The Public Library of Science seems, to my nerdy eye, to be the ‘open source’ repository of the publishing community. Last week, PLoS Medicine hosted an article that provided a fascinating, and chilling, look into the mind of a ‘drug rep.’ Drug reps are the suave pawns of the pharmaceutical companies who market the newest therapeutic agents. They meet with physicians, prepared with a convincing heap of data supporting their products, and most importantly, armed with a smile and a checkbook. Drug reps often treat physicians to fine dinners that create a convenient forum to discuss family life and, should it come up, cycloxyprxanimibidodizole, or whatever the drug of the week is.
In the article, the authors discuss some of the thought processes of the reps. The main ‘informant’ is a former drug representative for the pharmaceutical company Eli Lilly. If you read anything from the original piece, make sure to peruse Table 1, “Tactics for Manipulating Physicians.” The table describes various ways to market a product based on the type of physician, from the “high-prescribers” to the “acquiescent docs” to the “aloof and skeptical.” The article covers many common practices in the field, such as clever script tracking schemes and the value of giving out samples. While the article is professional and rigorous in its evaluation, it also offers several personal quotes from the front lines of the business:
While it’s the doctors’ job to treat patients and not to justify their actions, it’s my job to constantly sway the doctors. It’s a job I’m paid and trained to do. Doctors are neither trained nor paid to negotiate. Most of the time they don’t even realize that’s what they’re doing…
and
During training, I was told, when you’re out to dinner with a doctor, ‘The physician is eating with a friend. You are eating with a client.’
Even I, a lowly research assistant (but future physician!), was once chatted up by a smooth-talking, curiously-pretty-for-her-age drug rep. I happen to work in a cubicle next to a fellowship program director, who in turn organizes the lives of the actual doctors in the fellowship program, who, finally, are the young, clinical minds who wield the malleable prescription pads. She was, naturally, of an exceptionally amiable nature, but I found the true aim of her banter to be quite obvious: get in good with the right people and, indirectly, the favors and face-time will come. A wry smile came across my face as I thought to myself, “I don’t even know the names of the fellows … you’re wasting your time, miss.”
Despite my obvious skepticism, from an economical perspective, I believe these salespeople are probably integral parts to the progress of modern medicine. When all is said and done, the main thing that drives innovation — and I speak in generalities — is the bottom line. Pharmaceutical companies are firms that sell a product, who are accountable to shareholders. The only way they can attract the brightest minds to develop the breakthrough drugs is by competitive compensation, which stems from a great market share. This is not to say that pharmaceutical companies are purely money-making machines; they probably rely on high volume products (Viagra) to subsidize research efforts for meds that are cost sinks because of either low disease prevalence, or an inability to pay among the afflicted population (poverty). In any case, foolish beneficence on the part of the drug company would be bad for everyone. Drug companies need to sell their products or else no one gets better, and physicians happen to be the retailers — or, at least, the gatekeepers.
So long as the drug reps are not presenting falsified or incomplete information, then schmoozing a doc to prescribe your pill seems just business as usual. I, however, will remain “aloof and skeptical” as long as I can.
References:
(1) Following the Script: How Drug Reps Make Friends and Influence Doctors. Fugh-Berman A, Ahari S. PLoS Medicine Vol. 4, No. 4, e150 doi:10.1371/journal.pmed.0040150








