Patient centricity is a familiar buzzword in the pharmaceutical industry today. High medication costs and consumerism are leading patients to play a more influential role in their own treatment decisions. So when it comes to brand positioning, why do most pharma companies still largely target the prescribers?
Healthcare reimbursement in the U.S. is undergoing a fundamental transformation. The Center for Medicare & Medicaid Services has led this transformation, announcing that 50% of all Medicare payments will shift from fee-for-service to alternative payment models by 2018. Pharmaceuticals have been entirely omitted from these plans, as Medicare is legislatively prevented from negotiating drug prices. Hence, manufacturers and private payers are expected to play a dominant role in determining payment models that reimburse pharmaceutical manufactures for value in the form of patient outcomes, rather than the pills, themselves.