As manufacturers face increasing pressure to differentiate beyond their products, value-added programs and account support have become important drivers of payer engagement and partnership. HIRC's report, Managed Markets Marketing Programs and Account Support Offerings, provides a review of managed care executives' needs and expectations across therapeutic areas, as well as an assessment of manufacturer offerings across program/resource types. The report addresses the following questions:

• Which programs/resources are most important to payers? Which programs/resources are most available?
• Which manufacturer-sponsored programs/resources are nominated as best across ten unique program types?
• Which manufacturer-sponsored programs/resources are nominated as best across thirteen therapeutic areas?
• What managed care program opportunities exist for manufacturers to distinguish themselves as valued partners?

Key Finding: Panelists most often identify Pipeline Presentations as the most valuable program/resource offering from manufacturers, followed by Data Analytics/Insights, Quality Metrics support, and Medication Adherence support.

Lilly Leads in Programs Supporting Payers' Medication Adherence Initiatives. Managed markets customers (commercial health plans and PBMs) were asked to consider ten unique program categories and nominate a manufacturer providing the best offerings/resources in the last 12 months. When it comes to medication adherence support, panelists most often nominate Lilly as providing the best support to managed care organizations, followed by Gilead, Novo Nordisk, and Novartis.

The full report provides a complete listing of best-in-class nominations across ten program/resource categories as well as the rationale behind nominations.

GlaxoSmithKline Leads in Program/Resource Offerings for Airway Diseases. Managed markets customers were also asked to consider thirteen therapeutic areas and nominate a manufacturer providing the best offerings/resources in the last 12 months. In airway diseases, respondents most often select GlaxoSmithKline as providing the most valuable programs/resources, followed by AstraZeneca, Boehringer Ingelheim, and Regeneron. The top firms are noted for providing patient education, medication access support, provider engagement tools, and adherence monitoring/outreach services.

The full report provides a complete listing of managed care customer nominations across the following 10 program types and 13 therapeutic areas:

Research Methodology and Report Availability. In May 2026, HIRC surveyed 69 key decision-makers from commercial health plans and pharmacy benefit managers. Online surveys and follow-up telephone interviews were used to gather information. The complete report, Managed Markets Marketing Programs and Account Support Offerings, is available now to HIRC’s Best Programs and Best People subscribers at www.hirc.com.