Until recently, commercial success for a prescription drug mainly involved getting the drug on payer formulary and creating pull-through with sales force efforts toward physicians. The rapidly rising cost of healthcare, new emerging pharmaceutical technologies with breakthrough potential, public concerns over drug pricing, and a gradual shift from fee-for-service to value-based payment models are transforming the pharmaceutical market.
Many pharma companies are aware of these trends and a need for change. However, from experience, it has been proven hard to change actual decision-making in large organizations with vastly differing functional objectives and complex trade-offs. With an understanding of the issues and a structured approach to drive trade-off analyses and consensus-building within the pharma organization, success in the age of value and affordability is possible.