1. RxInsider Shannon Staton PharmD Candidate 2016
The Sunshine Act
RxInsider
Shannon Staton
PharmD Candidate 2016

2. Quick Overview
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3. About
The Sunshine Act requires manufacturers of covered drugs, devices, biological products and medical supplies to annually report to CMS information regarding:
Payments
Ownership
Investment interests
Other transfers of value to:
Physicians and Teaching Hospitals

4. Goal
The intent of the law is to bring potential conflicts of interest to light with the goal of driving down healthcare costs

5. About Administered by CMS – Centers for Medicare and Medicaid
To create transparency around financial relationships of manufacturers, physicians and teaching hospitals
Report all payments to physicians and teaching hospitals
Data collection began August 2013

7. Annual reports including payments for:
Funding for research
Travel
Honoraria
Speaking fees
Meals
Educational items

8. Exempt from Reporting
Payments for speakers and faculty at certain accredited CME events
Food and beverage provided to all attendees of a large scale conference or meeting
Product samples for use by patients
Educational materials for use by patients
Payments/transfers less than $10 in value, unless they exceed $100 during one year

9. To not be reported in CMS:
To opt out:
REFUSE!
The only way to not be included in reporting activities is to refuse payments or any transfers of value

10. Implications for Pharma Marketing
They have had to significantly reduce sales force
Rethink marketing by:
Align data and analytics with marketing (No room for poor ROIs)
Make every interaction matter (face to face time with physicians is dwindling so each interaction must be impactful)
Identify and segment potential customers & thoroughly research their needs
Take advantage of Multi-Channel marketing

11. Questions?