Pfizer tops list of esteemed sales forces

April 1, 2003

Pharmaceutical Representative

New York-based Pfizer Inc. placed first overall in a list of the most esteemed pharmaceutical sales forces.

New York-based Pfizer Inc. placed first overall in a list of the most esteemed pharmaceutical sales forces based on a survey of more than 14,000 U.S. physicians in nine core specialty groups: general/family practitioners, internists, pediatricians, orthopedic surgeons, obstetrician/gynecologists, psychiatrists, general surgeons, gastroenterologists and cardiologists.

This was the eighth consecutive year that Pfizer has finished first across the core groups in the survey, which is conducted by Newtown, PA-based Verispan.

Wilmington, DE-based AstraZeneca LP; New York-based Bristol-Myers Squibb Co.; Research Triangle Park, NC-based GlaxoSmithKline; Whitehouse Station, NJ-based Merck & Co. Inc.; East Hanover, NJ-based Novartis Pharmaceuticals Corp.; and Philadelphia-based Wyeth Pharmaceuticals also finished in the top ten.

Pfizer finished first with the following specialty groups: internists, general/family practitioners, urologists, emergency medicine specialists, infectious disease specialists, psychiatrists, neurologists, physical medicine and rehabilitation specialists, nephrologists, neurosurgeons, nurse practitioners, and physician assistants.

Companies ranked first by other specialty audiences included:

•Â AstraZeneca (gastroenterologists).

•Â Aventis Pharmaceuticals, Bridgewater, NJ (allergists).

•Â Merck (cardiologists).

•Â Novartis (oncologists).

•Â Wyeth (obstetrician/gynecologists).

The following companies did not finish first, but moved up at least five positions among select specialty groups:

•Â Berlex Laboratories Inc., Montville, NJ (obstetrician/gynecologists).

•Â Boehringer Ingelheim Corp., Ridgefield, CT (orthopedic surgeons).

•Â Forest Pharmaceuticals Inc., St. Louis (psychiatrists).

•Â Purdue Pharma LP, Stamford, CT (physical medicine and rehabilitation specialists).

•Â Amgen, Thousand Oaks, CA (oncologists).

Key attributes rankings

This year, Verispan also surveyed doctors about key sales force attributes (including product knowledge, sensitivity to time constraints, provision of sufficient samples, professional demeanor and unbiased product comparisons). According to the survey, physicians ranked Pfizer, Merck and GlaxoSmithKline first, second and third, respectively, for product knowledge, professional demeanor and provision of sufficient samples.

Specialty groups also ranked the relative importance of each sales rep attribute. Oncologists reported that product knowledge was the most important attribute and rated Novartis, Amgen and AstraZeneca first, second and third, respectively, in this category. Oncologists viewed unbiased product comparisons as the second-most important attribute and ranked Novartis Oncology, Aventis and Novartis first, second and third, respectively.

Primary care physicians also chose product knowledge as the most important attribute, but unlike oncologists, they indicated that sensitivity to time constraints was the second-most important attribute. In this category, Pfizer and GlaxoSmithKline finished first and second, respectively. PR

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