Here is an interesting blog about how a pharmaceutical rep views doctors: http://featuresblogs.chicagotribune.com/features_julieshealthclub/2007/04/how_to_manipula.html If youre a doctor who is friendly and outgoing: Youll get free samples, not because its the drug reps' job but because he likes you so much. When the time is ripe, I lean on my friendship to leverage more patients to my drugs say, because itll help me meet quota or it will impress my manager or its crucial for my career. If youre skeptical and favor evidence over charm: The drug rep will approach you respectfully, supply you with reprints from medical literature and woo you as a teacher. Armed with the articles I play dumb and have the doc explain to me the significance of my article Humility is a common approach to physicians who pride themselves on practicing evidence-based medicine. If youre a mercenary doc: The drug rep will try to buy you out by closely associating your resource expenditure with an expectation." For example: So, doc, youll choose Drug X for the next 5 patients who are depressed and with low energy? Oh, and dont forget dinner at Nobu next month. Id love to meet your wife. If you refuse to see a rep: Youll be assaulted by proxy. Your drug rep will lavish food and attention on your office staff, hoping they pass on unfiltered messages to you. Its a victory for me just to learn from the staff about which drugs are preferred and why. Goodwill from the staff provides me with critical information, access and an advocate for me and my drug when Im not there. If youre a thought leader: Drug reps will want to groom you for the speaking circuit. Theyll carefully watch for telltale signs of your allegiance, including how you handle questions that criticize their product and how your prescribing habits fluctuated. Subtle and tactful spokespersons (are) the ideal candidates. If you prefer a competing drug: The drug rep will try to figure out why youre using another drug as opposed to his and then turn into a nuisance. Our intent is to engage in discourse but also to wear down the doc until he or she simply agrees to try the product for specific instances. If you acquiesce: Your rep has your prescribing patterns detailed in his computer and will know if youre lying. Gifts are used to enhance guilt and social pressure. Reps know that gifts create a subconscious obligation to reciprocate Of course, most of these doctors think themselves immune to such influence. This is an illusion reps try to maintain.