From a press release:
This biennial study surveyed over 4,600 physicians in 16 specialties about the overall quality of their interactions with sales reps. In addition, the 2004 study sought physician opinions on the effectiveness of meetings and events in comparison to traditional detailing.
According to OB/GYNs surveyed, 47% considered rep-arranged meetings and events to be more effective than traditional detailing, while 16% considered events much more effective. OB/GYNs rated luncheon meetings, educational seminars and dinner meetings as the three most effective tactics employed by sales reps.
OB/GYNs say Johnson & Johnson's sales reps, who ranked third in 2002, conduct the most effective meetings and events. Wyeth fell from a number one ranking in 2002 to number two in this tactic. Berlex experienced the greatest improvement, jumping from seventh in 2002 to third, rounding out the top three.
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