COuldnt agree more Hayward ... I did a three hour consultation last night for a pharmaceutical firm seeking to launch a new med into primary care. What was amazing is their marketing experts - realized they were not experts in this foray into Primary care - they were trying to understand how a primary care provider thinks and manages their time and how you break into that busy world. When I began to educate them on Prior Auths and what I suspected they would encounter - you could sense the deflation of hope . I gave them strategies on how to prepare for this interaction with insurers before the release of the product NOT AFTER . I advised them that if you release and then try to win that battle you will lose significant market as DOcs will just give up and not come back - I gave them a number of one line statements that would bust open the door of interest and maybe 30 more pearls which they said were well bought- MY real life experience tells me AMRN did none of this ...
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