There has been so much breathless commentary on the release of the first 10 drugs targeted for Medicare negotiation as part of the Inflation Reduction Act, much of it bordering on unhinged--with some painting it as the first step toward tamping down drug costs for good, and others lamenting the death knell for innovation. And look, I know I tend to be the guy who throws cold water on things, but in this case, I really do think the IRA is a big deal. Still, so much of the coverage on this legislation/regulation has focused on what it does *to* pharma companies and *for* patients, but little has dealt with the inevitable industry response to the new incentives. Because there are thousands of ways to squeeze the balloon. Bottom line is that costs for seniors will decrease (for these drugs), costs will jump elsewhere, innovation isn't dead, but it will likely be directed in some unexpected ways--not all of them necessarily good. I go through all of this in today's Union Healthcare Insight post written by yours truly (it's been a minute since I've gotten to write, so that's fun). We'll be covering much of this in an upcoming webinar, so don't forget to register; links are in the post below. And as always: like, subscribe, and share!