Doctors are Closing their Doors to Drug Sales Reps

October 24, 2008 at 10:37 pm Leave a comment

Contrary to popular belief, physicians are genuinely skeptical of drug sales reps, and are unwilling or unable to meet with them for more than a minute. That’s one of the conclusions from a year-long analysis by Oliver Wyman of sales and marketing operations of pharmaceutical and biotechnology firms.

Only 56% of physicians are willing to meet with drug sales reps and only 24% of docs want to spend more than two minutes with a rep recent survey and research found. Eighty-six percent of physicians believe that the information sales reps share is biased and not completely factual.

The study suggests that to improve the relationship and trust with physicians, pharmaceutical companies must be willing to share better clinical data, Quality-adjusted life years information, and unbiased comparative information.

If physicians are looking for “unbiased data that explains efficacy, outcomes, and patient value”, the CME community needs to find effective ways to assist in providing that information free of commercial bias. Assuming the results of this research are correct and that physicians are skeptical of the reps, can CME providers step up and fill that void? Does this suggest an opportunity for the CME provider? We may need to find effective ways to help meet this need.

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Entry filed under: CME, CME Issues, Continuing Medical Education, Continung Professional Development, Physician Continuing Education.

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