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The Role Of The “REP”
In Your Office
Kim Heineman, PMACSecretary, ASPMA
Office Manager @
Steven D. Meinhold, PC, Omaha, NE
What is a “REP”?
•Pharmaceutical and medical device sales
people, or representatives, who are
employed by a pharmaceutical company
and/or device manufacturer or distributor
to inform and educate physicians about
their products.
Essentially there are 3 types
of representatives:
•DRUG Rep
•BIOLOGIC Rep
•PRODUCT/DEVICE Rep
The DRUG Rep
•Represents a pharmaceutical company
which produces one or more synthetic
medications for physicians to prescribe
to their patients.
The BIOLOGIC Rep
•These are the reps who have a LOT of
explaining to do and this is where it gets
interesting for geeks like me!
•WHAT IS A BIOLOGIC
and how does it differ
from a traditional drug?
BIOLOGICS
•A biologic is manufactured from a
LIVING CELL
(human, animal, or plant)
to create a complex mixture of
molecules,
whereas traditional “drugs” are
manufactured through chemical
synthesis.
Examples of Biologics:
•Allografts / Skin Grafts
•Surgical Applications
•Injections
•Topicals
•These are made from dehydrated or
cryopreserved placenta membranes,
stem cells, animal skin, etc.
The PRODUCT Rep
This is the person who comes in representing a
company that manufactures or distributes products or
services:
Durable Medical Equipment
Home Health Agencies
Surgical Hardware
Wound Care Suppliers
In-home devices
BUYER BEWARE!
While most reps strive to form relationships with offices and further strive to keep and service you, as an “account”, you must always make sure they are proficient with their product.
They must always be kept up to date on billing and coding for all DME.
Your office manager should also be double-checking to make surethat billing codes for DME are still valid. Codes change often.
Don't rely solely on the rep to give you the most current information...always do your homework.
What is the goal of the rep?
•Their main goal is to get “face time”
with physicians so that they may
introduce or explain their product
Do’s & Dont’s
•DO: Provide valuable education
•DO: Leave samples and coupons (very beneficial to
patients)
•DO: Schedule lunches so staff benefits and rep gets their
face-time with the doctors.
•DON’T: let them disrupt the workflow
•DO: Take iPad and have doc sign; DON’T have them
“corner” the physician.
•DO: Move to quiet area when talking
Provide Education
•Most reps come into the office
armed with educational
information, case studies, research
studies, efficacy rates, etc.
•You WILL learn SOMETHING!
Samples & Discount Cards
Most reps leave samples which docs can
dispense to patients to try before writing
a script.
Discount cards, coupons, and specialty
pharmacies. 100% beneficial to patients.
(*Must know where to send certain rx’s)
Lunch & Learn
•The best way for reps to get face-time
with doctors is to schedule an “in-
service” lunch or breakfast.
•They have time to explain their product
and present their studies.
•The office staff benefits by receiving an
education (and food!).
Do Not Disturb
•Don’t let reps, or anyone else, come into
the office and blatantly disrupt the work
flow.
•Doctors must remain on schedule as a
courtesy to patients.
•Staff must remain focused on tasks.
•Designate one person to interact with
reps.
Need your signature, please.
•Take the tablet/iPad from the rep and
bring it to the Doctor.
•Make sure Doc knows which drug
he/she is signing for and how many
samples are being left.
•Have Doc sign and promptly return
tablet to rep in exchange for samples.
Shhhhh!
•Always move to a quiet area when
conversing with a rep.
•You don’t want patients to form opinions
or overhear a sales pitch.
Dispel the myth…
•The more lavish the gifts to doctors, the more
expensive the drugs they prescribe.
•Quoted from NY Times article: “don’t go to
doctors who see reps”
•Bakalar, Nicholas. “The More Lavish The Gifts to Doctors, The Costlier the
Drugs They Prescribe”, NY Times, October 25, 1017, Retrieved from
https://www.nytimes.com/2017/10/25/well/live/the-more-lavish-the-gifts-to-
doctors-the-costlier-the-drugs-they-prescribe.html
Dispensing a Sample
Correct or Incorrect?
•The Dr. can hand the patient a boxed sample
drug for them to take home
and start using?
INCORRECT!
•All samples dispensed must be labeled with
the patients name and instructions for use.
•The patient should be educated on the drug
and given the opportunity to ask questions.
•Document the patients chart with rx name and
lot number.
Inventory
•Any pharmaceutical coming into a
medical office should be in a secure area
of the office which can only be accessed
by staff, OR kept in a locked cabinet.
•EVERY individual product is accounted
for with a lot #.
•This is a FEDERAL REGULATION.
Beneficial or not???
•Research supports the premise that doctors who
see reps DO have better outcomes. A 2012 report
in the Journal of Clinical Hypertension
concluded that physicians who do not see reps
were four times slower to react to positive
information about new products and studies, as
well as to negative information about recalls and
adverse effects, compared to physicians that
routinely see reps.
Keep in mind…
•They are salespeople and they are trying to earn
a living just like you and me.
•They are paid very well.
•In-service luncheons benefit staff.
•Lavish dinners – educational (and get to try
new restaurants!).
•Their products can greatly benefit patients.
THANK YOU!
Podiatric Medical Assistant-
Someone who is able to do 50 things at once,
both clinical and clerical AND deal with
fussy patients all while smiling
My Contact Information:
•Kim Heineman, PMAC
•Email: [email protected]
•Cell: (402) 630-9985
•Thank you!