History and Evolution of Field-Based Medical Programs
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Drug Infomarion JovmI. Vol. 34, 1049-1052, 2000 Printed in the USA. All rights reserved.
HISTORY AND EVOLUTION OF FIELD-BASED MEDICAL PROGRAMS DONNAK. MORGAN,MD Glaxo Wellcome, Research Triangle Park, North Carolina
DAVIDE.
DOMANN,
MS, RPH
Janssen Pharmaceutica, Titusville, New Jersey
G. EDWARDCOLLINS, MS Glaxo Wellcome, Research Triangle Park, North Carolina
KENNETHL.
MASSEY,
PHARMD
Novartis Pharmaceuticals, East Hanover. New Jersey
ROBERTJ. Moss, PHARMD Takeda Pharmaceuticals America, Inc. Lincolnshire, Illinois
Virtually all major pharmaceutical companies have deployedfield-based medical support programs. Since 1967, medical liaison personnel have supported a range of customers, including opinion leaders, investigators, and health care decision makers. This article summarizes the history of field-based medical programs, and provides results of a 1999 pharmaceutical industry medical informution survey and information on establishing a regional liaison program. Technological advances, consolidation of decision making, and the increasing complexity of health care decisions will mandate the need for continued field medical program development and expansion. Key Words: Field-based medical programs; Regional liaison program
INTRODUCTION VIRTUALLY ALL M N O R pharmaceutica1 companies have deployed field-based medical support programs. Pharmacists with the Doctor of Pharmacy degree constitute the majority of pharmaceutical company medical personnel in these positions. These fieldbased medical personnel offer or perform a wide variety of services for customer groups, including opinion leaders, clinical investigators, and decision makers in health care organizations. As a result of their advanced
education, training, and clinical experience, field-based medical personnel are regarded as more knowledgeable and credible than pharmaceutical company sales representatives and account executives and are now favored by certain customer segments in clinical peer discussions. The services offered by field-based medical personnel have evolved over time with the increasing complexity of marketed products and customer medical information and education needs.
HISTORY OF FIELD-BASED PROGRAMS Reprint address: Donna K. Morgan, MD, Glaxo Wellcome, 5 Moore Drive, Research Triangle Park, NC 21109.
Traditionally, pharmaceutical sales representatives served as the major information
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D. K . Morgan, D. E. Domann, G. E. Collins, K . L. Massey, and R. J. Moss
source for all customer segments in the health care industry. With the introduction of new and more complex pharmaceutical products and the increasing sophistication of customer’s information requirements, it was clear that more knowledgeable personnel were needed to represent companies in the exchange of scientific information. Although regarded by many as a relatively new phenomenon, field-based medical support programs actually originated in 1967 at the Upjohn Company. A small group of te
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