The Clinical Side: The most important part of a study

On a short clinical call, a sales representative will have less than two minutes of clinical dialogue with the physician. This presents a challenging situation when a sales representative goes into a call with a predetermined clinical message. One may assume that short clinical calls are easier to prepare than that rare 15-minute appointment the representative may have with a doctor. The opposite is, in fact, true: The shorter the clinical call, the more science you need to know and the better-trained you must be at identifying exactly what you need to deliver and how you should deliver it.

We can begin to answer the question "What is the most important part of a clinical study to present to a doctor?" by looking at and learning from history. I obtained some old issues of Pharmaceutical Representative magazine from the 1970s, when it was called Pharmaceutical Salesman. One article, "An Internist Diagnoses the Detail Man," caught my attention. In the interview, the internist said he thought five to seven minutes was plenty for a detail -- and this was back in the '70s! The interview highlighted several points you may consider when approaching a clinical dialogue with a physician:

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