Author: Andrii Nikulin

Earlier this month, Viseven, a leading provider of digital solutions for life sciences companies, attended MWC Barcelona with a team comprising Daniel Stepa, Head of Primary Sales, and Nataliia Savenko, Senior Brand Manager. MWC Barcelona is one of the most significant events in the mobile industry. It features a wide range of exhibitions showcasing mobile technologies and speeches by leaders of leading companies in the industry, including cellular operators, equipment manufacturers, technology suppliers, authors, and content distributors from around the world.

In February 2019, Viseven, a global provider of digital solutions for the life sciences industry, announced a strategic collaboration with a global pharmaceutical company. This company specializes in biopharmaceuticals, diabetes care, obesity care, and other severe chronic diseases. The partnership aims to redesign healthcare professionals’ access and use of critical information about diabetes care.  

The company recognized the need for a digital content factory (DCF) to streamline its digital communication. Viseven was the perfect partner to provide the service, considering that it is a pharmaceutical MarTech provider with more than 13 years of experience. Viseven’s DCF is not just a content production service; it’s a Customer Care solution that delivers an agile and scalable operational approach with end-to-end interactive digital content production services.  

Since the start of the collaboration, Viseven has built a DFC for the company — an operational model implemented into the company’s workflow and aimed to improve content quality and streamline the content creation process.  

Since 2022, the list of countries and regions served by the collaboration has expanded to 35 more countries, including the Asia-Pacific (APAC) region. The partnership has also helped this company improve its omnichannel digital marketing and sales approach by enabling reuse of pre-approved content materials and improving content quality. 

Such collaborations are expanding the limits of what it means to “save lives by improving communication.” By leveraging Viseven’s digital content solutions and the company’s expertise in healthcare, the joint work of two companies aims to improve patient outcomes and transform how healthcare professionals and patients engage with critical information about diabetes care.

Interested in building your own Digital Content Factory? Let us know! Fill out the form below and our team will provide you with personal consultation.

In today’s competitive and complex healthcare landscape, pharma marketers must be on top of their game regarding marketing and engaging with their customer base. As a result, omnichannel pharma marketing —using multiple marketing channels to reach and engage with customers—has become increasingly important. However, knowing which KPIs (key performance indicators) are important to track and how to improve them can be difficult.

In this article, we’ll explore the various KPIs that should be tracked in order to measure the success of an omnichannel pharma marketing strategy and how to improve them.

What are Omnichannel KPIs used to Measure?

Omnichannel marketing is an integrated approach to digital marketing and sales that offers customers a consistent, seamless experience across multiple channels. It involves using different communication channels, such as websites, email, social media, and mobile, to attract customers and build relationships with them. The omnichannel metrics KPIs is the number and quality of customer interactions and the overall customer impression.

One of the main KPI for omnichannel marketing is the number of customer interactions. This includes the number of emails sent, the number of clicks on links, the number of website visits, and the number of social media posts. This KPI can measure a marketing campaign’s success and track customer engagement. It is also important to track the number of customers who purchase a product or service due to the campaign.

In addition to the number of customer interactions, the quality of customer experience is also an important KPI for omnichannel marketing. This includes the quality of customer service, the ease of navigation, the speed of page loading, and the overall user experience. This KPI is important because it measures how satisfied customers are with their interactions with the company. The overall customer impression should be positive, and companies should strive to improve it as much as possible.

Finally, the return on investment (ROI) is also an important KPI for omnichannel marketing. This KPI measures the success of a marketing campaign by tracking the cost of the campaign compared to the revenue generated from it. It is important to measure the ROI to ensure that the campaign is achieving its goals and delivering a positive return on investment.

Overall, the KPIs for omnichannel marketing are the number and quality of customer interactions, the customer experience, and the return on investment. These KPIs are important for measuring and improving a marketing campaign’s success and ensuring that the campaign is delivering the desired results.

The Importance of adopting Оmnichannel KPIs 

Omnichannel KPIs are essential metrics of a successful customer-centric marketing strategy. They measure how well a company’s marketing campaigns, strategies, and initiatives perform across all its channels. KPIs help marketers identify improvement areas and measure their efforts’ effectiveness. They also help to track the progress of channels, campaigns, and strategies so that companies can make informed decisions about their future plans. 

Companies can gain insights into their performance, how it affects completely new customer and their final purchasing decisions, how many unique visitors are generated, and others. They can also measure the impact of their campaigns across multiple channels. This enables them to make better decisions about which channels to focus on and how to optimize their content for each one. Omnichannel KPIs also help companies to track their conversion rate and understand their return on investment.

Adopting KPIs is essential for any company that wants to stay competitive in digital marketing. The metrics provided by these key performances will provide valuable insights into new customers’ behavior, marketing effectiveness, and ROI, allowing companies to make more informed decisions and maximize their success.

How Omnichannel KPIs can measure the Performance

Any business model should be measurable and clearly understandable. It helps keep track of operational processes and improve communication aspects like customer retention rate or social media engagement.

There are many key performance indicators for omnichannel customer engagement strategy, so let’s cover the most important and obvious omnichannel marketing metrics.

CTR

CTR or Click-Through Rate is a crucial KPI in the pharma industry. It measures the ratio of clicks on a specific link to the total number of impressions it receives. This metric is vital for evaluating the effectiveness of digital marketing campaigns, especially in the pharma industry, where regulatory restrictions limit the scope of advertising. A higher CTR indicates that the ad or content is resonating with the target audience, leading to increased website traffic and better chances of conversions. On the other hand, a low CTR implies that the content needs to be optimized to attract more clicks or that the targeting needs to be revised to reach the right audience. Therefore, monitoring CTR KPI is critical for pharma companies to gauge the success of their digital marketing efforts and improve their ROI.

Satisfaction of your clients

Customer satisfaction score (CSS) is a critical key performance indicator for measuring omnichannel marketing performance. This can be measured through surveys and customer feedback. Measuring customer feedback and ensuring clients are satisfied with the customer journey is important.

Cross-channel conversion rate

Conversion rate is another key KPI for measuring the performance of an omnichannel strategy. This metric measures the percentage of customers who make a purchase after engaging with the omnichannel marketing strategy. This metric can be used to track the effectiveness of the cross-channel conversion rate in driving conversions.

Lifetime customer value

Customer lifetime value (CLV) is a KPI that measures the total value of a customer over the entire customer journey. It is important to measure customer value to ensure that the omnichannel approach provides value to customers over the entire customer journey.

Engagement score

This key performance indicator calculates omnichannel strategies’ quality. This metric measures the level of engagement with the omnichannel approach. It is important to measure customer engagement to ensure that customers are actively engaging with omnichannel marketing. Engagement score can include the conversion from registrants to attendees for online events or webinars, from impression to download (medical materials), and from a visit to registration (medical portals).

Loyalty Score

The customer loyalty score (CLS) is a key indicator for measuring omnichannel strategies’ performance. This metric measures the number of customers who remain loyal to the brand. It is important to measure customer loyalty to ensure that the omnichannel strategy provides lifetime customer value.

NPS (Net promoter score)

The net promoter score (or net patient score in pharma) is a vital metric that can help businesses evaluate their activities and make informed decisions. With the rise of omnichannel marketing, it has become increasingly important to track patient impression and engagement across multiple touchpoints. The net patient score is calculated by subtracting the percentage of detractors from the percentage of promoters, providing a clear picture of how patients feel about a particular brand or product. By monitoring this KPI, pharma companies can identify areas of improvement and optimize their marketing strategies to better meet the needs and expectations of their customers. In today’s competitive marketplace, understanding the net patient score and other omnichannel KPIs is crucial for success.

By tracking these omnichannel metrics and KPIs, companies can gain valuable insights into their omnichannel strategy’s performance and identify improvement areas. Through tracking these KPIs, companies can ensure that their omnichannel approach is effective and delivers more value to customers.

How to Begin with Omnichannel KPIs?

Omnichannel key performance indicators are essential for pharma companies to track and improve the conversion rate. By understanding the performance of offline and online channels, companies can make data-driven decisions that influence communication and even turn a completely new customer into a lifetime customer.

First, you must identify relevant KPIs that are most important for your business model. Many omnichannel KPIs are available, but not all are relevant to your company’s needs. Consider factors like customer lifetime value, average order value, and conversion rates from each channel. Once you’ve identified the most important KPIs for you, you can start tracking them.

Next, you must set up a system to track your omnichannel KPIs. This could involve setting up web analytics, utilizing customer relationship management (CRM) software, and/or developing custom dashboards. The data you collect should include information on customer behavior, product performance, and marketing effectiveness.

Finally, you must ensure that you are measuring the right metrics. Omnichannel KPIs are only as valuable as the data they provide. Make sure that you are collecting accurate and up-to-date data and analyzing it in a way that will provide meaningful insights.

Following these steps, you can begin tracking the omnichannel key performance indicators most important to your business. This data can help you understand how your channels perform and make data-driven decisions that will help to attract customers and improve conversion rates.

Learn more about the role of KPIs in the omnichannel approach from Viseven’s Head of Omnichannel Excellence, Pavel Klymenko — fill out the form here to get the recording.

If you want to improve your customer engagement strategy, do not hesitate to contact us. Our experts will reach out shortly.

Customer Relations Management (CRM) – three words that may sound super complicated, although many business areas have implemented different CRM approaches since the early 1970s. Nowadays, the CRM system is an inevitable part of almost any online industry, and, of course, it’s crucial for healthcare and life science. 

As the average aging of the population grows, together with chronic disease cases, the demand for medical and pharma services only increases. In the United States, 25% of people under 45 have reported chronic conditions. The higher the age, the more people require stable medical treatment — people from 45 to 65 report 50% of chronic diseases, and the largest group is people over 65 (81% of chronic cases). Such a massive number of patients requires a more advanced approach regarding patient relationships and how to manage them. 

The market researchers expect the healthcare CRM market size to reach $17.8 billion by 2025, with a compound annual growth rate (CAGR) growth of more than 9%. 

This article will cover the main aspects of the best CRM for pharmacy and its benefits. Let’s go. 

What Does CRM Stand for in Healthcare?

Let’s start with what CRM is. CRM stands for Customer Relationship Management, which is widely used across industries. CRM tools are currently rising in popularity due to their ability to quickly store customer-related information and allow users to access it swiftly without having to go through several processes to retrieve just one document or any other details. CRM in the pharmaceutical industry plays a crucial role, as its features and abilities assist industry workers in collecting and managing various types of data, ranging from patient records to information about various research endeavors. 

Usually, pharmaceutical CRM software solutions are developed to maintain and promote positive customer experience and comfortable management. It helps to organize communication processes, keep track of operational activities, and see what works in your management approaches and what requires changes in the current health system. 

Typically, CRM allows the execution of the following activities: 

Communication

Communication with the patient is the most vital thing that healthcare can have. An uncomfortable and broken communication chain usually leads to the interruption of treatment and the potential worsening of the condition. A proper customer relations system should allow one to initiate, schedule, and manage patient appointments with HCPs, making both customer and service provider lives much easier.

Management

As the daily life of any company consists of numerous tasks, the healthcare CRM system should allow assignments or add task tickets to people, making monitoring work progress, deadlines, and updates more comfortable. It makes communication and treatment process smoother and continuous, giving better results and creating an exciting experience for the patient.

Reporting

Analytics is the next vital thing that is supposed to be integrated into the CRM. A proper report system is critical to understanding business dynamics. This feature allows every user to create and personalize various analytical reports, from marketing campaigns’ ROI to the average patient count. 

Patient Management

As any CRM system should be adapted to the business industry’s requirements, healthcare CRM software is also centered on providing specific features and technologies for patient management. A unique healthcare industry feature allows creation, updating, and segregating of patient records based on their diseases, conditions, feedback, or other specifics. Such sensitive data inside pharmacy CRM software should be stored according to HIPAA compliance. It means that HIPAA-compliant patient relationship management tool is highly protected from data breaches and malicious intruders, taking full responsibility for data security.

Key Benefits of Healthcare CRM System

As you can see, CRM software covers most parts of the daily operational routine. It significantly helps employees to handle tasks and reduces the number of human mistakes during management. However, modern healthcare CRM solutions can be more than just a customer data management tool. It brings much more possibilities to provide a better patient engagement experience and improve interaction with your brand. Here are some of the key features:

Automate Resource Management

When it comes to customer interaction, the most critical resource is time. Before digitalization, the internet, and highly complex software (like CRM platform), doctors and medical employees used a manual customer management method. It means that most of the records were kept in a written physical form which is complicated and uncomfortable to store and manage.

Nowadays, medical CRM software systems can store, analyze, and suggest the most appropriate appointment time considering location and purpose. All schedule changes are followed up with notifications and appointment reminders sent to the patients.

Improve Patient Experience

Prudent patient management is good for pharma and healthcare companies and significantly increases customer positive experience and satisfaction. Once all communication between the patient and HCP is structured, clear, and consistent, there’s no tension in getting necessary treatment or consultations.

Additionally, healthcare CRM software is a database of customers’ medical history which is also a great plus for the patients: based on their gender, birth date, the sphere of activity, CRM can notify people about taking medication on time, ask about their well-being, offer discounts, and so on.

24/7 Support

When patients suddenly address their issues, having all the treatment records at your fingertips is good. It makes it easier to provide customers with appropriate answers or medication when HCP can quickly learn about potential issues of particular customers, even if it’s beyond working hours. You can simply imagine how the patient experience affects the communication flow.

Speaking of working hours, modern healthcare CRM systems support chatbots. This technology allows helping patients 24/7 by reassuring them and sharing basic healthcare recommendations.

Patient Acquisition

A cure can not be delivered to the struggling patient if no one knows. Many aspects of a successful pharma business rely on attracting new customers and sharing your medication approach with more patients than before. A healthcare management system will be an excellent addition to your marketing strategies, as it helps to create and promote valuable content and marketing messages to the previously targeted audience. It significantly influences patient acquisition.

Also, it can store communication records and provide access to this data by request to keep the marketing campaigns as consistent and productive as possible.

Collect Feedback

Back in the offline days, most patients only had a few options to get medical help, and there was no significant need to collect patients’ opinions. Today, everyone has a few choices of how they will get their treatment just by opening a web browser, and the marketing game for pharma and healthcare companies becomes more complicated.

Feedback has become an inevitable part of every business, whether you are growing vegetables for sale, making video streams, or providing professional treatment for complex illnesses. Every customer of yours has something to say about your company’s service. Collecting this feedback will open many possibilities for improving your communication tools and operational processes.

Data Security

Any healthcare organization collects and processes a lot of sensitive patient information. It makes such medical institutions vulnerable to data breaches and malware attacks in an attempt to get this information and use it for ransom.

A proper CRM solution is supposed to assure the safety and confidentiality of user data. System administrators should set authorities and define access levels for different types of employees. A properly secured healthcare customer relationship management software won’t allow an accident or intended data breach. Such protection measures significantly improve patient engagement.

Enhanced Personalization

Recent studies show that more patients are becoming interested in healthcare organizations that can offer them some level of personalization during treatment. Data is one of the most critical elements of any process of personalizing customer experiences. With the help of CRM for the pharmaceutical industry, healthcare professionals can now gather any kind of data about their patients and use it to create unique treatments and find a customized approach to each patient that comes to them. 

Reports, Metrics, and Dashboards

Another important nuance of CRM for healthcare providers is analytics. From drug discovery and research to customer interaction, it is important to always stay on track with the current state of things. It’s not only about reporting current statistics but also about being able to analyze data dynamics. It means that you can track how your business is doing within some period of time, how satisfied your patients are, and the productivity of medical workers.

Who Can Benefit From Healthcare CRM Features?

As you can see, the idea of a CRM system is flexible to the required business needs. The healthcare industry provides different services to its customers, whether this is a pharma business that sells their drugs to the patients and healthcare providers directly or healthcare organizations like private or public hospitals.

How Does It Work?

How to Choose the Best Healthcare CRM Software?

Such various services, united under one industry, require different features and technologies for their digital environment. To make the choice of healthcare CRM software system more accessible, it is usually divided into three categories.

Here are the main types of CRM software:

• Operational, developed for marketing and sales automation, data storing, and service providing; this software is perfect for revenue teams of pharma companies, concentrated on customer communication.
• Analytical — designed for businesses to effectively manage patient data and customer acquisition and retention processes. This is good for pharma companies and healthcare organizations as it allows them to improve drug research and discovery and track customer reactions.
• Collaborative CRM is perfect for significant medical structures and health systems like public hospitals. It will enable healthcare providers and junior medical officers to collaborate effectively on specific patients using electronic health records, developing better customer service and increasing customer satisfaction and retention.

As you can see, the technical equipment of your CRM software may vary depending on healthcare business needs. Once you decide to implement such a system into your company’s daily life, there will be several options, like getting a custom solution by hiring and maintaining a development team or already prepared software with various pre-set features.

What Is the Future of Healthcare CRMs in 2024? 

The pharmaceutical CRM market is predicted to be worth 30.13 billion USD by 2023, double that of 2021 (14.70 billion USD). This is caused by the rising need for software that allows healthcare organizations to automate many workflows, boost team productivity, and organize data more efficiently. 

Apart from the continued market growth, CRM software for the pharmacy industry will likely undergo some changes in its features. In 2023, generative AI was one of the most significant trends in the pharmaceutical industry; in 2024, it will continue to be so. Combined with pharmaceutical customer relationship management software, generative AI will enhance patient-HCP interactions, increase personalization, and streamline numerous operations, among other benefits. More companies will start incorporating AI into their products, which is why most pharmacy CRM software will receive at least a few new features, or some old ones will be scrapped and changed. 

Why Healthcare CRM Is Vital to Your Business?

Modern time follows rules of comfort, the complexity of services, and effective communication. It’s hard to imagine any service, especially pharma or health systems, that won’t be using the benefits of digitalization, customer relation management, and patient data analytics.

Proper CRM for healthcare covers almost every issue connected to communication fails, lack of collaborative possibilities, or analytical engines. This will improve patient satisfaction, communication, and internal operational processes.

Reach out to the Viseven team and receive personalized recommendations for your business based on our expertise.

As the relationship between clients and companies shifts towards a more personalized tone, the value of customer experience keeps growing. Different tools like social media or personal meetings create various opportunities for communication and engagement. The number of such tools is growing in quantity and quality; this tendency allows the target audience to be more flexible in their choices. However, whatever customer interaction channel you choose, one specific communication approach is always solid. Yes, we are talking about personalization.

According to a survey conducted by McKinsey, 71% of clients expect their experience with the companies to be personalized. In comparison, 75% of respondents claimed they would easily switch brands once they were unsatisfied with their digital experience.

Of course, this could not leave the pharma market unaffected. Patients and healthcare providers strongly require an individual approach for various reasons like time restrictions or personal specifics. So, global pharma and healthcare organizations should rethink their engagement and content marketing strategies to ensure their clients will not switch sides. 

Key healthcare marketing trends that organizations should follow in 2024 

Understandably, marketers must constantly stay informed about the latest trends and innovations that can change the industry. In this article, we decided to list some of the most prominent healthcare marketing trends to follow in 2023. 

▶️ Personalization at scale 

Personalization isn’t a new healthcare marketing trend for digital marketers in the pharma and healthcare industries. It’s been a long way of changes in pharma marketing, and this way most often led to the best. Tools, strategies, and methods are advancing quite rapidly. It provides companies with sophisticated and consistent means of determining whom to target, disseminating content more thoughtfully, and engaging HCPs across channels worldwide.

Of course, personalization is the cornerstone of marketing strategies today, whether you are working in pharma or any other area. A personalized approach became a part of overall marketing planning as it’s not only about the correct client’s name in the header. A correctly personalized marketing campaign considers local and professional specifics or their target audience, as US therapists and cardiologists in APAC usually require a different approach.

The demand for a more personalized patient experience and better service catalyzes tectonic changes. It affects how companies worldwide communicate, create relevant content for their clients, and, of course, what means of communication they use.

Omnichannel engagement facilitation 

When it comes to determining digital communication channels and how to use them, it’s vital to remember the difference between multichannel and omnichannel approaches.

Multichannel allows using all channels separately from each other, while omnichannel bonds them into a complete customer journey. Omnichannel engagement technology enables healthcare marketers to provide better customer experience — evenly across all channels and avoid pointless repetition of the same content.

In 2023, omnichannel engagement is not declining but instead growing as big pharma companies discover its benefits in engaging both new patients and HCPs. 

Mobile apps and video content 

The rule “meet by clothes, see off by mind” is an instant axiom for marketing. It significantly affects your business’ representation on the web portal or mobile app. Regardless of the growing popularity of mobile applications or websites, it is still a valuable tool for pharma marketers and healthcare brands. Any healthcare organization should not underestimate the importance of mobile devices for its target clients. Instead, they should consider the website or application as a personal business card with a mindful message and accurate design. And oh, do not forget search engine optimization.

At the same time, it is worth paying more attention to your video — its quality, quantity, and popularity among viewers. Video materials are easily spread via word of mouth if someone finds them valuable and fancy enough. Take recordings of your webinars or learning courses and adapt them for public visibility and online reviews.

Further development of AI/ML tech 

Without any doubt, Artificial Intelligence and Machine Learning technologies are one of the most successfully-invested fields all over the world. With AI-driven software, pharmaceutical marketers can target many patients more precisely, measure success, and enhance their integrated campaigns. In addition, AI-driven software attracts pharma companies that study its potential in new drug discovery, patient diagnostics automation, and clinical trials which is great for recruitment campaigns. 

Patient engagement via metaverse 

As we see more and more successful projects implemented within the metaverse concept, the skepticism toward investment in metaverse-based projects is starting to fade. When talking about the pharma and healthcare industry, we can also name numerous examples when metaverse marketing technology helped to reinvent some standard procedures and attract more patients. 

For instance, the metaverse was successfully implemented within application patient portals, training apps, patient simulation, immersive learning applications, etc., and provided qualified healthcare service according to the best medical practices. 

Next-gen connectivity 

Pharma and life sciences businesses have successfully implemented such modern technologies as blockchain. Blockchain could be used to trace the drug’s transportation, its origin, and the procurement of raw materials. This technology dramatically reduces the number of third parties involved in the process chain, significantly reducing costs and improving safety. Also, blockchain-powered Decentralized Apps (dApps) safeguard the user’s privacy without 100% relying on a single hosting point. 

Digital and social media channels 

In 2023 the communication between pharma companies, healthcare professionals, and prospective patients via various social networks will only deepen. Also, social media platforms can provide pharma marketers and HEORs with large amounts of valuable medical information that may help in understanding the preferences of healthcare consumers and HCPs.

Finally, social networks are a powerful tool that allows companies to provide education or advertise current social projects. 

Martech technologies

For many Marketing Tech providers, 2022 was a big year, as pursuing excellence in digital marketing contributed significantly to the industry’s growth and expansion. A rapidly-changing MarTech domain matures fast. It helps to increase content marketing production capacities and offers new solutions for marketing operations, valuable data collection, and, further, advanced customer experiences you can implement (like electronic health records with patients’ direct access). 

For instance, advanced CRM allows a modular content approach that will enable both: the marketing team and agency to embrace all benefits of advanced content tagging and reusable content and use integrated management tools within the system. And finally, specialized software and innovative practices play a vital role in the success of your communication, coordination of media assets, decision-making, and healthcare marketing strategy in general. 

What should healthcare marketers do?

The world does not stand still, and no one should, especially pharma marketers. The number of improvements that can significantly affect the pharma business is only growing without the intention of stopping. Healthcare organizations worldwide are discovering more and more ways to make their business fast, stable, and highly productive.

It could be easy to get lost among all the tricks and approaches. Nevertheless, once you try something new and receive the first benefits of new ideas, it would be challenging to stop implementing other valuable technologies. Still, the best way to understand what’s best for your particular business company is to get an expert individual to your case and demands.

Reach out to our experts to get personal consultation about pharma marketing trends and a few tips on how to implement them into your company’s activities.

Evaluation of drug efficiency is a complex process that requires Health Economics and Outcomes Research (HEOR) experts to measure multiple indicators to understand the actual market value of the product. Without such an assessment, it would be too risky to launch new products into development or even enter a new market. So what do HEOR experts do for the pharmaceutical companies and what HEOR-collected data is used for? 

In this article, you can find out about HEOR meaning, how it contributes to pharmaceutical research, its potential in enhancing patient treatment, what exactly these researchers do, and the future of health economics and outcomes research. 

What Does HEOR Stand for and How Does It Contribute to Research?

Health Economics and Outcomes Research – is a common term used for experts who collect patient and medical data that proves the real value of the product, how it can influence the quality of life of the patient, and its capacity to compete against similar products present on the market. 

As we mentioned, health economics and outcomes research (HEOR) experts cooperate with different departments and teams assisting in the evaluation of the products. But what is health economics and outcomes research in the real world? There is a number of specific tasks that HEORs fulfill or contribute to that help to increase the quality of the products and, hence, the quality of treatment. 

Defining drugs dosage

Even when all stages of the clinical trial are over, there are still many things pharmacists and doctors may learn after patients get access to the new treatment. HEOR serves as a link between patients, physicians, and pharmacists, collecting all relevant data to come up with the most well-balanced evaluation of dosage. 

HEOR analysis of patients

The social value of the drug in increasing the quality of life is also an important issue. One of HEOR’s tasks is to determine which patient groups may benefit from the new product or a new healthcare project. In case it is proven that the new product provides effective treatment and can be made available for a vast population, it will contribute greatly to the value of a new product. 

Creating health outcomes guide

The entirety of the field data collected by HEORs as well as analytical reports may provide valuable data for the Health Outcomes Guide. HEOR collects all reports about health outcomes from patients and physicians and later provides detailed analytics to healthcare providers, clinical outcomes research institutions or pharmaceutical companies. 

Pricing

Pricing should be approved before clinical research of a new drug can be launched. Especially, when we are talking about most over-the-counter drugs that have more popular alternatives. HEOR’s main focus here is to define the most adequate cost for healthcare payers. 

Reimbursement terms outlining

Pharmaceutical companies always need to have a plan “B” in case something may go wrong at any stage of development. The unforeseen effects of treatments among some populations of patients can also be an important concern for pharmaceutical companies since even three-phase testing can not give a guarantee that the positive health effects of the treatment will meet the initial expectations. 

Marketing and product positioning

HEORs have a clear vision of the groups that should be targeted by the marketers. The data collected about the target group can tell marketers a lot about the patient’s expectations, and the desirable effect of treatment. 

What Does Health Economics and Outcomes Research Do?

HEOR department plays an important role in healthcare organizations since the data collected by them provides the industry players with insights and trial data for decision-making and strategic planning.

In itself, HEOR is a suite of disciplines within health economics related to marketing, public health, and social studies. Here are the major fields that HEOR professionals are specializing in:

• Market access

• Pricing

• Reimbursement

• HEOR consulting

• Contracting & account management

• Policy & advocacy

• Epidemiology

• RWD/RWE analytics (Real World Data/Evidence)

• PRO (Patient-reported outcomes)

HEOR experts play an important role in strategic decision-making in pharmaceutical companies. For instance, HEOR-provided value and HEOR data provide evidence that allows determining strategic trends for the company – whether to develop a new product, improve and remarket the existing one, or invest in social affairs and population education. 

The list of HEOR competencies includes, but is not limited to, clinical trial design, epidemiology, HEOR modeling, statistics, data mining, collecting and processing statistics and documenting real-world evidence. Also, the HEOR has to be competent in healthcare policies and financial analysis.

How Pharmaceutical HEOR Experts Impact Drugs Engineering

The development of a new product is an immensely costly and time-consuming process – frequently it takes about 10 to 15 years to finish all clinical trials and apply for a license. Since the stakes are so high, healthcare providers need to be sure that the investment made will bring profits. 

So, at the end of the day, the HEOR’s major task is to make sure that the patients who get access to the new treatment will get the best health outcomes at the most affordable price. Naturally, HEOR experts take part in the pre-dev stages and assess the process at all following stages. 

HEOR impact on drug pricing and marketing

HEOR professional is not strictly oriented on the cost-effectiveness of the new product or a new program, but rather tries to analyze its impact and offer additional insights. Such insights may consider the efficiency, safety, quality, or dosage of the drug. Of course, all those new drug properties are initially evaluated during the clinical trials, however, HEOR professionals may strongly contribute to the understanding of the population’s needs and expectations, and reveal real-life insights on patient access. 

So, the HEOR expert helps to “humanize” the development part, introducing humanitarian value together with the key economic benefits of the future project. 

Which Healthcare Providers May Use HEOR Strategy Services?

Recently, the demand for HEORs as well as the number of industry sectors that require such professionals has increased dramatically. 

Here are some of the sectors that currently require outcomes research HEOR experts:

• Pharmaceutical manufacturers – companies that produce drugs, healthcare products, and medical equipment may use HEOR pharma expert’s services.

• Pharmaceutical distributors – companies that sell drugs and medical equipment may use HEOR-provided data to evaluate the expectations and offer HEOR data-based costs for products.

• Healthcare institutions – public or private hospitals, healthcare providers, and medical centers.

• Health insurance institutions – organizations that provide drugs for healthcare payers.

• Government agencies – as the healthcare system advances, more governmental institutions adopt modern standards for quality assessment and treatment research such as HEORs.

HEOR professionals help decision-makers at companies, governmental or any healthcare institutions to make informed, real-world data-based choices about the launch of new products, adoption of drugs for clinical development, analyzing cost-effectiveness or defining the market cost. With vast knowledge in economic science and recent clinical studies and all instruments for conducting own research of product-related benefits and risks, HEORs improve quality of life and have a high impact on the pharmaceutical industry today. 

Types of HEOR Studies

What types of HEOR studies are there? HEOR includes these types of research studies: 

• Cost-effectiveness analysis 
• Cost burden 
• Economic models 
• Evidence generation planning 
• Clinical/claims database analyses 
• Retrospective chart reviews 
• Patient-centered outcomes research 
• Systematic literature review 

What Is the Future of HEOR?

The future of HEOR in healthcare is bright, driven by the explosion of health data from sources like wearables and electronic health records. HEOR’s strength lies in turning this data into useful insights that shape healthcare decisions. It focuses on real-world evidence to understand how treatments work in everyday life, not just in clinical trials. Importantly, HEOR is making sure patient voices are heard, using tools that measure what patients truly value. 

In the pharmaceutical industry, HEOR is a key player in innovation. As companies move towards personalized medicine, HEOR helps assess whether these tailored treatments are cost-effective. It’s also changing how new drugs are developed. Pharma companies now use HEOR insights early on to design better clinical trials that show a drug’s value, not just its effects. 

Big data and AI are transforming drug discovery, and HEOR is central to this change. HEOR experts use AI to analyze vast amounts of data, helping pharma companies quickly understand a new drug’s potential impact. This data-driven approach speeds up development and makes better decisions about which drugs to pursue. 

As healthcare focuses more on value, not just cost, pharma innovation follows suit. HEOR helps companies show that their new products, whether drugs or digital health apps, offer better outcomes at a fair price. This is crucial as the industry expands into areas like telemedicine and AI diagnostics. 

Final Thoughts

In summary, HEOR’s future is tied to making sense of the data boom in healthcare. In pharma, it’s not just adapting to innovations like personalized medicine and AI — it’s actively guiding them. HEOR ensures that industry breakthroughs are not only scientifically impressive but also economically smart and truly helpful to patients. 

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