Diagnosis
Pharmacists are a big part of a rep's territory – but where do they stand?

Prescription
Knowing when to visit can be the key to success.

As a pharmaceutical sales representative, you no doubt are aware of the number of calls made to pharmacies – some companies require their sales reps to make as many as three calls per day. You are also well-versed in the perceptions pharmacists have of pharmaceutical sales representatives. When reps call on pharmacists, they often feel as though they are in the way of a busy pharmacist, or that the pharmacist doesn't really care to hear about their product. But do you really know how pharmacists feel toward reps? A recent survey conducted at the annual National Community Pharmacist Association convention, taken by 161 community pharmacists, uncovered surprising truths about how pharmacists actually feel toward reps. Pharmacists also revealed which services provided by sales representatives were the most beneficial and least beneficial to them. This information will help you know exactly what most helps the pharmacist, which, in turn, will help you. The survey also covered the topic of what day, and time of day, is most convenient for a call. We found that, unsurprisingly, timing plays a crucial role in making a successful sales call. We also found out which pharmaceutical companies, in the eyes of pharmacists, have the "best" sales reps.

Best pharmaceutical sales representatives as determined by pharmacists

It should be noted that not every participant answered every question.

Fact or fiction

Many pharmaceutical sales reps feel that pharmacists may be too busy for their calls, or that pharmacists don't believe sales reps' visits are beneficial. Surprisingly, over 83 percent of the pharmacists reported that they undoubtedly benefited from visits with pharmaceutical sales representatives. Another very commonly held belief is that pharmacists don't think pharmaceutical sales reps are as knowledgeable as they were in years past, due to the influx of representatives who lack scientific backgrounds. But, once again, this belief turned out to be a misconception: more than half of the pharmacists surveyed reported that today's reps are more knowledgeable than those of 10 years ago. Reps frequently feel that pharmacists do not find the information that they provide as valuable; the numbers, however, beg to differ – it was revealed that over 80 percent of pharmacists believe that sales reps provide them with valuable information.

There were some negatives, however. Nearly one-fourth of pharmacists reported that they were not content with their current level of interaction with pharmaceutical sales representatives. Pharmacists reported seeing an average of 7.46 reps per month. Many companies require daily pharmacy calls, and if dairly visits actually were achieved, pharmacists certainly would see more than 7.46 reps per month. Another troubling fact is that pharmacists report that they perceive sales reps to be more concerned with their own interests rather than those of the pharmacy and its patients. In order to overcome this, it is important to remember to convey the information that will most benefit patients.

Pharmacists also were asked what services were most beneficial and least beneficial to them. They reported that providing new product information, and telling them what and who they are detailing, were the most beneficial services that are provided by sales representatives. When asked about behaviors in reps that they found counterproductive or offensive, the following appeared frequently: too much salesmanship, asking which doctors are prescribing their product and asking questions about pricing. These are behaviors you should be mindful of on your calls to pharmacies.