A current Business Week post entitled Just Say No to Drug Reps concentrated on how pharmaceutical business influence doctor habits through totally free donuts, bagels, lunches, and suppers.
Customers, good friends, and associates know my position on this issue: Buying somebody food is not marketing … it basically verges on bribery. The whole marketing occupation is polluted because some markets focus more on taking food to potential customers than on discovering ways to fix their issues or satisfy their needs.
I recognize pharmaceutical associates do more than purchase food. Nevertheless, the ‘other things’ they do is not being observed almost as much as the food purchases. And, a few of the limited pharma representatives use the food shipment as excessive of a crutch.
The fantastic thing is that it in fact works. Dr. Andriane Fugh-Berman of Georgetown University carried out a research study that is referenced in business Week post. Her information reveals a physician who invests simply one minute with a sales associate generally winds up recommending 16% more of that associate’s item than before. A 4-minute encounter is most likely to trigger a 52% dive in prescriptions.
Fugh-Berman has invested the previous 6 months lecturing med trainees at Georgetown and surrounding schools on the best ways to withstand sales representatives’ overtures. Her website, http://www.pharmedout.org/, consists of videos of existing and previous pharma representatives discussing their ‘marketing methods,’ one comparing administering drug samples to exactly what “your common street dealership uses on the corner when he’s offering fracture. The very first one’s totally free, then you pay, then you’re connected.”.
Programs much like Fugh-Berman’s are presenting at medical and nursing schools throughout the nation. They typically supply information to medical professionals revealing pricey drugs like those included in direct-to-consumer advertisements are not any much better than less expensive over the counter options.
In your area, UPMC Health System set up brand-new ethical standards about ‘marketing’ to doctors, enforcing constraints on seeking advice from relationships and prohibiting presents from market agents.
The huge drug business will not sit idly by while their ‘marketing method’ is challenged. It will be fascinating to see exactly what their next move is.
Let’s hope it includes focusing more on ways to reach their target market with innovative marketing efforts rather of discussing whether to choose pizza or hoagies.