Healthy Skepticism Library item: 20009

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

Liberman S
Hard-sell havoc
Australian Doctor 2001 Jun 2926

Full text:

GPs are, by and large, not unreasonable folk. But how many other doctors have had their reasonableness tested when out of the walls of a crowded waiting room materialise pharmaceutical representative who thrust sample packets of chocolate into their hands and an invitation to a clinical meeting under their nose?

They then detail some new drug or tout a newly found benefit of an old one or embark on an interrogation: “How many patients do you currently have on anti psychotic medication?”

All of this in 15 seconds on the run while the doctor is on an altogether different wavelength. The doctor is wondering when they will see the patient with still four before him who have already been waiting a half-hour beyond their appointment time and are beginning to grumble.

Perhaps this is a calculated new aggressiveness on the part of pharmaceutical companies competing for their share of the medical market.

Among the plethora of new drugs almost exponentially coming to the fore for an increasing number of medical indications, there are few major differences in any one new class to persuade the doctor to choose one above another.

But, even so, if they are intent on imprinting their product securely into a doctor’s awareness, such confrontation is not the way.

Pharmaceutical representatives play an important function in informing doctors of new products and generally do their work well and are not to be demeaned.

But if they wish to be spared the humiliation of being summarily sent on their way and if they want to detail their products effectively, may I suggest either they make appointments or phone the practice in advance to determine whether the doctor will be able to see them.

The issue is more than one of simple courtesy. The doctor needs to learn of new products and to have the clarity of mind to discuss the assorted issues they raise. The profit motive may be the drug company’s chief concern but for the doctor, it is their patient.

If any directors of pharmaceutical firms read this letter, please bear its contents in mind.

Dr S Liberman
Brunswick, Vic