• Aventria Health Group

Are You Getting the Right eRx Action for Your Brand?

Pharmaceutical market access vice presidents, executive directors, market access marketing, and brand leads:

Around 84% of prescriptions in the United States are written electronically utilizing the e-prescribing (eRx) module in an electronic health record (EHR) system.* Do you have a thorough understanding of this critical step that impacts brand sales?

We frequently are asked these questions from our pharma clients:

  • We just launched. Why is my drug not appearing in the eRx module of many physicians?

  • Why do we have a high prior authorization (PA) rejection rate?

  • Why are off-label dosing schedules being used?

Did you know that the information provided by the drug data “compendia” in these eRx modules are often out of date? Updates are not done automatically but at the convenience of the health system EHR administrator. Updates may only occur monthly or even quarterly. Furthermore, drug information is listed in the eRx module by NDC (package/strength), not indication, which can lead to confusion on what strength to order, particularly when a brand has multiple indications.

Our Client’s Challenge

An Aventria Health Group client challenged with a high PA rejection rate for its best-selling product asked us to find out how their product was being ordered in eRx modules. The client wanted to better understand the provider experience. After conducting market research with providers who prescribed the brand electronically, we found:

  • There was provider confusion and lack of awareness of the correct dose to order for each of its indications despite this being a mature product.

  • Only a few of their customers had set up an indication-specific “favorites” with the correct dose.

  • A large proportion of off-label doses ordered were, in fact, incorrect dosing for on-label indications.

Overcoming the Challenge

Based on the findings from the EHR market research, Aventria created:

  • Custom resources to educate/train our client’s field teams so they can support their customers more effectively

  • Curated resources to educate end users/customers on how to order the correct dose

  • Curated resources for PA support

  • Leveraged Aventria point-of-care solutions to establish “favorites” in the EHR to streamline clinical workflows

To learn more about Aventria’s capabilities for solving your eRx and PA issues, give me a call or send me an email.


You can reach me, David Guy, SVP, Oncology and Specialty Product Markets, at david.guy@aventriahealth.com or call me at 858-717-2742.

Making a difference in patient care by helping patients, providers, and payers collaborate on shared priorities


*Source: Rate of electronic prescriptions in the United States from 2017 to 2020. Statista. April 27, 2021. Accessed August 5, 2022. https://www.statista.com/statistics/864380/share-of-us-e-prescriptions/