More Than a Game of Keep Away - The PDRP takes effect in July
With PDRP scheduled to go into effect July 1st, Pharmaceutical Executive has published the attached overview of the program. For anyone not overly familiar with PDRP (I was not until very recently), I’d recommend reading the article. Undoubtedly, anyone on the front line of sales knows all too well about PDRP, or at least they should. It will have a dramatic effect on the way most drugs are marketed directly to physicians, essentially eliminating a sales manager’s ability to target physicians based on their individual prescribing patterns (at least for those who elect to participate, which I suspect will be most eventually). It’s a bold experiment in the ability of pharma to police its sales activities. Knowing what’s at stake and the tremendous pressure for sales personnel to make their numbers, I would be surprised if we don’t learn of at least one pharma scandal involving PDRP within a year after its launch.
