Dear Reader:
Welcome to the executive summary of the July/August, 2004 issue of Pharma Marketing News. This edition offers you reprints from the current issue at special rates discounted about 40-50% from the normal rates found elsewhere on our Web site. In addition, selected reprints from past issues are also offered to you at a reduced rate.
You are receiving this notice because you signed up for this service. See the end of this message for information about removing your name from the list.
- Vol. 3, No. 7: July/August 2004 – CONTENTS
Article Summaries
FEATURE ARTICLE
California’s Physician Prescribing Act: A History of Twists and Turns
By John Mack
California Assembly Bill 262 (AB 262) was introduced in February, 2003, just a few months before the Health Information Portability and Accountability Act (HIPAA) Privacy Rule became effective in April, 2003. Back then the bill was aimed at preventing the disclosure by healthcare providers of patients’ medical information for marketing purposes without prior patient authorization.
Since then, the bill has undergone many changes and now, if passed, would regulate the sale of physician prescribing data by pharmacists to pharmaceutical data vendors such as IMS Health. The bill is now known officially as the “Physician Prescribing Practices Act.”
This article traces the changes in the bill as it wended its way through various committees. It describes the provisions that may limit the use of physician prescribing data by pharmaceutical marketers, identifies organizations that have taken a position in favor and against the bill, and discusses the arguments on both sides of the issue.
Topic headings:
- Twists and Turns
- Data Vendors (definition)
- Where It Stands Today
- Uses of Prescriber Data
- Arguments in Favor
- Arguments in Opposition
- What Next?
More…
Order the Full Article Reprint – SPECIAL PRICE: $4.95 PMN37-01
Issue: Vol. 3, No. 7: July/August 2004
Word Count: 2457
TOPICS: Physician Marketing | Privacy | Sales Force Effectiveness/Productivity
CONFERENCE HIGHLIGHT
A Crisis in Professional Detailing
By John Mack
Although many people argue that physician detailing is inefficient, is often unproductive, and is difficult to do effectively, it is still “the best way for a doctor to find out about a product,” according to Richard A. Bavasso, EVP/COO, Pharmedica Communications, LLC. He was speaking at a recent eyeforpharma conference on Sales Force Effectiveness, where he also moderated a panel of physicians who gave frank insights into what physicians want from pharmaceutical sales reps.
Two physicians — one a specialist (cardiologist) and one a primary care physician — offered their insights on how pharmaceutical companies can improve their relationships with physicians.
Topic headings:
- Not Just Donuts, Coffee, and Pizza
- Trends Impacting Effectiveness
- What Do Doctors Want?
- Good Rep vs. Bad Rep
- Samples & Patient Education
- Sales Rep Preparedness
- Local Dinner Meetings
- Closing Remarks and Demonstration
More…
Order the Full Article Reprint – SPECIAL PRICE: $4.95 PMN37-02
Issue: Vol. 3, No. 7: July/August 2004
Word Count: 1698
TOPICS: Physician Marketing | Customer Relationship Management (CRM) | Sales Force Effectiveness/Productivity
CONFERENCE HIGHLIGHT
The Targeted Model: The Future of Pharmaceutical Marketing?
By John Mack
Remember the good days of pharmaceutical marketing? When pharmaceutical reps and doctors had personal relationships? When the sales rep was the dominant influencer of physician prescribing behavior? When reps were knowledgeable and provided the physician with useful information that couldn’t be gotten anywhere else?
Well, the days of the traditional marketing/sales model are over according to Rick Blockinger, Senior product Director, Gastroenterology, Janssen Pharmaceutica. Speaking at a recent DMA Pharmaceutical Marketing Conference in Princeton, NJ, Blockinger highlighted well-known survey data documenting the decline in effectiveness of the typical pharmaceutical sales rep.
Topic headings:
- Rethinking the Brand Plan
- What We Need on the Physician Side
- What We Need on the Consumer Side
- Challenges
More…
Order the Full Article Reprint – SPECIAL PRICE: $4.95
PMN37-03
Issue: Vol. 3, No. 7: July/August 2004
Word Count: 949
TOPICS: Physician Marketing | Privacy | Sales Force Effectiveness/Productivity
