Table 5. Illustrative quotes on influencing prescribing
Unconscious influence ‘I would probably say that I don’t feel very influenced, but I think that is not correct. I think absolutely, you can be unconsciously influenced. There is a reason why pharma reps want to see doctors and want to talk to doctors because clearly, it is an effective way of getting people to prescribe whatever drug they are promoting.’ (P21)
Influence based on investment ‘If they’re putting so much money into this then they must be getting something out of it.’ (P19)