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Market Shaping Activation Model

What Is Market Shaping?

As the leader of integrated commercialization partnerships, EVERSANA is redefining how pharma manufacturers prepare the market for the launch or repositioning of their products. Market shaping is necessary to develop a market need for the therapy and build brand awareness across an array of stakeholders.

Our deep bench of industry experts across every facet of commercialization – market access, value and evidence, patient services, regulatory, marketing and sales, data and analytics, market research, global pricing and creative – collectively develop a compelling brand value story that will resonate with patients, providers, payers and Integrated Delivery Networks (IDNs). This holistic approach better informs pre-launch, launch and post-launch strategies and tactics to heighten awareness and promote therapy uptake.

Synthesize & Right-Size Your Resources

Value-driven launch strategies must go beyond traditional sales territory mapping, target lists, training and tactical value propositions. EVERSANA’s compelling brand value story, coupled with the holistic and effective coordination of frontline teams – Commercial, Field Reimbursement Managers (FRMs), Medical Science Liaisons (MSLs) and Clinical Nurse Educators (CNEs) – ensures the right patients get the right therapy at the right time. With the right targeting and proper training in hybrid models, you don’t need to assume that an “army” of reps is the only option to market shaping.

Manufacturers now have a new opportunity to optimize stakeholder engagement and convert virtual and in-person interactions into scripts sooner. In doing so, manufacturers have the ability to “right-size” NAMs, KAMs, FRMs, MSLs and CNEs, giving them access to leverage actionable data, optimize connectivity and execute across the ecosystem – the key to success.

The Rise of IDNs as a Key Stakeholder

As of May 2024, nearly 70% of physicians in the United States are employed by hospitals, health systems 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 IDNs. To optimize drug access and utilization, today’s pharma/life sciences commercialization models must deploy a top-down and bottom-up approach — sharing data-driven messaging that not only informs prescribers but resonates with the IDN’s clinical and business objectives, as well. In their latest article, EVERSANA’s experts explore actionable recommendations for pharma brand teams to optimize their engagement strategies within the evolving stakeholder landscape. Read now.

Why Is EVERSANA the Best Partner in Market Shaping?

There are so many interdependencies in the “Market Shaping Ecosystem.” At EVERSANA, our teams work together to align, adopt and adapt to the everchanging dynamics of the complex pharma industry. Our market-shaping team of experts work symbiotically with our partners to develop, optimize and pivot strategies to ensure commercialization success.

Featured Content

Revolutionizing FRMs With Data Connectivity and Commercial Services Integration

FRMs, sometimes referred to as field reimbursement specialists or patient experience specialists, are the key drivers in patient pre-authorization and billing and coding processes, and play a vital role in the prescription and adoption of specialty drugs. While field reps focus on selling, FRMs focus solely on supporting healthcare provider (HCP) offices and helping office staff get past complex processes and procedures that can hinder speed-to-therapy for patients. Challenges Facing FRMs The highly technical nature of the FRM role is already challenging and becomes further complicated by a lack of connectivity and process inefficiency with hub and data and analytics teams. Manufacturers and life sciences companies realize that connectivity for […]

Informing NAMs Payer Strategies and Improving Contracts With Integrated Commercial Services

Pharmaceutical manufacturers rely on national account managers (NAMs) to build relationships, negotiate contracts and get their products in front of payers and pharmacy benefit managers who will clear the way for patient treatment coverage. Challenges Facing NAMs Typically, NAMs rely on the customer or the health plan to direct contracting strategies and product expectations, and they often manage contracts in a silo without input from other commercial services teams. While NAMs may have some data insights, the disconnect between commercial services causes them to inefficiently leverage data or miss insights that could lead to optimized contracting strategies. Without data integration, NAMs cannot pinpoint the patient populations and treatment indicators for […]

Explore Our Services

  • Clinical & Commercial Teams

    With one focused and unified voice, we deploy commercial teams to propel your brand in active, vacant and white space territories.

  • Market Access & Reimbursement

    Secure product access and utilization strategic planning, pricing and reimbursement strategies, and payer negotiations.

  • HEOR, Value & Evidence

    Identify, demonstrate and communicate product value with data-driven insights.

  • Market Research & Insights

    Our custom, fit for purpose solutions are tailored to specific client business needs and challenges.



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