Marketers should not overlook practice managers

03/25/2013 | Pharmalot.com

Practice managers often influence oncologists' prescribing patterns based on how easy or difficult it is to deal with drugmakers, patient assistance programs and insurers, according to market research firm Reimbursement Intelligence. "Practice managers are the gatekeepers and need to find the most support for the patients," said Reimbursement Intelligence CEO Rhonda Greenapple. Practice managers' negative experiences may translate into fewer prescriptions for a particular drugmaker's products, Greenapple said.

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