profession
Drug reps turned away more often
NEWS IN BRIEF — Posted May 24, 2010
More physicians are refusing to see pharmaceutical sales representatives, according to a report released in May by the Evanston, Ill.-based marketing consultancy ZS Associates. The firm tracks the sales calls of more than 41,000 U.S. drug reps visiting 500,000 doctors and other prescribers.
The spring 2010 report found only 58% of prescribers saw drug reps more than 70% of the times they visited, down 18% from a year before. The percentage of prescribers ZS defines as "rep inaccessible" -- seeing detailers less than 30% of the times they visit -- rose from 6% in spring 2009 to 9% in spring 2010. Based on these and other data about how often reps fail to see prescribers, ZS estimates that drugmakers are spending more than $1 billion a year on 8 million fruitless detailer visits.
The firm advised the pharmaceutical industry to adjust marketing plans to match varying local conditions and physician preferences.
Note: This item originally appeared at http://www.ama-assn.org/amednews/2010/05/24/prbf0524.htm.
