Manufacturers in the past haven't paid much heed to health plans' half-hearted efforts to reign in biotech drug spending. They figure if the drug is good enough, payers have to cover it. But health plans are for the first time serious about managing specialty pharma spending. Manufacturers should take heed because the impact on their revenues and marketing strategies could be significant.
By Wendy Diller
In the fall of 2003, most of MedImmune Inc. 's investors were focused on the launch of its nasal...
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