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Observant LLC: American Medical Association's Voluntary Prescription Drug Restriction Program (PDRP) May Paradoxically Make Pharmaceutical Sales Reps More Aggressive as They Vie for Physicians' Attention

Friday, September 14, 2007 General News J E 4
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BOSTON, Sept. 13 An article in the September issue ofPharmaceutical Executive magazine by Observant LLC's Neil Bergquist andMichael Feehan, Ph.D., reveals what the AMA's new program might really meanfor physicians' relationships with sales representatives.

(Photo: http://www.newscom.com/cgi-bin/prnh/20070913/NETH094LOGO

Could a voluntary program designed to shield physicians' prescribing datafrom pharmaceutical sales reps actually lead to more intrusion on physicians'time? In their article, "Might the AMA's PDRP Have Unintended Consequences -Encouraging Aggressiveness in Representatives?" the authors report on aqualitative study conducted without pharmaceutical industry support.Observant LLC consultants interviewed Primary Care Physicians regarding theirperspective on the level of information pharmaceutical representatives canaccess and the potential implications of the Prescribing Data RestrictionProgram, a recently implemented initiative of the American Medical Association(AMA) that gives physicians the option to restrict reps' access to theirindividual prescribing data.

Mr. Bergquist explains, "This article addresses issues that pharmaceuticalsales forces may face as the PDRP gains momentum. Our research yieldedinsights into what types of information physicians believe is available torepresentatives and how they think the information is shared and used. Asreps find their access to data limited, some doctors fear that reps mayactually become more aggressive in their efforts to gather information fromdoctors and their staff." The study findings will be particularly relevant topharmaceutical marketers who craft marketing messages and sales force managerswho implement sales strategies leveraging physician-level data.

Pharmaceutical Executive is a leading business strategy publication forsenior executives and operating managers.

Observant LLC is a strategic marketing research company serving clientsfrom leading organizations in the pharmaceutical and biotechnology industriesworldwide. The firm offers a full spectrum of research and consulting servicesincluding analytically sophisticated quantitative studies and best-in-classqualitative research studies. Observant LLC supports its clients byconducting strategic research in North America, Europe, Asia, South America,and Australasia. These findings were produced as part of an internal R&Dprogram, whereby the firm continually deepens institutional knowledge of theindustry and improves methodological tools and approaches.

Neil Bergquist is a Director and Michael Feehan is CEO and Co-Founder ofObservant LLC.

For more information about the company, or to contact Mr. Bergquist,please visit: http://www.observant.biz.http://www.newscom.com/cgi-bin/prnh/20070809/NETH111 http://www.newscom.com/cgi-bin/prnh/20070913/NETH094 )

SOURCE Observant LLC
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