Healthy Skepticism Library item: 20007

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Magazine

Gair K
Natural health reps knock on GPs' doors
Australian Doctor 1998 Nov 13

Full text:

GPs can expect to see a new breed of drug representative on their doorstep, with health products’ manufacturer Blackmores looking to pitch its vitamins and herbal supplements directly at GPs.

In a significant move for the complementary medicine industry, Blackmores said it would put reps on the road next February after successful trials in Sydney.

A spokesman said the company was “blown away” by the positive response it received from GPs wanting to know more about its products, particularly its treatments for depression and menopause.

“Our reps just went in cold in an attempt to see about 400 GPs”, he said.

“They saw more than 90% of that, which was a very successful penetration rate.

“As well, the average time a rep was with the GP was about 30-40 minutes”.

However, Sydney GP Dr Michael Armstrong, who declined to see a Blackmores rep, said anyone who could spare 40 minutes to talk to a rep “couldn’t be very busy in the first place”.

“I see about three or four reps a week, which is plenty for me”, he said.

Training

“I would not be interested in such a rep because I’m not trained in alternative medicines and would not be able to give my patients a proper scientific viewpoint”.

However, Sydney GP Dr Julia Brogan said she spent about 15 minutes with a Blackmores rep and was interested in the company’s clinical studies.

“I think they [companies such as Blackmores] are doing a lot more to validate their claims”, she said.

“I have been concerned that patients sometimes wrongly believe that because a product is natural it is not harmful.

“I guess I viewed at the time I had with the rep as an information-gathering session”.

AMA president Dr David Brand said although he would not find a visit from such a rep useful, it was important for GPs to make up their own minds.

“But as with all reps, whether they be from pharmaceutical companies or selling financial advice, GPs are reminded that they are not being given an unbiased presentation of information”, he said.

“These reps will always be putting their particular product in the best light, and I think GPs are experienced enough to realise that”.