Here is a thread from The BMJ where NHS physicians enter into the argument of the value (moral, ethical and commercial) of medical (pharmaceutical) sales reps.
The original letter from Dr Shane O’Hanlon starts like this:
It was switching to decaffeinated coffee that started it all. In a flash of lucidity I realised the dubious ethical basis for drug company representatives’ courtship of doctors.
Doctor – Sorry to say but so long as anybody works for money, including doctors, they could be asked the same thing. Doctors are very quick to court sales people when they “need” something. Medical Journals are quick to solicit and accept drug company advertising, and there is nothing wrong with that. It is also very ethical.
It becomes unethical when the conversation between a doctor and a sales rep concerning a product or service cannot be published in the local newspaper – that’s the acid test. In 99% of cases it can be.
The argument is the same one that has been made for years and usually ranges from “I don’t like them, they waste valuable time, they are (yes) commercial” etc.
The counter argument is that in fact the medical sales rep does provide a service – even if it is to only alert the doctor to a new product so that he or she can go and do their own research (which is what hopefully they do anyway).
Obviously there are good and bad sales people (and doctors) in every industry. I am making an assumption that most are good, so here goes.
Doctors, you get what you deserve – many of you treat appointments with sales reps with little respect for the content of their message (after having kept them waiting way past scheduled (and cancelled) appointment times). Even when the sales person is finally in front of many of you – you look at your watch and say “you have two minutes” as you continue to click on the keyboard.
If you have pre-determined that the sales rep will have nothing useful to say – then why agree to the appointment in the first place?
Without a doubt there are medical / surgical sales reps that are way better trained on a particular subject than the doctor is. This is of course the reason why so many sales people are invited into the OR (Operating Theatre) to explain the use of complex, and often life saving medical devices.
It is true that with modern media there are now improving ways of getting the message across to the doctor, which is good for all. In the mean time next time you the doctor complains or is rude to a sales rep – think first about the value of pharmaceutical and medical companies, especially when you demand samples of products, a demonstration, or support for an important clinical trial that you are going to publish.
Pharmaceutical companies – make sure you have the right message and you are sending it in the most effective way.
(To all the pharmaceutical representatives out there looking for a job – rest assured that you have great value. If you can succeed and survive selling into the hospital jungle – you can excel anywhere).
(not so tongue in cheek)
A man was seen fleeing down the hall of the hospital just before his operation.
“What’s the matter?” he was asked.
He said, “I heard the nurse say, ‘It’s a very simple operation, don’t worry, I’m sure it will be all right.”
“She was just trying to comfort you, what’s so frightening about that?”
“She was talking to the doctor.”