HASBROUCK HEIGHTS, N.J., Feb. 28, 2013 /PRNewswire/ -- MediScripts, a point-of-prescription advertising medium, today announced that its proprietary database of MediScripts subscribers wrote almost one billion prescriptions in 2012. While e-prescribing holds great promise, physician preference for pad and pen remains strong. According to the most recent prescribing data, 4.024 billion prescriptions were dispensed in 2011. Of that, physicians wrote 570 million e-prescriptions, compared to 916 million prescriptions issued from MediScripts-physician subscribers alone.
The high volume of MediScripts prescription pad use demonstrates continued physician preference with a longstanding method that enables health professionals to respond quickly to patient needs. Use of electronic medical record software, which typically contains an e-prescribing module, continues to show increased uptake; however, physicians remain confident with the immediacy of their pen and pad.
"More than 50 percent of U.S.-based physicians utilize e-prescribing technology – yet data show that among physicians, a majority are also writing prescriptions on a pad," said Erez Lapsker, Chief Executive Officer, MediScripts. "Prescribers are considering e-prescribing systems, which are rapidly adapting to meet their needs, but until physicians gain comfort with the technology, many will continue to depend on time-trusted, easy-to-use pen and paper."
E-prescribing is an important development, but e-prescribing modules are not functionally perfected and do not offer the ability to prescribe all medications. Prescribers need to prioritize their time to maximize patient care. Prescription pads allow them to quickly write a medication and dosage, without having to fuss with complicated computer software.
"In today's digital age, MediScripts continues to provide an in-office service that physicians need for their patients," said Jim Pantaleo, Executive Vice President of Sales and Marketing, MediScripts. "E-prescribing technology will need to adapt to meet physician expectations. MediScripts will continue to provide prescribing solutions, while communicating relevant clinical content at the point of care."
More information is available at www.mediscripts.com.
MediScripts is a point-of-prescription advertising medium that puts brand messages at the center of prescriber-patient engagement. MediScripts delivers precise targeting by decile, by specialty and by market. And because it's a paid subscription service, MediScripts is PhRMA Code compliant. In 60 brand-specific IMPACT studies performed by Source Healthcare Analytics (formerly Wolters Kluwer Health/NDC Health), MediScripts on average delivers over a 20:1 return on investment. For more information, visit www.mediscripts.com.
 "The Use of Medicines in the United States: Review of 2011." IMS Institute for Healthcare Informatics, April 2012. Web. 26 Feb.2013. http://www.imshealth.com/ims/Global/Content/Insights/IMS%20Institute%20for%20Healthcare%20Informatics/IHII_Medicines_in_U.S_Report_2011.pdf.
 "The National Progress Report on E-Prescribing and Interoperable Healthcare Year 2011." SureScripts, 31 July 2012. Web. 13 Feb. 2013. http://www.surescripts.com/about-e-prescribing/progress-reports/national-progress-reports.aspx