Top Prescribers

Nurse Practitioners and Physician Assistants are among the top prescribers for some drugs. For example, for Olysio (a hepatitis treatment), three of the top twelve prescribers on Medicare claims are Nurse Practitioners according to propublica.org.

Pill Color Matters

Patients are up to 50% more likely to stop taking a medication if its color changes, which often happens when a script is refilled with a generic. Pharma brand managers and market researchers need to pay careful attention to color of product and marketing materials. Why? Color can create emotional associations, maintain brand consistency, differentiate from competitors and reduce medical errors.