Pharmacies Push the E-Prescribing Boulder Uphill

If you flog it, they will come. Or so ten major pharmacy chains seem to think, since they’ve just launched a national marketing campaign aimed at raising “consumer awareness” about electronic prescriptions, or e-prescribing (free registration required).

The logic behind electronic prescriptions is much the same — and every bit as good — as that behind electronic medical records: They’re fast, efficient, accessible remotely, legible and help keep people from taking the wrong drugs (and prevent pharmacies from handing out misfilled prescriptions). And, of course, they’ve been slow to take off for exactly the same reason: Only a fraction of doctors are wired up with the capability to write and send them. According to SureScripts, an e-prescription network vendor, more than 70 percent of pharmacies can receive e-prescriptions — but only six percent of doctors can send them.

(Another issue highlighted by the Fort Worth Star-Telegram: State law in places like Texas requires prescriptions for certain restricted drugs to be written by hand.)

On the other hand, e-prescriptions have one thing going for them that digital medical records don’t — a government mandate, albeit not a very strong one. Medicare insists that all computer-generated prescriptions for its prescription-drug benefit be transmitted electronically by next Jan. 1, instead of by fax, as is often the case now. Notably, that doesn’t seem to cover handwritten prescriptions at all, which looks like a major loophole.

Thus the marketing campaign, which aims to fascinate consumers so much that they’ll ask their doctors to adopt e-prescribing technology. Sounds like a stretch to me, but maybe these pharmacies know what they’re doing. Or maybe they just have more money burning a hole in their collective pocket than they know what to do with.

Here are details of the program, courtesy of Health Data Management:

The chains, which along with participating independent pharmacies represent 26,000 stores, are sponsoring a new Web site for consumers, at LearnAboutEprescriptions.com. The site explains the technology and enables a consumer to enter a ZIP code to find physicians and pharmacies that support e-prescribing. Electronic prescription network vendor SureScripts, Alexandria, Va., also supports the site.

The pharmacies also will put signs on their doors and counters informing consumers that they fill electronic prescriptions….

Participating pharmacy chains include CVS, Duane Reade, Giant Food, Kerr Drug, Longs Drugs, Rite Aid, Stop & Shop, SUPERVALU Pharmacies (Acme, Albertsons, bigg’s, Cub, Farm Fresh, Osco, Shop & Save, and Shoppers), Walgreens and Wal-Mart.

Photo by Flickr user ((brian)), CC 2.0