Study: Physicians comfortable with e-prescribing
A study by Alliance Life Sciences Consulting Group has found that physicians have become comfortable with e-prescribing, and e-prescribing adoption among doctors has grown year-over-year for the past five years, with a 25 percent increase from 2011 to 2012.
“E-prescribing has now achieved mainstream status, and drug companies can focus attention on their brands at the point of prescription by communicating relevant messages about the brand, copay cards, patient education and other information,” says Dilip Phadnis, director of Syndicated Studies at Alliance. “At the same time, pharmacy benefit managers are sending messages about the cost of brands, formulary status and availability of less expensive alternatives.”
With the consistent uptake of e-prescribing by doctors, pharmaceutical companies need to fully understand all of the influences surrounding e-prescribing so that they can take appropriate measures to generate adequate consideration from the e-prescriber.
“More specifically, the study found that physicians often use copay cards obtained through e-prescribing, are open to sample vouchers delivered via the platforms, and would allow advertising to help offset the cost of the systems,” Phadnis says.
Study results document that when it comes to prescribing habits, a majority of physicians -- about 80 percent -- have made their decision about what drug they are prescribing before entering an e-prescribing system.
“But it should be noted that about 16 percent of the time, that decision changes after obtaining information from the system -- a significant percentage that can impact brand sales,” says Phadnis.
Posted: August 2013