2_Following the Script - Fugh-Berman and Ahari

2_Following the Script - Fugh-Berman and Ahari - Table 1....

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PLoS Medicine | www.plosmedicine.org 0622 Table 1. Tactics for Manipulating Physicians Physician Category Technique How It Sells Drugs Comments Friendly and outgoing I frame everything as a gesture of friendship. I give them free samples not because it’s my job, but because I like them so much. I provide of± ce lunches because visiting them is such a pleasant relief from all the other docs. My drugs rarely get mentioned by me during our dinners. Just being friends with most of my docs seemed to have some natural basic effect on their prescribing habits. When the time is ripe, I lean on my “friendship” to leverage more patients to my drugs. ..say, because it’ll help me meet quota or it will impress my manager, or it’s crucial for my career. Outgoing, friendly physicians are every rep’s favorite because cultivating friendship is a mutual aim. While this may be genuine behavior on the doctor’s side, it is usually calculated on the part of the rep. Aloof and skeptical I visit the of± ce with journal articles that speci± cally counter the doctor’s perceptions of the shortcoming of my drug. Armed with the articles and having hopefully scheduled a 20 minute appointment (so the doc can’t escape), I play dumb and have the doc explain to me the signi± cance of my article. The only thing that remains is for me to be just aggressive enough to ask the doc to try my drug in situations that wouldn’t have been considered before, based on the physician’s own explanation.
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This note was uploaded on 10/10/2010 for the course ENG 000121 taught by Professor Mcgrand during the Spring '10 term at Cornell University (Engineering School).

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