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The eMatchPhysicians Blog

How To Avoid Being a Payola Doctor

Posted on: Tuesday, March 24, 2009

Insurance companies are paying doctors to prescribe generic drugs, while pharmaceutical companies are paying them to prescribe their own brands. Who wins in this cash-driven world? Frequently, not the consumer – at least that is the perception. The average patient now wonders if a drug is being prescribed as a precaution to their health or as a payola for the doctor who is prescribing it to them. How can physicians combat this new public perception?

First of all, it is important to tell your patients directly that your prescriptions are not guided by any outside influences, but rather, what you think is best for their particular situation. Then, live by that principle. Take samples and hand them out to patients without medical insurance, but don’t let drug companies influence your decisions to prescribe medicine.

The temptation to do this is strong because both sides do pay handsomely and many of your colleagues are probably doing it, but it is a deal with the devil and something you should seriously consider. Is it worth losing loyal patients, over time, to make an extra buck now? The short-term gain that you get for taking payments from drug or insurance companies is not very substancial when compared with the long-term income you receive from loyal patients. Once you lose their trust, that stable income will dissipate, and it is much harder to find new patients than simply keep existing patients happy.

Here are a few tips to reassure your patients that you are not a payola doctor:

Hang up a sign in your waiting room advising all patients of your ethics, including your refusal to accept industry payments.
Tell drug companies that you will accept their samples, but no sales calls will be allowed in your office.
Make sure your staff and any new doctors at your practice sign an agreement to not accept industry payments.
Remove drug company literature from your waiting room.
Do not display drug company signage in your clinic.

It is hard to see the value in forfeiting benefits now to reap the benefits later, but, your integrity is priceless, and having loyal patients will not only bring you more money, over time, it will help you maintain a more enjoyable practice day in and day out.

At eMatchPhysicians, we are committed to helping physicians and hiring organizations find the perfect balance in the physician recruitment process. For more helpful resources for physicians and hiring organizations, feel free to browse our Resources section or share your comments below about how you feel about physicians accepting payments from insurance companies.