McKinsey wrote that drug companies could fix the problem simply by doing a better job of analyzing prescription data. “When a patient fills a prescription, the order is stored in a database that can be matched for drug, producer, and physician,” the firm explained. This information could then be used “to target physicians who are most likely to prescribe more of a given drug over time, no matter how much or how little they prescribe at the moment.” It also allowed companies to identify high-performing sales reps and reward them.
