chapter  3
18 Pages

Global Health Care Systems and Market Access: Variations on a Theme

One of the most important issues from both a public policy and patient perspective is that of access to health care-who receives these goods and services and who pays for them, and how health care providers at all levels are paid for the delivery of their services. It is critical for marketers to understand how access to health care and pricing reimbursement policies affect their marketing programs. If the cost of a drug is not reimbursed by government and private payers, the choice of marketing strategies becomes very limited.