Amid all the blather about sales force ineffectiveness and laying off armies of reps, come two new studies in the Public Library of Science journal Medicine. The first analyzes interactions in which the rep tried to get the doctor to promote off-label: The study was based on call sheets obtained in the Neurontin litigation of yore. The second study is an anecdotal account of how reps see docs, and the subtle ways they use to persuade them to just write the damn scrip already.
Both have the same conclusion: details work, because docs believe they aren't being bribed, swayed and cajoled when, in fact, they are. (If they weren't, then reps wouldn't do what they do.)
Some highlights:
"After receiving the detail visit, 46% (50/108) of physicians reported the intention to increase their prescribing or recommending of gabapentin in the future."
The study was based on : "Market research forms that describe detail visits for gabapentin became available through litigation that alleged that gabapentin was promoted for “off-label” uses. Forms were available for 97 physicians reporting on 116 detail visits between 1995 and 1999."
In the second study:
"Reps ask for and 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 office 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."
Keep reading until you get to the bit about the golf bags!
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