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 “Meetings and Events” category was defined broadly, encompassing all kinds of meetings, from educational activities sponsored by academic institutions to corporate-supported symposia to luncheon meetings.

For more survey results, watch for the March/April issue of Medical Meetings.