Healthy Skepticism Library item: 2293

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

Roner L
Resident physicians not enamored with drug reps
eyeforpharma Briefing 2005 Aug 17; (151):
http://www.eyeforpharma.com/index.asp?nli=o&g-p&nld=8/17/2005&news=47334

Full text:

A new study by StopPagingMe.com, a popular portal among young resident doctors in the US, finds nearly half (49%) of 110 physicians in training polled consider drug reps to be “irritating.”

Many (51%) also said they believe reps’ tactics have no influence on their prescribing patterns, while 34% say reps occasionally influence their prescribing decisions.

Slightly more than half (51%) of those polled say they see drug reps at least once per week and nearly one quarter (23%) report seeing reps daily.

In a question that allowed multiple responses, nearly half of the residents report finding the reps “helpful” (46%) and “educational” (46%). But 14% went so far as to say they found reps’ to be immoral and nearly one quarter (23%) said reps should not be allowed in the hospital.

Although more than half (53%) say they appreciate the free food and promotional items reps bring, they could do without the accompanying “speech.” But 10% say they never take drug company “freebies,” and some say they find the practice to be “unethical.”

While the study comes with few details about its methodology and the statistical significance of its small sample size is questionable, it does offer a glimpse into the minds of the newest crop of US physicians. And a few things are painfully clear from that glimpse – not the least of which being, that as we’ve said many times on these pages lately – the old ways of selling drugs days are numbered.

This new breed of docs is tough to influence, quick to perturb, suspicious and difficult to impress. The one crack in their armor seems to be the chance for reps to provide educational information – again, a song you’ve heard us sing here many times before.

Dare we repeat ourselves?

The current sales and marketing model is ripe for change. The opportunity, hidden in the industry’s substantial challenges, lies in moving beyond sales force growth and mass promotion to usher in a decidedly new era of sales force effectiveness – one where reps are armed with information tailored specifically for individual physicians that will add real, sustainable value by helping them improve their practices and patient care.

Even the docs still wet behind the ears are saying it.