Medical Marketing & Media, April 1st, 2003
With upward of 45 percent of drug sales being reimbursed by third-party groups, and a number of proposals now being considered for overhauling Medicare to include a prescription drug benefit, the formulary director at an HMO, PPO or PBM has become as important to pharmaceutical marketers as a physician or consumer in terms of serving as a key target audience in the marketing plan.
Yet, it's unfair to throw all of these third-party providers under the same managed care label, according to executives at FOB HealthCare. The nation's network of HMOs, PPOs and PBMs is extremely complicated. So c...
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