Why Product Demand Matters More to PBMs Than Manufacturers Think

Harris Kaplan, Founder and Managing Partner of Litmys, recently published a new article in In Vivo examining a fundamental question in market access: Does coverage create demand, or can strong product demand influence coverage?

In Topspin: Why Product Demand Is What Really Matters to PBMs, Harris explores why rebates and preferred formulary position may not be enough to drive commercial success. When physicians and patients truly want a product, that demand can change the negotiating dynamic with PBMs and reshape the traditional relationship between access and adoption.

The article examines why manufacturers need to think beyond simply securing coverage and consider how they can build a product physicians want to prescribe and patients want to use.

Read the full article in In Vivo.