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Payer informational needs
are not the barrier to reimbursement. Rather, payer budgetary constraint
is the barrier to reimbursement. The gateway through the barrier
of payer budgetary constraint is understanding and satisfying payer
informational needs.
There is a disconnect between the importance of reimbursement and
the resources dedicated to achieving it. To be successful, pharmaceutical
companies must still convince physicians to write prescriptions
for their products, but now they must also convince payers to reimburse
these products.
In short, the traditional focus on sales and marketing does not
adequately address the current reimbursement reality.

   

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