The PI lists all the information that was required and approved by the FDA. In short, the PI is the labeling or prescribing
information for a drug. The information approved on the PI is the only information a sales representative can provide to prescribers.
It is an excellent resource and is often used in detailing by sales representatives when a prescriber asks questions like,
"What does the PI say about visual disturbance with your drug?" "Have you ever heard of anyone getting a rash when using your
drug?" You would look in the precautions and adverse events section for this information.
Sometimes a doctor will want to know more about a drug, or has a specific question not addressed in the PI. One thing you
can do is send a request to the Drug Information Services department of your company for a literature search to answer these
questions for the doctor.
The PI is also used in detailing by sales reps when comparing their drug to a competitor's drug. For example, you might compare
the incidence of headache or gastric distress for your drug with a competitor's product. Often the PI has charts showing some
of the more common side effects and the incidence of these side effects. Sometimes prescribers will ask how a side effect
of your drug compares with your competitor. You can find out by comparing the PI for both drugs.
Catherine Kaputa is a career coach, personal branding strategist, and the founder
of SelfBrand in New York. She can be reached at Catherine@selfbrand.com
. Lynn Zimmerman is the founder and president of Pharma Mindshare, a sales training and consulting company specializing in the pharma industry,
in Montgomery Village, Maryland. She can be reached at lynn@