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Editorials

No more free lunches

BMJ 2003; 326 doi: https://doi.org/10.1136/bmj.326.7400.1155 (Published 29 May 2003) Cite this as: BMJ 2003;326:1155

Rapid Response:

A former drug rep's opinion.

I am surprised that many GPs believe visits from drug reps have
little or no effect on their prescribing. When I worked as a medical
representative in Yorkshire I saw a clear effect of my visits on the
prescribing by GPs of the asthma inhalers I was promoting. Pharmacists in
the villages I visited would also report initiation or increases in
prescribing of the products following my visits. Pharmaceutical companies
keep detailed sales figures by locality and have a good idea of who is
prescribing what. Ask IMS Market Research. GPs are assigned a rank on the
basis of their prescribing, with reps given a quota of "high" prescribers
and "innovative" prescribers to see in a particular day. Interestingly, I
was discouraged from visiting GPs who saw too many reps, as they were
regarded as a waste of time: They only earned me one point towards my
quota because they were regarded as poor quality and fickle prescribers.

In contrast drug companies are very creative in finding ways to see high
prescribers who will not see reps, using social and educational events to
make contact. GPs might also be interested in the amount of personal
information that drug reps collect and keep on the doctors they visit.

It's no coincidence when the drug rep casually asks about your family,
favourite sport or hobby, or remembers your birthday. It's all stored on
the Palm Pilots.

Pharmaceutical companies reap substantial financial rewards from their
products, and with so much at stake understandably leave little to chance.

Competing interests:  
None declared

Competing interests: No competing interests

17 June 2003
Michael Wood
Journalist
Sydney, NSW 2135.