Since the Supreme Court has upheld the healthcare reform law, many in the pharmaceutical industry now see a clearer path forward. However, simply preparing for the implementation of those components of the law that directly affect manufacturers won’t be the only challenge. Payers recognize they have to slow the growth of healthcare costs — and their actions have profound implications for pharmaceutical and medical device companies. Clearly, regulatory approval, physician preference, and patient demand will no longer justify premium pricing for new products.

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