It has been coming to Pharmaceuticals for years. Long ago companies hired fewer reps who made relationships with Doctors. Samples were important and everyone carried them. Some of the giveaways were junk but much of it was useful for patients. I can remember a time when company cars came with AM/FM radios and roll up windows - basically bare bones. You were proud of your job and company. There were always Doctors who didn't care for reps, but most were probably willing to give you some time. Some became friends. In a few areas of the country I imagine some still are.
Over time companies got greedy. You began to hear about trips for the big writers. Stuart at one time didn't even have a budget for lunches, or even donuts for that matter. Competing began to get more difficult as more companies provided lunches, trips, and events. Merch and Pfizer began hiring an Army of reps. You knew it was going to dilute relationships. ICI and Stuart cleaved into separate divisions. Marketing was becoming King and sales was losing its sphere of influence. The Doctors began to complain about the number of reps, but companies touted that they knew what they were doing. Old timers bemoaned what they once had. Metrics got in the way of common sense. Still, it wasn't all bad and job benefits continued to increase. Companies were only looking at the short term and each was a silo. Tomorrow would take care of itself. It almost seemed like the industry was wearing a big smirk on its face.
In the 90's the peak hit. Entertainment, budgets, perks, it was great. With the creation of Pharma, tighter regulations, fewer approvals, increased managed care, and serious fines, the industry quickly began to slide. Today things are in flux and still falling. Will Pharma reps go the way of the TV repairman, the milkman, the breadman, the door to door salesman? Hopefully not, but sales forces will most certainly be different and smaller.
It is only my opinion but AZ never regained its footing following the merger and is still fumbling about trying to find its way while the corporation suffers. It cannot be both the Swedes and the Brits. One center has to take lead. And, you cannot expect optimum performance given the current culture.
