Rare Disease Challenge #1: HCPs Have More Pressing Priorities
Tom Lo, MS, MBA
9 Rare Diseases | Healthcare Analytics | Oncology | Speaker | Product Launch | Biomarkers | Strategy
Diagnosing a rare disease is likely to be one of the lowest priorities for a busy HCP.? They have many priorities that take precedence over looking for a disease that has a very low incidence.? This is a huge obstacle to driving the diagnosis of rare disease patients.??
Instead of pushing them to look for this unicorn, establish your expertise in helping them with problem patients.? They will look to you as an expert when they believe you know the rare disease better than any of their peers and believe you can guide them in avoiding a misdiagnosis. Establish credibility that you can offer a helpful perspective when they are faced with difficult patients. Inevitably, you will receive a call looking for guidance.?
How can I be considered an expert?? Memorize facts and be ready to intertwine them into your conversations.??
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See my previous articles (below) regarding why rare disease is so hard and lessons learned.
https://www.dhirubhai.net/pulse/rare-disease-marketing-simple-taking-your-pharma-them-tom-lo-ms-mba/
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Disclaimer: The opinions and beliefs expressed are mine and do not necessarily reflect the opinions and beliefs of my employer
Regional Account Manager, Rare/Ultra Rare Disease at Alexion Pharmaceuticals, Inc.
1 年Really great description on how to engage and earn credibility in rare disease. I especially like the verbiage of helping with their “problem” patients since that’s where they may be spending a great amount of time without finding a solution. Thanks for this great read Tom.
Regional Business Director, Southeast
1 年This is well written, thoughtful, expert advice! As stated, ”Establishing your expertise in helping them with problem patients” is the cornerstone of rare disease selling. The advice on how to become an expert with these 5 suggestions noted by the author are focused, require time and effort, and will serve more patients suffering from rare disease who await an accurate diagnosis. Great article!!!
Strategic Associate Global Clinical Project Manager | Driving Clinical Trials From Concept To Completion | Leading in Phase I - III Trials
1 年This situation is aggravated by the issue of rare diseases, which, in the context of the pharmaceutical industry, make the process of new orphan drug research and production difficult and expensive. This high expense and low benefit can make it difficult for the government to choose between the best use of public resources and the best health outcomes for patients. In addition to these factors, many rare diseases still lack effective and safe treatments, while even for diseases with treatments, there are several barriers to accessing orphan drugs. Houston, we have a problem.