Industry publications are flooded with articles trying to explain the Sunshine Act, but what is really happening as a result of the new legislation? Early data shows that a majority of health care providers are unaware of what the Sunshine Act mandates, and that those who do understand the law are shying away from interacting with the pharma industry. Physicians seem to perceive the public recording of gifts and payments given to them as potentially damaging to their reputations, so they are looking for ways to continue their product education without having to report their payments. 
Compliance with the Sunshine Act will certainly be a challenge for the industry, especially with market research showing how physicians are reacting to the law. According to a recent study completed by Blitz Health, six out of ten health care providers will seek out new ways to engage with the industry that are not reportable. After being informed of the guidelines set forth by the Sunshine Act, physicians in this study were 33% less likely to attend dinner programs sponsored by pharma companies, and 30% less likely to want pharma sales representative details. However, these health care professionals resoundingly view product education as important in providing quality patient care. Given all of this information, how can they be engaged by pharma companies?
Don’t Give Up
Despite the Sunshine Act’s early effects on the pharma industry, the truth is that health care professionals still need product education. They may be a little more cautious and selective about whom to accept gifts and payments from, but at the end of the day, the Sunshine Act does not completely prevent interaction between pharma companies and physicians.
Embrace Technology
Low cost medical education solutions over the web are rapidly growing in popularity in the pharma industry. Virtual speaker programs, on demand videos, and webcasts are an excellent way to have impact, keep costs low, reach more health care professionals, and easily track honoraria information. The fact that honoraria and attendee expenses are so much lower can be attractive to physicians who want product training but don’t want large gifts and payments to report to the public.
Help Educate Health Care Professionals on the Sunshine Act
Although the Sunshine Act has many doctors concerned about their privacy and the potential damage reporting gifts and payments may have on their careers, it is still imperative that physicians receive product education and training. Transparency is crucial in maintaining KOL relationships, so openly discussing the issue and finding ways to mutually achieve goals while complying with the Sunshine Act will only benefit your brand.
Promote How Industry Interaction with Physicians Benefits Patient Care
As a product manager, you have a plethora of knowledge regarding how your product benefits patient care. The goals of the pharmaceutical industry parallel those of health care professionals, and physicians should be proud to be trained on your product. At the end of the day, peer-to-peer professional programs ultimately benefit patient care, so have open dialogues with your customers in order to deliver education that best suits their needs.
