In-depth study examines impact of e-prescribing
By Mia Burns
As e-prescribing adoption continues to increase among physicians, the practice presents challenges and opportunities for pharma companies. Management and technology consultancy Alliance Life Sciences Consulting Group conducted a study titled Electronic Prescribing of Pharmaceuticals: Marking Opportunities & Challenges for Drug Companies with a robust methodology that incorporates focus groups and detailed surveys with doctors and legislators.
In the period spanning from 2011 to 2012, a 25 percent increase in e-prescribing adoption occurred. Pharma companies are able to achieve due attention to their brands at the point of prescription by communicating relevant messages about the brand, the copay cards associated with the brand, and patient education materials. Simultaneously, pharmacy benefit managers are sending messages regarding the cost of brands, formulary status, and the availability of less expensive alternatives.
“Pharma will get into the promotional flow and take advantage of the promotional opportunities available through e-prescribing platforms,” says Dilip Phadnis, director of syndicated studies, ALSCG. “These opportunities provide special value as they are at point of prescribing.”
The study’s methodology is designed to ensure that all of the opportunities and challenges tied to the developments of e-prescribing are thoroughly researched and that companies receive the appropriate recommendations to help them benefit from this trend.
“The biggest challenge is loss of control,” Phadnis told Med Ad News Daily. “Doctors are changing the brands that they prescribe at the point of prescribing based on suggestion from PBMs. Opportunities are many, such as providing copay cards and e-samples. There are half a dozen other services that pharma can provide through e-prescribing platforms.”
In the study, ALSCG outlined plans to reach out to legislators in various states in which legislation has been introduced block third party messages being sent to physicians regarding brands being considered for e-prescribing. “Legislation has been introduced in 11 states to block messages coming from third parties such as PBMs,” says Phadnis.
Regarding the recent 25 percent increase in e-prescribing, Phadnis told Med Ad News Daily, “Most of the growth came from increased adoption and increased utilization by various physician specialties. Future growth will come from conversion of large practices of 26+ physicians.”
ALSCG conducted in-depth interviews with specialist physicians to gain their perspective, and cardiologists are known to be advanced when it comes to e-prescribing adoption. “Cardiology is one specialty that has heavily taken to e-prescribing,” Phadnis says. “Many services, such as drug advertisements, were developed early for cardiovascular products.”
Another specialty area that ALSCG researchers included in their interviewing process was e-prior authorization. “Companies such as Caremark have made e-prior authorization available online to physicians,” Phadnis told Med Ad News Daily. “This will increase e-prescribing of specialty products. This area had lagged behind due to unavailability of e-prior authorization.”
As e-prescribing adoption continues to increase among physicians, the practice presents challenges and opportunities for pharma companies. Management and technology consultancy Alliance Life Sciences Consulting Group conducted a study titled Electronic Prescribing of Pharmaceuticals: Marking Opportunities & Challenges for Drug Companies with a robust methodology that incorporates focus groups and detailed surveys with doctors and legislators.
In the period spanning from 2011 to 2012, a 25 percent increase in e-prescribing adoption occurred. Pharma companies are able to achieve due attention to their brands at the point of prescription by communicating relevant messages about the brand, the copay cards associated with the brand, and patient education materials. Simultaneously, pharmacy benefit managers are sending messages regarding the cost of brands, formulary status, and the availability of less expensive alternatives.
“Pharma will get into the promotional flow and take advantage of the promotional opportunities available through e-prescribing platforms,” says Dilip Phadnis, director of syndicated studies, ALSCG. “These opportunities provide special value as they are at point of prescribing.”
The study’s methodology is designed to ensure that all of the opportunities and challenges tied to the developments of e-prescribing are thoroughly researched and that companies receive the appropriate recommendations to help them benefit from this trend.
“The biggest challenge is loss of control,” Phadnis told Med Ad News Daily. “Doctors are changing the brands that they prescribe at the point of prescribing based on suggestion from PBMs. Opportunities are many, such as providing copay cards and e-samples. There are half a dozen other services that pharma can provide through e-prescribing platforms.”
In the study, ALSCG outlined plans to reach out to legislators in various states in which legislation has been introduced block third party messages being sent to physicians regarding brands being considered for e-prescribing. “Legislation has been introduced in 11 states to block messages coming from third parties such as PBMs,” says Phadnis.
Regarding the recent 25 percent increase in e-prescribing, Phadnis told Med Ad News Daily, “Most of the growth came from increased adoption and increased utilization by various physician specialties. Future growth will come from conversion of large practices of 26+ physicians.”
ALSCG conducted in-depth interviews with specialist physicians to gain their perspective, and cardiologists are known to be advanced when it comes to e-prescribing adoption. “Cardiology is one specialty that has heavily taken to e-prescribing,” Phadnis says. “Many services, such as drug advertisements, were developed early for cardiovascular products.”
Another specialty area that ALSCG researchers included in their interviewing process was e-prior authorization. “Companies such as Caremark have made e-prior authorization available online to physicians,” Phadnis told Med Ad News Daily. “This will increase e-prescribing of specialty products. This area had lagged behind due to unavailability of e-prior authorization.”
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