Medslant Acid Reflux Newsletter

Pennsylvania's Unsales Force Cuts Health Costs

Scott Hensley of the Wall Street Journal recently reported on a program whose purpose is to reduce prescription drug costs.

Facing higher than ever prescription drug bills, Pennsylvania decided to act. They hired a foundation led by Jerry Avron, M.D. a professor of medicine at Harvard, to put an "unsales" force in the field to call on physicians. The unsales forces' goal is to bring a message to doctors about what works best whether it be the high cost brand name pharmaceutical, a lower cost generic, or even a lifestyle change.

Dr. Avron pioneered "academic detailing". Although not as visible as television and print advertising, drug companies have long used "detailers", sales reps who can recite drug facts from memory, to call on doctors to get them to prescribe their company's drug. Companies purchase data that tells them which physicians prescribe their drugs and which salespeople do the best job.

But, as many of the patents on these drugs expire, generic copies will go on sale. Without the sales force to focus attention on their products, generics and other alternatives don't get equal exposure. That is beginning to change. Organizations are now fielding their own unsales force. Thomas Snedden, director of the Pennsylvania Department of Aging drug assistance program states that it is still too early to detect an impact of the program but "ultimately, we need to see a change in the prescribing patterns".

The well trained unsales force in PA has recently been targeting overuse of expensive heartburn medication. They claim that many patients can find relief from lifestyle changes and less expensive OTC drugs. In 2005 global sales of the most prescribed and heavily advertised heartburn pill reached $4.5 billion.

Costly drugs for managing pain are also being discussed. OTC alternatives and less expensive generics are just two options.

The medical community has long established a connection between acid reflux and asthma. A new study sponsored by The National Institute of Health and The American Long Association is looking at treatment options. If scientists can agree that treating acid reflux makes asthma better, it may become part of future asthma therapy.

Thanks to all of you who called or emailed to let me know that last month's suggestions were helpful.

Please keep the phone calls and emails coming to 1.800.346.1850 or customerservice@medslant.com. I love hearing from you.



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