Doctors For Sale

I was just devastated after reading this article about how pharmaceutical reps target physicians for sales:

"Drug reps are selected for their presentability and outgoing natures, and are trained to be observant, personable, and helpful. They are also trained to assess physicians' personalities, practice styles, and preferences, and to relay this information back to the company. Personal information may be more important than prescribing preferences. Reps ask for and remember details about a physician's family life, professional interests, and recreational pursuits. A photo on a desk presents an opportunity to inquire about family members and memorize whatever tidbits are offered (including names, birthdays, and interests); these are usually typed into a database after the encounter. Reps scour a doctor's office for objects—a tennis racquet, Russian novels, seventies rock music, fashion magazines, travel mementos, or cultural or religious symbols—that can be used to establish a personal connection with the doctor."

The article goes on to detail how doctors are rated according to their susceptibility to sales pressure, and the methods the reps use to weaken the resolve of skeptical ones. It also mentions how when the doctor is resistant, they often go after their office staff.

In our office, we do like the drug reps and their occasional meal or two, but we have a written policy regarding such things. There is a very clear line drawn, because the outside forces to push or cross it are neverending.

Pharmaceutical reps and their companies will use false information, flattery, and the all-important drug samples to influence good doctors. Often, physicians are overworked and underappreciated, and it can be tempting to see the reps as an aide in the practice, even a friend.

I think it's extra important for office managers such as myself to keep tabs on this kind of thing. I make sure our receptionist doesn't allow any calls from pharmaceutical companies to go through, unless the doctors have made a specific request. She's very well-trained as to their tricks. Our doctors actually appreciate this due diligence, as they feel the reps are a nuisance.

Read the article and tell me what you think. There are so many things which don't contribute to the practice of good medicine. I'd say this rates pretty high on that list.