Redefining Field Deployment – Bridging “Share of Voice” with “Share of Influence” for Lasting Impact

In a pharmaceutical environment where promotional noise is louder than ever, there’s a strategic blueprint for cutting through the clutter to create meaningful impact and establish long-lasting brand loyalty among healthcare stakeholders.

Sales representatives and television commercials continue to remain effective channels for driving brand awareness through compelling narratives. However, sole reliance on traditional “share of voice” tactics is an outdated approach that neglects the deeper needs of both patients and providers—and is now struggling to convert awareness into adoption. As patients and providers navigate a continually evolving landscape with a high volume of promotions, they’re seeking improved access, affordability, and support. Pivoting towards a more effective “share of influence” strategy can help manufacturers meet these expectations and build lasting relationships across the stakeholder spectrum.

Krista Pinto, EVERSANA’s President of Field Deployment, dives deeper into the challenges impeding therapy adoption and outlines a model of actionable solutions for growing prescriber bases and patient populations:

• Field Reimbursement Managers (FRMs) remove access barriers by navigating insurance complexities and leveraging EVERSANA’s ACTICS® eAccess platform to reduce delays.
• National Account Managers (NAMs) anticipate payer dynamics and optimize contracting strategies to ensure therapies reach the right populations.
• Clinical Nurse Educators (CNEs) provide personalized education and support for patients managing complex therapies, improving adherence and outcomes.
• Medical Science Liaisons (MSLs) engage providers with scientific expertise, enhancing understanding and trust for high-science therapeutic launches.
• Integrated Delivery Networks (IDNs) now employ over 77% of U.S. physicians, requiring manufacturers to tailor engagement strategies that align with IDN priorities and operational models.

EVERSANA’s field deployment model is not just about representation—it’s about orchestration. By deploying the right people with the right tools, manufacturers can activate a chain reaction that accelerates patient access, sustains adherence, and drives commercial success.

Read the full article to discover how EVERSANA’s data-driven, stakeholder-centric approach transforms commercialization and improves patient outcomes.