October 16, 2014 — RG+A announced formal plans to release “Winning and Losing with Payers”, the study that served as the platform for the firm’s presentation it gave at the Pharma CI Conference and Exhibition, September 9, 2014 in Parsippany, NJ.
The paper identified key success factors in building contracting relationships and, separately, partnerships with US insurers. Results were based on 40 interviews with medical and pharmacy directors at major US health plans. RG+A conducted these interviews on-line, with an average length of 20 minutes.
RESULTS: Three variables correlated highly with current and future contracting opportunities. These reflect today’s focus, with account management as the primary relationship strategy and brand-focused discussions. Four different variables correlated strongly with willingness to enter into partnership. These reflected a broader focus on strategic alignment and a common view of how to define and recognize value.
Mr. Duncan noted, “As healthcare product manufacturers begin to seek partnerships with payers, the tools and skills that have served them best in building account relationships may become less important. Manufacturers will need to integrate a new set of skills to create the top-to-bottom alignment that partnerships require.”