![]() Nowhere is this more evident than the lackluster performance of recent drug launches, of which over 60% have underperformed expectations. The days of assuming access will come easily if an innovative treatment has high demand are gone. WHY THE TRADITIONAL FIELD MODEL NEEDS TO EVOLVE Market realities have required a shift from the traditional model focused on promoting clinical efficacy to one that incorporates support for navigating the web of patient access. Life science field teams need to command a mastery of what is occurring specific to the payer landscape to communicate effectively with their core audience-health care providers (HCPs). ![]() Where there used to be hoops, they are now on fire, making it more difficult to ensure coverage. ![]() Payers are tightening the screws with new cost containment strategies. ![]() A persistent challenge facing life sciences manufacturers is growing access obstacles, exacerbated by hard-to-enter formularies and rigorous utilization management (UM). ![]()
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