As life sciences companies address Sunshine Act requirements and other growing demands for transparency, they also face concerns from physicians that this publically available information may distort the often necessary and beneficial aspects of relationships physicians maintain with industry. Already, anecdotal evidence indicates some physicians will be reluctant to work with industry if the payments they receive will be “reported.” This reluctance, combined with the ongoing trend toward stronger and more complex international enforcement of transparency requirements, creates an extraordinarily challenging environment for manufacturers.

Success going forward will require a redefinition of physician-industry relationships. Companies will have to manage relationships with physicians in a way that is open, adds true value, and is above reproach. Transparency and Sunshine requirements offer companies an opportunity to examine and transform relationships with key physicians from those that may be overly reliant on transactional and commercial value to those that are primarily based on collaborative relationships and evidence-based professional value.