Visita médica: el futuro...? (I)

There has been a cacophony of voices addressing the role and value of the pharmaceutical “detail person” – you know, the person who is potentially most important and influential in Pharma’s efforts to promote their brands. A lot of the debate has centered on physician perceptions of pharma sales representatives and the value they bring. In a few words, the perceptions are more often than not negative and filled with anger, mistrust and skepticism towards the rep and the industry.

If the pharma industry is to regain the benefit of its most potent and successful marketing/education resource, it must change current perceptions and ensure that these detail persons deliver quality service and high value to physicians. Here are just a few personal thoughts on how this might be achieved.

• Select for Presence & Personality
• Make Them Know Their Stuff
• Marketing, Do Your Damn Job Correctly
• Agencies, Do Your Damn Job Correctly
• Be Mindful of Who You Are Speaking With
• Quality & Truth First – Always

David H. Recht, CEO, North State Resources, Inc. Holding Company for S+R Medical Communications, Friday Morning, and Scienta Healthcare Education, Inc.

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