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Specious Arguments in Favor of Rx Data Use
Posted: May 18, 2006To combat further erosion of their business, IMS has teamed up with the AMA to write a Pharmaceutical Executive Magazine article extolling the virtues of the AMA's Prescribing Data Restriction Program (PDRP).I do believe that the authors (Hunkler is Director of Professional Relations at IMS and Musacchio is CIO at AMA) are not presenting the best arguments to support their case. In fact, some of their arguments may be counterproductive and at least one is laughable.
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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