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Pharmaceutical sales representatives (PSRs) have been shown to influence the prescribing patterns of physicians. Some of the blame has been shifted from physicians to PSRs…
Pharmaceutical sales representatives (PSRs) have been shown to influence the prescribing patterns of physicians. Some of the blame has been shifted from physicians to PSRs due to perceived inadequacies in PSRs' education and certification. The purpose of this paper is to review the literature regarding the current certification requirements for PSRs, motivation for nationally standardized certification and the controversy surrounding pharmaceutical detailing impact on physicians' prescribing behavior.
Articles related to certification for PSRs were identified via searches of PubMed and IPA from inception to March 2011. Search terms included PSRs, PSRs certification, PSRs registration, PSRs education, and PSRs requirements. Articles describing the roles and responsibilities of PSRs, physician and public perception of PSRs, certification processes, and the future of PSRs' roles were included. An internet search was also performed to identify articles in the lay press related to this topic.
This paper shows that the certification for PSRs may become necessary, or even required, to help ensure that the prescribing patterns of physicians are not negatively affected due to false information coming from the PSRs. Therefore, ensuring that PSRs are well certified can lead to better health outcomes for patients. Although pharmaceutical companies do not require certification to gain employment as a sales representative, the certification provides a good knowledge base and insight into the industry.
The paper shows that appropriate training and certification of PSRs may be on the rise for this career path.
Electronic detailing (e‐detailing) has been introduced in the last few years by the pharmaceutical industry as a new communication channel to promote pharmaceutical…
Electronic detailing (e‐detailing) has been introduced in the last few years by the pharmaceutical industry as a new communication channel to promote pharmaceutical products to physicians. E‐detailing means using digital technology: internet, video conferencing, and interactive voice response. Because of the rapid adoption of e‐detailing among physicians and because of the potential effects of e‐detailing on the physician prescribing behavior, it is important to summarize research about e‐detailing. The purpose of this article is to review the literature on e‐detailing of pharmaceuticals to physicians.
A review of the literature was conducted to address reasons behind e‐detailing emergence, e‐detailing as a replacement for traditional detailing, different definitions of e‐detailing, e‐detailing processes, the prevalence of e‐detailing among physicians, types of e‐detailing, drivers for e‐detailing adoption among physicians, and adopters' characteristics.
Based on the literature review, there are two types of e‐detailing: interactive (virtual) and video. Several factors including convenience, quality of information, and incentives are common reasons for physicians' adoption of e‐detailing. E‐detailing adopters are more likely to be residents, younger, primary care physicians, practicing in rural areas, and working in solo practice.
This paper provides timely review about e‐detailing for pharmaceutical industry practitioners and institutional healthcare policy makers. However, well designed research studies on the effects of e‐detailing on prescribing are needed. From the pharmaceutical companies perspective, more research should be conducted to determine the best ways to maximize the value pharmaceutical companies can gain through the utilization of e‐detailing tools.