Greg discusses some of the challenges manufacturers face with product commercialization, patient access and adherence, and negotiating partnerships with pharmacy benefit managers (PBMs). He introduces us to EVERSANA DIRECT Commercialization™, a direct-to-patient change/model.
To learn more about EVERSANA DIRECT Commercialization™ and how the direct-to-patient model can help you, meet with EVERSANA at the Asembia Summit in Las Vegas.
Read on for Greg's insights.
The End of the Blockbuster Era: Unlocking Growth with Direct-to-Patient Commercialization
By Greg Skalicky, President, EVERSANA
In recent years, the pharmaceutical industry has been grappling with steep revenue declines, exacerbated by cost-cutting measures that stifle the ability to invest in new assets. As manufacturers pivot toward specialty therapies to bolster their bottom line, they face the challenge of targeting smaller populations and ensuring patient adherence. The landscape is further complicated by crowded markets, inflated operational costs and department downsizing, forcing teams to do more with less.
Why Traditional Commercialization No Longer Drives Financial Impact
Unless manufacturers have a high-revenue product in their pipeline, such as a GLP-1, the era of blockbusters is effectively over. Yet many manufacturers still carry high SG&A costs without the resulting revenue. The strategies that once fueled massive growth and profitability–which focus on launching a few high-selling drugs–are no longer viable in today’s complex and competitive market.
Internal and external pressures are significantly straining the financial health of manufacturers:
Good News: That New Commercialization Model Exists Today
Internal and external pressures are significantly straining the financial health of manufacturers:
- Patent cliffs: Loss of exclusivity leads to more competition, lower market share and reduced revenue.
- Rising patient acquisition costs: Escalating expenses for identifying and engaging patients make it harder to achieve a strong return on investment.
- Convoluted supply chain management: Reliance on wholesalers and complex, costly distribution models obscures visibility into the product journey and limits manufacturer control.
- Fragmented execution: Disjointed commercialization efforts with multiple vendors and consultants lead to competing priorities and duplicative resources.
- Lack of pricing transparency: Uncertainty regarding medication costs delays access for patients. At the same time, frequent and unpredictable policy changes undermine pricing and contracting strategies, complicating efforts to ensure affordability and consistency.
- Complicated relationships with pharmacy benefit managers (PBMs): The complexity of negotiating and maintaining partnerships with PBMs leads to pricing pressures, misaligned incentives and challenges in optimizing access and reimbursement.
Good News: That New Commercialization Model Exists Today
For years, EVERSANA has been at the forefront of disrupting the industry, reshaping how manufacturers bring products to market. As a team of pharma veterans, we've faced the same industry pressures: doing more with less, streamlining operations and fighting to unlock the full potential of our therapies.
Today, that transformation is complete. After launching five of our own products each year, we navigated the challenges and optimized every process, giving us the firsthand knowledge of what truly works. From field promotion to distribution to patient support, we redefined commercialization.
Our Direct-to-Patient (DTP) model–EVERSANA DIRECT Commercialization™–streamlines access to patient care and elevates engagement to achieve a 70% adherence rate. By integrating advertising, field teams, telehealth, patient services and dispensing, our model maximizes sales potential and establishes a deeper, more direct relationship between manufacturers and patients. Our ready-to-deploy infrastructure with best-in-class technology allows manufacturers to shift from large field teams to a high-impact field strategy, scale resources and optimize operations.
EVERSANA DIRECT Commercialization meets the demands of the landscape and addresses the key factors impacting manufacturers’ growth and profitability:
Final Thoughts
Today, that transformation is complete. After launching five of our own products each year, we navigated the challenges and optimized every process, giving us the firsthand knowledge of what truly works. From field promotion to distribution to patient support, we redefined commercialization.
Our Direct-to-Patient (DTP) model–EVERSANA DIRECT Commercialization™–streamlines access to patient care and elevates engagement to achieve a 70% adherence rate. By integrating advertising, field teams, telehealth, patient services and dispensing, our model maximizes sales potential and establishes a deeper, more direct relationship between manufacturers and patients. Our ready-to-deploy infrastructure with best-in-class technology allows manufacturers to shift from large field teams to a high-impact field strategy, scale resources and optimize operations.
EVERSANA DIRECT Commercialization meets the demands of the landscape and addresses the key factors impacting manufacturers’ growth and profitability:
- Patent cliff: By connecting directly with patients, DTP can outperform the competition, sustaining patient engagement and market share.
- Rising patient acquisition costs: DTP allows manufacturers to find new patients and connect with those already showing interest, reducing patient acquisition costs up to 50%.
- Supply chain management: Through our own 3PL, warehouse and specialty pharmacy, we bypass traditional channels to streamline distribution and accelerate medication delivery.
- Fragmented execution: Our ready-to-deploy, end-to-end commercialization engine–implemented as a fully outsourced solution or an extension of an existing infrastructure–removes the hefty costs of a "do-it-yourself" approach and mitigates financial risks.
- Lack of pricing transparency: DTP leverages technology and integration of our 3PL and patient services hub to track rebates, chargebacks and copay adjudications, enhancing transparency, preventing revenue leakage and optimizing formulary management.
- Alternative options to PBMs: As the third-largest channel provider and the only “vendor” to launch its own products, EVERSANA operates independently of traditional PBMs, offering a new level of transparency and cost efficiency.
Final Thoughts
DTP is not just telehealth or how the medication is delivered; it’s about precision in patient connection, eliminating barriers to accelerate care and reconfiguring how manufacturers operate at scale with fewer resources. The result? Lower costs, improved brand performance, and a seamless, direct pathway from manufacturer to patient. Growth and profitability are on the horizon.
Schedule a meeting with our team at Asembia to learn how EVERSANA DIRECT Commercialization™ can drive long-term brand success.
Sponsored guest posts are bylined articles that are screened by Drug Channels to ensure a topical relevance to our exclusive audience. 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).
Schedule a meeting with our team at Asembia to learn how EVERSANA DIRECT Commercialization™ can drive long-term brand success.
Sponsored guest posts are bylined articles that are screened by Drug Channels to ensure a topical relevance to our exclusive audience. 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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