Pharmaceutical companies devise their pricing and marketing strategies in part based on the different types of customers (classes of trade) they do business with.  Some new types of customers are emerging that don't fit current definitions such as WellPoint which is an integrated health insurer, pharmacy benefits manager, specialty pharmacy, and mail order company.

The development of a new class of trade for such an integrated customer would provide pharmaceutical companies a clear, regulated avenue for working with such customers which provide a significantly different value than those currently defined as separate entities.