Oncology Value Watchdog: What the Oncology Care Model Means for Pharma Marketers

Posted by Christina Corridon on Aug 15, 2016 9:50:43 AM

Marketers in the pharmaceutical industry are no different than those in other industries: They want to understand their customer on multiple dimensions, with accuracy and ideally through low investment. However, oftentimes pharmaceutical marketers’ data sources are limited or fuzzy, and the customer can represent many diverse stakeholders. The entry of the Centers for Medicare and Medicaid Services’ new Oncology Care Model—a payment and delivery model that aims to provide higher-quality, better coordinated oncology care at the same or lower cost to Medicare—provides a clear source of providers participating in the model. Last month, the CMS’ Center for Medicare and Medicaid Innovation (CMMI) released the list of oncology practices and payers selected to participate in the Oncology Care Model. This list is publically available and contains clues as to the makeup and personality of a pharmaceutical customer. In total, 196 practices were selected and will participate in the program over the next few years—more than double what many expected and significantly more than CMMI had previously indicated that they would select. The practices that were selected have been publically enthusiastic and energized to be part of what they see as a transformative program for the delivery of cancer care in a cost-effective manner. Oftentimes, payment reform initiatives and pilots aiming to alter the way that reimbursement for care in the U.S. is delivered are met with opposition and backlash from providers. 

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