Thought Leadership Strategy
- Write: Publish articles on PBM transparency, biosimilars, GLP-1 management, and specialty drug costs
- Speak: Present at HR and benefits conferences; host webinars for clients and prospects
- Educate: Develop educational content (PBM audit guides, biosimilar checklists) that demonstrates expertise
- Share: Distribute content through LinkedIn, email newsletters, and industry publications
- Engage: Participate in industry associations and online communities
Referral Strategy
Referrals from satisfied clients are the most efficient source of new PBM advisory business. A client who has received a PBM audit that recovered $200,000 and an RFP that saved $500,000 annually is a powerful referral source. Ask for referrals explicitly: "We've delivered significant value for your organization. Do you know 2–3 other HR leaders who are struggling with pharmacy costs?"
Niche Strategy
IQ Insight
A clear niche makes PBM advisory marketing more effective. "I specialize in PBM advisory for manufacturing companies with 500–2,000 employees" is a more compelling positioning than "I help employers with pharmacy costs." A clear niche makes you the obvious choice for clients who fit your profile and generates more referrals from those who know your niche.