Full Title: Electronic Prescribing: Maintaining Leverage in the Future Prescribing Process 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 Datamonitor’s 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. Datamonitor’s 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
Pages: 61 Table of Contents Download TOC in PDF
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