Rewarding Physicians Under the New PhRMA Guidelines
Newly revised Pharmaceutical Research and Manufacturers of America (PhRMA) guidelines impose greater restrictions on the type of incentives pharmaceutical companies can offer physicians for participation in online educational programs. These voluntary guidelines, which took effect January 2009, are intended to ensure that pharmaceutical marketing practices comply with the highest ethical standards. (1)
Physicians Interactive can help you abide by and embrace the new PhRMA Code while continuing to engage physicians and create brand affinity.
Sampling:
Sampling is still a highly effective, PhRMA-approved marketing tool. According to PhRMA, “Free pharmaceutical samples can give physicians valuable first-hand experience with new treatment options. And free samples can help patients begin treatment sooner, find the right medicine, and offer an option for those who have difficulty affording their medicines.” (2)
In a recent survey conducted by Physicians Interactive, 95% of surveyed physicians currently offer their patients prescription drug samples, if available and when appropriate. (3)
More physicians are using online sampling – 62% of surveyed physicians have ordered drug samples online, and 42% of all physicians surveyed anticipated increasing their use of online sampling in 2009.
Insight Surveys:
Insight Surveys are a valuable tool for understanding your target audience and engaging your physicians in a fun and rewarding way. The majority of surveyed physicians (91%) stated that they would be willing to participate in online market research at least once a week and 34% stated they would be willing to participate daily.
Educationally Relevant Items:
The end of branded pens, coffee mugs, and other “reminder” objects does not mean the end of branded items. In several tests conducted in late 2008, Physicians Interactive found that physicians were highly responsive to offers of branded 3-D anatomical models and other creative gift strategies that fall within the new PhRMA Guidelines.
Recommendations:
The new PhRMA guidelines have been created to ensure Pharmaceutical companies are marketing their products in a way that benefits patients. Physicians Interactive can help you navigate these new guidelines and find new and exciting ways to engage your physicians and market your brand while still being PhRMA compliant.
To learn more about how Physicians Interactive can help you with creative solutions to the PhRMA changes, please contact Physicians Interactive at 800-794-6757 or info@physiciansinteractive.com.
1. PhRMA Revised Marketing Code Reinforces Commitment to Responsible Interactions with Healthcare Professionals, July 10, 2008, Press Release.
2. PhRMA Defends Distribution of Pharmaceutical Samples; New Study Fatally Flawed, 2003 Figures Outdated, January 3, 2008, Press Release.
3. PI Market Insight Survey, conducted December 2008. 899 physician responses (3.3% margin of error).
