Engaging payers in oncology: key omnichannel marketing strategies

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Breaking through barriers with omnichannel 

As oncology evolves with rapid advancements and personalized treatments, effectively communicating value to payers becomes increasingly critical. An omnichannel approach–– integrating diverse communication platforms and touchpoints––offers a strategic pathway to engage payers with tailored, data-driven insights to break through the noise of the segment. With the right omnichannel strategies, we can navigate the intricate challenges of communicating efficacy, patient outcomes, and cost to formulary decision-makers, and allow groundbreaking oncology products to achieve the access they deserve. 

Oncolytic therapies raise unique payer challenges

Complex and costly treatments 

Oncology treatments are expensive and can strain budgets. Payers require robust clinical evidence demonstrating both efficacy and cost-effectiveness when making decisions about oncolytic products. New oncolytic entrants can expect tough negotiations and stricter approval criteria from payers. 

Rapid advancements and innovation 

Oncology is a rapidly evolving field with frequent advancements. This pace makes it difficult for formulary decision-makers to keep up with the latest treatments and adjust their coverage policies accordingly. Without the appropriate communications, payers could miss the true value of new oncolytic entrants. 

Personalized medicine 

Advanced diagnostics, particularly those involving genetic and molecular profiling, enable more precise targeting of therapies. While this can improve treatment outcomes for patients, it complicates the payers’ evaluation process, as these costly treatments often come with varying levels of evidence for different patient subgroups. For these products, payers need to understand the customized value to them. 

Omnichannel strategies can address payer needs in oncology

Make meaningful connections: Cut through the noisy and rapidly changing oncolytic space with meaningful communications tailored to the payers’ needs at the time they need it. 

  • Action: Set up digital platforms that offer real-time alerts on the latest oncology research, drug approvals, and market trends to ensure payers are always in the loop. 

  • Action: Organize regular webinars and produce podcasts featuring oncology experts to provide deep dives into emerging trends and treatments. 

Localize content to specific markets: Ensure the messaging your audience receives is tailored to their specific market needs. 

  • Action: Utilize data analytics to ensure your messaging has regional relevance to your target formulary decision-makers.

  • Action: Partner with local oncologists and patient associations to co-create targeted insights and modular educational content that address the unique needs of regional payers and their audiences. 

Engage diverse payer stakeholders: Provide customized value to your audience by speaking to their unique needs. 

  • Action: Identify and segment your audience by their roles and needs to be able to tailor your messaging effectively. 

  • Action: Craft comprehensive omnichannel experiences that showcase personalized and localized value stories, aligned with the interests of key influencers and the evolving oncology care landscape in their markets. 

Interested in more Applied Omnichannel Tips for Market Access? 

We support our clients by helping them navigate implementing omnichannel approaches in their market access strategies. 

Reach out to Christine.Lenthe@inizioevoke.com to get connected.