Following the Script How Drug Reps Make Friends and Influence Doctors 英文参考文献.docVIP

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Following the Script How Drug Reps Make Friends and Influence Doctors 英文参考文献.doc

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Following the Script How Drug Reps Make Friends and Influence Doctors 英文参考文献

Policy Forum Following the Script: How Drug Reps Make Friends and In?uence Doctors Adriane Fugh-Berman , Shahram Ahari * It’s my job to ?gure out what a physician’s price is. For some it’s dinner at the ?nest restaurants, for others it’s enough convincing data to let them prescribe con?dently and for others it’s my attention and friendship...but at the most basic level, everything is for sale and everything is an exchange. and helpful. They are also trained to assess physicians’ personalities, practice styles, and preferences, and to relay this information back to the company. Personal information may be more important than prescribing preferences. Reps ask for and —Shahram Ahari remember details about a physician’s family life, professional interests, and recreational pursuits. A photo on a desk presents an opportunity to inquire about family members and memorize whatever tidbits are offered (including names, birthdays, and interests); these are usually typed into a database after the encounter. Reps scour a doctor’s of?ce for objects—a tennis racquet, Russian novels, seventies rock music, fashion magazines, travel mementos, or cultural or religious symbols—that can be used to establish a personal connection with the doctor. Good details are dynamic; the best reps tailor their messages constantly according to their client’s reaction. A friendly physician makes the rep’s job easy, because the rep can use the “friendship” to request favors, in the form of prescriptions. Physicians who view the relationship as a You are absolutely buying love. —James Reidy [1] I n 2000, pharmaceutical companies spent more than 15.7 billion dollars on promoting prescription drugs in the United States [2]. More than 4.8 billion dollars was spent on detailing, the one-on-one promotion of drugs to doctors by pharmaceutical sales representatives, commonly called drug reps. The average sales force expenditure for pharmaceutical companies is $875 million annually [3]. Unlike the door-to-do