There’s A Shock
Apr 23rd, 2007 at 9:56 pm by Susie
Who would have dreamed it?
Science Daily — Almost half of sales visits by pharmaceutical company representatives advocating the use of the drug gabapentin led to doctors stating that they intended to increase their prescription of the drug or recommend it to colleagues, according to an analysis of a survey completed by the doctors shortly after the visits. [...]
“The increased intention to prescribe after these sales visits is remarkable, and is in fact greater than has been observed in other studies,” says lead author Michael A. Steinman, MD, a staff physician at the San Francisco VA Medical Center (SFVAMC).
And did you know they now seek out ex-cheerleaders to work as drug reps? Imagine that.
Steinman speculates that the real effectiveness of pharmaceutical sales visits lies primarily in the “relationship-building” that occurs during those visits. “Aside from free drug samples, the representative will often bring a gift —- lunch for the doctor and his or her staff, new pens and coffee mugs, offers to attend an educational conference. As a result, the doctor feels subtly, even subconsciously, indebted to the representative. This can lead to higher prescribing.”
He adds, “This feeling of obligation to reciprocate a favor is not unique to doctors. It’s human nature.”
Offers to attend an educational conference?
Perhaps with all expenses paid?
And some golfing thrown in?