Healthy Skepticism Library item: 3559

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

Lefkowitz D.
Rap sheet on reps: the doctor will see you now
Pharmaceutical Executive 1988; 8:(6):

Abstract:

According to a recent survey of 680 respondent physicians, two-thirds meet with most or all sales representatives and only 9% rarely or never meet with them. To be viewed favourably by doctors sales representatives must appear as bearers of important medical information. Only 5% of doctors considered reps’ information on products to be important if it lacked documentation. Doctors prefer scientifically knowledgeable and personable sales reps. Survey results showed that those physicians who rarely or never see reps view the process as an attempt to sell rather than an attempt to inform. Most doctors (63%) responded negatively to the idea of being asked for a firm commitment to prescribe a medication subsequent to a sales presentation.

Keywords:
*analytic survey/United States/doctors/sales representatives/attitude toward promotion/value of promotion/ATTITUDES REGARDING PROMOTION: HEALTH PROFESSIONALS/EVALUATION OF PROMOTION: DETAILING