Planning for Change: Adapting to Shifts in the Global Market Access Landscape
نویسنده
چکیده
Aside from R&D, sales and marketing have long been the drivers of commercial success of the pharmaceutical enterprise. Marketing efforts have historically focused primarily on physicians and patients, the underlying engines of demand. However, as the number of expensive therapeutics entering the market grows and the need to contain costs intensifies, a new set of stakeholders—loosely defined as “payers”—is rising in importance.
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