Summary and Analysis of “Science – Not Food or Flattery – Sways Doctors’ Prescription Decisions” by Knowledge@Emory

“Marketing information can have a scientific purpose. It is not about buying off physicians”
Stefan Stermersh.

This article reports on the findings on the paper “The Debate on Influencing Doctor’s Decisions: Are Drug Characteristics the Missing link” published by fellow Emory colleagues in Management Science. They found some interesting results:
1. Marketing efforts are more successful for effective drugs
2. The drug matters: what is does, how it works, effectiveness, side effects
3. Marketing efforts are more successful for drugs with more side effects
4. Talking about the side effects and science of the drug was more effective in getting business from the physician than on “food, flattery and friendship.”

What does this mean for your sales force?
1. Engage with Science!
2. Looking for candidates with a strong understanding of science in their background.
3. Using science in sales rebuttals.

The article addresses the moral implications of pharmaceutical companies marketing ploys influence on physicians. Their findings suggest that the marketing strategies used by pharmaceutical companies when focused on scientific based conversations, is actually useful for the doctors. The doctors can formulate an opinion and a better understanding of what they are perscribing their patients.