Flying Blind: Learning to Live Without Physician Prescribing Data
This article was originally published in RPM Report
Executive Summary
Physicians aren't happy about the prescribing information companies use to help develop sales and marketing activities, and they're doing something about it. Policies adopted by medical professionals--and legislation moving at the state level--threaten to cut off marketers' access to information about who prescribes their products. Pharma companies better prepare to adapt to new ways of tracking sales.