Abstract:
According to a recent survey of 680 respondent physicians,
two-thirds meet with most or all sales representatives
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.
Methodology note: The method of choosing the physicians and how representative they are is not stated. The questionnaire used is not given. There is the possibility of a social acceptability bias in the responses.
Journal Title: Pharmaceutical Executive
Date of Publication:1988
Volume ID:4380
Issue ID:6
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