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.