Early on in the movie "Love and Other Drugs," newly hired pharmaceutical salesman Jamie Randall (Jake Gyllenhaal) and his more seasoned partner, Bruce Winston (Oliver Platt), stand in a rainstorm outside a doctor's office. As a physician pulls into the parking lot, Winston gives Randall a pep talk to get out there, meet the guy and most importantly -- give him a pen.
"Gifts establish reciprocity!" yells Winston as Randall hustles off, promotional pens in hand.
Reciprocity. I get a drug-branded pen or trinket. In return, I feel obliged to let a drug rep into my office, drop off free samples, listen to a slick sales pitch as I hustle between patients and, ultimately, prescribe their drug.
My wife and I are both physicians, and we joke that we could decorate our whole house with junk collected over the years from drug companies. Pens and sticky notes; stuffed animals to put in our children's beds; coffee cups, tissue and soap dispensers, paperweights, posters, fridge magnets, mouse pads, clocks -- all branded with some drug company's logo. Giving out these freebies is just one tactic in the larger strategy of "drug detailing." Does it work? Absolutely.
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