Great stories are trusted.

What can you do to build trust with your customers?

Do you have strong evidence? Is the evidence consistent in the real-world setting? Have you shown commitment to improving care in the therapeutic area? Did you care to seek out what they want—or are you simply tooting your own horn? Does your language signal that you care about your own profit or service to them?

Trust is earned.

Inconsistencies break trust. Just like that.

Sometimes payers have no choice but to cover the one and only drug in the therapeutic area. But when competitors enter the market, they have choices.

If they trust you enough, they will go out of their way to MAKE SURE your product is granted favorable access.