Magazine article Drug Topics

Major Cognitive Role Ahead to Serve Changing Consumer

Magazine article Drug Topics

Major Cognitive Role Ahead to Serve Changing Consumer

Article excerpt

The consumer, who is dissatisfied with the current health-care system, is behind the urgency for reform, and any new system will be measured in terms of the perceived value it gives to the consumer.

That's the thinking at Procter & Gamble, which looks at value in terms of performance, quality, and price," said Thomas A. Moore, group v.p. at P&G and president of P&G USA's Health Care Products.

Pharmacists, he told members of the National Wholesale Druggists' Association at their recent annual meeting in Honolulu, have a major opportunity to serve the consumer by providing cognitive services. After a slow start, pharmacists are enlarging their role in that area through "limited patient counseling and drug utilization review," he said.

Up to this point, said Moore, payers and insurers "have not yet moved seriously into these types of cognitive services," but this will change as the emphasis shifts from unit costs to the cost and value of therapy as it leads to specific outcomes. "Payers," he predicted, "are going to start demanding cognitive services--and I believe they're going to be prepared to pay for them." What's more, the fate of pharmacy will be largely linked to its ability to deliver these cognitive services.

Moore told NWDA wholesaler and manufacturer members that there are "at least two key areas in which we can profit." The first is in the area of prescription drugs. The fact that 21% of Rxs go unfilled, 30% of authorized refills are never filled, and so many prescriptions are taken incorrectly suggests that "our Rx business is only a fraction of the size it should be to deliver the greatest value to health-care providers in terms of therapeutic outcomes." In a world that places a heavy emphasis on value, "more drugs could mean less net cost to the system--if we can deliver enough cognitive services to make those products truly effective. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.