Following the Script: How Drug Reps Make Friends and Influence Doctors

University of California, San Francisco, San Francisco, California, United States
PLoS Medicine (Impact Factor: 14.43). 05/2007; 4(4):e150. DOI: 10.1371/journal.pmed.0040150
Source: PubMed


This article, which grew out of conversations between a former drug rep and a physician who researches pharmaceutical marketing, reveals the strategies used by reps to manipulate physician prescribing.

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Article: Following the Script: How Drug Reps Make Friends and Influence Doctors

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    • "Pharmaceutical lobbying is another controversial issue that affects many parts of the world [22] [23] [24] [25]. Among its many aspects, we focus on the marketing practices of large pharmaceutical companies which manipulate the opinions of doctors, health care providers and law-makers by providing biased information and through other tactics [26] [27]. There have been allegations that big drug companies influence physicians to prescribe their highly priced branded drugs even when other better or cheaper alternatives are available [28] [29]. "
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    ACM SIGMETRICS Performance Evaluation Review 04/2015; 43(1). DOI:10.1145/2796314.2745885
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    • "First and foremost, the distance approach, as formulated in this project, was not viewed as favorably as outreach delivered in person. This is consistent with the theoretical framework of detailing which stresses the importance of relationship building and credibility on affecting change [4,22]. Future work should either abandon this approach or supplement it with individual interaction. "
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    • "Moreover, the emerging issues and increasingly inclusive understanding on drug coverage, drug utilization, health care costs, and diagnostics of non-compliance helped some scholars in reflecting upon the nature of globalism within the contemporary capitalist enterprise (Edberg, 2009:337–8; Adams et al., 2001; Whitmarsh, 2009; Biehl, 2007; Singer, 2008). Meanwhile, a number of studies from other disciplines continuously emphasized upon the importance of understanding the pharmaceutical industry-physician relationship, more precisely, its impact on health care professionals (Reekie, 1970; Campbell et al., 2007; Fugh-Berman and Ahari, 2007). Most such studies have indicated both the positive and negative (Wazana, 2000; Sierles et al., 2005; Coyle, 2002; Blumenthal, 2004; Holmer, 2001; Brennan et al., 2006; Brodkey, 2005) impacts of pharmaceutical industry on health care practices. "
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