"From the first day of my employment all the way until the very last day it was explained to me like this:
"Here is a list of the highest writing doctors in your territory, go sign up as many as you can to be a xxxxxxx speaker on behalf of Novartis."
"You will be evaluated every year on how many you sign up."
"If you don't sign any up, well you would not be around long enough to see how that turned out."
"Novartis has three times more registered speakers than actual sales reps in their U.S. Division. 3X!"
"To be certified as a XXXXXXX speaker, the doctor was flown to some place very nice and warm for a weekend of wining and dining. Whatever these docs wanted, all expenses were paid. As a small token of appreciation, a check from anywhere between $1500.00 to $3000.00 to go home with because really an all inclusive weekend vacation is not enough. These doctors really need some kicking around money. That kicking around money would be enough for me to take my entire family of four to Walt Disney World for a week. However, as sweet as this is, it only gets better. When a doctor gets back home, that's when the real money starts to flow. It goes something like this: I as your sales rep will set up as many real speaking engagements as I can for you. You may or may not show slides that were given to you BY Novartis. Hell, you may or may not have anyone show up at all to the lecture. It does not matter. The doctor/speaker gets treated to a very expensive dinner and drinks and walks away with a check from $ 500.00, for the lower writing doctors, to $ 5,000.00, for an actual thought leader.
If the doctor/speaker ever swayed other attending doctors to start prescribing your product than that was just a fringe benefit. The real purpose is to line that speaker's pockets with so much cash that when it comes time to put pen to Rx pad you already know what the results are going to be.
The results will be in your favor. Why?, because you bought and paid for it, that's why!"
"Take a perfectly legal way of doing business, turn it into corrupted, unethical, illegal, immoral...way of doing same business BUT make sure it still looks exactly as the legal way we twisted around".
Big Pharma leaders
Our friend WBer/book writer is describing above what Novartis worldwide calls "Speaker development program".
Here is how it should be working-legally: You, the rep find a leading specialist in your territory and ask him if he was willing to do the education of GPs via say dinner meetings you will arrange and pay for. For this you'll pay him a reasonable honorarium.
The specialist agrees to present a talk that GPs want or he tells you what he can speak about. Fine. Say the topic is "Role of ARBs in the management of BP". You the rep don't say anything re what the doc will say. You don't give him any slides etc.The spec. maybe a professor at university and he has his talk ready based on the currently available hard data-science. He comes to the meeting and presents the data he knows, has and believes it is the truth based on data. No pushing of your Diovan, no pushing of any other ARB but simly the fact the way they are. Period. No selling on Novartis behalf, but just the science and education of this peers. That is the way continuing med. education (CME) is supposed to be done. It is your job, afterwards to visit your docs and try to sell Diovan on its merits compared to others. The speaker is not "developed" as Novartis mouthpiece, hired gun but he/she is a true educator and objective one.
Well Novartis' marketing, sales and others people took this perfectly legal and ethical way of educating GPs and turned it into way of promoting their drugs by doing what is described by our writer above. Manipulation, bribery, pay-off, etc of the speakers and everyone else involved. It still looks as it is a legal CME, but in reality it is Novartis' show where the hired gun BSes the GPs pushing unjustifiably Diovan as the best and only ARB to use. He uses slides and data provided by Novartis and tells GPs the story Novartis told him to tell. This is wrong and illegal and unethical and you name it. What it is not true CME that it pretends to be. Lies. lies, lies,.....so no wonder your Co and bigpharma is nothnig but a BIG LIE.
This is just one of many exapmples wher the BigPharma takes a perfectly "normal" way of doing business and turne it into their crooked way of doing it, but still looking as "normal". This has been till now perhaps one of the best kept secrets of this and every other BigPharma Co. Not any more. The cat is out of the bag. Share your knowledge. They hate that.