Many techniques CME professionals use to engage physicians can also be applied to rep-physician interactions.

Head 'em off at the pass Be prepared for study objections Oct 1, 2006 By: K.C. Warner

Your new study is getting more push-back from physicians than you expected. But if you have a thorough knowledge of the study, you can turn these objections into discussion opportunities.

Phase I trials may not accurately reflect the safety profile of a new treatment.

Over the past three years as a columnist for Pharmaceutical Representative, I have written on many aspects of clinical selling aimed to help pharmaceutical sales reps establish meaningful dialog with their physician customers.

Office space Why Dr. Evans established rules for reps Aug 1, 2007 By: Jane Y. Chin

Reps now seem to recognize that our time is valuable and belongs to us and our patients.

Mutual benefits How do pharmacists view rep visits? Aug 1, 2007 By: Courtney Bloodworth

As a pharmaceutical sales representative, you no doubt are aware of the number of calls made to pharmacies – some companies require their sales reps to make as many as three calls per day. You are also well-versed in the perceptions pharmacists have of pharmaceutical sales representatives. When reps call on pharmacists, they often feel as though they are in the way of a busy pharmacist, or that the pharmacist doesn't really care to hear about their product.

Underwriters The importance of nurse practitioners and physician assistants Aug 1, 2007 By: Sally Bacchetta, Robert Green, D.O.

How many prescriptions did you lose today? If you didn't call on the nurse practitioners and physician assistants in your territory, you may have lost as many as 21. Your smartest competitors know exactly how to connect – do you?

Outwit, outplay, outsource? How industry bears the brunt of change Mar 1, 2007 By: Jane Y. Chin

It is all too tempting for field reps to put on blinders before they confront the changes that have occurred in our industry. Why would reps bother with the patterns of industry consolidation or fragmentation that industry observers have been watching recently – especially when media criticize pharmaceutical sales and marketing practices, or spin healthcare affordability.

A sense of clinical context comes not only from knowledge of the doctors' clinical practice environment but also from observing and listening carefully during each interaction.