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 Welcome to
Drug Rep Chronicle.
 We’rehere to help you make the transitionto the exciting new times we face
Drivers of change
O
nce viewed both inside and otside the sec-tor as a sheltered safe-haven, Pharma looks very different now than it did jst a few years ago. And more changes are inevitable. Whatare the key drivers of these changes, and how dothey affect the drg indstry salesforce? The factors driving change can be categorizedas
 financial 
,
customer,
or
key success 
.
Financial:
It costs more to rn a Pharmabsiness today than ever before, and revene is hard-er to get. Data from the third National Pharma-cetical Congress
1
in Toronto shows that in 1996 orindstry spent $17 billion on R&D and introdced 53New Moleclar Entities (NMEs). Eleven years later, we spent $47 billion on R&D, while only 17 NMEs were introdced. Get ot yor abacs: that meansone-third the NMEs, with two-and-a-half times thespend.
4 out of 5 physicians say you may not be takingthe right approach to this unique selling opportunity 
‘Please don’t makeme work anothermedical conference’
S
tdies have shown that 80 per cent of doctors believe they canlearn something new as a reslt of visiting company exhibits atmedical conferences. More important, as many as 50 per cent of doctors have indicated that they are more likely to recommend or pre-scribe a company’s drg prodct after doing so.Medical conferences provide a niqe opportnity for pharmaceti-cal sales representatives to interact with “hard-to-see” high prescribers ina relaxed selling environment. However, to capitalize on this, yo msthave the “right” attitde, and se the “right” selling approach.Let’s talk abot attitde. At a recent medical conference in Toronto,I spoke to a nmber of pharma sales reps abot how they felt. Whilesome were very positive abot attending the event, other sales repsdescribed it as “boring” and “a waste of time”, and said they wold ratherbe making calls with doctors on their own sales territory.However, only a few sales reps recognized that medical conferencesallowed them to spend a lot more time with each doctor than they  wold normally get dring a sales call
What reps need to knowabout
persuading MDswith evidence
by 
Lou Sawaya,
MD, MBA 
Reticulum, Kanata, Ont.
M
edical practitioners andresearchers have developedseveral approaches for deal-ing with the huge amount of data andevidence generated by the largenumber of clinical trials and stud-ies conducted each year.Consensus methods, such asexpert panels, are a commonmeans of dealing with scientificfindings using a qualitative assess-ment of evidence. They allow a wider range ofstudy types to be considered, inaddition to those customarily
FACES/PLACES:
 A PHARMA SALES CAREER LED AAMIR SYED ACROSS THE WORLD........
14SAMPLING:
 AFTER 90 YEARS,THERE’S FINALLY A NEW WAYTO OFFER SAMPLES ..........
8HOW WE DO IT:
HOWPURDUE PHARMA MAINTAINSITS SALES MOJO..............
10
For Canada’s Professional Healthcare Representatives
No. 1, 2009/10
Preview Edition
Please turn to
page 4
Please turn to
page 4
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page 6
   P  u   b   l   i  c  a   t   i  o  n  s   M  a   i   l   A  g  r  e  e  m  e  n   t   N  o .   4   0   0   1   6   9   1   7
 All about
Professionalism, Performance,
and the
Pursuit of Selling Excellence
 
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         
 
Preview Edition
•
2009/10
Published with The Chronicle of Healthcare Marketing,Chronicle MONDAY and Chronicle MIDWEEK 
P
uBLISHER 
Mitchell Shannon
Published four times annually by the propri-etor,
Chronicle Information Resources Ltd.
,from offices at 555 Burnhamthorpe Rd., Suite306, Tor onto, Ont. M9C 2Y3 Canada. Tele-phone: 416.916.2476; Fax 416.352.6199.E-mail: health@chronicle.orgContents
© Chronicle Information Resources Ltd.
, 2009, except where noted.
 All rightsreserved worldwide.
The Publisher prohibitsreproduction in any form, including print,broadcast, and electronic, without written per-mission. Printed in Canada.Subscriptions: $39.95 per year in Canada,$59.95 per year in all other countries.Combined rate including
Chronicle MONDAY 
and
Chronicle MIDWEEK 
newsletters: $240per year in Canada, $360 per year in allother countries. Single copies: $7.95 per issue(plus 5% GST).Canada Post Canadian Publications Mail SalesProduct Agreement Number 40016917. Pleaseforward all correspondence on circulation mat-ters to: Circulation Manager, The Chronicle of Healthcare Marketing, 555 Burn hamthorpeRd., Suite 306, Toronto, Ont. M9C 2Y3Canada. E-mail: circulation@chronicle.ca
ISSN 1920-8111
Drug Rep Chronicle
3
D
rug
r 
ep
C
hroniCle
 welcomes contribtions from readers. In particlar, we’re interested in hearing abotyor personal experiences in the field, and yo are especially welcome to keep s informed abot yor team’snew developments, new appointments, and new practices.If yo’re sbmitting an article, opinion piece, press release, or letter to the editor for consideration, pleasebear in mind that we select material for pblication from a large volme of sbmitted material, and that we may not be able to pblish yor sbmission in a specific isse (or at all) de to space constraints and other considera-tions.Or policies are: All material sbmitted to T
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HRONICLE
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Please refer inquiries to: Editor, Drug Rep Chronicle, 555 Burnhamthorpe Rd., Suite 306, Toronto,Ont. M9C 2Y3Canada. Fax 416.352.6199, E-mail: health@chronicle.org
E
DITORIAL
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IRECTOR 
R. Allan Ryan
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DITOR 
Lynn Bradshaw
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 ARKETING
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RODuCTION
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IRCuLATION
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OMPTROLLER 
Rose ArcieroSign up to receive the free digitaledition of Drug Rep Chronicle,in your e-mail inbox athttp://www.drugrep.tkFollow us on Twitter athttp://www.twitter.com/DrugRepChron
Surviving (and thriving) at medical conferences
......1, 4
Most likely, yo go to enogh ot of them, bt are yo
 getting 
enogh ot of them?
Danny Dean
offers sggestions on the do’s and don’ts of working congresses
Persuading MDs With Evidence
....................................1,
6
Guidelines are a straightforward way to impress a physician, right? Wrong.
Dr. LouSawaya
cautions often they do not follow the tenets of evidence-based medicine
Drivers of change
................................................................
1,4
Welcome to Drug Rep Chronicle. We’re here to help you make the transition to theexciting new times facing professional pharmaceutical representatives
Sampling in the 21st Century
..............................................
8
A 90-year-old pharma tradition finally gets a facelift, and
Stacey Nauss
explainswhat that means for bag-carriers everywhere
How we do it... at Purdue Pharma
..................................
10
Chris Kostka describes how his Pickering, Ont.-based company, a specialty pharma mar-keter, is scceeding to a greater extent than competitors with a broad focs
Stop waiting and start becoming drug rep 2.0
..........
12
Here are some steps to take, to avoid being pigeon-holed as expendable, as Big Pharmafield forces contine to shrink 
Faces/Places: Meet Aamir Hussain Syed
....................
14
 A top performer at dermatology specialty company LEO Pharma, here’s one pharmarepresentative who gradated from two wheels to for
The way
to get started is to quit talking and begin doing.--
Walt Disney
The superior man
is distressed by the limitations of his ability; he isnot distressed by the fact that men do not recognize the abilitythat he has. --
Confucius
of 00

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