DOCTORS SAY THAT meetings and events are the most effective way for pharmaceutical sales reps to get their marketing messages across, according to a study released in February by Verispan, a healthcare informatics firm in Newtown, Pa. Verispan surveyed 3,177 physicians in 16 specialties. The survey was not sent to a random sample of physicians; the respondents are consultants on retainer to Verispan. Doctors were asked to rate the relative effectiveness of eight tactics — traditional ...

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