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【drug-news】新年伊始：药商将自愿终止向医生提
2009年开始，药代上门还拿什么”见面礼“敲开医生诊所之门？
95%的医生有上网习惯，学术推广是否应该投其所好，更多地通过网络来做学术推广，而不是仅仅靠金钱礼品打点，靠感情投资。
在国外日益注重对医生送礼的监管和药厂自律，中国医药界的带金销售，或变相贿-赂仍然有增无减。大药厂的新对策应该不仅仅限于美国，估计很快也将在中国实施。中国卫生部和药监局不会没反应吧？ 医生如何看待药品销售代表？
What Doctors Really Think About Reps
Dec 17, 2008
By: George Koroneos, Online Content & News Editor
PharmExec Direct Marketing Edition
Pharma sales reps should pay heed—it might not be as hard to see a physician as it seems. According to a new report by SDI, 68 percent of the more than 5,923 doctors interviewed said that they stopped to talk to every rep that called on them in the last four weeks, and 67 percent said that they were satisfied with the rep-based promotion.
SDI, last week, unveiled the results of its report, Salesforce Effectiveness 2008: The Physician Prospective, an in-depth view of what doctors think are the best sales tactics being used by the pharmaceutical industry.
Digital Potential
A small area getting a lot of attention in recent years is e-detailing. Reaching physicians by some alternative means, be it video or email, is a popular trend as pharma companies big and small scale back the size of their sales forces.
“We’ve heard from several of our clients that they are looking to move in that direction,” said Jason Fox, associate director for syndicated analytics at SDI. “Some physicians prefer electronic-based promotions because of the convenience. On the pharma side, we know that companies are looking to it because it is cost effective. They will never get rid of rep-based, face-to-face promotion, but if they can add e-detailing it is an option for them.”
According to the report, 38 percent of doctors consider online detailing more effective than sales calls, and 34 percent said that it was as good as one-on-one visits. However, 48 percent feel that E-detailing is not as effective as meetings or events.
“E-detailing represents only two to three percent of pharma promotions, but it is growing,” Fox said. “Some companies are still skeptical, but we’ve seen companies like Merck really embrace it.”
What Not To Do
So what doesn’t work? Conference calls, planned contact in a hospital setting, and personal letters do not seem to be a popular method of contact. And if pharma companies are going to spend time and money sending reps to meet with doctors, they should avoid disparaging the competition as part of the pitch. Half of the specialty groups interviewed said that they weren’t keen on having those discussions. 卫生部<医药代表管理规定>征求意见
日前，陕西卫生厅在其网站就卫生部治理商业贿赂领导小组办公室起草的《医药代表管理规定(草案)》征求意见，照录如下：
医药代表管理规定(草案)
第一条 为规范医药代表在医疗机构行为，促进廉洁行医，根据《药品管理法》、《执业医师法》和《医疗机构管理条例》等法律、行政法规，制定本规定。
第二条 本规定所称医药代表，是指药品生产经营单位聘请的从事药品宣传、推广等事项的工作人员，包括以药品生产经营单位名义到医疗机构进行业务活动的人员。医药代表应当为药品生产经营单位正式聘用人员。
第三条 药品生产经营单位应当对其医药代表的行为负责。
药品生产经营单位应当加强对医药代表的法律法规培训，保证医药代表遵守医疗机构的各项规章制度，依法开展业务活动。
第四条 医药代表应当全面掌．握医学、药学方面的专业知识及医药卫生方面的法律法规。
第五条 医药代表在医疗机构开展业务活动，应当经医疗机构医务管理部门审核登记。
未经医疗机构医务管理部门审核登记，医药代表不得在医疗机构开展任何形式和内容的业务活动。
第六条 医药代表在医疗机构进行业务活动登记，应当符合下列条件：
(一)持有所在药品生产经营单位的工作证；
(二)所在药品生产经营单位与医疗机构之间有书面业务合作或者协作协议；
(三)开展的业务活动属于业务合作或者协作协议所列项目。
对不符合上款规定条件的医药代表，医疗机构医务管理部门不得予以登记。
第七条 医药代表业务活动登记的主要事项：
(一)医药代表的姓名、性别；
(二)所在单位名称、地址、主要负责人；
(三)业务活动的内容、期限；
(四)负责接待医药代表的科室、部门等。
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作者:admin@医学,生命科学 2011-05-24 17:14
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