Healthy Skepticism Library item: 3370

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Roseman EP.
Checking the scorecard
Medical Marketing & Media 1986; 21:(10):40, 42, 44

Abstract:

In a 1985 survey 43% of physicians rated sales representatives as above average as a source of information and 38% gave them an average rating. A 1983 sruvey reported that the sales representative was sixth as an information source for new medical developments after medical journals, CME courses, conferences, colleagues and the Physicians’ Desk Reference. In the last two decades the physician has become less accessible to sales reps. Physicians say they decide to see reps based on their feelings about the company (43%), its products (69%) and the sales rep (63%). Although doctors see detailers as relatively credible the majority (57%) see them for less than five minutes and 40% see them for 5-10 minutes. A study of over 2500 doctors identified the ten most common complaints about detailers, but even the most frequently mentioned was mentioned by less than 15% of doctors.

Keywords:
*nonsystematic review/*analytic survey/United States/doctors/sales representatives/source of information/attitude toward promotion/ATTITUDES REGARDING PROMOTION: HEALTH PROFESSIONALS/PROMOTION AS A SOURCE OF INFORMATION: DOCTORS/PROMOTIONAL TECHNIQUES: DETAILING