Introduction: One of the key strategies for marketing new drugs to physicians is personal selling by pharmaceutical sales representatives (PSRs). Goal: The aim of this study was to determine which features of PSRs are most valued by Slovenian family physicians (FPs). Methods: We performed a cross-sectional observational postal survey in FPs. We sent the invitation for cooperation in the study to all Slovenian FPs working in family practices at the primary level of care (N = 895). Data was collected using a validated PSRs assessment scale. It consists of 12 questions on PSRs assessment that could be answered on a seven-point Likert scale. Results: The response rate was 27.6%. There were 174 (70.4%) of female physicians among the respondents. Average age of the respondents was 48.3 ± 9.0 years. Highly assessed PSRs characteristics were Provides objective product information, Does not mislead, and Shows good knowledge on the subject promoted. Worst rated PSRs characteristics were Possesses knowledge on health care system, Same person for the product of company for a longer period of time, and Acts friendly. Conclusions: Slovenian FPs value PSRs selling and communication skills and trustworthiness highly. FPs and PSRs develop a personal relationship which reflects in different perceptions of various PSRs characteristics by FPs.
Key words: family practice, pharmacy, cross-sectional study
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