With PBMs gaining power, pharma and ad agencies zero in on payer marketing

With PBMs gaining power, pharma and ad agencies zero in on payer marketing

Source: 
Fierce Pharma
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As the balance of prescribing power shifts toward payers, so too is pharma marketing. Both healthcare agencies and pharma companies are honing their payer-marketing strategies, driven by the gatekeepers' larger role in drug decision-making.