Pharma Reps Relationships With Physicians Important?

August 12, 2008 at 11:10 pm

Do you think the relationship between physicians and pharmaceutical reps is important to pharma? Well it seems to be. In a study released by PeopleMetrics RX it appears that “emotional components such as friendship with the reps are the strongest indicators of Fully Engaged physicians. In turn, this has a positive
impact on the duration and frequency of meetings and physician prescribing patterns.” Dare we suggest that these “emotional components” of a relationship create a bias toward the company? It would not be to big a stretch to make that assertion.

The report goes as far as to say “pharmaceutical companies can use the Physician Engagement measurement model as a “next generation” alternative to traditional Sales Force Effectiveness evaluations.” Oh brother. And we thought Grassley, ACCME, AAMC, Carlat, and others were concerned about relationships between pharma and physicians before. Wait until they read this report.

These are times when the relationship between physicians and pharma are under increased scrutiny. And now it appears from the results of at least this study there is good reason to be concerned. Come on docs. Show some professionalism in these relationships. Please don’t let these “friendships” impact your prescribing decisions. Use your clinical prowess and the evidence not a sales relationship.

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Entry filed under: CME, CME Issues, Continuing Medical Education, Pharma Funding, Physician Continuing Education.

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