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Desperate to rein in skyrocketing prescription drug costs, lawmakers, healthcare plans and individual consumers are taking a much closer look at the promotional practices of the pharmaceutical industry. One aspect that has come under heavy scrutiny is a marketing technique known as detailing. This white paper examines the mechanics and potential harms of pharmaceutical detailing, describes the steps that have been taken to address those problems, and explores policy options for addressing the issue.

States have long been the laboratories for innovative public policy, particularly in the realm of environmental and consumer protection. State and local legislatures, smaller and often more nimble than the federal government, can develop and test novel policies to address problems identified by local constituents. If a certain policy works, other states can try it. If the policy fails, the state or local government can quickly modify the policy without having affected residents in all 50 states. Success at the state level then often gives rise to federal policy.