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Article
Publication date: 6 September 2011

Fadi M. Alkhateeb, Patricia Baidoo, Marija Mikulskis Cavana, Danielle Gill, Amanda Howell, Babak Mehraeen and Carrie Weidner

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…

1078

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

The paper shows that appropriate training and certification of PSRs may be on the rise for this career path.

Content available
1733

Abstract

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 7 no. 1
Type: Research Article
ISSN: 1750-6123

Keywords

Article
Publication date: 31 August 2012

Fadi M. Alkhateeb and Rachel Adkins

448

Abstract

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 6 no. 3
Type: Research Article
ISSN: 1750-6123

Keywords

Article
Publication date: 5 September 2008

Fadi M. Alkhateeb and William R. Doucette

Electronic detailing (e‐detailing) has been introduced in the last few years by the pharmaceutical industry as a new communication channel to promote pharmaceutical…

1804

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 2 no. 3
Type: Research Article
ISSN: 1750-6123

Keywords

Content available
855

Abstract

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 5 no. 3
Type: Research Article
ISSN: 1750-6123

Content available
Article
Publication date: 28 October 2014

Avinandan Mukherjee

1392

Abstract

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 8 no. 4
Type: Research Article
ISSN: 1750-6123

Content available
Article
Publication date: 2 November 2015

Avinandan Mukherjee

8050

Abstract

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 9 no. 4
Type: Research Article
ISSN: 1750-6123

Content available
Article
Publication date: 25 November 2013

Avinandan Mukherjee and Yam Limbu

260

Abstract

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 7 no. 4
Type: Research Article
ISSN: 1750-6123

Content available
1149

Abstract

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 7 no. 1
Type: Research Article
ISSN: 1750-6123

Content available
409

Abstract

Details

International Journal of Pharmaceutical and Healthcare Marketing, vol. 6 no. 3
Type: Research Article
ISSN: 1750-6123

1 – 10 of 15