Interesting... that's EXACTLY what I view my reports as... if all of my free lunches and gifts influence the way a clinician uses the medication I represent.

GET A CLUE, MEDIA!

First and foremost, I think the pharmaceutical industry, for the most part, has done away with "gift-giving." True, there are medically relavent gifts offered in exchange for the clinician's time and participation in a clinical-based and often peer-hosted discussion upon a disease state. But, as stated, they are medically related items pertinent to the clinician's practice.

As for the lunches, what do you think we do when we provide a lunch for a practice? Just drop it off and leave? Maybe we give them all a "high five" on the way out the door, too.

Lunches are way to have extended time with the physician and his practice staff, educating them on our products and finding how we can be of service to them as a professional medical representative.

I've noticed more and more heat upon our industry lately, and I've become frustrated by it. Our industry is one of the few that polices our own actions (through PhARMA's guidelines) while in constant oversight by the FDA, ensuring marketing and sales procedures remain ethical and in the Patient's best interest.

Many other industry sales practices far outpace that of the pharmaceutical companies. Many still offer tickets to professional sports to potential customers, along with gifts not even tied to the Customer's business.

It's amazing when an industry who's first purpose is to improve the quality of a Patient's life, is seen as BUYING it's Customer's loyalties and practices. The best representative will provide customer service and clinical education - yes, on the therapeutic product he or she represents - but also for the entire disease state that his or her product treats. They will also acknowledge that it is a very good thing that clinicians have multiple choices in medication as there is not one drug that can treat EVERY patient successfully.

Perhaps the next story that the media can share would be a true and unbiased look at what it is we do as professional sales representatives.