ND 1204 Lecture Notes - Lecture 1: Proa, Features Of The Marvel Universe, Managed Care

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Physicians and drug representatives: exploring the dynamics of the relationship. Susan chimonas 1, troyen a. brennan 2, and david j. rothman 1. 1center on medicine as a profession, columbia university, 630 west 168th street, p&s box 11, new york, ny 10032, usa; 2 aetna, inc. , hartford, Background: interactions between physicians and drug representatives are common, even though research shows that physicians understand the conflict of interest between marketing and patient care. Little is known about how physicians resolve this contradiction. Objective: to determine physicians" techniques for managing cognitive inconsistencies within their rela- tionships with drug representatives. Design, setting, and participants: six focus groups were conducted with 32 academic and commu- nity physicians in san diego, atlanta, and chicago. Results: physicians understood the concept of con- flict of interest and applied it to relationships with detailers. However, they maintained favorable views of physician detailer exchanges. Holding these mutually contradictory attitudes, physicians were in a position of cognitive dissonance.

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