It turns out that pharmacies are only allowed to sell the prescribing habits according to undecipherable DEA numbers.
Three guesses as to who sells the list to get from DEA numbers to physicians' names?
For those of you who think that physicians are capable of being entirely unbiased with regards to drug reps, there's a
recent PLoS paper about the techniques reps use.
Physicians pretty universally think they're immune to it:
Chew LD, O'Young TS, Hazlet TK, Bradley KA, Maynard C, et al. (2000) A physician survey of the effect of drug sample availability on physicians' behavior. J Gen Intern Med 15: 478483.
But they're pretty universally not:
Adair RF, Holmgren LR (2005) Do drug samples influence resident prescribing behavior? A randomized controlled trial. Am J Med 118: 881884.
Bottom line: Do you really think that pharma pours nearly a billion dollars every year into 'detailing' because it's ineffective? Do you really think that a drug rep is better able to objectively evalulate the literature on a drug due to to their extensive handful of weeks of (company-funded) education? Do you really think that detailing doesn't push physicians to prescribe new drugs with limited safety track records over far cheaper generics with decades of safety evidence?
--Ari