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Healthy Skepticism Library item: 19114

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

 

Publication type: news

Silverman E
Drugmakers & PBMs Square Off Over E-Prescribing
Pharmalot 2011 Feb 14
http://www.pharmalot.com/2011/02/drugmakers-pbms-square-off-over-e-prescribing/


Full text:

A behind-the-scenes battle is brewing in nearly a dozen states where legislation has been introduced to more closely regulate e-prescribing. And a trade group for pharmacy benefit managers claims that brand-name drugmakers are trying to use the proposals to restrict access to lower-cost generics.
The bills would, essentially, prohibit docs from seeing messages from third-party information providers as they write an e-prescription. In doing so, info about other prescribing options, including drug interactions, would not be displayed on screens. “By removing the third party message, the legislation doesn’t allow the technology to get to the doctor,” a spokesman for the Pharmaceutical Care Management Association tells us.
Legislation is pending in 11 states, including Indiana, Kansas, Mississippi, Missouri, Nebraska, New Mexico, New Jersey, North Dakota, Oklahoma, Pennsylvania and South Dakota, according to PCMA.
In testimony last month before Nebraska’s House Human Services Committee, Pfizer lobbyist Paul Ploftchan said that one key issue to consider is the possible disruption between the physician-patient relationship. “The greatest threat is that third parties may use e-prescribing to infiltrate and inappropriately influence the clinical decision making process at the critical point of care,” he testified. “These intrusions, driven by financial interests, represent inappropriate influence and rarely have the patient’s best interest at heart” (read his statement here).
A PhRMA spokesman sent us this statement: “PhRMA is currently reviewing e-prescribing legislation introduced in a number of states. We believe e-prescribing legislation should be designed to promote effective communication between physicians and patients in order to determine the best treatment options available for individuals. In addition, we support an e-prescribing system that provides physicians with patient information at the point of care and allows for timely approval of prescribed treatments. E-prescribing holds the potential to vastly improve the quality of care provided by our health care system. It can also help control costs. “

 

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As an advertising man, I can assure you that advertising which does not work does not continue to run. If experience did not show beyond doubt that the great majority of doctors are splendidly responsive to current [prescription drug] advertising, new techniques would be devised in short order. And if, indeed, candor, accuracy, scientific completeness, and a permanent ban on cartoons came to be essential for the successful promotion of [prescription] drugs, advertising would have no choice but to comply.
- Pierre R. Garai (advertising executive) 1963