Drug reps use friendship to influence doctors

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Omschrijving
In a unique collaborative paper in PLoS Medicine, a former drug rep and a physician who researches drug marketing reveal the tactics used by drug reps to manipulate physicians into selling drugs.

"Drug reps increase drug sales by influencing physicians, and they do so with finely titrated doses of friendship," say the authors, Adriane Fugh-Berman (Georgetown University Medical Center) and Shahram Ahari, a former drug rep for Eli Lilly who now works for the School of Pharmacy at University of California San Francisco.

The specific strategy used by a drug rep to manipulate a physician, say the authors, depends very much on the personality of the doctor. A friendly, outgoing physician is the easiest to influence, because the rep can use the "friendship" to request favors, in the form of prescriptions. If a physician refuses to meet with a rep, "their staff is dined and flattered in hopes that they will act as emissaries for a rep's message." Physicians who end up prescribing the rep's drugs are amply rewarded with gifts, such as golf bags or silk ties.

 

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Categorie: big pharma

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