A panel entitled What Role Should Pharma Play in ePrescribing and the Point-of-Care? at a recent ePharma Summit conference held in Philadelphia, PA, discussed the issues facing pharmaceutical companies as electronic prescribing (ePrescribing or eRx) threatens to upset the "balance of power" between physicians, pharma companies, and payers at the point-of-care.
This article provides insight from experts such as Mark Bard, President of Manhattan Research and David Kibbe, M.D., Director, Healthcare Information Technology, American Academy of Family Physicians (AAFP), on the impact of new technologies at the point of care on pharmaceutical sales and marketing.
Why is pharma so conservative when it comes to using technology for marketing purposes? Is it ROI concerns? Not invented here syndrome? Or is it something else?
Patient compliance may be a core objective for pharma marketers, but an international quorum of compliance experts at the recent eyeforpharma Patient Compliance 2004 conference in London agreed that the very term 'compliance is incorrect. In 22 in-depth presentations over 2 days, 30 speakers and panelists agreed that marketers need to stop analyzing compliance, and start understanding patients.
While most major direct-to-consumer (DTC) advertising campaigns in the medical device and pharmaceutical industries are created and managed by outside agencies, outsourcing a DTC marketing campaign can be expensive. When budgets are lean-as they are in today's marketplace-marketers need to look at how much can be done with in-house resources. But with fewer people being asked to do more than ever, how does a company handle bringing more of the work in-house?
A few days after Merck pulled Vioxx from the market it was revealed that the drug manufacturer may have known about Vioxx's cardiovascular side effect problems for years and tried very hard to conceal the evidence and block any action by the FDA. While this was going on an estimated 27,000 people suffered heart attacks and who knows how many strokes possibly due to Vioxx! hard to conceal the evidence and block any action by the FDA. While this was going on an estimated 27,000 people suffered heart attacks and who knows how many strokes possibly due to Vioxx! If this obstructionism by Merck is true, then someone should pay.
The New Written Prescription: Leveraging Technology to Measure Change in Physician Behavior as it...
New Written Prescriptions (NWRx's), which are uncontaminated by managed care intervention and patient fulfillment issues, are the ultimate measure of physician behavior and, therefore, the purest measure of promotional effectiveness, according to Nancy S. Lurker, CEO of ImpactRx. This article highlights real world examples of the differences between analyses performed using ImpactRx's NWRx's for patients new to or switching therapy versus those using traditional dispensed new prescription data.
You can't go to a pharma industry conference these days without hearing at least one expert speaker recommending that pharma executives read the book 'The Truth About the Drug Companies: How They Deceive Us and What to do About It,' written by Marcia Angell, MD, former editor in chief of The New England Journal of Medicine. This review includes several point-counter point views regarding Angell's arguments by pharmaceutical and healthcare experts, including members of the PHARMA-MKTING online discussion group.
Speaking on the topic of marketing at the Strategic Research Institute's 2nd Pharmaceutical Marketing Global Summit held in Philadelphia, PA, February 26, 2004, Stevens offered advice for pharmaceutical marketers on how not to make their marketing suck.
New online strategies have made eSampling a tool for significantly expanding targeted physician and sample coverage. Applications include accelerating new product uptake, efficiently maintaining physician coverage for mature brands, covering hard to reach physicians and driving patient demand.