We've been banging on about payors for the past 15 years or so (yes I know some pharma companies think payors are a more recent invention but we can easily trace their origins back to before the days of fund holding in the UK!)
The "reimbursement hurdle" is a little bit yesterday's news!
Today’s news is more around where is the money! As finite budgets become more common place (UK and Germany have had these for some time now) It is becoming more and more important that physicians are able to "free up" money within this years budget to pay for the latest new products.
I believe that this requires Pharma to take a more holistic view of patients and how they are looked after.
Focusing just on your disease is too narrow and maybe this is why Pfizer and
What are you doing to keep up?
Just think, in the UK Margaret Thatcher set the ball rolling in the early 90's and subsequent governments have simply fiddled with the model. This means Pharma has had 20 years to take some positive steps to manage the new environment of finite funds to spend on healthcare. As an ex global marketing guy I hate to say it but we are sooooo slow to innovate and adapt!
