Promotional Compliance
Making Sense of the Sunshine Act
Shantanu Agrawal, Medical Director at Center for Program Integrity at Centers for Medicare & Medicaid Services (CMS) describes the way in which pharmaceutical companies can successfully implement standards ordained by the Physician Payment Sunshine Act. On CMS’ website and elsewhere, Agrawal defines resources that are critical to drug makers in avoiding fines of $150,000 for failure to report and at $1,000,000 for knowing failure to report ...Read more
Regulatory
FTC Targets Media's Next Wave: "Sponsored Content"
Today’s “native” advertisements aren’t your grandmother’s infomercials. As a result, the FTC has announced plans to explore whether new standards are needed to help identify ads in the midst of other content, like news and entertainment served up in the digital realm. On December 4, FTC will host a workshop seeking input from publishing and advertising executives, as well as consumer advocates, academics and government regulators. Jill Wechsler reports ...Read more
New Markets, New Media
Personalization — the Holy Grail of Digital Marketing
It’s not just patients that have interesting marketing personas — HCPs have them too. The use of data analysis to target promotional or educational messages at them also works. Today, everyone is an expert in media criticism, physicians included, so the trick isn’t just figuring out where they hang out online, it’s about understanding how they interact with digital assets, writes Peter Houston ...Read more
Electronic Health Records
Share of Screen: Prioritizing Electronic Health Records
Anyone who has been to see a doctor in the last several years knows that the computer, not the patient, gets the most face time. Even so, pharma hasn’t prioritized the EHR channel as a way to engage physicians, due to technological heterogeneity and a poor understanding of how EHRs are used by specific doctors. But with the second stage of Meaningful Use just around the corner, now might be the time to act ...Read more
Market Access
Market Access is Dead: Try Patient Access Instead
Market access has traditionally focused on access to private and public formularies and reimbursement; ensuring that actual patients get access to medicines was an afterthought. Now, in the context of empowered patients, the market access function must evolve to focus on providing patients with access to the medicines they need at acceptable prices. A drug’s value proposition must include the unique needs of specific patient groups ...Read more
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