Dr. Atul Gwande tells the story in his New Yorker column of asking a pharmaceutical rep how he persuades “notoriously stubborn” doctors to adopt a new drug he’s promoting. The rep’s response:
“Evidence is not remotely enough, however strong a case you may have. You must also apply the rule of seven touches.”
“Personally ‘touch’ the doctors seven times, and they will come to know you; if they know you, they might trust you; and, if they trust you, they will change.”
That’s why, explained Dr. Gwande, this drug rep stocked doctors’ closets with free drug samples in person. Continue reading
Watch this revealing 
The Ethical Nag 