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 by Verispan, a healthcare informatics firm in Newtown, Pa. Verispan surveyed 3,177 physicians in 16 specialties. Choosing from a list of eight categories, including traditional detailing, gifts and giveaways, and Internet initiatives, respondents said that meetings and events had the most impact on their prescribing behavior. The ...

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