Nevertheless, the Sunshine law is likely to lead to at least one change.
Firms already have data on each doctor’s prescriptions, points out Chris Wright of ZS Associates, a consultancy. The Sunshine law will also provide them with exhaustive data on how much they and their competitors spend to market drugs to that doctor. This will let firms track which type of marketing spurs the most prescriptions.
Companies will not stop wooing doctors. They may simply get better at it.
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