Over the past decade, numerous changes have impacted the healthcare market and driven marketplace volatility. Among them, managed care continues to influence brand success, and Medicare Part D is creating a new dynamic within the industry. As these changes impact product sales, brand team leaders are charged with combating stagnating product growth. Increasingly, pharma companies are integrating anonymized patient-level data into business processes to measure brand performance. In today's times of constrained resources, the map is an invaluable tool.
MARKETING RESEARCH Vantage Point B Y H E AT H E R V O N A L L M E N NJ data regs may not Over the past decade, numerous pose threat for HIOs changes have impacted the health- New Jersey’s Division of care market and driven marketplace volatility. Consumer Affairs recommended tight controls on data-mining, Among them, managed care continues to influence among other limits designed brand success, and Medicare Part D is creating a new to prevent conflicts of interest dynamic within the industry. in medicine. But health infor- mation organizations, it would Additionally, consumers are more educated about seem, only have to worry about the effects and costs of drugs, while physicians are some of those proposed rules. less accessible than ever before, both to the sales The data-mining proposals accompany the division’s report Outgoing AG Milgram linked data rep and patient. Opt-out and opt-in programs allow on Physician Compensation mining regs to doctor licensing physicians to eliminate the capture of their prescrib- Arrangements, which also cov- ing, limiting the manufacturers’ ability to understand ers areas such as gifts, financial he appointed richard Bagger, a disclosure and CMe. Pfizer executive and former state how best to serve their physician and patient base. Attorney General Anne Mil- legislator. As these changes impact product sales, brand team gram issued an endorsement. Other data-related provisions leaders are charged with combating stagnating prod- However, in order to restrict could be enacted by the state’s uct growth. They must the use and sale of prescriber- Board of Medical examiners identifiable information for after a six-month comment Consumers are turn to evidence-based commercial purposes, the report period, though. more educated decision-making to drive recommends legislation, and this One calls for notifying doctors, has little chance of advancing upon renewing their licenses, about the effects of efficient and effective with Chris Christie, a repub- that they can use AMA’s opt- drugs, while docs brand strategies and lican, set to replace Democrat out program to prevent having are less accessible tactics. The most effec- John Corzine as governor. rx information sold by pharma-
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