topic OBR and others have brought more attention to as efforts have been made to reinforce the importance of more formal end of life discussions with patients.

On Implications for Manufacturers

OBR: What are the implications for manufacturers for pharmaceutical customer engagement as value becomes a much bigger part of the conversation?

CC: Value is an important factor in the conversation now, as the model of customer engagement in oncology continues to evolve in many ways. That evolution includes the types and importance of key areas of discussion, with cost being just one of many factors among the changes occurring. Manufacturers need to be able to demonstrate value in outcomes and in conversation not only with the hematologist, but also with various stakeholders affiliated with the financial concerns of the practice.

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About the Contributors

ZS Associates is the world’s largest firm focused exclusively on improving business performance through sales and marketing solutions, from customer insights and strategy to analytics, operations, and technology.

M3 Global Research provides market research recruitment and support services to the global healthcare industry, with relationships with over 2.5 million physicians in more than 70 countries worldwide.

Maria Whitman is Managing Principal of the ZS Specialty Therapeutics and Oncology Practice. She has advised established and emerging companies on strategic marketing and sales issues including launch excellence, brand and portfolio strategy and customer experience. Maria has an MBA from Wharton and a BS in Marketing from La Salle University.

Howard Deutsch is a Principal and Lead of the Managed Care Strategy Practice with ZS Associates. He has helped clients with a spectrum of sales force and marketing issues, with a particular focus on U.S. managed-care and market access strategy. Howard has an AB in Economics from Princeton University.

Christina Corridon is a Manager in the ZS Oncology Practice with a specialization in biosimilars. She has advised on sales and marketing strategy engagements, including launch excellence, brand and portfolio strategy, Go-to-Market, and competitive scenario planning. Christina has an MPH from the UCLA Fielding School of Public Health, an MBA from the Stern School of Business, and a BA from Cornell University.

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