Novartis targeting insurers instead of physicians
Pharma Compliance Alert, December 19, 2007
Novartis will start a three-state pilot program in January designed to reorganize its sales force to pay less attention to physicians and more attention to payers, according to an article in the Wall Street Journal.
In some areas, many physicians work for health-maintenance organizations that decide which drugs the physicians are allowed to prescribe based on how well the drugs work and their cost. When the Novartis sales force calls on those organizations, they will try to show Novartis' products are worth their price.
Novartis will begin its program in Minnesota, Oregon, and Washington.
Click here to read more in the Wall Street Journal.
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