The rise of the rah-rah reps

[Guest guest]

http://www.timesonline.co.uk/article/0,,8123-1973793,00.html

The rise of the rah-rah reps

Ayers

Cheerleaders are being used to sell pharmaceuticals in the US

Pssst! Heard the one about the doctor and the cheerleader? Probably not.

That's because you live in Britain, where doctors work for the NHS and where

cheerleading is as culturally alien as maple syrup.

For Americans, however, the tale of the man in the white coat and the girl

with the pompoms is no laughing matter. Indeed, it has become a national

controversy; embarrassing doctors, calling into question the ethics of a

$15.7 billion (£8.9 billion) marketing business, and causing patients to

worry about their prescriptions.

It began with a report in The New York Times, which claimed that

pharmaceutical companies were hiring cheerleaders as sales representatives

for their drugs, and that these buff, nimble females were using their

physical charms to persuade GPs to prescribe more of their pills. Even for a

country that allows television advertising of antidepressants, the news came

as something of a shock. " Gimme some D! R! U! G! S! " , as one headline

mocked.

" I'd like to give doctors credit, but I know from personal experience that

these 'detailers', as we call them, are well versed in a very narrow area in

terms of the drug, and they can be very convincing, " says Dan , a

surgeon from West Virginia and a member of the state Senate. " They will find

a spot in the waiting room where you can see them through a crack in the

door. Then, when they've got your attention, they'll ask if they can get

five minutes with you. "

The sales reps know exactly what drugs a doctor prescribes for certain

ailments because the data is compiled by pharmacies. They do their best to

ensure that the doctor switches to their brand, using free samples and a

dose of sexual charm. Says Dr : " It's like everything in life: if they

're physically attractive, they have an advantage. "

One such cheerleader-turned-sales-rep is Cristin Duren, who took leave from

First Horizon Pharmaceuticals to concentrate on being Miss Florida USA and

to prepare for this year's Miss USA pageant.

I could not contact Duren by e-mail or phone. But her beauty can be admired

on the Pageant News Bureau website, where she is pictured in a swimsuit,

alongside the caption: " Can't get enough of Cristin. Behold a babe. " Then

there is " Onya " , a weekend cheerleader for the Washington Redskins, she

spends the rest of the week urging gynaecologists to prescribe her vaginal

yeast infection treatment.

In the medical profession it has long been popular to joke about the

physical attributes of drug saleswomen and their effect on doctors. The US

medical drama House, starring Britain's Hugh Laurie as a misanthropic

diagnostician, recently had a subplot about an unscrupulous saleswoman who

sleeps with one of the doctor's colleagues to try to influence his

prescriptions. Even the staid journal Medical Economics recently ran an

article, " Why was that doctor naked in his office? " , in which Dr

McCague recounted an incident in which an attractive (married) female sales

rep visited a doctor's surgery. " A secretary ushered her into the office, "

he wrote, " where she found the doctor sitting behind his desk. Naked. "

Prosecutors have already prescribed cold showers for some doctors, such as

the one in Washington who pleaded guilty to assault after forcibly kissing a

saleswoman. But Penny Otwell, a cheerleader-turned-drug rep, believes that

such encounters are rare.

Meanwhile, Pinson, an employee of Novartis, has filed a lawsuit

claiming that her bosses had told her to use her romantic relationship with

a doctor to sell more drugs. Her suit says: " Ms Pinson explained that (her

boyfriend) considered it a conflict of interest to switch his patients who

had already been prescribed other medication . . . (her boss) told Ms Pinson

that other female sales representatives would have used the romantic

relationship more successfully. " Novartis is fighting the claim.

The pharmaceutical industry argues that cheerleaders are simply good

students with vivacious personalities. In any case, it is not illegal in

America to hire people on the basis of their looks - though that could

change thanks to recent lawsuits, including one filed by a manager for L'

Oréal who says that she was punished for refusing to fire a woman who wasn't

" hot " enough.

Even some cheerleaders are appalled. Charlene Sabio, 24, is a recent

graduate of the University of South Carolina, where her tuition fees were

partly covered by a cheerleading scholarship. She studied pharmacy.

" Companies would come talk to the pharmacy students, but they were much more

interested in me because of my cheerleading background. It was kind of

intense, because one of my male classmates had to go through all kinds of

interviews to get a job. It was very different for him. " Sabio graduated as

a doctor of pharmacy and now works as a high street pharmacist. " It's

insulting as a women that you can be hired for your looks, " she says.

" Doctors should know not to be influenced by a face. But I think a lot of

time they are. "

T. Lynn on, the cheerleading adviser at the University of Kentucky,

says that many cheerleading sales reps have been ordered by their employers

to stop talking to the press. " A representative from one company called and

told me not to do any interviews, " he says. Still, he defends cheerleading

as a worthy sport, practised by men as well as women. " It's very athletic.

It would not be uncommon for a guy to hold up a girl in one hand. All our

kids are hugely motivated and highly competitive. If you think of the

qualities you need in sales, it's the same. Cheerleaders are great

communicators. "

With pharmaceutical companies spending some $15.7 billion on drug promotion,

many entrepreneurs have realised that there is money to be made out of

matching cheerleaders with potential employers. One such is Greg Webb, the

founder of Spirited Sales Leaders, a kind of headhunting agency for

cheerleaders. " It is an anachronistic stereotype that these people are cute

and ditsy, " he says from his Memphis office. " We have a lot of science

graduates. Do some get jobs because they are attractive? Probably. But look

at the rest of the business world. Most CEOs are tall and have a full head

of hair. "

Asked whether he has qualms about using cheerleaders to sell prescriptions,

he says: " I don't think doctors get enough credit. I certainly hope that

none of my physicians would say, 'Greg, take this', just because someone

pretty gave it to him. "

Dan , the state Senator from West Virginia, says Webb is missing the

point: " The problem is that they are bankrupting the country. I have no

problem with the market system, but wehave reached a point where the cost of

prescription drugs is the main driver of the cost of healthcare. One method

to try and control the cost of drugs is to limit promotion. " He cites a

breakthrough drug introduced in the 1970s to treat ulcer disease. It was

eventually replaced by a newer version, which was virtually identical apart

from a catchier brand name and a higher price, because it was still

protected by a patent. Thanks to heavy promotion, the new pill ended up

dominating the market, with the Government footing the bill.

" Sales representatives need to be better educated and better informed, "

says. " In West Virginia they license beauticians, massage therapists

and barbers, but not drugs sales reps. "

[Guest guest]

http://www.timesonline.co.uk/article/0,,8123-1973793,00.html

The rise of the rah-rah reps

Ayers

Cheerleaders are being used to sell pharmaceuticals in the US

Pssst! Heard the one about the doctor and the cheerleader? Probably not.

That's because you live in Britain, where doctors work for the NHS and where

cheerleading is as culturally alien as maple syrup.

For Americans, however, the tale of the man in the white coat and the girl

with the pompoms is no laughing matter. Indeed, it has become a national

controversy; embarrassing doctors, calling into question the ethics of a

$15.7 billion (£8.9 billion) marketing business, and causing patients to

worry about their prescriptions.

It began with a report in The New York Times, which claimed that

pharmaceutical companies were hiring cheerleaders as sales representatives

for their drugs, and that these buff, nimble females were using their

physical charms to persuade GPs to prescribe more of their pills. Even for a

country that allows television advertising of antidepressants, the news came

as something of a shock. " Gimme some D! R! U! G! S! " , as one headline

mocked.

" I'd like to give doctors credit, but I know from personal experience that

these 'detailers', as we call them, are well versed in a very narrow area in

terms of the drug, and they can be very convincing, " says Dan , a

surgeon from West Virginia and a member of the state Senate. " They will find

a spot in the waiting room where you can see them through a crack in the

door. Then, when they've got your attention, they'll ask if they can get

five minutes with you. "

The sales reps know exactly what drugs a doctor prescribes for certain

ailments because the data is compiled by pharmacies. They do their best to

ensure that the doctor switches to their brand, using free samples and a

dose of sexual charm. Says Dr : " It's like everything in life: if they

're physically attractive, they have an advantage. "

One such cheerleader-turned-sales-rep is Cristin Duren, who took leave from

First Horizon Pharmaceuticals to concentrate on being Miss Florida USA and

to prepare for this year's Miss USA pageant.

I could not contact Duren by e-mail or phone. But her beauty can be admired

on the Pageant News Bureau website, where she is pictured in a swimsuit,

alongside the caption: " Can't get enough of Cristin. Behold a babe. " Then

there is " Onya " , a weekend cheerleader for the Washington Redskins, she

spends the rest of the week urging gynaecologists to prescribe her vaginal

yeast infection treatment.

In the medical profession it has long been popular to joke about the

physical attributes of drug saleswomen and their effect on doctors. The US

medical drama House, starring Britain's Hugh Laurie as a misanthropic

diagnostician, recently had a subplot about an unscrupulous saleswoman who

sleeps with one of the doctor's colleagues to try to influence his

prescriptions. Even the staid journal Medical Economics recently ran an

article, " Why was that doctor naked in his office? " , in which Dr

McCague recounted an incident in which an attractive (married) female sales

rep visited a doctor's surgery. " A secretary ushered her into the office, "

he wrote, " where she found the doctor sitting behind his desk. Naked. "

Prosecutors have already prescribed cold showers for some doctors, such as

the one in Washington who pleaded guilty to assault after forcibly kissing a

saleswoman. But Penny Otwell, a cheerleader-turned-drug rep, believes that

such encounters are rare.

Meanwhile, Pinson, an employee of Novartis, has filed a lawsuit

claiming that her bosses had told her to use her romantic relationship with

a doctor to sell more drugs. Her suit says: " Ms Pinson explained that (her

boyfriend) considered it a conflict of interest to switch his patients who

had already been prescribed other medication . . . (her boss) told Ms Pinson

that other female sales representatives would have used the romantic

relationship more successfully. " Novartis is fighting the claim.

The pharmaceutical industry argues that cheerleaders are simply good

students with vivacious personalities. In any case, it is not illegal in

America to hire people on the basis of their looks - though that could

change thanks to recent lawsuits, including one filed by a manager for L'

Oréal who says that she was punished for refusing to fire a woman who wasn't

" hot " enough.

Even some cheerleaders are appalled. Charlene Sabio, 24, is a recent

graduate of the University of South Carolina, where her tuition fees were

partly covered by a cheerleading scholarship. She studied pharmacy.

" Companies would come talk to the pharmacy students, but they were much more

interested in me because of my cheerleading background. It was kind of

intense, because one of my male classmates had to go through all kinds of

interviews to get a job. It was very different for him. " Sabio graduated as

a doctor of pharmacy and now works as a high street pharmacist. " It's

insulting as a women that you can be hired for your looks, " she says.

" Doctors should know not to be influenced by a face. But I think a lot of

time they are. "

T. Lynn on, the cheerleading adviser at the University of Kentucky,

says that many cheerleading sales reps have been ordered by their employers

to stop talking to the press. " A representative from one company called and

told me not to do any interviews, " he says. Still, he defends cheerleading

as a worthy sport, practised by men as well as women. " It's very athletic.

It would not be uncommon for a guy to hold up a girl in one hand. All our

kids are hugely motivated and highly competitive. If you think of the

qualities you need in sales, it's the same. Cheerleaders are great

communicators. "

With pharmaceutical companies spending some $15.7 billion on drug promotion,

many entrepreneurs have realised that there is money to be made out of

matching cheerleaders with potential employers. One such is Greg Webb, the

founder of Spirited Sales Leaders, a kind of headhunting agency for

cheerleaders. " It is an anachronistic stereotype that these people are cute

and ditsy, " he says from his Memphis office. " We have a lot of science

graduates. Do some get jobs because they are attractive? Probably. But look

at the rest of the business world. Most CEOs are tall and have a full head

of hair. "

Asked whether he has qualms about using cheerleaders to sell prescriptions,

he says: " I don't think doctors get enough credit. I certainly hope that

none of my physicians would say, 'Greg, take this', just because someone

pretty gave it to him. "

Dan , the state Senator from West Virginia, says Webb is missing the

point: " The problem is that they are bankrupting the country. I have no

problem with the market system, but wehave reached a point where the cost of

prescription drugs is the main driver of the cost of healthcare. One method

to try and control the cost of drugs is to limit promotion. " He cites a

breakthrough drug introduced in the 1970s to treat ulcer disease. It was

eventually replaced by a newer version, which was virtually identical apart

from a catchier brand name and a higher price, because it was still

protected by a patent. Thanks to heavy promotion, the new pill ended up

dominating the market, with the Government footing the bill.

" Sales representatives need to be better educated and better informed, "

says. " In West Virginia they license beauticians, massage therapists

and barbers, but not drugs sales reps. "

[Guest guest]

http://www.timesonline.co.uk/article/0,,8123-1973793,00.html

The rise of the rah-rah reps

Ayers

Cheerleaders are being used to sell pharmaceuticals in the US

Pssst! Heard the one about the doctor and the cheerleader? Probably not.

That's because you live in Britain, where doctors work for the NHS and where

cheerleading is as culturally alien as maple syrup.

For Americans, however, the tale of the man in the white coat and the girl

with the pompoms is no laughing matter. Indeed, it has become a national

controversy; embarrassing doctors, calling into question the ethics of a

$15.7 billion (£8.9 billion) marketing business, and causing patients to

worry about their prescriptions.

It began with a report in The New York Times, which claimed that

pharmaceutical companies were hiring cheerleaders as sales representatives

for their drugs, and that these buff, nimble females were using their

physical charms to persuade GPs to prescribe more of their pills. Even for a

country that allows television advertising of antidepressants, the news came

as something of a shock. " Gimme some D! R! U! G! S! " , as one headline

mocked.

" I'd like to give doctors credit, but I know from personal experience that

these 'detailers', as we call them, are well versed in a very narrow area in

terms of the drug, and they can be very convincing, " says Dan , a

surgeon from West Virginia and a member of the state Senate. " They will find

a spot in the waiting room where you can see them through a crack in the

door. Then, when they've got your attention, they'll ask if they can get

five minutes with you. "

The sales reps know exactly what drugs a doctor prescribes for certain

ailments because the data is compiled by pharmacies. They do their best to

ensure that the doctor switches to their brand, using free samples and a

dose of sexual charm. Says Dr : " It's like everything in life: if they

're physically attractive, they have an advantage. "

One such cheerleader-turned-sales-rep is Cristin Duren, who took leave from

First Horizon Pharmaceuticals to concentrate on being Miss Florida USA and

to prepare for this year's Miss USA pageant.

I could not contact Duren by e-mail or phone. But her beauty can be admired

on the Pageant News Bureau website, where she is pictured in a swimsuit,

alongside the caption: " Can't get enough of Cristin. Behold a babe. " Then

there is " Onya " , a weekend cheerleader for the Washington Redskins, she

spends the rest of the week urging gynaecologists to prescribe her vaginal

yeast infection treatment.

In the medical profession it has long been popular to joke about the

physical attributes of drug saleswomen and their effect on doctors. The US

medical drama House, starring Britain's Hugh Laurie as a misanthropic

diagnostician, recently had a subplot about an unscrupulous saleswoman who

sleeps with one of the doctor's colleagues to try to influence his

prescriptions. Even the staid journal Medical Economics recently ran an

article, " Why was that doctor naked in his office? " , in which Dr

McCague recounted an incident in which an attractive (married) female sales

rep visited a doctor's surgery. " A secretary ushered her into the office, "

he wrote, " where she found the doctor sitting behind his desk. Naked. "

Prosecutors have already prescribed cold showers for some doctors, such as

the one in Washington who pleaded guilty to assault after forcibly kissing a

saleswoman. But Penny Otwell, a cheerleader-turned-drug rep, believes that

such encounters are rare.

Meanwhile, Pinson, an employee of Novartis, has filed a lawsuit

claiming that her bosses had told her to use her romantic relationship with

a doctor to sell more drugs. Her suit says: " Ms Pinson explained that (her

boyfriend) considered it a conflict of interest to switch his patients who

had already been prescribed other medication . . . (her boss) told Ms Pinson

that other female sales representatives would have used the romantic

relationship more successfully. " Novartis is fighting the claim.

The pharmaceutical industry argues that cheerleaders are simply good

students with vivacious personalities. In any case, it is not illegal in

America to hire people on the basis of their looks - though that could

change thanks to recent lawsuits, including one filed by a manager for L'

Oréal who says that she was punished for refusing to fire a woman who wasn't

" hot " enough.

Even some cheerleaders are appalled. Charlene Sabio, 24, is a recent

graduate of the University of South Carolina, where her tuition fees were

partly covered by a cheerleading scholarship. She studied pharmacy.

" Companies would come talk to the pharmacy students, but they were much more

interested in me because of my cheerleading background. It was kind of

intense, because one of my male classmates had to go through all kinds of

interviews to get a job. It was very different for him. " Sabio graduated as

a doctor of pharmacy and now works as a high street pharmacist. " It's

insulting as a women that you can be hired for your looks, " she says.

" Doctors should know not to be influenced by a face. But I think a lot of

time they are. "

T. Lynn on, the cheerleading adviser at the University of Kentucky,

says that many cheerleading sales reps have been ordered by their employers

to stop talking to the press. " A representative from one company called and

told me not to do any interviews, " he says. Still, he defends cheerleading

as a worthy sport, practised by men as well as women. " It's very athletic.

It would not be uncommon for a guy to hold up a girl in one hand. All our

kids are hugely motivated and highly competitive. If you think of the

qualities you need in sales, it's the same. Cheerleaders are great

communicators. "

With pharmaceutical companies spending some $15.7 billion on drug promotion,

many entrepreneurs have realised that there is money to be made out of

matching cheerleaders with potential employers. One such is Greg Webb, the

founder of Spirited Sales Leaders, a kind of headhunting agency for

cheerleaders. " It is an anachronistic stereotype that these people are cute

and ditsy, " he says from his Memphis office. " We have a lot of science

graduates. Do some get jobs because they are attractive? Probably. But look

at the rest of the business world. Most CEOs are tall and have a full head

of hair. "

Asked whether he has qualms about using cheerleaders to sell prescriptions,

he says: " I don't think doctors get enough credit. I certainly hope that

none of my physicians would say, 'Greg, take this', just because someone

pretty gave it to him. "

Dan , the state Senator from West Virginia, says Webb is missing the

point: " The problem is that they are bankrupting the country. I have no

problem with the market system, but wehave reached a point where the cost of

prescription drugs is the main driver of the cost of healthcare. One method

to try and control the cost of drugs is to limit promotion. " He cites a

breakthrough drug introduced in the 1970s to treat ulcer disease. It was

eventually replaced by a newer version, which was virtually identical apart

from a catchier brand name and a higher price, because it was still

protected by a patent. Thanks to heavy promotion, the new pill ended up

dominating the market, with the Government footing the bill.

" Sales representatives need to be better educated and better informed, "

says. " In West Virginia they license beauticians, massage therapists

and barbers, but not drugs sales reps. "

[Guest guest]

http://www.timesonline.co.uk/article/0,,8123-1973793,00.html

The rise of the rah-rah reps

Ayers

Cheerleaders are being used to sell pharmaceuticals in the US

Pssst! Heard the one about the doctor and the cheerleader? Probably not.

That's because you live in Britain, where doctors work for the NHS and where

cheerleading is as culturally alien as maple syrup.

For Americans, however, the tale of the man in the white coat and the girl

with the pompoms is no laughing matter. Indeed, it has become a national

controversy; embarrassing doctors, calling into question the ethics of a

$15.7 billion (£8.9 billion) marketing business, and causing patients to

worry about their prescriptions.

It began with a report in The New York Times, which claimed that

pharmaceutical companies were hiring cheerleaders as sales representatives

for their drugs, and that these buff, nimble females were using their

physical charms to persuade GPs to prescribe more of their pills. Even for a

country that allows television advertising of antidepressants, the news came

as something of a shock. " Gimme some D! R! U! G! S! " , as one headline

mocked.

" I'd like to give doctors credit, but I know from personal experience that

these 'detailers', as we call them, are well versed in a very narrow area in

terms of the drug, and they can be very convincing, " says Dan , a

surgeon from West Virginia and a member of the state Senate. " They will find

a spot in the waiting room where you can see them through a crack in the

door. Then, when they've got your attention, they'll ask if they can get

five minutes with you. "

The sales reps know exactly what drugs a doctor prescribes for certain

ailments because the data is compiled by pharmacies. They do their best to

ensure that the doctor switches to their brand, using free samples and a

dose of sexual charm. Says Dr : " It's like everything in life: if they

're physically attractive, they have an advantage. "

One such cheerleader-turned-sales-rep is Cristin Duren, who took leave from

First Horizon Pharmaceuticals to concentrate on being Miss Florida USA and

to prepare for this year's Miss USA pageant.

I could not contact Duren by e-mail or phone. But her beauty can be admired

on the Pageant News Bureau website, where she is pictured in a swimsuit,

alongside the caption: " Can't get enough of Cristin. Behold a babe. " Then

there is " Onya " , a weekend cheerleader for the Washington Redskins, she

spends the rest of the week urging gynaecologists to prescribe her vaginal

yeast infection treatment.

In the medical profession it has long been popular to joke about the

physical attributes of drug saleswomen and their effect on doctors. The US

medical drama House, starring Britain's Hugh Laurie as a misanthropic

diagnostician, recently had a subplot about an unscrupulous saleswoman who

sleeps with one of the doctor's colleagues to try to influence his

prescriptions. Even the staid journal Medical Economics recently ran an

article, " Why was that doctor naked in his office? " , in which Dr

McCague recounted an incident in which an attractive (married) female sales

rep visited a doctor's surgery. " A secretary ushered her into the office, "

he wrote, " where she found the doctor sitting behind his desk. Naked. "

Prosecutors have already prescribed cold showers for some doctors, such as

the one in Washington who pleaded guilty to assault after forcibly kissing a

saleswoman. But Penny Otwell, a cheerleader-turned-drug rep, believes that

such encounters are rare.

Meanwhile, Pinson, an employee of Novartis, has filed a lawsuit

claiming that her bosses had told her to use her romantic relationship with

a doctor to sell more drugs. Her suit says: " Ms Pinson explained that (her

boyfriend) considered it a conflict of interest to switch his patients who

had already been prescribed other medication . . . (her boss) told Ms Pinson

that other female sales representatives would have used the romantic

relationship more successfully. " Novartis is fighting the claim.

The pharmaceutical industry argues that cheerleaders are simply good

students with vivacious personalities. In any case, it is not illegal in

America to hire people on the basis of their looks - though that could

change thanks to recent lawsuits, including one filed by a manager for L'

Oréal who says that she was punished for refusing to fire a woman who wasn't

" hot " enough.

Even some cheerleaders are appalled. Charlene Sabio, 24, is a recent

graduate of the University of South Carolina, where her tuition fees were

partly covered by a cheerleading scholarship. She studied pharmacy.

" Companies would come talk to the pharmacy students, but they were much more

interested in me because of my cheerleading background. It was kind of

intense, because one of my male classmates had to go through all kinds of

interviews to get a job. It was very different for him. " Sabio graduated as

a doctor of pharmacy and now works as a high street pharmacist. " It's

insulting as a women that you can be hired for your looks, " she says.

" Doctors should know not to be influenced by a face. But I think a lot of

time they are. "

T. Lynn on, the cheerleading adviser at the University of Kentucky,

says that many cheerleading sales reps have been ordered by their employers

to stop talking to the press. " A representative from one company called and

told me not to do any interviews, " he says. Still, he defends cheerleading

as a worthy sport, practised by men as well as women. " It's very athletic.

It would not be uncommon for a guy to hold up a girl in one hand. All our

kids are hugely motivated and highly competitive. If you think of the

qualities you need in sales, it's the same. Cheerleaders are great

communicators. "

With pharmaceutical companies spending some $15.7 billion on drug promotion,

many entrepreneurs have realised that there is money to be made out of

matching cheerleaders with potential employers. One such is Greg Webb, the

founder of Spirited Sales Leaders, a kind of headhunting agency for

cheerleaders. " It is an anachronistic stereotype that these people are cute

and ditsy, " he says from his Memphis office. " We have a lot of science

graduates. Do some get jobs because they are attractive? Probably. But look

at the rest of the business world. Most CEOs are tall and have a full head

of hair. "

Asked whether he has qualms about using cheerleaders to sell prescriptions,

he says: " I don't think doctors get enough credit. I certainly hope that

none of my physicians would say, 'Greg, take this', just because someone

pretty gave it to him. "

Dan , the state Senator from West Virginia, says Webb is missing the

point: " The problem is that they are bankrupting the country. I have no

problem with the market system, but wehave reached a point where the cost of

prescription drugs is the main driver of the cost of healthcare. One method

to try and control the cost of drugs is to limit promotion. " He cites a

breakthrough drug introduced in the 1970s to treat ulcer disease. It was

eventually replaced by a newer version, which was virtually identical apart

from a catchier brand name and a higher price, because it was still

protected by a patent. Thanks to heavy promotion, the new pill ended up

dominating the market, with the Government footing the bill.

" Sales representatives need to be better educated and better informed, "

says. " In West Virginia they license beauticians, massage therapists

and barbers, but not drugs sales reps. "