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Structured approach to pharmaceutical representatives. Family medicine residency program
S Kelcher1, R Brownoff, L M Meadows
1Department of Family Medicine, Faculty of Medicine, University of Alberta, Edmonton. skelcher@pharmacy.ualberta.ca
Summary
A structured educational program improved family medicine residents' understanding of pharmaceutical sales representatives' (PSRs) role, better preparing them for future interactions and prescribing habits.
Area of Science:
- Medical Education
- Pharmaceutical Marketing
- Family Medicine Training
Background:
- Family medicine residents frequently engage with pharmaceutical sales representatives (PSRs).
- Existing literature suggests these interactions influence future prescribing behaviors.
- The program lacked a standardized approach for resident-PSR interactions.
Purpose of the Study:
- To create a structured framework for managing visits from pharmaceutical sales representatives.
- To enhance residents' comprehension of the PSR role.
- To improve the value and effectiveness of future resident-PSR engagements.
Main Methods:
- A survey assessed first-year residents' knowledge and attitudes toward PSRs.
- Residents participated in a 1-hour educational seminar.
- Residents engaged in five structured visits with PSRs, followed by evaluations and preceptor discussions.
Main Results:
- The structured program provided residents with a clearer understanding of PSRs' roles.
- Residents were better equipped to handle future interactions with PSRs.
- The educational approach was deemed more effective than a restrictive policy.
Conclusions:
- A structured educational intervention is superior to a simple policy for resident-PSR interactions.
- This program enhances residents' preparedness for pharmaceutical industry engagement.
- Improved understanding can lead to more informed prescribing decisions.
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