Outcomes: Changing Drug Distribution's Cardinal Rule

Drug distributors are re-defining their role in the new health care delivery system, moving from anonymous product suppliers to providing greater value through enhanced service capabilities. Cardinal Health is among the leaders of wholesaling's new breed, moving closer to the hospital and establishing new relationships with pharmaceutical companies. Cardinal's latest venture, an outcomes data program called Jericho, could be a major step toward shedding the wholesaler's product-neutral label, putting distributors in the role of influencing drug selection and moving market share.