Tips For Promoting Drug Product Uptake In Hospitals

Hospitals serve as a vital gateway for many therapeutic treatments. Whether a drug is intended for exclusive hospital use or for both inpatient and outpatient settings, these facilities are primary locations for initiating or switching medications. To successfully enter this market, pharmaceutical companies must gain a deep understanding of the unique requirements and operational differences of various hospital systems.

Today, hospital or system-wide pharmacy and therapeutics (P&T) committees are responsible for determining which products are included on the hospital formulary. Furthermore, an increasing number of health systems are adopting a sophisticated approach to managing prescription practices by expanding P&T committee membership, prioritizing value-based payment models, and utilizing advanced technologies like electronic health records (EHRs) and computerized provider order entry (CPOE). Consequently, therapeutic decisions are now governed by a diverse group of stakeholders within increasingly centralized hospital networks. This shift is largely driven by the mounting pressure on healthcare systems to deliver high-quality care while operating under tighter financial margins.

Innovative yet costly therapies now require approval from a broad range of professionals, including physicians, pharmacists, and experts in finance, actuarial science, and quality management. This complexity makes it more challenging for manufacturers to introduce new products to patients. To promote the adoption of hospital products, a multifaceted strategy is essential. Below are several effective approaches.

Target the right audience in the right sequence: Initially, manufacturers must build demand among key opinion leaders (KOLs) to prompt a review by the P&T committee. During the review process, companies must address the varied and sometimes conflicting needs of all stakeholders, which may encompass clinical, economic, process-related, population health, and personalized medicine concerns. Once a product is added to the formulary, manufacturers must consistently reinforce its value proposition to clinicians to sustain demand, especially as individual doctors are increasingly impacted by the financial outcomes of their clinical decisions.

Shift to omnichannel: Manufacturers aiming to launch a new therapeutic successfully must adopt an omnichannel approach that engages decision-makers on their own terms. Companies need to broaden their communication strategies to offer insights into additional factors, such as overall population health benefits, budget impacts, workflow integration, and process improvements. This also requires a comprehensive understanding of the hospital’s pharmaceutical supply chain—including formulary review procedures and protocol integration—to proactively facilitate an expedited outreach process to prescribers.

Deploy account-centricity: Every hospital account is distinct, and no two P&T committees operate in the same way. Therefore, manufacturers should implement account-centric strategies to build the capabilities and tools necessary to serve individual accounts. This begins by fostering a collaborative environment within multidisciplinary teams and maintaining the flexibility to address the specific needs of various hospital stakeholders.

Take quadruple aim: A successful hospital launch often centers on the principles of the “quadruple aim,” which focuses on improving patient care and quality, reducing overall healthcare costs, enhancing population health, and supporting the well-being of care teams. Given the industry-wide transition toward value-based care, manufacturers should proactively develop strategies that link their products’ value to quality outcomes to encourage widespread adoption. Today, manufacturers must move beyond traditional supplier roles to become true collaborators, working closely with hospital systems to integrate innovative treatments into existing workflows and creating value-added services that ensure continuity of care for patients.