Novartis Pilot Projects Will Shift Marketing Attention To Insurers
Novartis officials on Thursday announced pilot projectsin three states aimed at developing closer relations with health insurers andHMOs, which increasingly are influencing what medications physicians prescribe,the Wall Street Journal reports. The pilot projects will begin inJanuary 2008 in
According to the Journal, "The move reflects a growingreality" in the pharmaceutical industry as major payers seek to cut healthcare costs by influencing physician prescribing habits. In some
Joe Jimenez, CEO of the Novartis pharmaceutical division, said that salesrepresentatives in some markets will focus more attention on payers and less onindividual physicians. He added that in HMO markets, "if you are organizedaround the physician, you are missing the key influencer." If the projectsare successful, the initiative will be introduced to other areas of the
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