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Market Shaping Activation Model

Introducing the Next Gen Market Shaping and 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 and payers. 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 – sales team, telesales, medical science liaisons (MSLs), clinical nurse educators (CNEs) and reimbursement specialists – 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.

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.

How Do We Do It?

Take a sneak peek into the elements impacting the Market Shaping Activation Model by exploring our featured content.

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 […]

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 […]

Meet Our Experts

We assembled a team of leading experts to help navigate the most complex commercialization challenges. Meet these and other experts across EVERSANA.

Krista Pinto

Krista Pinto

Marc P. Bernarducci

Marc P. Bernarducci

Senior Vice President of Field Solutions – Clinical
Rich Heddens

Rich Heddens

Rich Heddens, Senior Vice President of Payer Strategy & Execution

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

    A partner you can trust to navigate today’s complex landscape


    The premier tech-enabled solution built to deliver end-to-end commercial success for life sciences companies

  • COMPLETE Commercialization

    A new model, purposefully built to act as your commercialization engine.



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