Train them from the start

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This article on SiLive.com tells about how medical schools train docs on how to deal with pharmaceutical marketers—and I like the approach Mount Sinai is taking:


    One of the programs being implemented at Mount Sinai will be a new type of class at its Morchand Education Center, famous for training exercises in which actors play patients. For these new sessions, though, the actors will be playing pharmaceutical company sales representatives.


    Halm said doctors need better skills to navigate those sales meetings, which can be seductive affairs in which health care providers are treated to free meals and showered with data about a drug's benefits.


    "We want doctors to learn how to effectively spar with the drug reps" and question what they have to say, Halm said.

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