Who is Influencing Prescribing Decisions and How Does Pharma Align?

In this article, we will focus on IDNs and their importance to pharmaceutical companies for effective marketing and sales performance. While they may seem similar on the surface, IDNs have great diversity in their community value propositions, capabilities and clinical approaches—and, thus, their pharmaceutical market impact. Each IDN has its own protocols, level of system integration, care coordination, goals, incentives, and decision-making process, which are not easily discernible based on qualitative characteristics of influence. While pharmaceutical companies recognize the importance of IDNs on their business, they struggle with how to gain a better understanding of them.

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