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ePrescribing - Appropriate Messaging at Point of Care
Survey began 17 June 2004.
Survey Ended 20 October 2004.
For pharmaceutical manufacturers, ePrescribing may offer a new channel to influence physician prescribing at the point of care.Questions asked:
- ePrescribing offers pharma companies and other stakeholders -- including MCOs, PBMs and pharmacies -- the ability to provide marketing messages to physicians at the point of care. For each of the following types of marketing message techniques that can be used within an ePrescribing application, please indicate if you think the technique should or should not be allowed or if you have no opinion.
- Should pharma companies encourage ePrescribing and help physicians adopt this technology?
- In your opinion, will ePrescribing have a negative effect on some pharma companies due to increased formulary access by physicians and give MCOs greater leverage at the point of care?
Associated article(s) touching on this topic:
- Pharma eMarketing: A Level Playing Field or a Killing Field?
- The Electronic Formulary Will Change the Equation -The author argues that the pharmaceutical industry should make a more aggressive push towards the inclusion of their clinically relevant content at the point-of-prescription in on-line managed care formulary lookups and ePrescribing transactions. Only then will the industry begin to change what is looking like a threatening future to one which offers the industry a more level playing field.
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