A doctor’s scrawl of a prescription on a small piece of paper may soon be a thing of the past, if the combination of looming federal incentives payments and consumer demand work their magic in the medical marketplace.  But right now, the one-two punch of money on the table and patient requests have resulted in still less than half of all physician’s offices using the safe and efficient process of ePrescribing.

To discuss the challenges and opportunities of bringing ePrescribing to physicians and patients, News Generation scheduled a series of interviews with veteran physician Dr. Lawrence Susnow, who practiced internal medicine and geriatrics for 20 years before starting NewCrop, a provider of ePrescribing systems. 

Dr. Susnow discussed how prescribers can confirm prescription benefit information prior to sending an e-prescription, eliminating the need for the pharmacist to verify those details.  And because there is no handwriting for the pharmacist to interpret, there is less potential for error caused by similar-sounding drug names.

Based on the interview with Dr. Susnow, MarketWatch prepared this story to feed to their radio affiliates nationwide.  In total, the radio media tour reached more than four and a half million listeners including hits on  American Urban Radio Network, MarketWatch, and Wall Street Journal Radio

Stay tuned for more cases studies on the way radio can inform a debate…


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