EPN - Electronic Prescribing News: Research and Markets: Understand How the UK ePrescribing Pilots are Shaping Adoption of ePrescribing Technologies in Both the European and the US Markets

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May 16, 2005

Research and Markets: Understand How the UK ePrescribing Pilots are Shaping Adoption of ePrescribing Technologies in Both the European and the US Markets

DUBLIN, Ireland, May 16 /PRNewswire/ -- Research and Markets
(http://www.researchandmarkets.com/reports/c17538 ) has announced the addition
of Electronic Prescribing: Maintaining Leverage in the Future Prescribing
Process to their offering.
     (Logo: http://www.newscom.com/cgi-bin/prnh/20040820/RESEARCH )
    Long-standing conflicts of interest among stakeholders in ePrescribing and
the recent introduction of prohibitive legislation have limited the use of
ePrescribing technologies as a marketing platform. Regardless, pharmaceutical
companies should encourage the development of ePrescribing services and help
physicians adopt the technology by providing support for pilot programs.

     The scope of this report is as follows:
     - Analysis of physicians' opinions on the adoption of ePrescribing
technologies, based on the results of our 2004 Physician Insight Survey
     - Examination of the growing importance of targeting not only physicians,
but also patients and healthcare payers with relevant marketing messages
     - Recommendations on how pharmaceutical companies can best prepare for
upcoming changes in the prescribing process
     - Identification of ways in which the pharmaceutical industry can play a
role in designing and implementing ePrescribing programs in the US

     The highlight of this report is as follows:
     - Central payer healthcare systems, such as that in the UK, have a
distinct advantage over privatized healthcare systems, such as that in the US,
with respect to the nationwide adoption of a new technology. Central payer
systems have the benefit of operating according to already established minimum
technology standards.

     - Pharmaceutical companies should re-evaluate how they distribute their
sales and marketing budgets. The current system, which is focused on targeting
physicians, will not produce the ROI needed to make up for the loss of
influence during the prescribing process to formulary lists that can be
accessed in real-time through ePrescribing technologies.

     - Our findings suggest that the perceived benefits of adopting electronic
prescribing technologies differ considerably among surveyed physicians. On the
other hand, a strong consensus as to what concerns physicians most about
ePrescribing was observed.

     Reasons to read this report:
     - Understand how the UK ePrescribing pilots are shaping adoption of
ePrescribing technologies in both the European and the US markets
     - Recognize how the standards adopted according to the Medicare
Modernization Act will provide precedence for future ePrescribing regulations
     - Change the focus of sales and marketing strategies to compensate for
the loss of influence to real-time formulary list access at the point-of-care

    Outline of the brief

    Key things you need to know about electronic prescribing

    Further evaluation of the UK's electronic transmission of prescription
pilots is needed before a common model and national operating standards for
ePrescribing in the UK can be fully defined.
    Voluntary adoption of electronic prescribing continues to be a barrier to
widespread implementation of electronic prescribing technologies among
physicians in the US. Failure to mandate nationwide adoption of a common
ePrescribing platform creates inconsistencies among technologies in use, and
provides little incentive for physicians to invest in the process changes
necessary to achieve adoption in the near future.
    Rather than focus on reaching physicians' at-the-point of care through
ePrescribing platforms, pharmaceutical companies should invest in marketing
strategies that optimize consumer choice and highlight the safety and efficacy
of their drugs.

    For more information visit
http://www.researchandmarkets.com/reports/c17538

     Laura Wood
     Senior Manager
     Research and Markets
     press@researchandmarkets.com
     Fax: +353 1 4100 980