Department of Family Medicine, University Ljubljana and Maribor, Ljubljana, Slovenia.
Fam Pract. 2011 Aug;28(4):456-60. doi: 10.1093/fampra/cmq105. Epub 2011 Feb 2.
The prescribing patterns depend on the physicians' attitudes and their subjective norms towards prescribing a particular drug, as well as on their personal experience with a particular drug. The physicians are affected by their interactions with pharmaceutical industry.
The objectives were to develop a scale for assessment of pharmaceutical sales representatives (PSRs) by the family doctors (FDs) and to determine factors for their evaluation.
Cross-sectional anonymous postal study. We included a random sample of 250 Slovenian FDs. Settings. Slovenian FDs' surgeries.
The score of various items regarding FDs' assessment of PSRs on a 7-point Likert scale.
We got 163 responses (65.2% response rate). The most important characteristic of PSRs, as rated by respondents on the scale from 1 to 7, was the fact that they did not mislead when presenting products' information. The second most important characteristic was the ability to provide objective information about the product. The first three most important characteristics, as rated by the respondents by themselves, were 'Shows good knowledge on the promoted subject', 'Provides objective product information' and 'Makes brief and exact visits'. Cronbach's alpha of the composite scale was 0.844. Factor analysis revealed three PSRs' factors: selling skills, communicating skills and sense of trustworthiness.
FDs evaluate PSRs mainly by their managerial skills and trustworthiness. The scale proved to be a reliable tool for assessing PSRs by FDs.
医生的处方模式取决于他们对特定药物的态度和主观规范，以及他们对特定药物的个人经验。医生受到与制药行业互动的影响。
目的是为家庭医生（FDs）制定评估药品销售代表（PSRs）的量表，并确定评估因素。
横断面匿名邮寄研究。我们纳入了 250 名随机抽取的斯洛文尼亚 FDs。
斯洛文尼亚 FDs 的手术室。
FDs 对 PSRs 的评估的各项评分，采用 7 点 Likert 量表进行评分。
我们收到了 163 份回复（65.2%的回复率）。PSRs 最重要的特征是在介绍产品信息时不会误导，受访者在 1 到 7 的量表上对此进行了评分。其次重要的特征是提供关于产品的客观信息的能力。受访者自己评分的前三个最重要的特征是“展示对推广主题的良好了解”、“提供客观的产品信息”和“进行简短而准确的访问”。综合量表的 Cronbach's alpha 为 0.844。因子分析揭示了 PSRs 的三个因素：销售技巧、沟通技巧和信任感。
FDs 主要通过 PSRs 的管理技能和可信度来评估 PSRs。该量表被证明是 FDs 评估 PSRs 的可靠工具。
