Today with the necessity of seeing more patients, many physicians refuse to see pharmaceutical representatives (PRs). However, PRs serve as a great resource, and finding a way to make their visits more efficient and focused is an objective we all must strive for.

I recall requesting an interview with Lou Holtz, the head football coach at Notre Dame. His secretary informed me of the date and time that the interview would take place. Before the secretary concluded our conversation, she told me that Coach Holtz would allow 10 minutes for the interview. Ten minutes to interview one of the most famous coaches of all that time. How could I possibly do this in such a short time?

I called several friends in the media and asked how to accomplish the interview in just 10 minutes. They suggested that I submit the questions I wanted to ask Coach Holtz so he might think about his answers before the call and that I could focus on recording his answers. I sent the coach 5 questions and called at the designated time. He answered the questions in 9 minutes! I asked him if he wanted to see the article before I submitted it to the publisher, and he said, “No, Neil, that won’t be necessary; I know you will do a good job!” At precisely 10 minutes after initiating the call, he hung up. Mission accomplished.

The same technique can be used with PRs. When a representative comes to the office and asks to see the doctor, they are given a note that I can meet with them. However, I ask them to complete a form listing the 2 or 3 issues or details they would like to discuss, and the form asks if they can accomplish this in 7.5 minutes. (I like providing an odd number so they know I will check my watch.) I also have an hourglass that I flip over when the meeting starts to remind them that they are “on the clock” or “in the sand.” As a trade-off to the PR, I will try to see them on time (see Figure).

Figure. Use of an hourglass to indicate the importance of keeping the visit timely.

This technique focuses the PR to discuss only the topics they have placed on the form and encourages them to be brief with their visit. If you are a physician with a time issue because you are seeing more patients, try this technique. You will find that you will still be able to see PRs without a negative impact to your schedule.

Bottom line: Pharm reps can be an asset to our practices. However, as we are in a time crunch, it is necessary to streamline their visit. This can be accomplished by asking them to create an agenda prior to the visit.