How can clinical evidence boost your product's value proposition in established therapy areas?

1 Define your product's value proposition

Before you can use clinical evidence to support your product's value proposition, you need to define what it is and how it aligns with your customer's needs and goals. A value proposition is a clear and concise statement that summarizes the benefits and advantages of your product for a specific target market or customer segment. It should answer the questions: What problem does your product solve? How does it solve it better than other options? And why should your customer care? To craft a compelling value proposition, you need to understand your customer's pain points, preferences, expectations, and decision criteria, as well as your product's unique features, benefits, and outcomes.

2 Identify relevant clinical evidence

Once you have defined your product's value proposition, you need to identify the clinical evidence that supports it and matches your customer's needs and interests. Clinical evidence is any information that demonstrates the safety, efficacy, and effectiveness of your product in real-world settings and populations. It can include data from clinical trials, studies, reviews, meta-analyses, guidelines, recommendations, case reports, testimonials, and more. The type and level of clinical evidence you use will depend on your product's stage of development, regulatory status, and market positioning, as well as your customer's profile, specialty, and level of expertise. You should aim to use the most credible, relevant, and recent clinical evidence available for your product and your customer.

3 Tailor your clinical evidence to your customer

Once you have identified the clinical evidence that supports your product's value proposition, you need to tailor it to your customer and their specific situation and needs. This means that you need to customize the way you present, explain, and discuss the clinical evidence with your customer, depending on their role, background, knowledge, preferences, and goals. For example, you may need to use different language, formats, visuals, and examples to communicate the clinical evidence to a physician, a nurse, a pharmacist, or a payer. You may also need to adjust the amount, depth, and focus of the clinical evidence you share with your customer, depending on their level of interest, engagement, and trust. You should always aim to make the clinical evidence relevant, clear, and easy to understand for your customer.

4 Highlight the benefits and outcomes of your product

Once you have tailored the clinical evidence to your customer, you need to highlight the benefits and outcomes of your product that the clinical evidence supports and validates. This means that you need to link the clinical evidence to the value proposition of your product and show how it translates into tangible and meaningful benefits and outcomes for your customer and their patients. For example, you may need to show how the clinical evidence proves that your product improves patient satisfaction, adherence, quality of life, or clinical outcomes, or how it reduces costs, risks, complications, or side effects. You should always aim to make the benefits and outcomes of your product relevant, measurable, and impactful for your customer.

5 Address potential objections and questions

Once you have highlighted the benefits and outcomes of your product, you need to address any potential objections and questions that your customer may have about the clinical evidence or your product. This means that you need to anticipate, prepare, and respond to any challenges, doubts, or concerns that your customer may raise about the validity, reliability, applicability, or relevance of the clinical evidence or your product. For example, you may need to provide additional data, references, testimonials, or comparisons to address your customer's objections or questions. You may also need to acknowledge any limitations, gaps, or controversies in the clinical evidence or your product and explain how you are working to overcome them. You should always aim to make your responses honest, respectful, and confident.

6 Engage your customer in a dialogue

Once you have addressed any potential objections and questions, you need to engage your customer in a dialogue about the clinical evidence and your product. This means that you need to invite, encourage, and facilitate feedback, comments, opinions, and questions from your customer about the clinical evidence or your product. For example, you may need to ask open-ended questions, listen actively, show empathy, summarize key points, confirm understanding, and seek agreement from your customer. You may also need to provide additional information, resources, or support to help your customer make an informed decision about your product. You should always aim to make the dialogue interactive, collaborative, and respectful.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?