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Trust is hard to win back once it has been broken. According to the Perelman School of Medicine physicians tend to be skeptical of clinical trials funded by the pharmaceutical industry, even if they considered the study design to be methodologically rigorous. However what I found with research of PCP’s is that they want more information about outcomes and less emphasis on clinical trial data.
Prominent medical journals have made major efforts in recent years to provide conflict of interest information for published studies, but considerable skepticism remains on the part of clinicians regarding potential bias. In addition physicians are getting pressure to prescribe lower cost generic medications in order to help keep costs low. But what physicians really want to better understand is how your product can result in better patient outcomes including better compliance.
As one doctor told us in research “don’t give me a bunch of charts on how your product helps lower cholesterol tell me that patients who take your product have better cholesterol numbers after they have been on the product compared to a generic that is 50% less”.
Although physicians are often told to start patients with generic medications first some said that if they had comparison data of branded medications against generics they could write more branded Rx’s. “If the data is there that one medication provides better outcomes than another than I am going to write it and most insurers would allow it because in the end better outcomes lead to lower costs”.