Sunshine Act: Pharma Impact – Changes in US Physician Behavior


Q1, 2013

The industry finally received word from the Centers for Medicare and Medicaid Services (CMS) regarding the final rule to the Sunshine Act. Officially called the “National Physician Payment Transparency Program: Open Payments,” the rule will require drug and device manufacturers that receive government reimbursements to collect data on gifts and payments to teaching hospitals and physicians, starting on August 1st, 2013.

This report measures the impact that the adoption of the Sunshine Act will have on physicians’ interactions with the Pharma industry. We looked at a broad set of communication/ information channels so as to give Pharma sales, marketing, and brand managers a full picture of the environment they will be facing post-Sunshine Act.

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  • 61Pages
  • 103Respondents
  • 43Charts and Graphs

Major Report Sections:

  1. Executive Summary
  2. Frequency of Use: Information Channels
  3. Value: Information Channels
  4. Detail Environment
  5. Practice Dynamics

What You’ll Learn:

  • Physician preferences for interaction with drug makers (analyzed across 18 different information channels)
  • The value physicians place on the same 18 information channels
  • Effect the Sunshine Act will have on their continued use of each of the 18 channels
  • The impact the Sunshine Act will or will not have on operations within a practice

Actionable Insight:

  • Anticipate how the implementation of the Sunshine Act is expected to impact the flow of drug information
  • Proactively re-allocate tactical budgets and mix to design strategic activities and ensure consistent and appropriate delivery of your brand’s message
  • Establish internal regulatory policies and guidelines for branded interaction with physicians based on channel effectiveness and availability

Channels Evaluated:

This report quantifies the Sunshine Act’s impact on PCP’s use and perceived value associated with the following 18 channels:

  • Call center detailing
  • Conferences
  • Consulting engagements
  • Drug specific websites
  • eDetails
  • Free samples
  • General medical websites
  • In-person, group detailing by sales rep
  • In-person, one-on-one detailing by sales rep
  • Mailed, paper literature about specific drug/products/therapies
  • Medical society websites and publications
  • Peer-based, professional publications
  • Pharma-sponsored dinner meetings
  • Pharma-sponsored in-person CME seminar
  • Pharma-sponsored web-based CME seminar
  • Pharmaceutical company websites
  • Principal investigator fees to conduct clinical trial research
  • Research grants to conduct research

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