title: Which pharmaceutical sales representatives' features do slovenian family physicians value?
abstract: BACKGROUND
  One of the key strategies for marketing new drugs to physicians is personal selling by pharmaceutical sales representatives (PSRs).
  
  
  OBJECTIVE
  The aim of this study was to determine which features of PSR's are most valued by Slovenian family physicians (FPs).
  
  
  METHODS
  We performed a cross-sectional observational postal survey in FPs. We sent the invitation for cooperation in the study to all Slovenian FPs working in family practices at the primary level of care (N = 895). Data was collected using a validated PSRs' assessment scale. It consists of 12 questions on PSRs' assessment that could be answered on a seven-point Likert scale.
  
  
  RESULTS
  The response rate was 27.6%. There were 174 (70.4%) of female physicians among the respondents. Average age of the respondents was 48.3 ± 9.0 years. Highly assessed PSRs' characteristics were "Provides objective product information", "Does not mislead", and "Shows good knowledge on the subject promoted". Worst rated PSRs' characteristics were "Possesses knowledge on health care system", "Same person for the product of company for a longer period of time", and "Acts friendly".
  
  
  CONCLUSIONS
  Slovenian FPs value PSRs' selling and communication skills and trustworthiness highly. FPs and PSRs develop a personal relationship which reflects in different perceptions of various PSRs' characteristics by FPs.
authors.affiliation: Department of Family Medicine, Maribor Medical School, University of Maribor, Maribor, Slovenia ; Department of Family Medicine, Ljubljana Medical School, University of Ljubljana, Ljubljana, Slovenia.
authors.forename: Zalika
authors.initials: Z
authors.lastname: Klemenc-Ketis
authors.affiliation: Department of Family Medicine, Maribor Medical School, University of Maribor, Maribor, Slovenia ; Department of Family Medicine, Ljubljana Medical School, University of Ljubljana, Ljubljana, Slovenia.
authors.forename: Janko
authors.initials: J
authors.lastname: Kersnik
keywords: cross-sectional study.; family practice; pharmacy