I
tried not to let a drug rep influence me. But he probably already did.
I
attend pharmaceutical dinners every once in awhile because: 1) I like to stay
up to date with all the new drugs (or just a slightly modified version of the
generic, but with a much fancier name and packaging); 2) Though I’m several
years out of medical school/residency, one thing I have maintained from those
formative years is the mentality where I’d never pass up a free meal.
I know that pharmaceutical sales
representatives (also known as drug reps) have been banned and limited in
several institutions, and I completely understand the reasoning (it has been
shown that drug reps’ marketing tactics influence physicians
to write prescriptions they typically would not write, thus boosting
pharmaceutical sales). However, I also think it’s important for
physicians to be self-aware of their existence and influence in order to
make conscious decisions on their own.
A
few months ago, I attended a pharmaceutical dinner sponsored by the
manufacturer of one of the newest psychiatric medications. These dinners
always feature a physician, who describes the medication (the pharmacology, indications,
side effects, etc.), explains the existing research in support of the
medication, and leads a discussion and answers clinical questions. My
initial impression of the night’s presenting physician: Charming, and
since his introduction boasts the research he conducts at a
prestigious university, he must be highly reputable
and intelligent. But, as his talk progressed, I realized how
narcissistic and full of crap he was. I sat in the very front, yet
chuckled to myself and assumed every other clinician in the room
picked up on his suave, yet unconvincing tactics. I mean, who
was this guy trying to fool by flaunting his European accent and
stories of trips around the world?
However,
I looked around the room and the entire audience of doctors and other
clinicians were laughing and smiling in awe. I tried to hide my
disdain and cringing facial expressions, but I sat at the very front of the
room, so I’m sure others noticed. Or, perhaps nobody noticed since everyone in
the room was mesmerized by this guy! I figured that I should refocus
my thoughts and give him another chance and caught up just in time to
hear about his trip to Europe. I shook my head and thought to
myself, “Wow, can you believe this guy? And he gets paid tons of money to
attend this dinner and talk about himself?” I smirked and assumed his
current, pointless storytelling (aren’t we supposed to be discussing the
medication?) would be convincing enough to prove his arrogant, fake persona, so
I turned to look at the audience assuming others would catch on.
Still, all smiles.
At
the end of the dinner, I found myself in a dilemma as I had to pass this man on
my way out as I left the dining room. I contemplated whether I
should act just as fake as his schmoozing and say something along the lines of,
“Hey, great presentation” or should I challenge some of the comments he
made? I settled for a more neutral comment and told him, “Thanks,
you are very entertaining” as I shook his hand and smiled.
Then,
I realized at that very moment I became just like everyone else in the audience
who commended and complimented him. For a temporary, quick second I even
contemplated prescribing the medication. The thought of prescribing the
medication was short-lived, for, after I left the restaurant, I snapped out of
my trance and wished I gave him a piece of my mind.
I
thought, “Oh well, instead I’ll just stick to my guns and won’t be overly
influenced to prescribe the med, unless clinically indicated.” (I’d never
deprive my patients of a medication that might possibly help.) I now
realize even more why pharmaceutical companies used to frequently provide
fancy trips, extravagant dinners, and expensive novelties before policies/rules
became more stringent. The speakers and drug reps can be quite
hypnotic and mesmerizing, but it’s our duty not to be fooled by any marketing
tactics.
Or
have I already been swayed?
.
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