The self-perceived role and educational needs of pharmaceutical representatives: a survey.
BACKGROUND
Despite considerable debate in the medical literature about the educational utility of pharmaceutical representatives (PR), little is known about their attitudes towards their role as marketers and/or educators, their ability to provide comprehensive information about products and their learning needs.


METHODS
A survey.


METHODS
Questionnaires were mailed to 606 PRs from five Canadian pharmaceutical companies.


RESULTS
Of 309 (51%) respondents, 98% strongly agreed or agreed they had a role in educating doctors, while 52% strongly disagreed or disagreed their main goal was marketing. Overall, 92% agreed they had received adequate training to perform a well-informed detail, and 96% reported the information they provide is accurate. The majority (66%) felt a university-accredited program would improve the quality of their detailing.


CONCLUSIONS
Most PRs believe their main goal is education. Despite most reporting that they had received adequate training, they felt that a university-accredited educational program would improve the quality of detailing. The number of years that a PR spent in the industry appears to have an effect on how they perceive their role.
O'Donnell
M J
MJ
Department of Medicine, McMaster University, Henderson Site, Hamilton, Ontario, Canada. odonnm@mcmaster.ca
Molloy
D W
DW
Smith
S D
SD
Dubois
S
S
Russo
R M
RM
D002170:Canada; D004345:Drug Industry; D006801:Humans; D007400:Interprofessional Relations; D012380:Role; D012649:Self Concept; D011795:Surveys and Questionnaires; D000078329:Workforce