Major Medicaid Changes Are Already Here
The One Big Beautiful Bill Act (OBBBA) marks one of the most significant Medicaid policy shifts in years, with implications for state financing, eligibility, provider stability, and patient access. While many provisions will phase in over time, federal agencies and states are beginning to operationalize key provisions. As federal agencies release ongoing guidance on Medicaid […]
A Clear Message from ASCO 2026: Precision Oncology Is Only as Strong as the Diagnostic Pathway Behind It
ASCO 2026 underscored a fundamental truth: the future of cancer care depends not only on breakthrough therapies, but also on our ability to identify the patients who can benefit from them. From lung cancer screening and biomarker testing to AI-assisted diagnostics and technology-enabled workflows, diagnostics were a recurring theme throughout the meeting. Targeted therapy advances reinforced the promise of matching treatments […]
The Rising Importance of Patient Evidence
Patient engagement is not new in pharma. For years, companies have invested in patient advocacy, advisory boards, support programs, and storytelling initiatives designed to bring the patient voice closer to decision-making. These continue to be vital elements of patient engagement. What is changing now is that patient insight is about more than engagement – it is fast becoming a critical form of evidence used to inform regulatory, reimbursement, […]
Reservoir Acquires Applied Patient Experience (AppliedPX) to Integrate Patient-Focused Evidence & Engagement Across Core Offers
WASHINGTON, D.C. — June 3, 2026 — Reservoir Communications Group today announced the acquisition of Applied Patient Experience, LLC (AppliedPX), a leading patient engagement and patient-centered research consultancy. The combination introduces a fully integrated patient evidence capability to Reservoir’s existing work across policy, communications and market readiness and positions the firm to help clients translate […]
Explaining Price in a Multi-Price World: What TrumpRx and Populist Pressure Mean for Pharma
For more than two decades, the dominant paradigm for explaining pharmaceutical pricing has been value. That value was defined by clinical benefit, improved patient outcomes or experience, and the longer-term societal return of reducing disease burden. While value itself has not had a singular definition, it did provide a framework that shaped how therapies were launched, reimbursed, and defended — particularly for specialty and […]
Empowering the Partners Who Expand Access to Care
Access to quality health care is something we all want. We all benefit from medical progress, innovative care and new technologies that help people live healthier lives. When people are healthy, families, communities and societies thrive. And while we know our health care system has real strengths, we also know it can be stronger — because right now, not everyone is getting the care they need. We […]
No Prescription Needed: The Big Switch Toward Patient Empowerment
America’s medicine cabinet hasn’t kept pace with its health care needs. While digital tools and consumer empowerment have transformed nearly every facet of modern health care, prescription-to-over-the-counter (Rx-to-OTC) product switches have slowed to a crawl. The FDA wants to change that. Flipping the Switch — Again The FDA is pushing to expand consumer access to […]
Value Communications in a Constantly Shifting Policy Landscape
Policy has always influenced how the biopharmaceutical industry communicates the value of its medicines. However, today’s value communicators must be more agile than ever. In the past two weeks alone, the White House has made announcements on TrumpRX, pricing deals with Pfizer and AstraZeneca, and delayed pharmaceutical tariffs—and this doesn’t account for ongoing policy around […]
Measuring What Matters in the Scroll-and-Swipe Era
In today’s scroll-and-swipe culture, every personal device has effectively become an advertising platform. With audiences constantly exposed to an endless stream of messages and imagery, every campaign faces the same challenge: cutting through the clutter to drive recall, awareness, and action. Measuring What Truly Matters We all want our campaigns to make an impact […]
The New Architecture of Influence in Health Care
For decades, health policy debates in Washington were guided by a relatively stable set of inside-the-Beltway insiders: lobbyists, trade associations, think tanks, congressional staff, and government experts. Influence flowed primarily through these traditional channels, with institutional players acting as the gatekeepers of policy ideas and legislative outcomes. That dynamic has not disappeared. Traditional institutions remain […]