Opinion

Yesterday I had a couple of really good conversations with two Scottish General Practitioners and I asked them about their views on today's medical representatives.

Yesterday I had a couple of really good conversations with two Scottish General Practitioners and I asked them about their views on today's medical representatives. I have collated their comments and summarised them in bullet point form below.

•  Firstly both GPs still saw reps but at a greatly reduced frequency from a couple of years ago.


• The main reason behind this was that overall their 'hands were tied' as regards what they could and couldn't prescribe, this being dictated by the SMC (Scottish Medicines Consortium) and hence they felt that it was not a great use of their time to see reps whose medicines were not advocated by the SMC.


• Both GPs were still 'smarting' from the fact that they had been inundated with different reps selling the same products and they felt that many reps were only interested in catching them to 'claim a scalp' as one of them quaintly put it.


• Both felt that the majority of reps were only interested in selling their products and not really interested in the physician's challenges and discussing actual solutions to those challenges.


• In terms of rep knowledge this varied enormously dependent on the rep but those who they deemed were knowledgeable and who kept up to date with modern advances in their therapy area were more likely to gain access.

They still did see representatives and when I asked them what was it that made them see these particular reps these were the responses.

• Knowledeable and up to date


• Already using the rep's products and the relationship is already there.


• Professional in approach and outlook


• Courteous with all practice staff and empathetic to staff pressures


• Able to listen and fully understand physician challenges and concerns and not just try to sell all the time.


• More 'rounded' in approach in that they were not just there to sell but also to assist in practice development by organising developmental meetings to increase knowledge and skill through bringing in specialists to talk to the practice.


• The reps that deliver on agreed actions and promises will get back in - those that don't deliver - no chance!

It was also interesting to note that both GPs did see some reps whose medicines were not being advocated by the SMC and when I asked why they did agree to see them then they answered ' all of the above'!  One of them replied and I quote. "If I think a particular drug is right for my patient then, whilst I respect the SMC recommendations in relation to that drug, I will always justify the use of that particular drug."

So, in conclusion, as regards these particular GPs seeing medical reps they will continue to do so provided the rep is professional, competent, understanding and empathetic and can assist the practice develop in more ways than just promoting their particular medicines.

So maybe if we recruit more effectively, get the 'account management' aspect of the medical representative's role right and we continue to build their skill base beyond selling skills then perhaps we can get access levels increased above the frightfully low levels that are being recorded at present.