Campbell Alliance to Discuss Pharmaceutical Marketing Strategies for Medicare’s Competitive Acquisition Program During ePharmaceuticals Audioconference

June 6, 2005


Campbell Alliance, the leading management consulting firm specializing in the pharmaceutical and biotech industries, today announced that Kevin Barnett, senior vice president and leader of its Managed Markets Practice, will be speaking during the ePharmaceuticals 90-minute interactive audioconference, titled “Competitive Acquisition: Analysis and Takeaways for Pharma and Biotech” to be held Tuesday, June 7, 2005 at 1:00 p.m. (EDT).


Barnett’s presentation will cover key elements of Medicare’s Competitive Acquisition Program (CAP) rules and the changing drug purchasing and billing landscape.  His presentation will also provide a strategic perspective on how marketing and sales teams must change to ensure CAP readiness.  Mr. Barnett will address critical changes in marketing and selling in the areas of brand management, managed markets marketing, managed markets sales, and field sales.


CAP  was created by the Medicare Modernization Act in December of 2003.  On February 28, 2005, the Centers for Medicare and Medicaid Services (CMS) released the proposed rules for the CAP.  This program will provide physicians with the option of no longer being responsible for buying and billing for Medicare Part B drugs.  Instead, physicians will be able to rely on a CMS-selected specialty pharmacy provider to handle product acquisition and billing for Part B drugs.  Under the proposed rule, physicians can elect to participate in CAP or continue to “buy and bill” for Part B drugs under the average selling price reimbursement approach currently in place.  Final rules for CAP are scheduled to be released some time in June 2005, and the program is expected to be implemented by January 2006.


“Pharmaceutical and biotech companies need to quickly determine CAP’s potential implications for their business, and begin adjusting marketing and sales strategies accordingly,” stated Barnett.  “Physician participation and the role of specialty pharmacies will have a major effect on how drugs and biologicals will be purchased, billed, and marketed,” Barnett commented.


As the leader of Campbell Alliance’s Managed Markets Practice, Kevin Barnett has been working closely with numerous pharmaceutical companies to understand and prepare for the implications of the Medicare Modernization Act, including changes to Part B.  Before joining Campbell Alliance, Mr. Barnett held management consulting positions at Deloitte Consulting and the Mattson Jack Group.


The audioconference, “Competitive Acquisition: Analysis and Takeaways for Pharma and Biotech,” is designed to educate participants on CAP in general, as well as highlight its potential implications for the pharmaceutical industry.  The audioconference will help decision makers begin formulating their companies’ strategies for marketing and selling under CAP.  It will feature presentations from a five-member panel followed by a 30-minute Q&A session.  For more information or to register for the audioconference, call (877) 437-4276 or visit


About the Managed Markets Practice at Campbell Alliance


The Managed Markets Practice at Campbell Alliance has been helping clients identify and prepare for the implications of the MMA over the past two and one half years.  Early on the practice started working with clients in the pharmaceutical industry to anticipate what provisions the new Medicare legislation might contain and how such provisions could affect their businesses under various scenarios.  Campbell Alliance continues to help 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, N.C., Parsippany, N.J., Woodland Hills, Calif., and New York City, 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