Doctoring sales
A
A few months ago Kim Schaefer, sales representative of a major global pharmaceutical company, walked into a medical center in New York to bring information and free samples of her company's latest products. That day she was lucky - a doctor was available to see her. ‘The last rep offered me a trip to Florida. What do you have?' the physician asked. He was only half joking.
B
What was on offer that day was a pair of tickets for a New York musical. But on any given day, what Schaefer can offer is typical for today’s drugs rep - a car trunk full of promotional gifts and gadgets, a budget that could buy lunches and dinners for a small country, hundreds of free drug samples and the freedom to give a physician $200 to prescribe her new product to the next six patients who fit the drug's profile. And she also has a few $ 1,000 honoraria to offer in exchange for doctors' attendance at her company's next educational lecture.
C
Selling pharmaceuticals is a daily exercise in ethical judgement. Salespeople like Schaefer walk the line between the common practice of buying a prospect’s time with a free meal, and bribing doctors to prescribe their drugs. They work in an industry highly criticized for its sales and marketing practices, but find themselves in the middle of the age-old chlcken-or-egg question - businesses won’t use strategies that don't work, so are doctors to blame for the escalating extravagance of pharmaceutical marketing? Or is It the industry’s responsibility to decide the boundaries
D
The explosion in the sheer number of salespeople in the field - and the amount of funding used to promote their causes - forces close examination of the pressures, Influences and relationships between drug reps and doctors. Salespeople provide much-needed information and education to physicians. In many cases the glossy brochures, article reprints and prescriptions they deliver are primary sources of drug education for healthcare givers. With the huge investment the industry has placed in face-to-face selling, salespeople have essentially become specialists In one drug or group of drugs - a tremendous advantage In getting the attention of busy doctors in need of quick information.
E
But the sales push rarely stops in the office. The flashy brochures and pamphlets left by the sales reps are often followed up with meals at expensive restaurants, meetings in warm and sunny places, and an inundation of promotional gadgets. Rarely do patients watch a doctor write with a pen that Isn’t emblazoned with a drug’s name, or see a nurse use a tablet not bearing a pharmaceutical company’s logo. Millions of dollars are spent by pharmaceutical companies on promotional products like coffee mugs, shirts, umbrellas, and golf balls. Money well spent? It’s hard to tell. ‘I’ve been the recipient of golf balls from one company and I use them, but it doesn’t make me prescribe their medicine,’ says one doctor. 'I tend to think I'm not influenced by what they give me.’
F
Free samples of new and expensive drugs might be the single most effective way of getting doctors and patients to become loyal to a product. Salespeople hand out hundreds of dollars’ worth of samples each week - $7.2 billion worth of them In one year. Though few comprehensive studies have been conducted, one by the University of Washington Investigated how drug sample availability affected what physicians prescribe. A total of 131 doctors self-reported their prescribing patterns - the conclusion was that the availability of samples led them to dispense and prescribe drugs that differed from their preferred drug choice.
G
The bottom line Is that pharmaceutical companies as a whole Invest more In marketing than they do in research and development. And patients are the ones who pay - in the form of sky-rocketing prescription prices - for every pen that’s handed out, every free theatre ticket, and every steak dinner eaten. In the end the fact remains that pharmaceutical companies have every right to make a profitand will continue to find new ways to increase sales. But as the medical world continues to grapple with what’s acceptable and what’s not, It is clear that companies must continue to be heavily scrutinized for their sales and marketing strategies.
Question (1)
Questions 1-7
Reading Passage 1 has seven paragraphs, A-G.
Choose the correct heading for each paragraph from the list of headings below.
Write the correct number, i-x, in boxes 1-7 on your answer sheet.
List of Headings
i Not all doctors are persuaded
ii Choosing the best offers
iii Who is responsible for the increase in promotions?
iv Fighting the drug companies
v An example of what doctors expect from drug companies
vi Gifts include financial incentives
vii Research shows that promotion works
viii The high costs of research
ix The positive side of drugs promotion
x Who really pays for doctors’ free gifts?
1
PARAGRAPH A
2
PARAGRAPH B
3
PARAGRAPH C
4
PARAGRAPH D
5
PARAGRAPH E
6
PARAGRAPH F
7
PARAGRAPH G
Question (8)
Questions 8-13
Do the following statements agree with the views of the writer in Reading Passage I?
In boxes 8-13 on your answer sheet, write
YES if the statement agrees with the views of the writer
NO if the statement contradicts the views of the writer
NOT GIVEN if it is impossible to say what the writer thinks about this
8
Sales representatives like Kim Schaefer work to a very limited budget.
9
Kim Schaefer’s marketing technique may be open to criticism on moral grounds.
10
The information provided by drug companies is of little use to doctors.
11
Evidence of drug promotion is clearly visible in the healthcare environment.
12
The drug companies may give free drug samples to patients without doctors’ prescriptions.
13
It is legitimate for drug companies to make money.
Question (14)
Questions 14-18
Complete the summary using the list of words, A-J, below.
Write the correct letter, A-J, in boxes 14-18 on your answer sheet.
NB You may use any letter more than once.
A child literacy
B men and women
C an international research team
D medical care
E mortality
F maternal literacy
G adults and children
H paternal literacy
I a National Literacy Crusade
J Family wealth
14 The Nicaraguan National Literacy Crusade aimed to teach large numbers of illiterate to read and write.
15
Public health experts have known for many years that there is a connection between child health and_______?
16 However, it has not previously been known whether these two factors were directly linked or not.This question has been investigated by_______ in Nicaragua.
17 As a result, factors such as _________ and attitudes to children have been eliminated
18 it has been shown that________ can in itself improve infant health and survival.
Question (19)
Questions 19-24
Do the following statements agree with the claims of the writer in Reading Passage 2?
In boxes 19-24 on your answer sheet, write .
YES if the statement agrees with the claims of the writer
NO if the statement contradicts the claims of the writer
NOT GIVEN if it is impossible to say what the writer thinks about this
19
About a thousand of the women interviewed by the researchers had learnt to read when they were children.
20
Before the National Literacy Crusade, illiterate women had approximately the same levels of infant mortality as those who had learnt to read in primary school.
21 Before and after the National Literacy Crusade, the child mortality rate for the illiterate women stayed at about 110 deaths for each thousand live births.
22
The women who had learnt to read through the National Literacy Crusade showed the greatest change in infant mortality levels.
23
The women who had learnt to read through the National Literacy Crusade had the lowest rates of child mortality.
24 After the National Literacy Crusade, the children of the women who remained illiterate were found to be severely malnourished.
Questions 25 - 26
Questions 25-26
Choose TWO letters, A-E.
Write the correct letters in boxes 25 and 26 on your answer sheet.
A It is better to educate mature women than young girls.
B Similar campaigns in other countries would be equally successful.
C The effects of maternal literacy programmes can be seen very quickly.
D Improving child health can quickly affect a country’s economy.
E Money spent on female education will improve child health.
Which TWO important implications drawn from the Nicaraguan study are mentioned by the writer of the passage?
- A
- B
- C
- D
- E
Question (27)
Questions 27-30
Reading Passage 3 has six sections, A-F.
Choose the correct heading for sections A-D from the list of headings below.
Write the correct number, i-vii, in boxes 1-4 on your answer sheet.
List of Headings
i The role of video violence
ii The failure of government policy
iii Reasons for the increased rate of bullying
iv Research into how common bullying is in British schools
v The reaction from schools to enquiries about bullying
vi The effect of bullying on the children involved
vii Developments that have led to a new approach by schools
27
SECTION A
28
SECTION B
29
SECTION C
30
SECTION D
Question (31)
Questions 31-34
Choose the correct letter. A. B. C or D.
Write the con·ect letter in boxes 31-34 on your answer sheet.
A recent survey found that in British secondary schools
- A
- B
- C
- D
Children who are bullied
- A
- B
- C
- D
The writer thinks that the declaration ‘There is no bullying at this school’
- A
- B
- C
- D
What were the findings of research carried out in Norway?
- A
- B
- C
- D
Questions 35 - 39
Questions 35-39
Complete the summary below
Choose NO MORE THAN TWO WORDS from the passage for each answer.
Write your answers in boxes 35-39 on your answer sheet.
What steps should schools take to reduce bullying?
he most important step is for the school authorities to produce a
35
which makes the school's attitude towards bullying quite clear. It should include detailed
36
as to how the school and its staff will react if bullying occurs. In addition, action can be taken through the
37
This is particularly useful in the early part of the process, as a way of raising awareness and encouraging discussion On its own, however, it is insufficient to bring about a permanent solution. Effective work can also be done with individual pupils and small groups. For example, potential
38
of bullying can be trained to be more self-confident. Or again, in dealing with group bullying, a 'no blame' approach, which avoids confronting the offender too directly, is often effective. Playground supervision will be more effective if members of staff are trained to recognise the difference between bullying and mere
39
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Question (40)
Question 40
Choose the correct letter, A, B, C or D.
Write the correct letter in box 40 on your answer sheet.
- A
- B
- C
- D