In a new article appearing in the latest MM&M, Precision for Value EVP and Managing Partner Kelly Wilder shares her perspective on the challenges of marketing new heart drugs. Wilder says drug makers need to proactively share information with payers about which patients should be taking a drug—even if doing so may put them at risk of narrowing a product’s use to a smaller population. “It’s a hard conversation to have,” Wilder explains. “No one wants to be niche. You want the broadest access and to leave that decision to clinicians.”
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