2002_05 | Docs, patients turning to pharmacy Web sites

MANAGED CARE EXECUTIVE EDITION May 2002. ©MediMedia USA

Docs, patients turning to pharmacy Web sites

A recyclable headline in health care technology news sounds like this: "The Internet may soon change the way you do business." ("You" can be HMO, pharmaceutical manufacturer, or provider.)

Scores of health care organizations that continue doing business the old way may find themselves stifling yawns or skepticism at yet one more such pronouncement.

But evidence seems to be mounting that the Web's reach is beginning to approach some expectations. A recent study by Vividence shows that effective pharmaceutical company Web sites can increase customers' likelihood of requesting a specific prescription drug from their physician by 89 percent.

Before going online, 38 percent of the consumers studied said that they were likely to request a specific medication for their particular condition. After visiting the sites, 72 percent said that they would request the medication.

As for physicians, a survey by RxCentric, a marketing company, says that 9 out of 10 physicians are likely to participate in online pharmacy drug-sales presentations in the next few months.

Doctors rated the Internet "extremely positive" for continuing education.