This article caught my attention. What do you say the current reps out there?? How is it going to affect you??
Drug Rep 'Shadowing' Could Get Eclipsed
By Richard Merli, Managing Editor, Pharmaceuticals Insider
"Shadowing," the practice of drug company representatives observing doctors' patient examinations, is under fire from medical groups and the government, putting the pharmaceutical industry under tremendous pressure to end the practice.
In a typical shadowing agreement, drug company reps follow doctors on their rounds, in return for payments of around $250 for a half day and $500 for a full day. Drug reps have made observations during routine check-ups, diagnostic tests, and child psychiatric therapy.
The pharmaceutical industry says the practice gives them valuable insights into physicians' practice strategies, while helping educate their workforce.
But several medical organizations are coming out against the practice, citing instances in which sales representatives met with patients, reviewed patient medical charts, and even made drug treatment recommendations. Some physicians charge that this practice not only violates the "sacred trust" between physician and patient, but violates patient privacy.
"While common industry practice, I fail to see the benefits to either physician or the sales representative," says William Federici, national industry director for KPMG's pharmaceuticals practice in Short Hills, N.J. "Shadowing also raises the issue of patient privacy."
Authorities are also concerned over reports that pharmaceutical company sales representatives have used the sessions to influence physicians to prescribe medications for off-label uses not approved by the Food and Drug Administration. Such practices are illegal, according to the U.S. Attorney's office in Boston, which is conducting an investigation.
With the specter of bad publicity and perhaps limited utility, why does the drug industry continue with the practice? Wayne Pines, a pharmaceutical industry consultant, says sales representatives get valuable insights and education from shadowing, while noting that the practice is "obviously controversial."
"It's not integral to the profit and loss statements of the pharmaceutical companies; it's just a good way for them to keep their sales reps educated," says Pines, president of regulatory services and healthcare for APCO Worldwide Inc., a consulting firm based in Washington. "It's hard for newer pharmaceutical reps to learn how doctors practice medicine."
The elimination of shadowing would probably not have a major impact on the pharmaceutical industry, says Pines.
Pharmaceutical companies maintain that they are within their rights and will continue shadowing. Eli Lilly and Co. pays physicians $250 for a half-day of exams and $500 for a full day of such "preceptorship" sessions, as they are known, according to Ed Sagebiel, a Lilly spokesman in Indianapolis.
"The benefit is that our representatives better understand the dynamics of the practice operation and become more effective in interactions with the physician," says Sagebiel. "It gives our representatives a better understanding of how pharmaceutical products are used in the practice."
Lilly's policy requires that participating physicians obtain written consent from patients.
"Nothing illegal is going on," says Sagebiel. "The practice is not being abused. We're not influencing physicians to prescribe medication."
Industry observers note that there's nothing in either the Code of Medical Ethics of the American Medical Association (AMA) or the new marketing code of the Pharmaceutical Research and Manufacturers of America (PhRMA) specifically prohibiting such practices. But such guidelines are strictly voluntary.
The issue may come to a head in June, when the American Academy of Child and Adolescent Psychiatry will address shadowing during the AMA's annual meeting. The association will ask the AMA to review the ethics of shadowing.
Dr. J. Edward Hill, chairman of the AMA board of trustees, who encouraged PhRMA to adopt its new marketing code, says the drug industry must examine the practice. "I can't imagine that they would condone (shadowing)," he says.
Pines says that it will be difficult to restrict the practice. For instance, the AMA's code can only offer guidelines, not binding restrictions. Mary Crosby, deputy executive director of the American Academy of Child and Adolescent Psychiatry, says she wants her organization to oppose the practice of shadowing unless patients are aware of it.
"We are concerned about the issue of patient privacy," Crosby says. "We are opposed to the presence or inclusion of pharmaceutical company representatives in therapy sessions without the written consent of the patient."
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Pharmaceutical Sales Jobs - Forum » Current Pharma Trends
Drug Rep 'Shadowing' Could Get Eclipsed
(17 posts)-
Posted: 9 years #
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as soon as the hippa regulations came out, I had a few perceptorships cancelled--yet there are some drs who are still doing it--as much as i enjoyed them, I did feel a little uncomfortable.Posted: 9 years #
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I am sad to say this, but preceptorships are definitely going bye-bye. Between HPPA and the new PhRMA guidelines, another avenue of contact with docs is being squeezed out. Oh well...April 15th will definitely hold surprises for those of us in the drug biz, and I'm not talking about not paying income taxes! ;-)Posted: 9 years #
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