Targeting High-Prescribing Physicians, Pfizer Inc. Ranked Best in Managed Care Pull-Through Programs, Cognet-X Inc. Reports.FEASTERVILLE, Pa. -- Pfizer Inc.'s first-quarter 2006 pull-through strategy focused far more on reaching high-prescribing physicians than did other top-ranked pharmaceutical companies. This tactic resonated with managed care pharmacy executives, who named Pfizer best at providing pull-through programs, Cognet-X Inc. reported today. Although Pfizer previously has been ranked among the top 5 corporations in the Pull-through Programs assessment category, 1Q 06 marked the first time in 5 years that panelists in Cognet-X's PAR-Rx (Promotional Assessment Research) Report(TM) rated the company as the industry's best. In 2005, Pfizer ranked fourth. A successful pull-through program can benefit both the pharmaceutical manufacturer and health plan payer. By driving physician prescribing away from more costly and more restricted drugs, pharmaceutical company-initiated pull-through programs can increase market share while lowering the overall cost of the medication to the payer, employer and ultimately even the patient. The key target of Pfizer's pull-through activity was the company's cholesterol reducer, Lipitor, which was also the brand most promoted to PAR-Rx panelists in the first quarter. As generic competition loomed for two key competitors in the "statin stat·in n. Any of a class of drugs that inhibit a key enzyme involved in the synthesis of cholesterol and promote receptor binding of LDL cholesterol, resulting in decreased levels of serum cholesterol. " therapeutic category, Lipitor discussions to the panel increased nearly 50% in 1Q 06 over 4Q 2005. Pfizer demonstrated its commitment to pull-through success in two ways. First, Pfizer flexed its managed care promotion away from other brands and toward Lipitor at a critical juncture junc·ture n. The point, line, or surface of union of two parts. for the brand. Second, Pfizer harnessed its field sales organization to drive pull through by attempting to change the prescribing habits of managed care customers' high prescribers. Nearly three-quarters of the time, Pfizer said it would achieve pull-through success by having its office-based sales representatives target influential physicians for prescribing behavior modification behavior modification n. 1. The use of basic learning techniques, such as conditioning, biofeedback, reinforcement, or aversion therapy, to teach simple skills or alter undesirable behavior. 2. See behavior therapy. . "We're entering an era in which physicians may be able to opt out of having their prescribing activity shared with pharmaceutical manufacturers," noted Cognet-X Chief Strategist strat·e·gist n. One who is skilled in strategy. Noun 1. strategist - an expert in strategy (especially in warfare) strategian market strategist - someone skilled in planning marketing campaigns Bryna Elder-Munro. "Thus, formulary formulary /for·mu·lary/ (for´mu-lar?e) a collection of recipes, formulas, and prescriptions. National Formulary see under N. for·mu·lar·y n. position and payer-approved initiatives to influence physician prescribing become even more important factors for pharmaceutical companies trying to influence and even predict prescription utilization. "Pfizer effectively meets its managed care customers' needs with the agility and depth of its field organization to achieve large-scale pull-through success while retaining its edge in the marketplace," she said. Several PAR-Rx Report panelists cited Pfizer's field organization in their favorable fa·vor·a·ble adj. 1. Advantageous; helpful: favorable winds. 2. Encouraging; propitious: a favorable diagnosis. 3. comments about the company's pull-through efforts. "The managed care (account manager) works closely with sales to effectively execute pull-through programs," one pharmacy executive commented. "The national account manager has (field sales) reps in the field promoting our message to our docs about the appropriate use of statins Statins A class of drugs commonly used to lower LDL cholesterol levels. Mentioned in: C-Reactive Protein ," another panelist pan·el·ist n. A member of a panel. Noun 1. panelist - a member of a panel panellist panel - a group of people gathered for a special purpose as to plan or discuss an issue or judge a contest etc said. The other top-5 companies--Wyeth, AstraZeneca PLC, TAP Pharmaceuticals TAP Pharmaceuticals is an Japanese pharmaceutical company. It is a joint venture between Abbott Laboratories and the Japanese Takeda Pharmaceutical Company, formed in 1977. Inc. and Procter & Gamble--have products in the proton pump inhibitor proton pump inhibitor n. A class of drugs that inhibit gastric acid secretion by interfering with the movement of hydrogen ions across cell membranes and are used mainly to treat peptic ulcers, gastroesophageal reflux disease, and esophagitis. (PPI (1) (Pixels Per Inch) The measurement of the resolution of a monitor or scanner. For example, a monitor that is 16 inches wide and displays 1600 pixels across its width would have a resolution of 100 ppi (1600 divided by 16). ) category, long an active category for pull-through efforts. AstraZeneca also markets Crestor, a leading cholesterol reducer that competes with Lipitor. Each company offered a different mix of tactics to achieve pull-through success. However, it is worth noting that these four companies emphasized on communications pieces, with this tactic accounting for at least 60% of their respective pull-through discussions. "Communications pieces are designed to educate physicians as well as plan members about formulary status changes impacting their plan's preferred drug list," Elder-Munro explained. The top 5 corporations in the 1Q 06 Pull-through Programs category: 1. Pfizer Inc. 2. AstraZeneca PLC 3. Wyeth 4. TAP Pharmaceuticals Inc. 5. Procter & Gamble About the PAR-Rx Report Cognet-X's PAR-Rx Report is a year-round service that provides the pharmaceutical industry with timely, Internet-based competitive intelligence on pharmaceutical company promotion to influential managed care pharmacy directors. The Report offers Cognet-X clients the ability to evaluate and analyze variable differences that are critically important to their decision-making process. About Cognet-X Cognet-X offers the pharmaceutical industry market research, consulting and software development that help companies build and refine their relationships with numerous customer bases, including the managed care community. Based in Bucks County, Pennsylvania Bucks County is a county located in the U.S. state of Pennsylvania. As of 2000, the population was 597,635. A 2004 U.S. Census estimate placed the population at 621,342, making it the fourth most populous county in Pennsylvania, after Philadelphia, Allegheny, and Montgomery , Cognet-X is privately held and employee-owned. |
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