The growing shift to specialty medicines in the US pharma market is well documented. Pricing issues are becoming more common and controversial, with questions being raised about the sustainability of increasing sales revenue mainly through pricing. Further, given the cost of newer specialty medicines, performance-based pharmaceutical pricing contracts through payers will become the norm. The question this white paper addresses is simply this - what do these pharma environmental changes mean for the future role of sales and marketing?
Dr. George A. Chressanthis is currently Principal Scientist at Axtria. He brings a unique combination of professional experiences into the analysis of strategic and operational issues affecting the biopharmaceutical industry.
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