UNDERSTANDING INDUSTRY

INTERACTIONS WITH PHYSICIANS

The marketing practices of pharmaceutical companies raise doubts in the minds of many, from
patients to policy leaders and other health care stakeholders.In recent times, actions have been
taken to bring greater transparency to the relationships the industry has with health care providers,
including the Physician Payments Sunshine Act.This lead us to ask:
How much do stakeholders really want to know about the interactions
between companies and health care providers? Even more, we wanted
to know: Is there any benefit or only risk in these interactions?
APCO Insight conducted a poll to explore if collaboration between
these interested parties can yield positive benefits, or not.

INTEREST

There is a strong interest in knowing more about the relationship between

pharmaceutical companies and health care providers.
How interested are you in knowing how much money and/or items of value your doctor receives
from biopharmaceutical and medical device companies?
Percent Very/Somewhat Interested

90%

More likely to be interested in learning more:

86%
60%

Opinion
Leaders

Policy
Leaders

Payers

59%

Health Care
Providers

Those with children under

18 in their household

95%

18-34 year olds

86%

Females

82% vs. 72% males

ACTION

While interest is high, fewer are likely to go online or ask their doctor directly
about physician relationships with pharmaceutical companies.
How likely are you to go online to see if
your doctor is receiving payments?
Percent Very/Somewhat Likely

85%

75%

66%
48%

Opinion
Leaders

How likely are you to ask your doctor to

discuss payments and/or items of value
he/she received from biopharmaceutical or
medical device companies?

Policy
Leaders

Payers

Percent Very/Somewhat Likely

42%

41%

25%

Health Care
Providers

Opinion
Leaders

Policy
Leaders

Payers

16%

Health Care
Providers

IMPACT

Relationships between providers and the pharmaceutical industry are viewed

positively when the activity or nature of the relationship is explained.
How would your impression of the payment or item of value your doctor received be impacted
if you knew it was provided for the following activities?
Percent Very/Somewhat Positive

Communicating with other medical professionals to share experiences and learn about best practices:

77%

Conducting research studies or clinical trials to develop new medicines or medical devices:

76%

Continuing physician education by receiving educational materials, such as textbooks,

journal reprints or patient demonstration kits:

74%

Consulting with companies on specific projects that require specialized medical expertise:

73%

Speaking at events as a medical expert on a specialized health topic:

61%

APCO Insight conducted 1,525 interviews, including Health Care Opinion Leaders (n=775) Health
Care Providers (n=621), Policy Leaders (n=83) and Payers (n=46) between October 24, 2014 and
January 13, 2015. Interviews were conducted online or over the telephone.
For more information, please visit rorindicator.com or contact Chrystine Zacherau at
czacherau@apcoworldwide.com