How Do Features Tell and Benefits Sell in Medicine?

How Can We Use Bioavailability As a Clinical Differentiator?

Bioavailability is the ability of a drug, active ingredient or supplement to enter the circulation of an individual and have an effect at the target sight; it is highly dependent on the absorption of the drug. Product X must be differentiated from the market leader and its generics and that point of differentiation must be presented as a benefit to the patient and physician. As a product manager in the Medical Affairs phase of the drug life cycle it is imperative that our communications strategy define the benefits to the KOLs and prescribing doctors.

The problem that must be addressed is what are the benefits of this drug over its competition? Product X is indicated for CHF or congestive heart failure and is 100% absorption which is a huge improvement over its competition which has seen mixed results between 25% and 50% absorption. The physician must take note that in a complex situation such as CHF where loop diuretics must be used to reduce intravascular volume in order to increase cardiac output, every drop of drug counts. 100% absorption is not a luxury that can be ignored; it could mean life or death for the patient in an emergency.

An analogy for how bioavailability works can be drawn from normal individuals who have casual drinking patterns. If the end goal of an individual going to a party is to get a little more than buzzed, it is imperative that the alcohol content be relatively high with proofs such as 80 proof or 40% alcohol. This is high by most countries’ standards and represents the majority of hard liquors. The obvious benefit that can be drawn is the alcohol will reach the bloodstream faster, the liver will work harder to detox the alcohol from the body, and the strong buzz that the individual is seeking will be successfully attained. This is optimal bioavailability. If the individual decides to be more conservative in drinking habits, it may take 1 tall beer or 23 oz at 5% alcohol to equate to one strong cocktail at 2.5 oz and 40% alcohol. It takes more “drug by volume” to produce said effect.

In a hospital or critical care situation, time is all that a patient has and why would a doctor decide to take the chance on a less effective drug for their patients? It is not a matter of choosing between two of the same drugs with different labels. As a matter of fact, it is about the benefit to the patients. Use of Product X can reduce hospital stay by acting on the CHM patient more effectively and as a business we have to release that patient faster. Hospital beds are in short supply in many hospitals; by having more effective treatment, we can get to the next patient faster.

The congestive heart failure patient will also have direct benefits from Product X. Besides lessening their hospital stay, the benefit of using the drug is less complications arising from less reliable drugs. Diuretic resistance occurs because decreased response to diuretics occurs over time so patients need higher doses eventually. If your patients are coming more than two times because of CHM it is necessary to give higher doses of the leading drug to achieve any effect. The benefit of our drug is the bioavailability allows you to “use less and achieve more.”

Non-clinical Differentiators for Drugs

Nonclinical campaigns start and end with marketing, in my opinion. What we know about the market leader is that their drug is really inconsistent with patients and sometimes you see 50% absorption and other times you see 25% absorption. We can run campaigns advising patients that this drug is in fact, not in their best interest as patients and to request from their cardiologists our better drug because it has 100% absorption. Giving the patients the knowledge and power to fight for themselves is disruptive and that should work in our company’s advantage. Now this is not at all guaranteed but it is a healthy way to disrupt.

Another thing that our Medical Affairs marketing can do is show to the payers that our drug is truly exceptional when compared to the competition. We can tell the insurance companies that over time, our drug will indeed cost less because the patient will be on lesser volume and for lesser time. How is that a benefit to them? This helps them spend less on hard to treat patients so they can focus more on preventative care and making more money.

Features Tell, Benefits Sell

“Features tell, benefits sell” means that our clients; payers, providers, KOLs, and patients; will only be responsive to what our company has to say if we give them the goods and less fluff. Features can be very stale conversation and should be reserved for peers such as MSLs and doctors to discuss later in the pharma drug life cycle. If we really want to sell our drug, we have to be practical about why anyone should, quite frankly, give a damn about our drug? That’s why we need the benefits. Here are some examples.

Acetaminophen (Tylenol, et al.)

Features: Analgesic pain reliever, fever reducer, multiples modes of delivery (liquid, capsule), multiple flavors, multiple dosages.

Benefits: Confidence in Tylenol brand and its reputation in reducing symptoms of pain and fever- brand recognition. Not an NSAID so will not cause heart problems, stomach pain and ulcers. Non-addictive

Aspirin (Bayer, et al.)

Features: Nonsteroidal Anti-inflammatory drug. Reduces pain, swelling, fever, arthritis pain, reduces chance of cardiovascular risk. Multiple dosages and delivery modes.

Benefits: Confidence in Bayer aspirin brand and that your ailments will be alleviated- brand recognition. Does not cause liver damage, unlike Tylenol. Some studies show protection against liver damage. Non-addictive.

Codeine (Co-formulations, et al.)

Features: Prescription Opioid Pain Medicine. Treats mild to moderately severe pain. Multiple dosages, co-formulations.

Benefits: When a severe pain will just not go away with other drugs, codeine will provide real relief as an alternative.