As I was sitting in the waiting room at my doctor’s office, I overheard this conversation between the slick pharmaceutical salesman and front desk personnel:
“Hey, did my dinner invitation reach the Doc personally?”
“Yes, he wanted to bring an assistant with him.”
The rep chuckles: “He prescribes three times more than other doctors so he can bring as many guests as he wants.”
So we reward physicians who have the highest prescription number and not the highest patient recovery? As a marketer, I know there are quotas to be made and bonuses for superior work. But as a principled marketer I also know that quantity can be a sore replacement for quality. Yes, we sell products to patients but we should never reverse this equation and sell out patients for the sake of the products. Especially in the healthcare industry that deals in lives—not just numbers.