Description
The system that comprises payment for drug, device and diagnostic products is complex.The private, non-government payment market includes insurers, pharmacy benefit managers and hospitals, rarely individuals. Doctors may influence but don’t pay. It is not enough to have great patient satisfaction, clinical utility or adherence; payers are motivated by return on investment and outcomes. This former Aetna executive describes the complexities and how to position your product.
Navigating the Healthcare Reimbursement Process | UCSF Entrepreneurship Center Startup 101 [Full Video]
Julia Cohen, MBA
former SVP Aetna, VP Commercial Clarify
IN BRIEF:
Who is going to pay for your product? Hint: it isn’t the patient or the doctor. Find out who you need to convince to buy and what motivates them.
