The Clinical Side: Assumptions and false comparisons

The Clinical Side: Assumptions and false comparisons

Handling study objections -- Part 2

Dec 1, 2005
By: Jane Y. Chin
Pharmaceutical Representative

In the October issue of Pharmaceutical Representative, I presented (using the acronym DEAF) two of the four actions sales representatives should avoid when discussing clinical data with physicians: defending the study and extrapolating from the study. In this month's column, I will discuss the final two actions: making assumptions and drawing false comparisons.

The trouble with assumptions

Some assumptions can get you into trouble, especially assumptions about what the physician wants to know when you are communicating clinical information. Here is one example of what I mean:

Doctor: So, what's new?

Representative: Glad you asked! Have you seen this most recent paper [pulls out reprint] about WonderDrug in patients with toe pain? In this study of fifty patients, WonderDrug worked really well in toe pain and was shown to be safe.

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