Communicating the Value of Approved Therapies

In a video interview with Pharma Commerce, Derrick Gastineau, head of marketing with Currax Pharmaceuticals, emphasizes the importance of pricing consistency in improving access, affordability, and long-term adherence to obesity treatments, particularly with FDA-approved oral weight loss drugs. He explained that one of the primary frustrations patients face is the unpredictability of out-of-pocket costs. This uncertainty can deter patients from initiating treatment altogether, as they may lack confidence in their ability to sustain the therapy financially over the long term.

Gastineau noted that consistency in pricing addresses this barrier by offering patients a predictable and manageable financial pathway to care. Programs designed to provide reliable cash-pay options, such as those facilitated through mail-order pharmacies, help patients integrate treatment costs into their budgets with greater confidence. This assurance is particularly important in the case of chronic conditions like obesity, where ongoing treatment is essential to achieving meaningful health outcomes.

By stabilizing the cost of therapy, such programs not only improve access but also support adherence. Patients are more likely to stay committed to their medication regimen when they know that affordability will not suddenly become an obstacle. This has significant implications for long-term health benefits, as consistent therapy can lead to better outcomes and reduced overall healthcare costs.

Gastineau highlighted that obesity, like many chronic diseases, requires a long-term treatment approach. Ensuring patients have uninterrupted access to affordable medication is therefore a critical factor in driving sustainable health improvements. In this context, consistent cash-pay programs are not merely financial tools but essential components of chronic disease management.

Ultimately, Gastineau framed the issue as one of equity and sustainability: when patients can rely on steady, affordable access to medications, they are more empowered to take charge of their health and achieve lasting results in managing obesity.

He also described what makes treatment options an attractive alternative from both a clinical and patient experience standpoint; how marketers can effectively communicate the safety and regulatory advantages of approved therapies over compounded or off-label treatments in the weight management space; and what needs to be done to combat bad actors in the sector?

A transcript of his conversation with PC can be found below.

PC: How can marketers effectively communicate the safety and regulatory advantages of approved therapies over compounded or off-label treatments in the weight management space?

Gastineau: There's no doubt that misinformation, just on a broad scale, is as rampant as it has ever been. I think we're seeing that in an even disproportionately high way in the obesity space, due to the attention that is around this disease and these medications right now.

It wouldn't be my place to speculate on the clinical and regulatory aspects comparing approved branded medications and any compounded or off-label prescribing. As a marketer, my main concern is ensuring we're meeting HCPs and patients where they are, and providing them with the information and resources that they need to understand all the relevant aspects of our product and the things that go into their decision-making process: the efficacy and safety profile of the drug, how the drug works, how they can access it, when and how it should be utilized.

Everyone has to make their own decisions about what's best for their health. Everyone has that right, but ensuring they have access to accurate and fairly represented information is the role that we play as pharma marketers.