The harmful influence of pharmaceutical sales reps' visits on the quality and cost of prescriptions has long been established through studies carried out around the world.

A study carried out in Brittany in 2009–2010 gives a concrete example of the influence of the pharmaceutical rep’s visit on doctors. According to this study involving 179 doctors, those who received the highest number of reps’ visits had shorter consultations and more appointments each day. They had been practising for longer, and tended to read the free medical press rather than subscription publications.

These doctors prescribe more angiotensin receptor blockers (sartans), glitazones, gliptins and some antibiotics such as moxifloxacin, levofloxacin and telithromycin. These are all substances promoted by pharmaceutical reps to the detriment of better-evaluated substances that carry fewer risks or are less expensive.

This study also showed a statistically significant correlation between the number of pharmaceutical reps' visits and the number and cost of doctors’ prescriptions.
Pharmaceutical reps' visits sidetrack healthcare professionals from their fundamental objective: to offer patients the most appropriate treatments. Another reason for doctors to follow the example of the 17% of GPs questioned who refuse to see pharmaceutical reps.

©Prescrire 1 October 2013

"The powerful influence of pharmaceutical sales representatives" Prescrire Int 2013; 22 (142): 251. (Pdf, free).