REDEFINING FIELD DEPLOYMENT -Bridging “Share of Voice” with
“Share of Influence” for Lasting Impact
Author: Krista Pinto, President, Field Deployment, EVERSANAThe pharmaceutical landscape has transcended
the traditional model fixated on sheer promotional
volume. This outdated approach neglects theintricate needs of modern healthcare consumers andproviders. They demand comprehensive solutions,real-world evidence, and a deeper understandingof a product’s value amidst the overwhelming
promotional clutter.

Share of Influence vs. Share of Voice:
Be a Catalyst, Not a Commercial
To drive impact, Field Deployment teams needto do more than just break through the noise of thecompetition. Manufacturers need to deploy
a strategy that establishes a “share of influence”

The Traditional Stakeholder Ecosystem
PROVIDER

Sales
Reps
Thought
LeaderLiaisons

MedicalScience
Liaisons

PA

TI

EN

A

Field
Reimbursement
Managers

Y

National &Key AccountManagers

Clinical
Nurse
Educators

ER

FIELD
DEPLOYMENTINFLUENCE
POINTSP

Sales representatives and television commercials
continue to be the most effective marketing andsales strategies in the industry. Each channel cansuccessfully tell a compelling narrative: commercials
assure patients their brand is the right therapy for
their medical needs, and reps persuade providers
to change their prescribing habits. These two
promotional channels prove highly effective,
remaining the primary focus of manufacturers’ budget
and resource allocation. So why are they struggling
to grow their prescriber base and patient population?
Because the patient and provider journey doesn’t
revolve solely around brand awareness. The emphasison expanding a brand’s “share of voice” througha reach and frequency strategy minimizes
prioritization of the core needs of patients andproviders. And addressing these needs is pivotal for
converting awareness into adoption.

Tacross the entire stakeholder ecosystem to cultivate
long-term relationships with providers, payers
and patients. When the right team and resourcescome together in an orchestrated way to best
serve each stakeholder, a chain reaction activatesand accelerates patient access, affordability andadherence. This model – and new expectations for2024 – is how manufacturers can best position theirbrands in a noisy, highly regulated, ever-changing
environment and establish long-lasting brand loyalty.
They simply cannot afford to overlook the patient andprovider journey beyond promotional strategies.

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Article Summary
Deploying various dedicated professionals
equipped with proper expertise and resources helps
manufacturers blend the traditional model’s focus
on “share of voice” with the imperative linchpin thatis “share of influence.” Through highlighting theimportance of the strategic integration of ClinicalNurse Educators, Medical Science Liaisons, Field
Reimbursement Managers, and National AccountManagers, the content below uncovers the vital
impact these roles have on field deployment
strategies, creating greater patient access andcultivating successful product launches. The article
also underscores the evolving challenges within thepharmaceutical landscape and how EVERSANA and
its dynamic field deployment model address thesechallenges to maximize positive health outcomes andcommercial success.

The Cruciality of Strategically
Optimizing Patient Accessand Affordability
Access and affordability are consistently the mostsignificant obstacles that impede patients from
effectively using their prescribed medication.
This is often caused by the muddled andtime-consuming processes of determining insurance
coverage benefits and securing prior authorizations,which often delay or entirely prevent therapy
adoption. Solving these issues can be achievedby integrating Field Reimbursement Managers (FRMs)
into the patient services hub and utilizing National
Account Managers (NAMs) to remove access hurdles
for patients and providers, and initiate therapy
adoption sooner and properly sustain
patient adherence.

Field Reimbursement Managers (FRMs)
Integrating FRMs into the patient services hubis crucial to removing access hurdles for patients andproviders. FRMs help facilitate patient accessto therapy by navigating the complex landscapeof insurance coverage and reimbursement, and they
assist healthcare practices by offering guidanceon insurance companies’ medical and pharmacy
coverage policies. In cases where a treatment
request is denied, FRMs collaborate with practices
to troubleshoot why the approval was not granted,

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advise on potential next steps to appeal the denial
and identify alternative avenues to obtain accessfor the patient. By serving as intermediaries forhealthcare stakeholders, FRMs help ensure patients
can obtain and afford the medications they needto achieve optimal health outcomes.
EVERSANA’s FRMs leverage an additional layerof insights through ACTICS® eAccess, our exclusiveelectronic benefits verification (eBV) and priorauthorization (ePA) platform, to further minimize
patient wait times and treatment delays. By utilizing
over 1,400 digital connections to payers rather thanalgorithms, and through the integration of both
Pharmacy Benefit Manager (PBM) and Major Medical(MM), highly accurate coverage can be confirmed
in minutes rather than days. In addition, FRMs canaccess automated business logic that evaluates
and applies copay offerings to eligible patients andassesses Patient Assistance Program (PAP) eligibility
criteria, further empowering them to discern the mosteffective next best action.

National Account Managers (NAMs)
Modern consumer decisions are heavily influenced
by convenience, expediency and functionality,
heightening the demand for skilled NAMs who
specialize in developing optimized contractingstrategies, meeting product expectations andidentifying patient populations and treatment
indicators for payers. However, NAMs’ successrelies on functional environments with establishedrelationships that facilitate effective communicationand efficient processes.
In a shifting industry with fewer blockbuster therapies
and an increasing amount of complex therapies,
NAMs become pivotal in getting ahead of market
dynamics through conversations with payers
to anticipate and navigate challenges. Effective
NAMs bring comprehensive information to thetable, addressing questions related to competition,market environment, gross-to-net decisions, rebates,positioning strategy and messaging throughout theproduct life cycle. This approach becomes especiallycritical as companies introduce more specialized
therapies, necessitating a clear understandingof how the brand will be viewed, positioned andmade accessible to providers and patients.

Utilizing Specialized Expertise
Improves Patient Adherence
Once a therapy is prescribed, patients must
understand how to use their medication safely andeffectively. As therapies become more specialized
and complex, more support is needed to secure
proper adherence. These therapies often involve
intricate dosing schedules, unique side effects andspecialized administration methods. With extra
support from informed professionals, like ClinicalNurse Educators (CNEs), patients can appropriately
incorporate these medications into their healthcare
routine, resulting in higher levels of compliance andoverall treatment success.

Clinical Nurse Educators (CNEs)
CNEs are healthcare professionals with advanced
nursing degrees and extensive experiencein clinical care settings who are deployed
to address a specific gap or need for a product whereutilization, adherence or proper adoption is limited
or challenging. Depending on the therapeutic areaand functional role, many CNEs are additionallycredentialed or certified to engage
in fact-based scientific disease state data andcompliant communications to create the best
opportunity for a positive patient outcome. They canbe a vital resource for manufacturers with a therapy
that has complex, comprehensive information.
Patients are increasingly requiring more personalized
and holistic care, and manufacturers can help support
this need through CNEs who create more awarenessand resources for patients, promote disease
management best practices and provide additional
support for therapies with more complicated dosing
and administration methods.

Drive Provider Engagement for
High-Science Therapeutic Launches
and Beyond
Just as patients need more support to understandand properly administer complex therapies,
so do providers. Providers should understand thescience behind the medications they are prescribing;therefore, in conjunction with promotional
conversations from reps, a medically scientific

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discussion is needed as well. Medical Science Liaisons(MSLs) leverage deep scientific knowledge to engage
with HCPs in this way and serve as valuable resources
to provide comprehensive and up-to-date information
to enhance understandings.

Medical Science Liaisons (MSLs)
When integrated into manufacturers’ launch strategy,MSLs help secure corporate and product awareness.
They bring critical contributions by assisting withovercoming challenges and staying abreast of thelatest advances in therapeutic areas, trends, bestpractices, regulations and outcomes, and they help
clearly define therapeutic unmet needs and productdifferentiation to ensure stakeholder engagement.
By bridging the gap between scientific knowledge
and effectively treating patients, MSLs play a vital rolein the commercialization of high-science therapies.
In clinical trials, they facilitate accrual processes,
identify suitable sites, maintain trial awareness among
investigators and encourage competitive accrual.
They also contribute to general site educationby helping clinicians understand a product’s placein the competitive treatment landscape.
Creating the blueprint for success of high-science
product launches depends on MSLs’ ability
to establish trust and credibility with HCPs
by providing accurate and balanced information, andpromptly responding to unsolicited medical requests
with the latest information to reinforce the scientificrationale, efficacy and safety of products.
Translating data from clinical trials into relevant
information for scientific exchange, enhancing
a product’s scientific story, supporting strategic
medical goals and outlining the patient journey
for clinicians are all vital steps that require theexpertise of MSLs. They can also gather medical
insights that lay the foundation for real-world
evidence studies like Health Economics andOutcomes Research (HEOR) and Patient-Reported
Outcome (PRO) research, which provide crucial datathat demonstrates improved outcomes and inform
healthcare decisions, extending a drug’s data
life cycle.

While the primary objectives of the IDN are centeredon fostering collaboration, enhancing operational
efficiencies and strengthening their purchasing
power, their overarching aim is improving patientcare and outcomes. Their impact transcends mereorganizational and operational dynamics; they now
hold a significant influence over the accessibility
and utilization of medications among their affiliatedphysicians and the patients in their care.
As a result, drug manufacturers must implement
strategic IDN engagement strategies to ensure theirproducts are integrated into their treatment plansand protocols. It is no longer enough to share thevalue of the product and its unmet clinical need;manufacturers now need to illustrate how theirproduct is advantageous to the IDN’s
business priorities.
Amidst this evolving, multilayered stakeholder
landscape, manufacturers must prioritize
the following:•Designing a bespoke Field Deployment model for
key IDNs in their targeted market•

Identifying each IDN’s unique buying process•

Addressing IDN’s key needs that are agnostic
to a single product or brand•

Understanding how IDNs operate and knowing
which stakeholders need to be engaged•

Assisting the stakeholder navigating their IDN
to improve care within the system

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Providers

Payers

As of May 2024, a striking 77.6% of physiciansin the United States are employed by hospitals, healthsystems and corporate entities – a significant surge
from less than 50% a mere decade ago. This trend
underscores a seismic shift in healthcare delivery,
as practitioners increasingly opt to join Integrated
Delivery Networks (IDNs).

snttiePaThe Rise of Integrated Delivery
Networks Evolved theStakeholder Ecosystem

IDNs

The New
Stakeholder System

The rise of IDNs has reshaped the healthcare
landscape. As IDNs focus on collaboration, efficiency
and patient care, manufacturers must adapt
by strategically engaging with IDNs to ensure theirproducts align with the networks’ objectives andcontribute to improved patient outcomes.

Strategic Excellence in Field
Deployment: EVERSANA Maximizes
Positive Health Outcomes andCommercial Success Throughout thePatient Journey
Field deployment solutions are becoming moresophisticated, data-driven and clinically oriented.
Faced with unprecedented challenges, manufacturers
need a fully resourced partner to drive commercial
success with strategic planning, strong key
opinion leader relationships and front-line brandrepresentation. Whether launching a new therapy
or expanding into new markets, EVERSANA’sbest-practice approach maximizes products’ value
at every stage of the life cycle and ensures we get theright share of influence by deploying both people andproven, effective strategies to achieve success forour partners.

EVERSANA’s three pillars – people, data andinfrastructure – bridge the gap to reduce frustrations
and get patients on therapy faster. By partnering with
our field deployment experts, manufacturers mobilize
a comprehensive, data-driven strategy to:•

Activate commercial and medical teams•

Secure patient access and affordability•

Optimize finances and resources•

Drive therapy adoption

Our extensive expertise in high-science therapeuticareas, such as oncology and rare diseases, drives
innovative solutions that meet unique productdemands, enabling a supercharged strategy witha compelling brand value story, right-sized team,hyper focused targeting and customized
stakeholder engagement.
EVERSANA is uniquely positioned to address
current industry challenges and bring benefits to ourpartners. By developing a strategy backed by data,
analytics and modeling, we can effectively navigate
the complexities of the pharmaceutical landscape anddeliver impactful benefits to our partners

EVERSANA is the leading provider of global commercialization services to the life sciences industry. The company’s integrated solutionsare rooted in the patient experience and span all stages of the product life cycle to deliver long-term, sustainable value for patients,providers, channel partners and payers. The company serves more than 650 organizations, including innovative start-ups and establishedpharmaceutical companies, to advance life sciences services for a healthier world. To learn more about EVERSANA, visit EVERSANA.COM
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