A recently released survey on pharma representative perspective has shown that around 40% of reps viewed themselves as either a trusted colleague or a new information supplier. Around 13% viewed themselves as a sample supplier.
The survey also showed a corresponding increase in the amount of time spent with physicians. Those who viewed their role as sample droppers spent an average of less than 4 minutes with docs while “trusted colleagues” or “new info providers” spent over 5 minutes average.
What we need to pay attention to is the belief (or reality) that physicians see reps only when reps come with samples. To me this speaks volumes about how docs really see reps: they see the true value of reps are from the samples reps provide more than the information they provide.
Somewhere in pharmaceutical sales history emerged a chicken-or-egg problem:
Did physicians cut off time with reps because the reps stopped bringing valuable information, or did the reps’ short time with physicians prevent them from having much meaningful dialog?
Well, the answer may be more philosophical than practical. Reps have less time with physicians, and aren’t seen if they don’t arm themselves with samples.
Turning the tide will take time, because reps who are determined to become trusted colleagues will have to commit to a long term relationship building process. But those who do will have such an advantage over the average rep in physician access and meaning in their work.
I’ll be cheering on those of you who are determined that perspeverance and commitment involved will be worth it! I know you’re in it for the long haul.