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| May 2007 | ||||||
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  Research
With Pharmacists: Will It Soon Be “Back to the Future?” In this month’s published document for The Orange Pages, we explore the reemergence of the pharmacist as a major player, having an increasingly unique and important role in both the delivery of healthcare and the marketing of pharmaceutical products. Several decades ago, prior to the availability of Individual Level Prescription Data, for example, pharmacists were important stakeholders and were detailed (and researched) by many companies as actively as were physicians. Since that time, pharmacists have been largely ignored as a player in pharmaceutical marketing and marketing research, viewed by many as simply technicians who count pills and comply with formularies. In an era when growing numbers of significant products are “going generic,” and multitier co-pays and other factors are increasing the complexity of the transaction of the patient acquiring the drug, pharmacists can be expected to play a much more important role in the front lines of helping their patients practice cost-effective medicine. In fact, anecdotal reports indicate that the pharmacist is already playing an increasing role in determining what medication is actually dispensed. In this article we explore what pharmaceutical companies can do to build a body of knowledge on the pharmacist’s role and understand more about the chain pharmacies that do much of the retail pharmacy dispensing in the United States. To download the complete May 2007 discussion on researching the pharmacist, please click here.  Are
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The monthly issue-based discussions that we publish in this newsletter can also be distributed to you in hardcopy format via a complimentary subscription-based resource we are publishing for our clients called The Orange Pages. The Orange Pages is intended to serve as a living, breathing resource of “Information, Education and Issues Exploration for Today’s Pharmaceutical Marketing Researcher” that we hope will be read with interest and kept within reach for ongoing reference. The format is a handy sized three-ring binder designed to hold packets of content that we will develop and distribute on a variety of topics. Content packets will come to you in an easy to identify (and appropriately colored) orange envelope and be delivered on a monthly basis. The materials will be three-hole punched for convenient one-click assembly into your binder.  If you would like to receive a complimentary copy of The Orange Pages binder, and get on our distribution list for monthly addendums, please fill out the form below. Want to learn more on this topic? Please contact:  |
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