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Commercial detailing techniques used by pharmaceutical representatives to influence prescribing
E E Roughead1, K J Harvey, A L Gilbert
1School of Pharmacy and Medical Sciences, University of South Australia, Adelaide.
Australian and New Zealand Journal of Medicine
|July 23, 1998
Summary
Pharmaceutical representatives commonly use influence techniques like reciprocity and authority when detailing products to medical practitioners. Awareness of these tactics is crucial for informed prescribing decisions.
Area of Science:
- Medical Marketing
- Health Communication
- Pharmaceutical Sales
Background:
- Pharmaceutical representatives engage with medical practitioners to promote products.
- Understanding influence techniques is vital in healthcare settings.
Purpose of the Study:
- To identify and analyze the influence techniques used by pharmaceutical representatives during interactions with medical practitioners.
Main Methods:
- Six influence techniques (reciprocity, friendship/liking, commitment/consistency, social validation, authority, scarcity) were defined.
- Audio recordings of pharmaceutical representative presentations were analyzed to observe technique usage.
Main Results:
- Reciprocity was the most frequent influence technique observed.
- Techniques included offering samples/gifts, citing authority figures, social validation, and commitment-seeking questions.
- All encounters involved offers of samples, gifts, or information.
Conclusions:
- Pharmaceutical representatives frequently employ influence techniques.
- Medical practitioners may be unaware of the impact on prescribing.
- Educational programs should include critical appraisal of these influence tactics.