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Electronic Prescribing: Maintaining Leverage in the Future Prescribing Process
Datamonitor, Nov 2004, Pages: 61
Introduction
Long-standing conflicts of interest among stakeholders in ePrescribing and the recent introduction of prohibitive legislation have limited the use of ePrescribing technologies as a marketing platform. Regardless, pharmaceutical companies should encourage the development of ePrescribing services and help physicians adopt the technology by providing support for pilot programs.
Scope
Analysis of physicians opinions on the adoption of ePrescribing technologies, based on the results of our 2004 Physician Insight Survey
Examination of the growing importance of targeting not only physicians, but also patients and healthcare payers with relevant marketing messages
Recommendations on how pharmaceutical companies can best prepare for upcoming changes in the prescribing process
Identification of ways in which the pharmaceutical industry can play a role in designing and implementing ePrescribing programs in the US
Highlights
Central payer healthcare systems, such as that in the UK, have a distinct advantage over privatized healthcare systems, such as that in the US, with respect to the nationwide adoption of a new technology. Central payer systems have the benefit of operating according to already established minimum technology standards.
Pharmaceutical companies should re-evaluate how they distribute their sales and marketing budgets. The current system, which is focused on targeting physicians, will not produce the ROI needed to make up for the loss of influence during the prescribing process to formulary lists that can be accessed in real-time through ePrescribing technologies.
our findings suggest that the perceived benefits of adopting electronic prescribing technologies differ considerably among surveyed physicians. On the other hand, a strong consensus as to what concerns physicians most about ePrescribing was observed.
Reasons to Purchase
Understand how the UK ePrescribing pilots are shaping adoption of ePrescribing technologies in both the European and the US markets
Recognize how the standards adopted according to the Medicare Modernization Act will provide precedence for future ePrescribing regulations
Change the focus of sales and marketing strategies to compensate for the loss of influence to real-time formulary list access at the point-of-care
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