By Kayla Matthews – A recent Cornell University study was the first of its kind to examine the prescribing behavior before and after receiving complimentary food. The institution’s goal was to see if these in-kind payments directly affect whether doctors prescribe certain drugs to their patients.
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By Sarianne Gruber – How pharma rethinks its marketing will be on par with how healthcare will embrace value-based care. Succeeding in value-based care may indeed be the impetus for pharma to embrace new “technologies” to help patients better adhere to medication regimens.
By Sarianne Gruber – Having been successful for decades maintaining a traditional a product-driven model, pharmaceutical companies are feeling their way toward a new business model: patient-centricity.