Healthy Skepticism Library item: 5684

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: news

Frankel J.
Selling to doctors in Europe
Scrip Magazine 1993 Jun26-29

Abstract:

A survey in the France, Germany, Italy, Spain and the United Kingdom confirmed that from a sales and marketing point of view, there is as yet no single European market. Although there are some similarities between the five countries in terms of the use of multiple sales forces, overall increases in number of representatives, reduced time with doctors, the differencese between the five markets are much greater. These differences can be seen both in the areas covered by the survey-call coverage, frequency of doctor visits, doctor appointment systems- and in other areas as well such as the training of representatives, sampling, opportunities for women and doctor promotion/comarketing strategies.

Keywords:
*analytic survey/France/Germany/Italy/Spain/United Kingdom/developed countries/sales representatives/doctors/attitude toward promotion/ATTITUDES REGARDING PROMOTION: INDUSTRY/EVALUATION OF PROMOTION: DETAILING

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Far too large a section of the treatment of disease is to-day controlled by the big manufacturing pharmacists, who have enslaved us in a plausible pseudo-science...
The blind faith which some men have in medicines illustrates too often the greatest of all human capacities - the capacity for self deception...
Some one will say, Is this all your science has to tell us? Is this the outcome of decades of good clinical work, of patient study of the disease, of anxious trial in such good faith of so many drugs? Give us back the childlike trust of the fathers in antimony and in the lancet rather than this cold nihilism. Not at all! Let us accept the truth, however unpleasant it may be, and with the death rate staring us in the face, let us not be deceived with vain fancies...
we need a stern, iconoclastic spirit which leads, not to nihilism, but to an active skepticism - not the passive skepticism, born of despair, but the active skepticism born of a knowledge that recognizes its limitations and knows full well that only in this attitude of mind can true progress be made.
- William Osler 1909