Imagine a herd of zebras at a safari. It doesn’t matter where they were headed, because they will all race blindly towards the tourist’s feed bucket when they see it, in hopes of filling their bellies. This hope is incredible because in reality only ~5% of the herd will be able to eat while everyone else will starve.

The bucket is bigger than the zebras in this blind race because it’s taking them with it.

Market access professionals who are engaging in a petty fight for limited formulary space are letting payers take charge of the game in the same way that the zebras let the feed bucket take charge of the game.

How can you take back control to ensure that the right drug reaches the right patient at the right time?