We asked doctors in our EHR Insights panel to tell us what type of pharma messages actually help them.

The entire process of searching for, selecting, and prescribing a product almost always takes place without the prescriber seeing the colors, fonts, packaging—and sometimes even the brand name—of the physical product. That’s why the electronic (or digital) product identity is so important.

It’s often hard to find a consistent answer to the question, “what is health information technology?”

Discussions about “the compendia” generally refer to the databases that supply health IT tools (EHRs, pharmacy systems, payer systems, etc.) with information.

Pharmaceutical and biological products have a separate, fully digital, identity, that may have an even bigger long-term impact than traditional branding elements.