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NerdRep

Guest
Hi Dr. Dave,

I realize you have stated before that snail mail is the least effective way to get your attention, but I have a few questions about mail that I would like your opinion on, if you wouldn't mind. I work in a territory that is rather hostile to reps, in general. A lot of physicians are still unaware of my drug and I would like to at least get some basic information in their hands.

1: Has a mailer ever grabbed your attention? If so, what types of marketing material were found inside? My company does not have a form letter, nor will they allow us to include any written information; everything has to be pre-approved and compliant. So a mailer from me would not include my card, return address, or any other identifier. Just marketing material.

2: Would you be offended at having to sign for a mailer that was sent certified mail? I've been told reps do this to ensure the information gets to the doctor, but I would feel kind of rude doing this. Then again, you're used to signing to show a rep was where she said she was when she said she was.

3: Is information that is dropped off by a rep in person more likely to be read than something sent in the mail? If it's in an envelope with your name on it, are you more likely to open it?

Man, I hate junk mail. And I certainly want to respect the policies that these providers operate under. But I'd like to know a physician has chosen not to use my drug for reasons other than lack of information and awareness.

Thanks, I appreciate your willingness to help improve the rep-doctor interaction!
 


  • DrDave   Feb 27, 2013 at 07:24: PM
The best answer I can give you re: snail mail is that if there is something that leads me to believe that the marketed drug is truly novel, I would be likely to open it. Much of the mail I get is for drugs I know well or for disease states in which I have a well established, generally effective treatment algorithm. For the best chance of my opening, the packaging would convey the following:

-New drug (or, better yet, new class) or a drug unfamiliar to me; and/or-
-Novel indication or indication for a disease that's difficult to manage (e.g., I would open any snail mail for a new fibromyalgia drug); and/or-
-An easier/safer alternative to a generally accepted, commonly used medication.

Exception: if it contains coupons/vouchers for a drug I regularly use, I would probably open it, too.

I think the same is true of material left by reps, but I'm probably a little more likely to look at rep material than open the same material if it arrived in snail mail. I think we are culturally trained to pay slightly more attention to something left personally, but, more significantly for me, snail mail comes in a big pile that also includes medical correspondence and test results. Hand delivered rep material generally arrives on my desk by itself. Not an academic filtering process, just human nature.

I hope that's helpful in some way. Thanks for your questions!
 





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