With the traditional pharmaceutical commercial model in disarray, companies are looking for new approaches to maintaining their competitive position. They're talking about--and in some cases implementing--"new commercial models," which rely heavily on reorganizing sales and marketing organizations by region, decreasing emphasis on one-on-one physician relationships, and paying more attention to building business-to-business relationships with diverse stakeholders, notably payors-including public and private payors and employers--and patient advocacy groups.
by Wendy Diller
In the early 1990s, worried about the fledgling managed care industry and Clinton administration health care initiatives, Bristol-Myers Squibb Co., like some of its peers, opted to change its...
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