How Doctors Training impacts their deciosion making

Doctors are scientists.  They make decisions based on scientific information.  They spend years studying the sciences and the disease states that our products treat.  In surveys doctors have revealed that high quality representatives are educated beyond their own product to include competitive products and the disease state their products treat.  That helps us understand that doctors want reps who know the science behind their products.  Representatives who understand the science come across as more credible than one’s who just talk about their products.

A physician in the 2012 Sermo Physician’s Survey said, “I really do appreciate the interaction between physicians and pharmaceutical reps, but have found too often that the reps I interact with have a very limited score of knowledge.”  “I find that I am much more willing to take a rep seriously if they can keep up in a discussion that is related to my field but beyond the scope of their individual product.”