ABSTRACT
Big pharma is still the natural champion for bringing safe and cost-effective therapies to the market on a global scale, and it continues to possess enormous competitive advantages in that role. The market-driven model can be characterized by its focus on delivering real value to stakeholders, strategic marketing, and innovation. As pressure mounts from payers and consumers seeking value-better outcomes-for their healthcare spending, manufacturers also need to articulate a differentiated cost-benefit story. Clearly, from a payer's perspective, RSAs help protect against paying for innovations that do not return value to patients. Unfortunately, the decision to explore contractual RSAs with payers may not always be theirs to make. The most glaring impact of defined treatment guidelines and cost effectiveness will be the immediate obsolescence of the standard frequency and coverage, detailing-based sales model. The most glaring impact of defined treatment guidelines and cost effectiveness will be the immediate obsolescence of the standard frequency and coverage, detailing-based sales model.
