New Research Reports Physicians Value Highly Educated Pharmaceutical Representatives:...

New Research Reports Physicians Value Highly Educated Pharmaceutical Representatives: Education - Not Regulation - Needed for Improved Physician/Representative Interaction

ROANOKE, Va.--(Business Wire)--New research with physicians and pharmaceutical sales
representatives report parallel results: physicians value a highly
educated sales representative whose knowledge goes beyond product
information, to include disease management, business acumen,
regulatory and patient quality-of-life issues. Sales representatives
who have this type of education say they are able to spend more time
with physicians and have more informative, credible discussions.

The research was conducted in summer and fall of 2007 by CMR
Institute, Roanoke, Va., an independent, not-for-profit provider of
healthcare education and certification for pharmaceutical sales
representatives and managers.

"There's been a steady erosion of the public's confidence in the
pharmaceutical industry, and ongoing attempts to regulate it, such as
the recent vote to license sales representatives in Washington, D.C.,
and similar actions considered in New Hampshire, Vermont and Maine,"
said Jim Dutton, president of CMR Institute. "This has focused new
attention on interaction between physicians and representatives."

"Our research shows that most physicians find considerable value
in meeting with pharmaceutical representatives when the call is
substantive. We believe strongly that it is not more regulation that
is needed, but stepped-up education, which will benefit physicians
and, ultimately, their patients," said Dutton.

The Institute surveyed physicians, industry leaders and sales
representatives in focus groups, quantitative surveys and one-on-one
interviews and found:

-- Physicians place a high value on a well-educated,
knowledgeable, ethical and unbiased sales representative (see
fact sheet at www.cmrinstitute.org/news/press_releases.htm for
details).

-- Physicians overwhelmingly want sales representatives who have
knowledge beyond information about the products they sell,
including disease management, drug classes and indications,
effectiveness and quality-of-life issues.

-- Sales representatives who have completed the in-depth
requirements for certification by CMR Institute - a process
that typically takes two or more years - report that their
enhanced education contributes to:

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*T
-- their ability to have a substantive, in-depth conversation
with physicians (86 percent)
-- their ability to better explain their products (80 percent)
-- their credibility with physicians (77 percent)
-- the amount of time they spend with physicians/other
providers (53 percent)
*T

Information and skills that sales representatives should be
well-versed in and ranked as very important by a majority of
physicians included:

-- Basic principles of drug actions and interactions, including
pharmacokinetics, factors that modify the drug response and
adverse reactions related to the representative's product(s)

-- Drug resistance trends

-- Presenting and explaining evidence-based clinical studies

-- Outcome measurements and quality-of-life issues

-- Cost benefit of pharmaceuticals

-- Adherence to ethical business practices

-- The role of disease management and clinical practice
guidelines in treating patients

-- Disease profiles, related complications, diagnostic procedures
and treatment methods

-- Therapeutic classes of drugs and indications for each

-- How the representative's product compares to other products in
the same therapeutic class

-- Third party payers (insurance companies, Medicare, Medicaid),
Medicare Part D

-- Knowledge of physician's specialty and training

-- Effective communications skills

-- Interpersonal skills

"Only a small percentage of the physicians we surveyed - about 10
percent - said they do not see sales representatives, which shows that
the majority of physicians still make time to see representatives,"
said Michelle R. O'Connor, senior vice president of Learning Strategy
and Innovation of CMR Institute. "Physicians deal with constantly
evolving medical, science and industry issues so it should be no
surprise that they want to interact with people who are well informed
and have a strong understanding of the complex health care
environment."

The nationwide physician survey included 1,500 primary care
physicians and 1,500 specialists, with 174 responses. More than 350
sales representatives who have completed certification through CMR
Institute also participated in a survey.

CMR Institute is a not-for-profit organization that has provided
advanced education and certification and set national standards for
industry sales representatives since 1966. Its courses and
certification programs are developed by leading experts, university
faculty, and physicians from academic medical centers and include
content in areas such as science, disease management, ethics and
leadership.

CMR Institute offers 46 courses, 29 of which have earned graduate
credit status from the American Council on Education. These graduate
credit recommendations may be applied toward a master's degree at many
major universities.

CMR Institute is dedicated to increasing knowledge, skills, and
understanding of the issues affecting healthcare today. A leading
provider of educational solutions for healthcare professionals for
more than 40 years, CMR Institute's mission is to advance knowledge to
enhance healthcare. For more information, visit www.cmrinstitute.org.

For CMR Institute
Gina Czark, (312)558-1770
Ilona Todd, (800)328-2615

Copyright Business Wire 2008