Is certification for pharmaceutical sales representatives necessary?

Abstract

PurposePharmaceutical sales representatives (PSRs) have been shown to influence the prescribing patterns of physicians. Some of the blame has been shifted from physicians to PSRs due to perceived inadequacies in PSRs' education and certification. The purpose of this paper is to review the literature regarding the current certification requirements for PSRs, motivation for nationally standardized certification and the controversy surrounding pharmaceutical detailing impact on physicians' prescribing behavior.Design/methodology/approachArticles related to certification for PSRs were identified via searches of PubMed and IPA from inception to March 2011. Search terms included PSRs, PSRs certification, PSRs registration, PSRs education, and PSRs requirements. Articles describing the roles and responsibilities of PSRs, physician and public perception of PSRs, certification processes, and the future of PSRs' roles were included. An internet search was also performed to identify articles in the lay press related to this topic.FindingsThis paper shows that the certification for PSRs may become necessary, or even required, to help ensure that the prescribing patterns of physicians are not negatively affected due to false information coming from the PSRs. Therefore, ensuring that PSRs are well certified can lead to better health outcomes for patients. Although pharmaceutical companies do not require certification to gain employment as a sales representative, the certification provides a good knowledge base and insight into the industry.Originality/valueThe paper shows that appropriate training and certification of PSRs may be on the rise for this career path.

The changing landscape of off-label prescription drug promotion

“…Increasing provider knowledge is related to the pharmaceutical sales representative's knowledge and behavior. The idea of a national pharmaceutical sales representative certification to promote ethical behavior may be relevant in off-label (see Alkhateeb et al, 2011 for more ideas on sales representative certification) but is not the focus here.…”

Deviance due to fear of victimization: “emotional intelligence” a game-changer

“…Fifty copies of the instrument were provided to each PSR, and they were instructed to distribute these surveys within PSRs of multiple firms sharing their territory. Considering the relatively decent educational background of PSRs (Alkhateeb et al , 2011), the survey was administered in English which is the medium of instruction in the majority of the country’s schools and colleges. Each questionnaire included a cover letter inviting respondents to participate voluntarily in the study assuring them that their responses would remain anonymous and confidential, as well as there is no true and false response for given items.…”

“…For instance, if they do not overcome their fear for an extended period, it may likely result in exhaustion (Schaufeli and Greenglass, 2001), which eventually lead to undesirable condition of burnout (Toker et al , 2015) and post-traumatic stress disorder (Durodié and Wainwright, 2019; Heir et al , 2016). Moreover, a large proportion of PSRs’ income is incentive dependent, which is earned once a monthly or quarterly target is achieved (Alkhateeb et al , 2011). Evidently, despite an extraordinary effort, these targets are at times left unmet, because achieving them without being happily engrossed, vigor, determination and involvement due to fear of victimization may not be possible.…”

Launching a new brand in the multi-brand portfolio: real world observational study evaluating mediating role of detailing priority and detailing time on physicians’ prescription behavior

“…For new products, physicians require substantial information about the efficacy and safety profile of the drug, various clinical trials done for the molecule, the approvals given by the relevant authorities and additional benefits as compared to established brands (Mizik and Jacobson, 2004;Narayanan and Manchanda, 2009;Faisal et al, 2020;Morgan and Zane, 2022). Since PSRs are the ones who introduce new products to physicians, the onus of explaining newly launched products and providing required information for reducing uncertainty about newly launched drugs lies with PSR (Narayanan and Manchanda, 2009;Alkhateeb et al, 2011;Faisal et al, 2020;Vandenplas et al, 2022). Avorn et al, 1982 have observed that scientific information is a major source of influence on physician's prescription behaviour, more so for new drugs (McGettigan et al, 2001;Narayanan and Manchanda, 2009;Faisal et al, 2020) as compared to established brands.…”