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Abstract PS1-32: Attorney General Consumer and Prescriber Grant Program. Changing Prescriber Behavior: The Meyers Primary Care Experience

Melissa A. Fischer, MD, MEd, Meyers Primary Care Institute and Fallon Clinic Foundation and Fallon Community Health Plan and University of Massachusetts Medical School; Mary Ellen Keough, MPH, Meyers Primary Care Institute and Fallon Clinic Foundation and Fallon Community Health Plan and University of Massachusetts Medical School; Joann L. Baril, BS, Meyers Primary Care Institute and Fallon Clinic Foundation and Fallon Community Health Plan and University of Massachusetts Medical School; Thomas McLaughlin, ScD, University of Massachusetts Medical School; Becky Briesacher, PhD, University of Massachusetts Medical School; Michael Tutty, MHA, University of Massachusetts Medical School; Jennifer L. Donovan, PharmD, Massachusetts College of Pharmacy and Health Sciences; Mark Quirk, EdD, University of Massachusetts Medical School; Terry S. Field, DSc, Meyers Primary Care Institute and Fallon Clinic Foundation and Fallon Community Health Plan and University of Massachusetts Medical School; Kathleen M. Mazor, EdD, Meyers Primary Care Institute and Fallon Clinic Foundation and Fallon Community Health Plan and University of Massachusetts Medical School; Jerry H. Gurwitz, MD, Meyers Primary Care Institute and Fallon Clinic Foundation and Fallon Community Health Plan and University of Massachusetts Medical School

Abstract

Background: The Meyers Primary Care Institute (MPCI) is one of 28 Attorney General Consumer and Prescriber Grant Program grantees. Four HMORN CERTs sites, including MPCI, received grants. The Institute is developing curricular interventions to educate prescribers regarding the influence of pharmaceutical marketing on prescribing behavior. Our objectives are to encourage prescribers to incorporate understanding of this influence into their practice and utilize best evidence to improve patient care.

Methods: In 2006–2007 the MPCI convened a multidisciplinary group of advisors with skills in research, patient care and education. We convened focus groups of prescribers (NP, PA, PharmD and MD) to learn about their experiences with pharmaceutical representatives. Integrating this evidence with detailed data from the peer reviewed literature and recommendations regarding best-practices in electronic learning, we are developing 6 educational modules:

1. Pharmaceutical Development and Regulation;
   
2. Evidence-Based Medicine;
   
3. Pharmaceutical Marketing;
   
4. Organizational Influence;
   
5. Communication with Pharmaceutical Representatives; and
   
6. Communication with Patients.
   

These modules will be freely accessible to all prescribers via web-based delivery systems, will include downloadable PowerPoint presentations and content notes for faculty who wish to integrate them into their own curricula, and PDA downloads for clinicians.

Results: We will showcase elements from the modules, discuss issues of development and implementation, and suggest ways in which HMORN partners may be able to utilize these and other grantee resources to improve the practice of their clinical partners.