Posted by: Lalitha Amancherla | May 23, 2011
Are the decision makers for the sale of medical device changing? In my opinion, the answer to this question is a definite YES. Gone are the days where the Physician was the sole decision maker; the medical devices & Pharma companies targeted directly the physicians, influenced their decisions by sponsoring them on luxurious holidays, present them with expensive gifts etc. With the Physician payment sunshine act (this will require yearly reporting of all physician payments over a cumulative value of $100 dollars – with the first report due by March 31, 2011 – and made available to the public by September 30, 2011) coming to play where these kinds of practices are viewed as unethical and the medical devices and Pharma companies have been mandated by FDA to report all the promotional expenditure, medical devices companies kind of have their hands tied.