MTI - Bonds that build brands

Industry Research:

Dangers of restricting prescription data.

A current topic of interest in the pharmaceutical industry
is that of restricted access to data containing information
about health care provider prescribing habits.

This data is used to deliver valuable educational and
marketing information to health care providers. It allows pharmaceutical companies to selectively, and more
efficiently, target their messages to those health care
providers who would benefit most from the information.

Several states have already begun taking legislative
action to restrict access to prescribing data claiming
that the data infringes on a provider's right to privacy,
encourages inappropriate marketing tactics and
contributes to swelling health care costs.

At MTI, we believe that the availability of prescribing
data and provider information has helped pharmaceutical
companies communicate more effectively and more
efficiently with health care providers. Our selective
marketing model significantly reduces the broad spend
associated with “blast marketing”...making health care
cost reductions more likely than cost increases.

A new study prepared by PERC (Political and Economic
Research Council/www.infopolicy.org) supports our experience
and suggests that enacting such restrictions would only
perpetuate many of the things the law is designed to prevent.