Several states have successfully implemented restrictions on prescriber-identifiable data by arguing that in their view, public interest is served because the use of prescriber-identifiable data increases healthcare costs. The problem with this approach is that it is selective and arbitrary. For those professionals in pharma marketing research, the need to have better data and techniques is critical as they confront comparative-effectiveness research and the implementation of performance-based payment models. They need to rapidly develop nontraditional ways to measure physician behavior and to be well-versed in ways to show the overall economic benefits of their products if they are going to be persuasive.
Vantage Point Andrew Kress Medical Marketing and Media; Aug 2009; 44, 8; Docstoc pg. 28 Reproduced with permission of the copyright owner. Further reproduction prohibited without permission.
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