1. THE DRUG HOUSE REPRESENTATIVE.
- Author
-
Banks, J. A., Korte, S. M. T., Mapes, R. E. A., and Wilson, C. W. M.
- Subjects
COMMERCIAL agents ,INDUSTRIES ,PHARMACEUTICAL industry ,PHARMACEUTICAL services - Abstract
The article presents information related to the drug house representatives. In the winter of 1962-1963, 69 drug house representatives from sixty firms operating in the Liverpool area were interviewed by the Research Team of the University of Liverpool Research Project on Prescribing. The enquiry was conducted as part of a more detailed investigation of the factors prompting general practitioners to prefer the drugs of one firm to those of another. It is the goal of this paper to consider what kinds of people take up the work of a representative. An analysis of data, derived in the main from interviews with 53 individuals only, must of necessity be tentative. Nevertheless, it would appear that in a situation such as this, where as yet no satisfactory system of norms has been evolved to guide representatives in their conduct with doctors, what determines whether they will take a professional rather than a commercial approach is the personal background experience of the men themselves.
- Published
- 1964
- Full Text
- View/download PDF