The stakeholders and factors that drive the ultimate prescribing of a medication have shifted considerably since the turn of the century. Technological advances (i.e., EMR), cost pressures, quality initiatives, government regulations, and other factors have contributed to the rise and expansion of Integrated Delivery Networks (IDNs). The independence that physicians once experienced in their own practice or small group has been replaced by policies and procedures developed and enforced by their employer, the IDN. Consolidation has positioned IDNs to be extremely powerful in several key pockets of the country, requiring Pharmaceutical to seek different approaches in driving product performance.
This whitepaper charts the impact of the growing influence of organized customer groups, specifically focusing on alternative sales and marketing approaches Pharmaceutical may need to explore to understand and succeed in an institutional setting.