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Whose Data Is It Anyway?
Posted: May 5, 2006Some doctors object to the use of prescribing data to target them for marketing. I feel their pain, but should states pass laws preventing the sale of Rx data to pharmaceutical marketers?For more on this subject, see today's post to Pharma Marketing Blog.
| Return to Pharma Marketing Blog Topics | PMN Market Research Reprints |
Leveraging Technology to Measure Change in Physician Behavior as it Occurs
At the recent 2nd Pharmaceutical Marketing Global Summit, Ms. Lurker gave a presentation -- summarized in this article -- that highlighted real world examples of the differences between analyses performed using ImpactRx's NWRx's for patients new to or switching therapy versus those using traditional dispensed new prescription data.
Using examples from Erectile Dysfunction and Hypercholestemia therapeutic categories, Ms. Lurker demonstrated how ImpactRx offers a direct link between promotional activity -- physician details and DTC ads -- and new prescriptions written by physicians. .
New Written Prescriptions (NWRx's), which are uncontaminated by managed care intervention and patient fulfillment issues, are the ultimate measure of physician behavior and, therefore, the purest measure of promotional effectiveness, according to Nancy S. Lurker, CEO of ImpactRx.
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