Una Uma proposta para o desenho e a implementação de propostas de valor em medicamentos de alto custo
Resumo
O setor de medicamentos de alto custo é muito importante no mercado farmacêutico argentino, porque representa 20% do faturamento do setor (Comisión Nacional de Defensa de la Competencia, 2019).
Ter uma proposta de valor que explique claramente quais são os diferenciais desses medicamentos é fundamental, pois a sua compra é analisada detalhadamente pelos auditores das financiadoras (empresas de medicina de grupo, obras sociais e governo). Isso se deve ao seu alto custo (seu preço representa mais de 40% da renda mensal de uma família) e à severidade das doenças (Marín & Polach, 2011).
Acreditamos que este artigo preenche uma lacuna nesse aspecto, visto que não é um assunto tratado na literatura. Essa metodologia tem um olhar prático sobre o assunto e pode ser aplicado no gerenciamento desse tipo de medicamento.
Os principais passos propostos são decidir se vale a pena implementar uma abordagem ressonante, determinar o valor por stakeholders-chave, segmentar e escolher os principais stakeholders, definir e testar a proposta de valor, combinar recursos com a proposta de valor, desenhar a comunicação e realinhar.
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