Six
big pharma companies are joining forces to create a one-step login for doctors
and healthcare providers to get drug information. The newly formed Align
Biopharma group includes Allergan, AstraZeneca, Biogen, GlaxoSmithKline,
Novartis and Pfizer, along with life sciences software solutions company Veeva
Systems.
They’re
banding together to address the problem doctors have in digitally accessing
information from pharma companies. While use of digital information among
doctors has grown—as visits by pharma sales reps continue to decline—so has the
difficulty in managing a wide array of sources.
The
goal of the group is to create two industry standards—one for identification
and the other for consent and preferences, with work on the identification standard
already begun. With one standard, physicians and healthcare providers would be
able to use a single login to access an array of different pharma sites.
That
identification standard is expected to be ready in the first half of the year,
and not a moment too soon for some physicians. One doctor on Align Biopharma’s
physician advisory board said he has a spreadsheet full of logins and access
codes for different pharma companies, Paul Shawah, Veeva’s VP of commercial
strategy, told FiercePharma.
Allergan’s
Patrick Retif, VP of global commercial IT operations, said his company hears
similar frustrations directly from doctors and also from Allergan's sales reps
in the field.
“The
goal is to make it easier to engage at the digital level with all providers,”
he said. “It’s a win for the pharma industry and it’s a win for the doctors …
It’s no different than today there are a lot of individuals who use their
Facebook login to log in on many different sites.”
Shawah
also pointed to the proliferation of specialty drugs and the move to
personalized medicine, where doctors’ needs for information in real-time are
more specific and complex.
“This
is about reducing the friction and making it easier to get information to
healthcare providers … It’s a business problem we’re going to solve with
technology standards and ultimately technology solutions. Doctors are
struggling to get the information they need," he said.
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