The UK's drug industry mouthpiece, the ABPI, has just launched a joint project with the NHS's Ashton, Leigh and Wigan Primary Care Trust (PCT).
The pilot project begins in February and is intended to overcome doctors' frustration with a constant stream of calls from different company sales representatives. Instead, the programme aims to co-ordinate and manage for the first time ever how pharmaceutical companies communicate with healthcare professionals in the area.
The project will be jointly funded, with a dedicated board reporting to the ABPI and PCT, and will also produce a new educational curriculum for healthcare professionals in the area.
Insiders' view: this could signal the begining of the end of the drug rep.
Source: Pharmafocus
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