Informing the drug development and commercialization industry Cary, N.C. – February 26, 2012 – Industry Standard Research (ISR) today announced the release of a new pharmaceutical market research report entitled “Sunshine Act: Pharma Impact – Changes in US Physician Behavior,” which quantifies the impact the adoption of the Sunshine Act will have on physicians’ interactions with drug makers. “The pharmaceutical industry recently received guidance from the Centers for Medicare and Medicaid Services (CMS) regarding the National Physician Payment Transparency Program, also commonly referred to as the Sunshine Act,” explained Andrew Schafer, President of ISR. “ISR’s latest report is intended to take this newly acquired guidance to the next level by providing drug makers with a snapshot into their future interactions with physicians by understanding how commonly used communication channels will be utilized post-Sunshine Act implementation.” ISR’s report measures physicians’ frequency of use and the value they place on 18 communication channels, as well as how they believe their use and perceived value of those channels will be affected after implementation of Sunshine Act policies. “While the channel expected to be impacted most significantly is ‘group/practice-level detail sessions’ where doctors and their staff typically receive free lunches,” Schafer explained, “we did see a 12% drop in the level of interaction expected across all ‘in-person’ activities.” In addition to the evaluation of specific communication channels, ISR’s report also examines how the Sunshine Act will impact the operations of a practice: revealing how prepared physicians believe their practices are, the likelihood of formal training, expectations from Pharma, and a detailed assessment of how the Sunshine Act will affect their practice/ patients’ ability to receive valuable drug information. ISR’s report is based on data from 103 US, board-certified primary-care physicians who are at least “somewhat familiar” with the Sunshine Act. For more information, including a full list of the 18 channels included in the analysis, visit ISR’s website. About Industry Standard Research Industry Standard Research is the premier, full service market research provider to the pharma and pharma services industries.  With over a decade of experience, ISR delivers an unmatched level of domain expertise.  For more information about our off-the-shelf intelligence and custom research offerings, please visit the company’s Web site at, email, or follow us on Twitter @ISRreports.