s related to the personality of the representative and their ability to convey information effectively. The personality and ability of the pharmaceutical sales representative was now being studied.
New pressures on the pharmaceutical market and effects of drug advertising demand an increased understanding of the relationship between physicians and pharmaceutical sales representatives. Martin (2004) reported that the global pharmaceutical market is putting pressure on prices and patent expirations. North America is the primary driver of this growth but Canada is outpacing the United States. The slowdown in the U.S. market is expected since patent expirations of major drugs such as omcprazolc and fluoxetine reduced the value of sales. Findlay (2002) pointed out that mass media drug advertising is a factor in incre
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