Kevin Barnett

In the past few years, we’ve seen the biopharmaceutical industry begin to shift from a one-size-fits-all blockbuster approach toward an individualized, precision science model. This transformation has propelled companion diagnostics (CDx) into playing a more critical role than ever in the commercialization of biopharmaceutical therapeutics.

Manufacturers will have to incorporate Part D–specific messaging into all of their current marketing materials. In addition, they should consider publication plans and CME that specifically address the needs of seniors.

For companies that are prepared, Part D represents a great opportunity. For others, failing to react quickly enough could be a costly mistake.