The CMS Open Payments website began publishing data on physician payments from pharma in late 2014. The majority of physicians report that they are aware of the Sunshine Act, but further analysis is required to understand how large of an impact it will have on pharma-physician interactions. This Strategic Insight examines how physicians plan to change their info-seeking behaviors and interactions with pharma as a result of the Sunshine Act, and identifies the opportunities for marketers to maintain engagement with physicians despite the Sunshine impact.
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