Following up on my previous post on the top 10 creative ways to engage your advisors, I’m excited to share another Impetus top-10 list! This time, I focus on the top 10 most important advisor questions that every brand team should keep in mind when designing virtual advisory board touchpoints.
For example – what are the most important unmet needs of your advisors or their patients? What innovative resources, tools, or data would help to overcome these? What role, if any, can your company play in helping your advisors?
2. Key Attributes of Your Brand
What attributes of your product or brand are the most concerning to HCPs, payers, and patients? How can you mitigate those concerns? Which attributes do HCPs, payers, and patients appreciate the most? How can you leverage these key attributes?
3. Messaging and Branding
How are your value proposition, differentiation, messaging, and branding affecting your brand’s growth? What are you doing right and what should you do differently? (1)
4. Strengths and Weaknesses of Your Product
Which practical considerations or product monograph specifics pose limitations to your brand and which can you positively leverage to differentiate your product from its competitors? How can you overcome the potential limitations in the short- and long-term? (2)
5. Placement of Your Product in the Current and Future Treatment Algorithm
What are the current and potential places of your product in the treatment algorithm for specific patient populations? What factors (e.g. demographic, clinical, and regulatory/reimbursement factors, new data, or loss of exclusivity) may affect this? (3)
6. Advisor Questions on Potential Data or Knowledge Gaps
What are some potential gaps or barriers in terms of scientific data (clinical and/or real-world evidence), regulations and reimbursement, patient/HCP education etc., related to your brand and its competitors? Once barriers are identified, what are some specific strategies for overcoming these?
7. Advisor Questions on Tailored Marketing
How can you tailor your marketing strategies to specific HCP groups, patient populations, countries, or regions? What key data or product attributes should you highlight to which population? What considerations should you keep in mind when marketing your product in certain regions?
8. Advisor Questions on the Impact of New Data
What is the clinical impact of new studies, recent data presented at key conferences, or updated society guidelines related to your product and its competitors? Which data should you leverage, and what are the best way of disseminating the data to relevant stakeholders? (4)
9. Local or National Regulatory Issues
Are there any regulatory, pricing, or market access issues that are affecting your brand in specific markets? How can you overcome these? What are the logistics and considerations for entering a new mature or emerging market?
10. Patient Empowerment, Education, and Support
What steps are needed to ensure a patient-centric approach to drug development and treatment? What are the major pain points for patients throughout the patient journey? (5) How can encouraging patient empowerment impact the patient journey? Is there a need for new or revised patient education materials? If yes, what are some key points to include? Are the patients receiving adequate support? Further, would it make sense to seek insights not only from HCPs but also straight from patients?
I hope this list has given you some ideas for planning your online advisory board touchpoints in 2020. Our first Impetus Top 10 list was one of our most popular posts to date, and I will keep sharing these lists throughout the year. Next, keep an eye out for our top 10 tips for drafting effective questions for your online advisory board. Be sure to also subscribe to our blog or follow us on LinkedIn to be among the first to receive more tips like these!
In the meantime, feel free to reach out to discuss other important questions that you should be asking your advisors.
(1) Impetus’ annotation tool–InSite Annotator™–is ideal for getting direct input on brand-materials such as brochures and posters!
(2) For in-depth problem-solving and engaging debates, consider our “Six Thinking Hats” and online debate tools, respectively.
(3) This can be explored using InSite Exchange™, our interactive discussion forum, or using InSite Surveyor™ if sensitive patient data are involved and you prefer to keep replies hidden. Furthermore, to formalize the insights collected, many clients choose to create treatment pathway profiles or sequencing maps.
(4) For an innovative way of reviewing publications or conference abstracts, virtual journal clubs can be set up. You can also leverage these to educate healthcare stakeholders on new data.
(5) Impetus’ new patient journey mapping service is an effective way of exploring the patient journey and identifying important pain and intervention points.