Docs want to hear from knowledgeable reps

Doctors are more likely to write prescriptions if they are convinced that they are using the best product, and objective information about the product is the most convincing item a sales representative can offer, according to a survey of almost 2,000 physicians conducted by Newtown, PA-based J. Scott International Inc. "Too often, the pharmaceutical industry is accused of trying to buy physicians' prescriptions in o­ne way or another," said Joy Scott, founder and chief executive officer of J. Scott International. "But physicians are seldom taken in by hype. Our results show that knowledge is the best way to influence physicians. The sales rep helps physicians understand the differences between products and provides them information o­n disease states. Pharmaceutical companies should rely o­n well-educated detailers and be able to demonstrate that fact to a skeptical government and public."

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