Medical Information Support of the Sales Force: An External and Internal Assessment
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Ashish Advoni, PhornD' Drug Information Resident, Solvay Pharmaceuticals a n d Mercer University College of Pharmacy and Health Sciences
Medical Information Support of the Sales Force: An External and Internal Assessment
Christi Marsh, PhormD'
To enhance medical information (MI) support
Director. Drug Information Residency and Medical Information Manager, Solvay Pharmaceuticals Inc
of the sales force, two online surveys were de-
Laurel E. Ashworth, PharnD Director. Drug Information Residency and Director. Drug Information Center, Mercer University College of Pharmacy and Health Sciences
signed: an external survey to identify general avenues for improvement and an internal survey to identify specific opportunities for improvement. The external survey was disseminated to 8 6 MI departments to determine standard MI practices in support of sales representatives. The internal survey assessingsales representative satisfaction with existing MI
Key Words MedicaVdrug information; Industry; Sales force; Sales representatives; Customer service
Correspondence Address Ashish Advani, PharmD. Clinical Assistant Professor. Director, Drug Information Service. Mercer University College ofPharmacy and Health Sciences. 3001 Mercer Universify Drive, Atlanta, G A 3034 1 (email: Advani-AA @Mercer.edu). Presented at the 1 9 t h Annual Workshop on Medical Communications. Residency Poster Reception. March 10, 2008. Orlando.
FL. Christi Marsh is currently Medical Information Manager. U C B . Inc. Smyma, Georgia. ' A t time ofproject.
INTRODUCTION One of the principle roles of an industrybased medical information (MI) department is to respond to unsolicited medical inquiries specific to the company's marketed products, including those that arise during sales representatives' interactions with health care providers (HCPs). In 2007, Solvay Pharmaceuticals Inc MI received a total of 9,122 medical inquiries; of these, 31% were submitted by sales representatives on behalf of HCPs (1).In an analysis of future MI trends, Curran (2) predicted an increase in HCP time constraints as well as the volume and complexity of MI requests. Since the sales force often acts as the ambassador to the primary customer, the HCP. the consequent challenge for industry-based MI groups is to adapt practices that facilitate good customer service in support of the sales force. An MI department must adapt in a manner that does not compromise the principles set forth by the Food and Drug Administration (FDA). The FDA has indicated that all product information supplied by or on behalf of a drug company is regarded as labeling (3); therefore, sales representatives must provide product information that is supported solely by the content of FDA-approved prescribing information (PI). The FDA does, however, recognize the need
services was disseminated to 778 Solvay Pharmaceuticals Inc sales representatives. Both surveys were sent in December 2007 and remained open through January 2008. Eighteen MI departments (2 I %) responded to the external survey and 4 2 0 sales re
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