Finally, you will need a list of definitions of Pharma terms used by pharma reps. Don't worry, there won't be a quiz, just some quick crib notes to better help you navigate the Pharma vernacular and culture, after all people speak weird in the Land of Oz:
SCRIPT(S): No, I'm not talking about movie scripts actors and actresses get prior to filming a movie so they can memorize their lines, I'm talking about the almighty "Prescription!" In Pharma speak we refer to them as scripts and as you are about to see, EVERYTHING REVOLVES AROUND THE ALMIGHTY SCRIPT! EVERYTHING! 75% of your annual review is based on "Scripts!" You are judged weekly on your "Scripts!" You are put on District, Regional, and National Lists showing your amazing prowess at accumulating more "Scripts!" Your ability to make President's Club and the prestigious Cornerstone Club are based on how many "scripts" you can amass over your tenure, thus advancement is based on "scripts" as well. Hell, One might say justifiably so, that your entire career is based on "Scripts." The more scripts you get your doctors in your specific territory to write, the better. More "scripts" means more money, Period! As you are about to see, EVERYTHING that follows here is for one reason and one reason only, "Scripts!"
DATA: Data is the prescribing information on every single doctor in the Untied States. This data is paid for each week and downloaded to the company who stratifies it out on a per territory basis. For Example, I know that Dr Adams, last Tuesday, wrote a prescription for Drug A and it was paid for by Medicare, United Health Care, etc... It costs a lot of money but that DATA is what drives everything, every chart, every ranking tool, everything is based of that data. It doesn’t give you a patient’s name but everything else you needed to know, like what it was written for, on label or off label, which is important and will address in more detail later. For now, just think of DATA as “Numbers of Scripts” every doctor in the Untied States writes in any given week.
BUDGETS: When most people think of the word budget usually they think of it as a set limit, a cap if you will, to spend on something or somebody.
We think of budgets mainly as keeping us financially in check.
However, in The Land of Oz things are much different, here the term budget takes on a whole new meaning. Here there are no limits, no caps, and along with that little caveat comes an unbelievable amount of pressure. Pressure to spend as much as possible as quickly as possible. How much pressure? Remember earlier when I said up to 75% of your annual evaluation is based on "scripts", well you're looking at the other 25%. They call it a pretty name like, Utilization of Marketing Efforts. Lol, What it really means is you better spend the money we give you to spend on doctors, in fact if you spend all your money faster than the others in your district or even region, we will give you more! There is no cap, there aren’t any restrictions on ANY sales rep's spending in any given year. In fact, come evaluation time, you'll get bonus points, as was the case for me, if you spend all your budget and more. My average budget to "market" my drug in a given year was 30,000-50,000 Dollars. I realize that is a large spread, but the reason is, as I alluded to earlier, that if you spent your money bribing physicians quicker than your peers, all you had to do was ask for more money, it really depended on the year.
SPEAKER BUREAU PROGRAMS: I don't want to steal the thunder on this one just yet, I promise I will get into great finite detail about Speaker Bureau Programs, but for now here is the skinny: These are Programs where a doctor speaks and shows slides about a drug and or disease state that drug is supposed to help. These are perfectly legal as long as the program has the following criteria, First, the speaker must be registered as a speaker for Novartis for the drug the are going to speak about. Second, it must be at a venue that is conducive to having a slide presentation such as a private room at a restaurant or country club. Third, you must have a minimum 3 health care professionals attend the event. Finally, it is required the speaker show slides and has requirements on how much he can talk about the drug, the disease state, and most importantly what slides have been approved by the FDA as okay to present, and answer any questions after their presentation. The rule of thumb was the restaurant bill was never to exceed a hundred bucks a head, do that and you'll avoid a red flag going up come expense reimbursement time.
So as you can see the rules are pretty clear and they come straight from the FDA & OIG.
I'm sure you all know the FDA, but the OIG my stump you. It stands for The Office of Inspector General, and they are equivalent to the police, but for Pharmaceuticals. In fact, it's these rules that drove me to write this chapter. It's these rules Novartis exploits every single day, spending millions influencing, and in most cases, outright bribing doctors all across the Untied States, as well as the world. In a bit, I’m going to give you the thunder, and maybe some lightening, as I describe in full detail how Novartis exploits this system and breaks its rules on a daily basis. Stay Tuned!
HONORIUMS: This is a check made out to the doctor in any amount I request. If it's a high writing physician than the sky's the limit. A little less for the medium writers, and little to none for the low to non writers of the drug. From hundreds to Thousands, it was all up to me. All that was needed for the higher amounts was an explanation of how it would effect ROI, or in Oz terms, How spending that money on a doctor would bring in “More Scripts!”