Redistribution of risk throughout the pharmaceutical industry.

When the pharmaceutical industry awoke to the reality of managed care, they found themselves spending millions of dollars on a customer they did not know or understand. Those companies did not realize that insurers and managed care organizations would be changing the entire face of the pharmaceutical industry. Nonaggressiveness by pharmaceutical manufacturers has meant loss of control by an industry that for many years existed in an unchallenged state. Partnerships are now tantamount to survival.