For more than three years, the US pharmaceutical industry has known that today would arrive. So this is it. The first day that eligible U.S. citizens can sign up for Obamacare - and enjoy the prospect of prescription drug insurance, effective January 1st, 2014.
For more than three years, the US pharmaceutical industry has known that today would arrive. So this is it. The first day that eligible U.S. citizens can sign up for Obamacare - and enjoy the prospect of prescription drug insurance, effective January 1st, 2014.
I have spent the last week surveying many Rx colleagues on their attitudes towards the startup, their preparation for the event, and their overall outlook on what the launch of Obamacare will mean to their companies. I have kept all of these observations at the 30,000 foot level, but even from this height, I think you’ll find several of the insights interesting and perhaps even provocative.
What’s the mood inside your firm regarding Obamacare?
From my conversations, I would have to say that the mood for the vast majority of the Rx industry is one of anxiety. Generally, they say there is just too much uncertainty and no way to really plan for its implementation. That said, there are those companies that feel quite confident in their Obamacare preparations and indicate they are ready to deal with whatever the new law throws at them. Below are some key points on this issue of “mood”:
What do we understand at this point?
Moving beyond all that we don’t understand, were there aspects of the program that these Rx industry professionals did understand? Yes, there certainly were:
So structurally, companies do seem to have a general idea of how many essential aspects of Obamacare will work.
How have companies been preparing for this day?
So how have Rx companies prepared for today? Several different strategies are being employed.
The future of brand name Rx research and development under Obamacare?
At the end of each discussion, I asked what they thought would happen to Rx R&D after October 1st. The range of response went from the hopefully optimistic –to the utterly grim.
In sum then, a fairly clear dichotomy exists between those Rx firms expressing uncertainty and angst about Obamacare, versus those that are exuding tempered optimism. This makes some sense at this point since understanding how Obamacare will play out is completely speculative and each firm is currently generating its own hoped for outcome.
About all we can really say with full certainty is that there is much to be watched and evaluated. At the same time, there is no denying that the government will unleash powerful, new sales and marketing forces that every company must manage. So, regardless of where you and your firm stand on the new law, October 1st is the point where the gates swing open, and the future of the American Rx industry meets the reality of Obamacare.
Is US Pharma ready for this? We shall see.
Tom Norton is principal at NHD Smart Communications. He can be reached at tnorton@nhdcomm.com
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