The Nature of Detailing

Historically, the method of promotion that has proven most effective for the pharmaceutical industry is the process of detailing, in which PCRs visit physician offices to discuss the availability and suitability of products. PCRs are the link between the company and the physician. They contact an average of 8–10 medical offices in a day with the goal of influencing physicians to prescribe their company's brands. In recent years, sales representative presence has apparently increased significantly, with 83% of physicians in one study acknowledging visits from PCRs regardless of physician age, gender and specialty.

In 1998 the pharmaceutical industry (PI) spent $12.724 billion on promotion in the United States, with $3.537 billion on office promotion. Constant interactions build a stock of goodwill between a PCR and the physician, and this changes physician prescription behavior in a “positive” way (i.e., favorable to the company).

The importance of an actual relationship between PCR and physician has been highlighted in marketing journals. “Loyalty to a PCR who has become a friend to the physician may prove stronger than loyalty to the brand”. This philosophy may help to explain why, historically, there has been much emphasis placed on the choice of proper personnel to act as emissaries for the company: for example, “have a good appearance, pleasing personality, moderate habits, good health and physical fitness”.