Sunshine Act: Pharma Impact – Changes in US Physician Behavior


The industry finally received word from the Centers for Medicare and Medicaid Services (CMS) regarding the final rule to the Sunshine Act. Officially called the “National Physician Payment Transparency Program: Open Payments,” the rule will require drug and device manufacturers that receive government reimbursements to collect data on gifts and payments to teaching hospitals and physicians, starting on August 1st, 2013.

This report measures the impact that the adoption of the Sunshine Act will have on physicians’ interactions with the Pharma industry. We looked at a broad set of communication/ information channels so as to give Pharma sales, marketing, and brand managers a full picture of the environment they will be facing post-Sunshine Act.



  • Physician preferences for interaction with drug makers (analyzed across 18 different information channels)
  • The value physicians place on the same 18 information channels
  • Effect the Sunshine Act will have on their continued use of each of the 18 channels
  • The impact the Sunshine Act will or will not have on operations within a practice
  • Anticipate how the implementation of the Sunshine Act is expected to impact the flow of drug information
  • Proactively re-allocate tactical budgets and mix to design strategic activities and ensure consistent and appropriate delivery of your brand’s message
  • Establish internal regulatory policies and guidelines for branded interaction with physicians based on channel effectiveness and availability
  1. Executive Summary
  2. Frequency of Use: Information Channels
  3. Value: Information Channels
  4. Detail Environment
  5. Practice Dynamics

This report quantifies the Sunshine Act’s impact on PCP’s use and perceived value associated with the following 18 channels:

  • Call center detailing
  • Conferences
  • Consulting engagements
  • Drug specific websites
  • eDetails
  • Free samples
  • General medical websites
  • In-person, group detailing by sales rep
  • In-person, one-on-one detailing by sales rep
  • Mailed, paper literature about specific drug/products/therapies
  • Medical society websites and publications
  • Peer-based, professional publications
  • Pharma-sponsored dinner meetings
  • Pharma-sponsored in-person CME seminar
  • Pharma-sponsored web-based CME seminar
  • Pharmaceutical company websites
  • Principal investigator fees to conduct clinical trial research
  • Research grants to conduct research

ISR understands that you’re looking for confidence in your market research. With ISR, you’ll consistently receive

  • Focused Domain Expertise — We’ve operated in pharmaceuticals for over 15 years and because it’s our sole focus, our domain expertise brings value to the work that “generalist” researchers can’t deliver.
  • Genuine Research Expertise — Our market research experience has developed over 20 years in many dynamic industries.  We capture appropriate sample sizes, given the research objectives, and we use appropriately sophisticated statistics to uncover everything that’s real and to give you confidence in your decisions. Read our Six Questions to Ask About Your Market Research to learn more about why our industry expertise sets us apart.
  • Transparency — If you’re like many, you’ve been disappointed more than once by research providers who fail to live up to their promises, providing you with their “professional judgment” in place of sound data; and suspect contacts instead of real decision-makers. We deliver the beliefs, attitudes, and intentions of people who matter – and we’ll prove it by showing you the titles of your respondents.

For additional questions about any of ISR’s reports or custom research services, please contact us at

Additional information


, ,


There are no reviews yet.

Be the first to review “Sunshine Act: Pharma Impact – Changes in US Physician Behavior”