The NICE review of new drugs is becoming increasingly prohibitive through delaying, limiting or outright rejecting reimbursement according to a recent article in the Wall Street Journal US Pushback on Glaxo Drug Price.  Its most recent reviews have rejected several new launches this year, ranging from several cancer drugs, a new MS drug form Novartis and the most recent denial of reimbursement for GlaxoSmithKline's new Lupus drug. The US is trying to move patients toward generic and away from branded medication through the use of tiered and increasing co-pays, but attention is beginning to turn more and more towards the European models and the import of cost effectiveness.  Pharma will find access is blocked if they take a historical and reactive approach, while a proactive strategy requires understanding and vision.  SMT can help you create and implement that vision.  Please contact us so we can share our successes and how we can help you harness the changing reimbursement and policy changes to prepare your clinical studies, product values, and sales strategy.