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Spanning the Treatment Gap
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Pharmaceutical Executive
- Article date:
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August 1, 2008
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Copyright informationCopyright Advanstar Communications, Inc. Aug 2008. Provided by ProQuest LLC. (Hide copyright information)
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Amylin tried a new approach to helping healthcare pros plug into new diabetes therapies
While education is a cornerstone of any clinical practice, sales teams often fall short of informing doctors and other healthcare professionals how to successfully integrate new therapies into patient care.
As early as the 1960s, Upjohn began to use other field-based medical personnel to fill in the gaps. Historically, these programs have been characterized by small groups of technically oriented sales reps, and have leveraged relationships with thought leaders, ultimately influencing prescribing. As a result, many physicians see these field-based medical personnel as an extension of the sales force.
The ...
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