The healthcare landscape is in the midst of an industry shift, as the increased emphasis on quality and affordability of care are driving behavioral shifts in the market and altering provider dynamics. The consolidation of physicians into organizations such as Integrated Delivery Networks (IDNs) and Accountable Care Organizations (ACOs) have significantly impacted healthcare providers’ treatment and prescribing decisions. The pharmaceutical industry now faces the challenge of developing new commercial strategies to engage these organizations despite declining access to the physicians within. While the vast majority of physicians surveyed believe partnering with pharmaceutical companies can help improve overall quality of care, a new approach is required to align with the centralized policies and performance measures of these systems. The opportunity exists to establish value to these organizations, but pharma must first understand the effects on physician behavior to identify a new role within these emerging healthcare delivery models.
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