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Sunshine Act: Pharma Impact - Changes in US Physician Behavior

  • February 2013
  • -
  • Industry Standard Research
  • -
  • 61 pages

Finally. After months and months of speculation, delays, and mounting uncertainty, the industry finally received word from the Centers for Medicare and Medicaid Services (CMS) regarding the final rule to the Sunshine Act. Officially called the “National Physician Payment Transparency Program: Open Payments.” The rule will require drug and device manufacturers that receive government reimbursements to collect data on gifts and payments to teaching hospitals and physicians, starting on August 1st, 2013.

The purpose of this report is to gauge the impact that the adoption of the Sunshine Act will have on physicians’ interactions with the Pharma industry. We looked at a broad set of communication/ information channels so as to give Pharma sales, marketing, and brand managers a full picture of the environment they will be facing post-Sunshine Act.

Valuable for:

Marketing • Sales • Medical Affairs • Managed Markets • Regulatory

What you will learn in this report:

• Physician preferences for interaction with drug makers (analyzed across 18 different information channels)
• The value physicians place on the same 18 information channels
• Effect the Sunshine Act will have on their continued use of each of the 18 channels
• The impact the Sunshine Act will or will not have on operations within a practice

How you can use this report:

• Anticipate how the implementation of the Sunshine Act is expected to impact the flow of drug information
• Proactively re-allocate tactical budgets to mix and design strategic activities and ensure consistent and appropriate delivery of your brand’s message
• Establish internal regulatory policies and guidelines for branded interaction with physicians based on channel effectiveness and availability

Channels Evaluated

• Call center detailing
• Conferences
• Consulting engagements
• Drug specific websites
• eDetails
• Free samples
• General medical websites
• In-person, group detailing by sales rep
• In-person, one-on-one detailing by sales rep
• Mailed, paper literature about specific drugs/ products/ therapies
• Medical society websites and publications
• Peer-based, professional publications
• Pharma-sponsored dinner meetings
• Pharma-sponsored inperson CME seminar
• Pharma-sponsored webbased CME seminar
• Pharmaceutical company websites
• Principal investigator fees to conduct clinical trial research
• Research grants to conduct research

Table Of Contents

Sunshine Act: Pharma Impact - Changes in US Physician Behavior
Table of Contents

Copyright and Usage Guidelines 4
Introduction 5
Methodology 7
Major Sections 9
Executive Summary 11
Impact on Access to New Medicine Information 13
Impact on Pharma Sales Reps 14
Infographic: The Sunshine Act's affect on pharmaceutical detailing 15
Net Impact on Information Channel Use 16
Communication Channel Use vs Value Matrix 17
Net Change in Information Channel Activity over Next 12 Months 18
Frequency of Use: Information Channels 19
Pre-Sunshine Pharma-Physician Interaction Frequency 19
Information Channels Used More in the Next 12 Months 21
Information Channels Used Less in the Next 12 Months 22
Post-Sunshine Pharma-Physician Interaction Frequency 23
Section summary 25
Value: Information Channels 26
Value of Information Channels for Medications/ Treatments 26
Most Effective Learning Channels for Medications/ Treatments 28
Section summary 29
Detail Environment 30
Sales Representative Encounters 30
Practice Restrictions for Sales Reps 31
Sales Representative Trust 31
Decision-makers for Sales Rep Visitation 32
Change in Interaction with Sales Rep Visitation after PPSA 33
Change in Interaction with Pharma Online Resources after PPSA 34
Change in Sales Rep Discussions after PPSA effectiveness 35
Pharma Company with Most Effective Sales Team 36
Pharma Companies with Best Presentations, eDetailing, and Webinars 37
iPad or Tablet Computer Use 38
Perceived Value of iPad or Computer Tablet 39
Section summary 40
Practice Dynamics 41
Understanding of the Sunshine Act (PPSA) 41
Expecting Notice about Sunshine Regulations 42
Practice Preparedness for Sunshine Act 43
Likelihood of Implementing Sunshine Act Training 43
Most Preferred Training Entities 45
Impact of Sunshine Act on Practice 46
Rational for Negative Impact on Practice 47
Rational for Positive Impact on Practice 49
Impact of Sunshine Act on Treating Patients 50
Most Used Channels for CME Completion 53
Section summary 54
Respondent Demographics and Qualifications 55
Job Position 55
Practice Type 55
Medical Specialty 56
Board Certified 56
Years in Practice 57
Patients per Week 57
Office Location 58
Practice Setting 59
Physicians at Practice 60
PAs and NPs at Practice 60
Time Dedicated to Direct Patient Care 60
About Industry Standard Research 61

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