Every day across India—from bustling metros to growing healthcare hubs like Raipur—pharmaceutical representatives enter clinics carrying a heavy load of targets and professional expectations. Under current industry structures, success is often measured by a "fixed number of calls," prioritizing physical access over genuine scientific understanding.
From the perspective of a busy clinic or hospital, the unrestricted movement of representatives creates significant logistical strain. With outpatient departments managing high patient volumes, doctors must move seamlessly between consultations, procedures, and emergencies.
When numerous representatives congregate outside a single chamber for a fleeting interaction, the environment becomes pressured for everyone—patients, staff, and the representatives themselves.
In specialized fields like Dermatology, clinical decisions are rooted in evidence, nuance, and long-term patient outcomes. Meaningful scientific exchange simply cannot happen in the thirty-second window between patient appointments.
The core issue is systemic. When multiple brands promote identical molecules—sometimes even from within the same parent organization—it increases congestion without adding clinical value. We have reached a point where quantity has replaced quality, and effort is measured rather than actual impact.
This isn't about assigning blame; it’s about evolution.
As clinicians practicing in Raipur, we believe it is time for a new dialogue. By exploring structured scheduling, digital detailing, and dedicated academic sessions, we can move toward a system that respects everyone’s time and prioritizes the patient’s well-being above all else.
