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E-prescribing advocates harness patient pressure

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If vendor SureScripts gets its way, e-prescribing should develop a much higher profile among consumers, doctors and pharmacies over the next few weeks. Last Tuesday, the company kicked off what looks like a very comprehensive campaign promoting the use of e-prescribing, including virtually all of the nation's pharmacy chains and thousands of independents.

The campaign, interestingly, doesn't deluge physicians directly with pitches. Instead, it urges patients to sell their doctors on e-prescribing, helpfully providing them with a physician-oriented website (www.GetRxConnected.com) to help close the deal.

While SureScripts doesn't say as much in its announcement on the campaign (naturally), to me this suggests that the company has all but thrown its hand up in the air when it comes to recruiting physicians directly. As the company notes, only 4 percent of physicians' offices are prepared to e-prescribe, despite the fact that more than 40,000 pharmacies can accept such prescriptions.

Will patient pressure have an impact?  I think so. This kind of "push" strategy can work very well in retail--even though retailers are as loathe to change their buying patterns as doctors are their practice style. While doctors aren't going to change their habits overnight, repeated patient requests will get through. After all, not only are doctors concerned about keeping patients, they're certainly capable of learning something new from them.

Besides, what else can SureScripts do? Many proven physician marketing tactics don't apply here. For example, put friendly, attractive young men and women in suits and send them to pitch doctors directly, as pharmas do with new drugs, and it'd be a big bust. E-prescribing reps would have no educational updates or samples to offer.

Now, the question is whether efforts like this can move the needle enough to make a difference. Let's see, folks! - Anne

Comments

Pressure from the patients may not be enough. If physicians incorporate e-RX into their practice they are still forced to run dual processes to handle CII's as the refill requests can't be sent as an electronic task, they come in as faxes. Then there is the issue of managing the providers on the e-prescribing networks as they move between practices and/or states. There is still the matter of communication of processes between the pharmacies and the prescribers to ensure they are following the same guidelines and their expectations are clearly defined. It is a start, but there are still significant communication hurdles.

These are very useful points, and I thank you for expanding my knowledge on this topic. As you note, there are still formidable barriers to e-RX adoption. That being said, I can only imagine that if patients ask physicians daily whether they're using this technology (something they're not likely to do where EMRs are concerned) it could grease the wheels a bit.

All told, this was just a theory on my part, one which you may well have appropriately shot down. I guess we'll see what happens!

-Anne

As one of the 4% of docs using eRx, prescribing CIIs and their refill requests IS cumbersome. However, eRx to SureScript-certified pharmacies is a no-brainer. The inherent efficiency and accuracy is unparalleled. I am glad SureScripts is pushing for adoption, as I do believe it's safer, faster, and better for all concerned.

i dont know much @all about these new laws on pharmacies,drs.,every body at any office having all your info. w/a click.but if i am xtremly offnded of privacy,and just a common worker its got to scare a lot more people than me.no such thing as just a dr. and asst.having access.over the past 3 years i kept fracturing bones, now i find its osteoperosis,i have gone to 2 or 3 drs.,pain is every day,one dr. sees you ,tells you he cant help you go somewhere else he says i see you have seen 2 other drs. so i cant see you so i stay in pain for what reason.coastal area sc. help??i am trying now to find a way to keep my privacy if i still have that right as a citizen.

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