Kevin Kane and Lori Schwartz of MarketShare Movers LLC, a solution provider at the marcus evans PharmaMarketing Summit 2014, on achieving a good ROI from co-pay card programs. Interview with: Kevin Kane, President & Lori Schwartz - Vice President - Operations / Data Analytics, MarketShare Movers LLC

1. Interview with: Kevin Kane,
President & Lori Schwartz - Vice
President - Operations / Data
Analytics, MarketShare Movers LLC
Pharmaceutical marketers need to
make data part of every decision they
make, advised Kevin Kane, President,
and Lori Schwartz, Vice President -
Operations / Data Analytics, at
MarketShare Movers LLC. The
majority of co-pay card programs fall
short of the expected return on
investment (ROI), because they are not
tracked or monitored to the degree and
frequency that they could be, they said.
MarketShare Movers LLC is a solution
provider at the marcus evans
PharmaMarketing Summit 2014, in
Palm Beach, Florida, May 12-14.
What needs are not being met in
pharma marketing with co-pay card
programs today?
Kevin Kane - A critical need is to
execute promotions promptly and
measure impact early and often. Many
people say they do it, but they are too
slow in getting products out into the
market. Co-pay card programs, if they
are measured at all, it is done too late.
In addition, most co-pay card vendors
are one dimensional and do not
integrate data and decision making.
How could companies boost their
market share? What do some co-
pay card programs lack?
Kevin Kane - Although these programs
are expensive, companies consider
them important because they do not
want excessive cost to be the reason
why patients are not taking their drug.
When co-pay card prescriptions are
written, we match opt in patients to
their prescription data, their pharmacy,
and their doctor. If this is managed
appropriately, the data can be used to
make one good decision after another.
However, most marketers do not
believe they can affect the outcome.
What data should they look at to
achieve better results?
Lori Schwartz - We help the brand
manager set up an objective - for
example, 100,000 prescriptions by the
end of the year - and focus on that.
We look at the market, get prescription
data, look at the profit margins, how
competitive products are trending,
product price and clinical profile.
When the product is being launched, we
look at the data coming in on a daily or
weekly basis, and try to understand the
relationship between using the co-pay
card to try at production and leveraging
this to become an ongoing behavior
change.
Our goal is to get as many doctors as
possible to try the product in the
shortest period of time and avoid
cannibalization, overuse of the card, as
it affects ROI.
A high volume redeemer will not bring
higher profit, so pulling back the
promotions on certain targets (at a
certain time) would give us the
opportunity to provide them to higher
opportunity targets.
It is important to evaluate the program
on an ongoing basis, and adjust the
offer or channels accordingly.
We have learned that if we get the
brand manager to make five or ten
decisions that they previously would not
have made, the end result will be
exponentially higher.
It is
important to
evaluate the
program on
an ongoing
basis
How to Make a Co-Pay
Card Program Work

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delivers peer-to-peer information
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limited.
About the PharmaMarketing Summit 2014
This unique forum will take place at the Eau Palm Beach Resort & Spa, Palm Beach,
Florida, May 12-14, 2014. Offering much more than any conference, exhibition or
trade show, this exclusive meeting will bring together esteemed industry thought
leaders and solution providers to a highly focused and interactive networking event.
The Summit includes presentations on digital marketing, building a brand strategy,
generating new revenue streams and boosting physician engagement.
www.pharmamarketingsummit.com
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About MarketShare Movers LLC
MarketShareMovers is the only full service co pay card company that has a hyper-focus on our client’s market penetration and ROI.
A vast majority of the industry co-pay card programs fall short of the ROI you expect and deserve. If you need your market share
to move, we’ve got the proven experience, the pioneering method and the immediate analytics to do the job. We can provide you
with an actionable and adjustable co-pay card program that’s guaranteed to yield unprecedented success. For the past 15 years,
our experts pioneered the original successful use of vouchers/co-pay cards to move brand market share and ROI.
www.marketsharemovers.com
About marcus evans Summits
marcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discuss
strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity to
individually tailor their schedules of keynote presentations, case studies, roundtables and one-on-one business meetings.
For more information, please visit: www.marcusevans.com
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To view the web version of this interview, please click here: www.pharmamarketingsummit.com/KevinKaneLoriSchwartz