Over the years, the role of the Medical Representative (MR) has been vital in connecting pharmaceutical companies with the medical community. However, a growing number of doctors feel that the quality and credibility of MR interactions have declined. Several industry and behavioral factors contribute to this shift, impacting the once-strong rapport between doctors and MRs. Here’s why many MRs are gradually losing reputation with doctors today:
1. Lack of Adequate Product Knowledge
One of the most common complaints from doctors is superficial understanding of products. Many MRs rely heavily on memorized promotional lines rather than deep scientific knowledge. When an MR cannot answer basic medical queries or discuss clinical evidence, it affects credibility. Doctors expect scientifically informed conversations, not just marketing scripts.
2. Overemphasis on Sales Targets
Pharma companies’ increasing pressure to achieve monthly targets has shifted many MRs’ focus from relationship building to aggressive selling. Doctors sense this desperation. Instead of meaningful medical discussions, interactions sometimes feel transactional, reducing trust and respect.
3. Repetitive and Non-Value-Adding Visits
Some MRs visit too frequently without offering new scientific information or updates. Doctors, already pressed for time, see such visits as interruptions rather than value additions. Repetitive detailing, unchanged over months, frustrates doctors and lowers the perceived importance of the MR.
4. Unethical Practices Still Exist
Though regulations are stricter today, isolated cases of unethical behavior—such as indirect pressure, unnecessary persuasion, or incentive-driven marketing—still occur. Such practices reinforce negative stereotypes and damage the image of the entire profession.
5. Poor Communication Skills
Many MRs struggle with basic communication skills—clarity, confidence, active listening, and professional etiquette. Doctors expect crisp, respectful, and clear communication. When conversations feel unstructured or unprofessional, the doctor quickly loses interest.
6. Limited Understanding of the Doctor’s Practice
Doctors value personalized interactions based on their specialty, patient profile, and prescribing habits. However, some MRs offer generic pitches that fail to connect with the doctor’s specific needs. This lack of preparation signals carelessness.
7. Digital Gap and Inadaptability
In an era where doctors increasingly prefer digital updates, some MRs still rely only on old-style detailing. Those who cannot provide e-literature, digital reminders, virtual meetings, or quick WhatsApp updates appear outdated and less useful.
8. Short Tenure and Frequent Job Changes
High attrition in pharma sales leads to frequent MR changes in the same territory. Doctors dislike repeatedly explaining their preferences and restarting relationships, reducing trust in the profession as a whole.
Conclusion
The declining reputation of Medical Representatives is not due to the profession itself but due to evolving expectations and industry pressures. By focusing on scientific knowledge, ethics, professionalism, and digital literacy, MRs can rebuild strong, respectful, and value-driven relationships with doctors.
