Stretching the managed care dollar in the new millennium: the practice of detailing primary care physicians.

Pharmaceutical expenditures in this country are on the rise and the increase is expected to continue at double-digit rates in the foreseeable future. This study focuses on the ways in which the managed care industry can impact pharmaceutical costs through peer-to-peer data sharing or academic detailing. Making use of analysis in conjunction with a major Midwestern Health Maintenance Organization, we evaluate the immediate impacts of academic detailing efforts, and find it to have a substantial mitigating impact on pharmaceutical trends. Moreover, we find academic detailing to be cost-effective means of altering physician-prescribing behavior.