Tactics of the physician-controlled counter—detail and the imminent risk of not changing pharma’s detail relationship with physicians

Authors

  • Scott A. Kale, MD, JD, MS
  • Robert L. Barkin, PharmD, MBA

DOI:

https://doi.org/10.5055/jom.2007.0009

Keywords:

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Abstract

The traditional relationship between physicians and drug companies is imperiled because the perceived clinical value of the sales detail is found to be increasingly barren of clinical relevancy by physicians. There is an urgent need to train physicians to more effectively mine and refine the data offered by pharma for the benefit of present and future patients. The ability of doctors to use medicines for chronic disease states such as chronic pain, diabetes, hyperlipedemias, depression would be vastly improved if doctors were in possession of clinically relevant data that pharma has, but does not share with clinicians. Doctors must take control of the detail to extract this vital clinical information.

Author Biographies

Scott A. Kale, MD, JD, MS

Private Practice, Internal Medicine and Rheumatology; Licensed Non-Practicing Attorney, Chicago, Illinois.

Robert L. Barkin, PharmD, MBA

FCP, Associate Professor of Medicine, Departments of Anesthesia, Family Medicine and Pharmacology, Rush Medical College, Chicago, Illinois.

References

Robinson JT: Changing the face of detailing by motivating physicians to see pharmaceutical sales reps. Product Management Today. November 2003: 24-27.

Arnold M: Interactive forces sales report 2006. MM&M (Medical Marketing and Media). November 2006: 37-41.

O’Reilly K: New Reps, New Rap. American Medical News. September 24, 2007: 10-11.

Glaser A: High Yield Biostatistics. Balitimore, MD: Lippincott Williams and Wilkins, 2001: 71-74.

Brody H: Hooked. Lanham, MD: Rowland and Littlefield, 2007: 181-199.

Vinson DC, McCandless B, Mosokawa MC: Medical student’s attitudes toward pharmaceutical marketing: Possibilities for change. J Am Board Fam Med. 1993: 25: 31-33.

Angell M: The Truth About the Drug Companies. Lanham, New York, NY: Random House, 2004.

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Published

09/01/2007

How to Cite

Kale, MD, JD, MS, S. A., and R. L. Barkin, PharmD, MBA. “Tactics of the Physician-Controlled counter—detail and the Imminent Risk of Not Changing pharma’s Detail Relationship With Physicians”. Journal of Opioid Management, vol. 3, no. 5, Sept. 2007, pp. 239-41, doi:10.5055/jom.2007.0009.