Market shaping principles
Speaker: Nick Williams
Nick Williams opened with the challenging realities which are faced when bringing products to market and how the way markets are viewed provides opportunities for them to be shaped for success. After demonstrating the importance of understanding and addressing social norms with an example using the endeavours of New Zealand winemakers, Nick suggested that in pharma and medtech, similar strategies can be applied. The three areas that can be shaped are:
- Establishing unmet need
- Supporting new policy/guidelines
- Establishing new practices / pathways
Following a brief introduction of 3 established frameworks that support social and behavioural change, Nick outlined some key principles for shaping healthcare markets:
Speaker: Dal Singh
Dal Singh shared Triducive’s focus on market shaping projects by sharing two relevant case studies where evidence, coalition and advocacy is resulting in positive changes for 2 therapy areas:
Creating aligned recommendations for managing hyperkalaemia in patients with cardiorenal comorbidities
Accelerating referral pathways in respiratory medicine
He argued that communication of evidence alone is enough anymore, compelling evidence needs to be campaigned effectively alongside advocacy to drive market changes.
Following the webinar, Nick Williams and Dal Singh responded to questions asked by the audience. Questions included:
Watch the webinar recording to hear Dal Singh and Nick Williams explore these topics in detail by clicking below.
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