1st Quarter 2007

Enhancing Brand Identity with Comprehensive Wraparound Services

By Erica Dhawan

The pharmaceutical and biotechnology post-approval world has undergone dramatic evolution in recent years. There are more potential roadblocks than ever along the way to successful commercialization and life cycle management of a product. Accordingly, it is important to gain brand loyalty from providers and patients to ensure rapid and sustained market uptake of your products.

"Brand loyalty" refers to more than just your products; it represents the entire customer experience associated with your brand. Beyond simply marketing and providing a product to the world, you need to communicate regularly with your customers so you understand what motivates them, what concerns them, and what prevents them from obtaining and staying on therapy.

You can greatly enhance your customers' experience and differentiate your brand from your competitors with integrated lifecycle management services that include :

• Patient Registries— Tools for collecting “real-world” safety data on a large group of patients and assessing clinical, economic, quality-of-life, and satisfaction outcomes.
  
• Risk Management Programs— Safety support programs that manage drug-specific safety issues while a product is on the market.
  
• Reimbursement Hotlines— Live support for health care providers and patients with reimbursement questions and issues regarding a specific product.
  
• Patient Assistance Programs— Programs that increase patient access to treatment by providing free drug for uninsured and under-insured patients.

One successful way of enhancing brand identity is to offer your customers an integrated, seamless experience that they will remember and revisit time and time again. The goal is to motivate providers to select, payers to cover, and patients to use your brand.

It is crucial to do your homework so that you can remain compliant with the latest industry rules and regulations while increasing market uptake. If you need expert assistance, Covance can help you design a customized suite of wraparound services to increase and sustain product sales and market share. Contact us today to begin formulating your dynamic brand strategy.