More than three quarters of physicians note—sometimes grudgingly—that having prescribing data available to reps does allow
reps to better understand which samples provide the most value and which samples simply take up valuable space in the drug
closet. In the absence of prescribing data, sampling may become less targeted to a physician's practice, and the doctor will
have to spend more time educating reps about what they may or may not need in terms of samples.
One physician noted, "This is a business, and if reps don't know what I'm prescribing, they won't know what to bring to me
unless I tell them."
A Bad Rep(utation)
In the absence of readily available prescribing data, some physicians feel that reps may spend more time mining the data they
need from physicians directly, and this may ultimately take more time from the physician's schedule. Some doctors believe
that sales reps may become more aggressive and spend more time with staff members and front-desk gatekeepers to obtain general
prescribing information. One in four doctors interviewed fear the number and frequency of details would increase under the
PDRP in order to obtain more information.
As one physician noted, "It would be counterproductive to take away my prescribing data from a rep only to have him spend
more time digging for my personal information." If this were to happen, physicians indicate that their practices may introduce
even more restrictive measures to limit rep access.
Guard the Guards
A final major concern among physicians that weakens the intent to enroll in the program is uncertainty around enforcement.
Many feel that PDRP will be limited by a lack of enforcement in the event that a pharmaceutical company "breaks the rules."
These physicians are concerned that the program may lack teeth and that pharmaceutical companies will have little incentive
to comply. As one doctor said, "I'm not convinced that companies will actually abide by this. I don't think the AMA could
even give them a slap on the wrist."
Ultimately, physicians want the best elements of the physician/representative relationship: appropriate sampling to suit their
practices, information about new products, and new data for existing products. They want this information without the sense
that they may be compromising their personal privacy.
While the practice of recording physician-interaction information may be here to stay and is a valuable resource for reps,
pharmaceutical companies need to be sensitive to these concerns and act responsibly in the absence of prescribing data at
the representative and district-manager level. Any actions by reps to skirt the system to gain access to prescribing data
(and worse, personal data) are likely to add fuel to the fire and further erode perceptions of pharmaceutical manufacturers
as trusted partners in the delivery of optimal healthcare.
Michael Feehan is CEO of Observant LLC. He can be reached at mfeehan@observant.biz
Neil Bergquist is senior associate at Observant LLC. He can be reached at nbergquist@observant.biz
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