In the Dutch pharmaceutical market several developments have influenced prescription policies of GPs. The liberalization of the health care market in the Netherlands has led the health care insurance companies to challenge GPs on their policies on treatment of chronic conditions.
These health care groups¹ went also on to develop prescription policies, endorsed to do so by extra reimbursement schemes from the part of the insurance companies.
In an early stage, we have acknowledged the potential impact of these health care groups on actual prescription routines. With the pharmaceutical company that we worked with, we configured an account team that would focus specifically on these groups.