More Than a Game of Keep-Away

For well over a decade, pharmaceutical representatives have had access to detailed information about the prescribing habits of the individual physicians they call upon. During that time, some physicians have protested that reps know too much about what they prescribe. On Jul 1, the AMA will introduc...

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Bibliographic Details
Published in:Pharmaceutical Executive 2006-05, Vol.26 (5), p.146
Main Authors: Musacchio, Robert A, Hunkler, Robert J
Format: Article
Language:English
Subjects:
Access to information
Employees
Marketing
Pharmaceutical industry
Physicians
Prescriptions
Privacy
Regulation
Sales
Salespeople
State court decisions
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Summary:For well over a decade, pharmaceutical representatives have had access to detailed information about the prescribing habits of the individual physicians they call upon. During that time, some physicians have protested that reps know too much about what they prescribe. On Jul 1, the AMA will introduce new procedures to give physicians some control over who sees information about the type and number of prescriptions they write. The Prescribing Data Restriction Program (PDRP) will take data away from reps and their direct supervisors, but leave it available to the company for marketing, compensation, and research. To make sure that physicians have all the facts before they decide whether to enroll, the AMA will be communicating with all of its members and affiliates beginning this month. It is now up to the industry to see that the AMA PDRP satisfies physicians' desire for privacy. Successfully implementing the program will stem the call for further restrictions.
ISSN:0279-6570
2150-735X