How Big Pharma’s Profit Machine Has Evolved

‘More than a decade ago, the job of pharmaceutical rep was enviable. Direct-to-consumer advertising pre-sold many drugs so doctors already knew about them. Medical offices welcomed the reps who were usually physically attractive and brought lunch. In fact, reps sometimes had their own reception rooms in medical offices and seemed to see doctors before waiting patients.
By 2011 thanks to drug safety scandals and new methods of marketing, the bloom had fallen off the Pharma reps’ roses. The number of prescribers willing to see most reps fell almost 20 percent, the number refusing to see all reps increased by half, and eight million sales calls “could not be completed” at all, reported ZS Associates.’
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