Healthy Skepticism Library item: 6704

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: Journal Article

Schwartz H.
Boom times for the drug detailer?—the Schwartz view
Scrip Magazine 1996 Nov; (51):29-30
www.pjbpubs.co.uk/scrip/scrhome.htm

Abstract:

Whereas just a few years ago, companies were laying off their sales representatives, now companies are frantically hiring new detailers. The shift has come about for a couple of reasons: the failure of health care reform in the United States has made industry executives more optimistic and health maintenance organizations have proven to be more flexible with their formularies than was thought to be the case. Finally, many new drugs are much more complex to use and sales representatives can provide individual education to doctors on how to use them.

Keywords:
*analysis/United States/sales representatives/doctors/HMO/health maintenance organization/promotion costs and volume/marketing strategies/ATTITUDES REGARDING PROMOTION: INDUSTRY/EVALUATION OF PROMOTION: DETAILING