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The Physician -Pharma
Relationship
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Is very old and very close But are the goals of pharmaceutical
companies and medicine the same?
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Detailing Meetings and events (dinner
meetings, rounds, symposia) Advertising and reprints Direct mail
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1 minute of a sales reps interaction with a doctor results in a 16% prescribing change
3 minutes with a doctor results in a 52% prescribing change
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Start treatment immediately
Test tolerance to a new drug
Reduce the total cost of a Rx
Provide free medication to those who can’t afford it
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Increases “new starts” on a new drug
Encourages switches from other drugs
Patients usually stay on the sampled drug
Increases prescriptions of the most expensive, most promoted drugs
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Gain access to physicians Habituate physicians to
prescribing targeted drugs Increase goodwill by enabling
doctors to give gifts to patients Serve as unacknowledged gifts to
physicians and staff
The real purpose of samples
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“…the manufacturer needs to figure out the right amount of samples the rep has to drop off in order to maximize the number of paid prescriptions written.”
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“Nearly 30 percent of physicians who attend association meetings refuse to see reps in their office…a no-see strategy is critical for companies to overcome”
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More than 95% of JAMA ads are for Rx drugs
5 of 6 physician organizations raised at least 10% of annual revenue from ads in affiliated medical journals
Pharma companies also purchase “sponsored” subscriptions
And are the largest purchaser of reprints
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Detail only 21% Detail and print [ads] 36% Detail and sales aid 33% Detail and print and sales aid
44%
Correct message retention by media mix
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Pharma spends 2-3 times as much on marketing as it does on research
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Thank you