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 4-minute interview with pharmaceutical company sales reps, courtesy of Pharmed Out, an “independent, publicly funded project that empowers physicians to identify and counter inappropriate pharmaceutical promotion practices”. The voices have been distorted to protect the identities of the two drug reps chatting about what happens when they visit your doctor.
From rewarding heavy prescribers to off-label marketing (promoting a drug for conditions it has not been legally approved to safely treat), these two men offer an eye-opening yet disturbing take on ‘detailing‘ – what goes on behind closed doors. Continue reading