Josh discusses the importance of a customized channel strategy for manufacturers. He outlines four key considerations that will ensure a successful strategy.
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Read on for Josh’s insights.
Crafting Effective, Patient-Centric Channel Strategies
By Joshua Guinter, Vice President, Channel Strategy and Product Access, Cencora
THE IMPERATIVE OF A CUSTOMIZED CHANNEL STRATEGY
A well-designed channel strategy isn’t just beneficial; it’s critical. By aligning product attributes with patient and site-of-care needs, we can proactively identify and mitigate potential roadblocks—whether they involve time constraints, unique ordering requirements, storage considerations, or financial complexities. Each product launch presents its own set of challenges, making it essential to evaluate and adapt our strategies continually.
KEY INSIGHTS FOR BIOPHARMA COMPANIES
- Assessing unique needs: It's vital to recognize that one size does not fit all in channel strategy. Whether you're launching your first product or expanding into a new therapeutic area, understanding the specific requirements of each product is crucial. Customizing your approach ensures that you address the unique aspects of distribution and access for optimal results.
- Consultative partnership approach: At Cencora, we embrace a consultative partnership model with biopharma companies. This approach isn't just about providing solutions; it's about co-creating them through deep collaboration. We host white-boarding sessions to drill-down into the various scenarios by which patients and providers could interact with a new product to identify and plan for unique aspects that may differ by site-of-care, benefit, etc. By engaging in thorough discussions from the outset, we uncover critical gaps and align our strategies with both patient and healthcare provider needs and biopharma goals.
- Flexibility in strategy: Flexibility is paramount in today's dynamic market landscape. As new data develops during the product lifecycle, being able to pivot and adapt your channel strategy (for example, for expanded indications, patient populations, and sites of care) is essential for maintaining optimal access.
- Engage early. Initiate conversations early in the planning process to lay a strong foundation for your channel strategy. Early engagement allows us to identify unique product attributes and patient journey details (such as initial treatment presentation vs maintenance site of care, acute only vs longitudinal treatment, adverse event monitoring and REMS requirements, and data capture needs) that are pivotal for successful launches.
- Include holistic considerations. Beyond distribution logistics, consider broader elements such as market access, payer engagement, patient services, and international support if applicable. These factors can significantly impact your overall commercialization plan.
- Utilize expertise. Leverage Cencora's extensive network and expertise to connect with appropriate sites of care efficiently. For example, our ability to proactively match target sites and active customers helps reduce delays at launch as well as support proper alignment.
- Adopt a flexible model. Especially for specialty products targeting rare diseases or ultra-orphan populations, adopting a flexible distribution approach can optimize access while accommodating precise logistical and data needs.
Cencora's comprehensive distribution capabilities—from state-of-the-art warehousing to advanced analytics—provide safe, efficient delivery of therapies across all care sites. Our integrated solutions support flexible adaptation as needs evolve over time.
Defining success in pharmaceutical product launches hinges on strategic channel planning tailored to specific needs—a process best navigated through collaborative partnerships and continuous flexibility.
For those ready to explore how customized approaches can drive timely patient access for their products, contact us at Cencora.com.
The content of Sponsored Posts does not necessarily reflect the views of HMP Omnimedia, LLC, Drug Channels Institute, its parent company, or any of its employees. To find out how you can publish a guest post on Drug Channels, please contact Paula Fein (paula@DrugChannels.net).
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