使用开放支付数据量化行业在促销活动上的支出.
Quinn Grundy1, Fabian Held2, Meghan MacIsaac1
1Lawrence Bloomberg Faculty of Nursing, University of Toronto, Toronto, Ontario, Canada.
JAMA health forum
|June 28, 2024
概括
使用开放支付数据的新方法揭示了制药和医疗器械公司在为医疗专业人员举办的促销活动上的支出范围. 该分析量化了事件类型和成本,提高了行业营销实践的透明度.
科学领域:
- 卫生经济学 卫生经济学
- 药品营销 药品营销 药品营销
- 医疗器械行业 医疗器械行业 医疗器械行业
背景情况:
- 制药和医疗器械公司大量赞助医疗保健专业人员的促销活动.
- 关于这个行业支出的财务范围和规模,透明度有限.
- 了解这一支出对于评估其对临床实践的影响至关重要.
研究的目的:
- 开发和验证一种新的方法来量化美国制药和医疗公司在行业赞助的促销活动上的支出.
- 描述这些赞助活动的范围和特点.
- 提高药品和医疗器械营销支出的透明度.
主要方法:
- 一项横截面研究利用了医疗保险和医疗补助中心的开放支付数据库 (2022).
- 一种以事件为中心的方法将支付记录分组起来,以定义和描述赞助活动 (例如价值,与会者).
- 该方法通过计算各专业群体的事件类型和支出来测试,并与执业护士协会数据进行验证.
主要成果:
- 在2022年确定了超过1150万个行业赞助的活动.
- 绝大多数 (99.7%) 参与者不到20人,其中80%被归类为午餐.
- 一项以事件为中心的分析显示,与独立广告的活动的匹配率为74%,验证了该方法.
结论:
- 对开放支付数据的以事件为中心的分析是评估行业赞助活动支出的有效方法.
- 这种方法有助于更好地了解药品和医疗器械营销支出的范围和量化.
- 建议扩大报告要求,以捕捉所有付款,并提高估计赞助活动真实规模的准确性.
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