Campbell Alliance to Serve Leadership Role at CBI’s Strategic Medicare Compliance and Administration Summit

January 31, 2005

Campbell Alliance, the leading management consulting firm specializing in the pharmaceutical and biotechnology industries, today announced the leadership role of its Managed Markets Practice in the Center for Business Intelligence’s (CBI) Strategic Medicare Compliance and Administration Summit (SMCA) being held from February 7-8, 2005 at The Ritz-Carlton in Tysons Corner, VA.

On February 7 at 3 p.m. EST, Kevin Barnett, senior vice president of Campbell Alliance’s Managed Markets Practice, will outline key challenges facing marketing and sales professionals in the pharmaceutical industry, as well as strategies to meet those challenges, in his presentation “How Marketing and Sales Will Have to Change in the Medicare Part D Era.  His presentation will focus on:


  • Changes in promotional strategies and marketing resource allocations
  • New approaches for account managers as they interact with key customers on both commercial and Medicare lines of business
  • Implications for the field sales force in terms of pull-through efforts, training, incentive compensation, and business planning

“While Medicare Part D has many pharma companies focused on contracting strategies for their products in the first quarter of 2005, we are already educating executives on the potential changes to the marketing mix, field sales, and account management that will be required,” stated Barnett.  “It’s ‘crunch time’ right now for many companies as they develop contracting strategies specific to Part D, but soon, management must look ahead to the legislation’s broader ramifications for sales and marketing,” he emphasized.


Robert Navarro, Pharm.D., Executive Advisory Group Member at Campbell Alliance, will serve as Chairman of the SMCA on February 8.  Dr. Navarro practiced pharmacy in acute and long-term care before commencing his career in managed care 20 years ago.  Since then, he has developed and managed pharmacy benefit programs within numerous managed care organizations and pharmacy benefits managers.  Working in Campbell Alliance’s Managed Markets Practice, he now focuses on managed care access, reimbursement and product launch strategies. Dr. Navarro was co-founder and president of the Academy of Managed Care Pharmacy.


For more information on the SMCA, please visit



About the Campbell Alliance Managed Markets Practice


The Campbell Alliance Managed Markets Practice has been helping clients identify and prepare for the implications of the Medicare Modernization Act (MMA) over the last year and a half.  Early in 2003, the practice started working with clients to anticipate what provisions any potential Medicare legislation might contain and how such provisions could affect their businesses under various scenarios.  Since the MMA’s passage, Campbell Alliance has been helping clients develop Medicare-related strategies at the corporate and product levels.


About Campbell Alliance


Campbell Alliance is the leading management consulting firm specializing in the pharmaceutical and biotechnology industries. The firm's clients include most of the world's "top 20" pharmaceutical companies, as well as numerous emerging and midsize firms. Campbell Alliance is organized into practice areas, each specializing in a critical industry function, including Brand Management, Business Development, Clinical Development, Managed Markets, and Sales. From its locations in Raleigh, NC, Parsippany, NJ, and Woodland Hills, CA, the firm serves clients throughout North America, Europe, and Japan.  For more information on Campbell Alliance, please visit

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Media Contact:

Stephanie Koenig