A Certification For Sales Reps Is On Its Way
30 CommentsBy Ed Silverman // December 17th, 2009 // 9:17 am
That’s right. Last May, the Medical Representatives Certification Commission, a newly formed non-profit, began assembling details for the first certification exam to be held in the first quarter of 2010. The so-called final competency standard, which was developed with input from pharma and biotech folks, will be completed and published later this month or in early January.
The first exam will be given in March and test proficiency in six major areas: compliance and ethical conduct, customer interaction, administration, regulatory knowledge, clinical and therapeutic knowledge and marketplace knowledge. A passing score will be determined by a Modified Angoff Technique.
Reps with with a baccalaureate degree granted by a US regionally accredited college or university and at least six months employment as a practicing rep are eligible to apply, or have at least two years of related experience in order to take the exam. They must also pledge to follow a code of conduct or risk disciplinary action, including loss of certification. Recertification is required every two years.
Reps are “one of the few groups impacting patient care that currently have no validated process to ensure knowledge and competency,” Sharon Lustig, the MRCC executive director, says in a statement. “The pharmaceutical industry has taken strides to become more transparent in its marketing practices. Supporting independently certified, professional representatives continues that commitment to provide value to their customers and consumers.”
Lustig also writes us to say this: “As we began this process, we met with many of the top pharmaceutical companies to gather their insight, and all saw the value. We also have met and are in discussions with many of the nation’s leading healthcare organizations—The Joint Commission, the National Association of the Boards of Pharmacy, the American Pharmacists Association, the American Academy of Physician Assistants, the American Osteopathic Association and others.
“As we begin this rollout, we expect support of the industry in terms of encouraging their reps to test and qualify, but we also expect to see buy-in from individual reps looking to achieve a professional benchmark in their careers.
“The need for this certification became clear as a result of a perfect storm of four elements—the PhRMa’s 2008 recommendations and guidelines and the effect that has had on rep visits; increased state legislative activity (including DC’s SafeRx and Massachusetts legislation) to license or somehow regulate sales representative activity; highly publicized lawsuits that resulted from representative ethical missteps; and an ongoing demand by physicians and hospital administrators to improve the value to patient outcomes and awareness of payor issues to the sales call.
“We have always believed that education, and attention to ethical behavior, is the answer to many of these issues, and as of March 2010, we will have a way to measure and validate that knowledge. At the moment, pharmaceutical sales representatives are one of the only groups impacting healthcare decisions who are not licensed or regulated. The likelihood that bureaucratic legislation will fill this void is high unless we establish independent criteria to assess competency.”
doc
Its a beginning.
Lyle Bootman
very good
patrons99
Bad idea. Eliminate them altogether. Drug detailing and provision of “free” drug samples is a big part of the problem with healthcare today. It’s really not much different from ghostwritten CME and DTCA campaigns. To regain our profession from the usurpers (pharma), we need to rid ourselves of the bad influences, completely. It’s worse than just an appearance of impropriety. It’s a slippery slope.
Paul
This is a disingenuous thing. This “commission” is a for profit company trying to become the sole educator. They are not a “commission” just a sales training company.
Good idea to have better training and certification though.
Bruce
Ed
You should see how Canadian Pharma does it. It is called CCPE. Canadian Council of Pharmaceutical Education. It used to be APMR which was accredited pharmaceutical manufacturer’s representative. There was a basic anatomy, physiology and pharmacology exam for the initial offering. It took months of independent study and then a proctored multiple choice questions of 100. If you passed the basic you could test in different therapeutic areas and pharmacoeconomics and CHE.
Email me if you want more info.
Sales Professional
It seems that the pharma guidelines have restricted the representatives so much that they are reduced to being an ‘in person commercial’ - rather than providing any real education or value to the healthcare provider.
How many times have I heard a doc say; “Is that all you have?”
In specialty therapeutic areas, it is that data that provides the ongoing value to the drug, but that data, is also outside of labeiing and as such, offlimits for discussion.
In light of all this, to think that someone needs to regular representatives strikes me as closing the barn door after the horses have left. To think a company, posing as a Commission, somehow elevates the representatives value and role is laughable in light of the regulatory realities.
I’m sincerely interesd and have enough experience in this area to know that change has to come - someone will demand it, more than likely at the end of the day - it will be shareholders, OR, worse yet, the general public when they learn how much money is spent under the banner of promotion and education.
pharmavet
Let’s go back to hiring trained pharmacists as reps. Then we won’t need any “certification”.
Lyle Bootman
As the Chair of MRCC, I assure you that MRCC is a not for profit organization dedicated to certification and will not be creating or providing education or training. We will be validating education. Our Commissioners serve voluntarily and are dedicated to improving patient outcomes.
To establish the competency standard and certification program, we are following accredited processes to ensure a psychometrically and legally valid system of certification through examination. Ed’s post gives you the top level competency areas of the standard which have been refined through nearly a year of stakeholder research and meetings. Certified representatives will have the designation of MRCC which will be recognized by the healthcare industry as a symbol of credibility, value and competence.
J. Lyle Bootman, Ph.D., Sc.D.
Dean, College of Pharmacy, UA
MRCC Chair
Anonymous
I’ve seen various “certification” requirements at hospitals. My impression is that they have found a new revenue stream through certification fees. I call it extortion.
doc
I wish they would go to all medical professionals, pharmacists, nurses, PAs, etc. But the reality for at least a few years is that sales forces will contain many non medically trained people.
So even is this is by a for profit company, at least make existing reps take some basic pharmacology, statistics, A&P - anything to make those remaining stronger in understanding.
Eventually the reps will all be medical personnel and there will be 75% fewer than there are now.
We can only hope for that day.
cliffintokyo
Good news. Give this initiative a chance; its what seems to be needed.
Nothing is for-free; the trainers have to make a living if they are going to be independent of pharma (should be?). Perhaps FDA or other org could audit and approve?
Matthew Holford
Hmmm. A guarded response from this corner, I think.
In the UK (and US), customer-facing employees and those holding key positions of authority within a financial services organization are required to pass various Securities Institute exams, and must be vetted by the Financial Services Authority (SEC, in the US).
However, knowing what one should do, knowing what the legislation and regulatory requirements are, and actually following that stuff are very different. Especially so if the culture within an organization is skewed in favour of marketing, where (I’ve noticed), the Law often gets in the way.
Matt
Michael LeJeune
This is just another bureaucracy that we do not need. Industry reps have been downgraded for years so why the need to validate a commercial? The problem with the pharma/ physician is the deterioration of both environments. The physician is mostly an employee of a major medical group with very little autonomy and interest to go the the extra mile for their patients. The pharma community is bringing less and less to the market because of generic erosion and the fear of predatory law firms waiting for each group to trip up. There is not much field pharma business any more since the industry has dropped its standards for new hires and the overall lack of access. It was once a great place to be : once was:
Christian
Who gave this group the right to create a certification exam. It is just another group that wants suck cash out of people. Because the pharma industry is getting hammered in the media some fringe group decides to profit by it. Who certified this group, giving them the ability to certify reps. I propose starting an organization which certifies organizations to certify pharma reps.
Been There
Try the Certified Medical Representative Institute, lots of pharma repa are already certified.
Pharma girl
Certification=someone making monery…
Sanofi Aventis Rep
Reps are figuring out ways to say what they want. Below is a post fron MAsofi-Aventis rep board on CAFE PHARMA. Note that all claims made are opinion and have no clinical basis as APLENZIN has never been studied in humans.
Anonymous Posts: n/a
Re: APLENZIN 174mg dose availability?
——————————————————————————–
The HBr in Aplenzin is what makes you feel less anxious as compared to when you take Wellbutrin HCl. Historically Bromide was used as both an anti-seizure and a sedative. Bromide is still used today in veterinary medicine. There is a difference btwn the two meds, but only subtle.
Thad
certified for what? it’s so restrictive any knowledge NOT specifically approved by management will get fired.
it’s better not knowing. ignorance is bliss. compliance = employment.
i know nothing!!!!!!! NOTHING!
Thad
certified for what? it’s so restrictive any knowledge NOT specifically approved by management will get you fired.
it’s better not knowing. ignorance is bliss. compliance = employment.
i know nothing!!!!!!! NOTHING!
Sales Pro
The Pharma Guidelines were useless and unnecessary and completely did away with our ability to bring value of any kind to an MD office. This silly idea is just another extension of the ill-fated Pharma Guidelines. Just another cover for someone trying to extort cash out of gullible pharma management. What a crock!
Sales Pro
Forgot to mention that this “organization” is charging $350 for their “exam” to certify us! Unbelievable!
pharmavet
Lots of resistance to certification on the Cafe Pharma Boards. I think that a lot of reps thought that working and studying at the same time was a thing of the past. I’m sure that they can find the time to open a book while they’re on the treadmill or getting their nails done on company time.
Not Happening
Get a grip folks. Washington DC city council is not the United States Congress. This will never go anywhere.
Joe
This new certification seems very basic when compared to the curriculum offered by the Certified Medical Representative Institute (CMRI). Furthermore, the benefits (see below) are way overstated especially with regard to patients. Sales reps are strictly monitored and trained on what they can say and show (they cannot use unapproved sales aids). As a result, all of the information passed on to providers is very specific and does not allow for deviation. Who is to say that a new credentialing agency can’t come forward and mandate reps take their exam. What about people who completed CMRI? Is their certification acceptable as an alternative?
Benefits
Medical Representatives certified by MRCC:
Certified medical representatives will prove competence and capability, and will realize increased professionalism, credibility and trust among their customers and employers.
Clinicians / Healthcare Providers:
With enhanced trust of information from medical representatives certified by MRCC, clinicians and allied health professionals will see efficiencies in time and improved patient compliance.
Employers:
Employers may be confident in the continued competence of those certified in their company and will see positive impact in public opinion and customer satisfaction.
Patients:
Patients will benefit from the certification of medical representatives through increased patient care and improved outcomes when clinicians have the most appropriate information about drugs and treatments.
Harry
To quote Anonymous:
“I’ve seen various “certification” requirements at hospitals. My impression is that they have found a new revenue stream through certification fees. I call it extortion.”
and Sales Pro:
“Forgot to mention that this “organization” is charging $350 for their “exam” to certify us! Unbelievable!”
Excuse me, but the truly “unbelievable” part is to think that drug sales reps, who make tons of money doing a job whose necessity is questionable, would whine about another company’s revenue stream, especially when the other company is trying to elevate the reputation of an industry that many of said sales reps continually sully.
And if you think $350 to create, manage, process, and track a certification exam is “unbelievable”, then why don’t you spend some time justifying your salary? It’s okay for you to make money but not anyone else?
If we did a better job of educating ourselves and making ourselves respected in the industry, we wouldn’t need an organization like this. What have you done recently to improve yourself and the reputation of your profession?
Edward
This is the biggest bunch of crap I have seen in a long time. Not only is it horrible during this economic downturn, who the hell do you think you are to try and mandate this in our industry? Obviously you are making some money off of this. We spend countless years training and then getting promoted. I have been in this industry for over 15 years and in a promoted position for 6. YOu have some kind of nerve! Obviously all of you must have ample time on your hands not working to create this? This to me is unbelievable. I would boycott this with no problem. This is some kind of money making propaganda that smells of beurocratic shit, mandated and run by egocentric idiots. Dont you have enough work to do? Apparently I just answered my own question..the answer would be “NO”. Get a job and go back to school and teach kids, become a tutor or better yet, grade exams. This is unbelievable for sales…grow up!
Elizabeth Bailey
This is completely asinine. I am sure my company Bristol Myers would never make us take some retarted test. Our reps are the best, we know everything, and we will never have to do this crap!
Rogue
Sarah Palin is pissed about the way you described the test.
ABEASLEY
I AM NO FAN OF BIG PHARMA, BUT I WOULD REMIND PATRON99 THAT THE ONLY WAY SOME OF MY PATIENTS CAN GET NEEDED MEDICATION IS THROUGH SAMPLES PROVIDED WHEN REPS COME TO THE OFFICE. MANY OF THEM HAVE NO INSURANCE AND SOME HAVE FALLEN THROUGH THE MEDICARE D “DONUT HOLE”. I CAN GET PT ASSISTANCE PROGRAMS FOR THEUNINSURED THROUGH THE PHARMACUTEICAL COMPANIES FOR MANY DRUGS, BUT PEOPLE WHO FALL THOUGH THE “DO NUT HOLE” END UP NEEDING SAMPLES TO TIDE THEM OVER UNTIL JANUARY WHEN THE WHOLE CRAZY THING STARTS OVER. SOME NEEDS SAMPLES WHILE I ARGUE WITH MEDICARE D INSURANCE OR PRIVATE INSURANCE COMPANIES TO GET THE MEDICATION APPROVED. DONT GET ME STARTED. I KNOW THAT THERE HAS BEEN UNETHICAL AND UNPROFESSIONAL CONDUCT ON THE PAR TOF SOME COMPANIES AND SOME REPS , BUT CERTAINLY NOT ALL. DONT THROW THE BABY OUT WITH THE BATH WATER.
MsPiggy
Having certified drug sales reps is quite a novel idea. Would that be like buying a certified used car?
__________________________________
OK Dr. all caps (stop yelling please) aka Abeasley:
“THAT THE ONLY WAY SOME OF MY PATIENTS CAN GET NEEDED MEDICATION IS THROUGH SAMPLES PROVIDED WHEN REPS COME TO THE OFFICE”
So we know you allow drug reps in your fantasy office, and proudly hand out those “not so free” drug samples.
May we ask what little goodies you have received personally from stated drug reps and these companies for handing out and promoting those free samples?
Do you sit down and spend the time with your patients explaining the side effect and risk profile of these drugs you are handing out “free” before they leave your office?
Do you discuss the generic alternatives to that not so free sample?
By the way, Medicare is anything but FREE, since we all pay for it. Samples are not free, since in the end we all pay for them also.
“DONT GET ME STARTED”
Please get started, I would love to know all those little scandalous details you have to offer us.
“I KNOW THAT THERE HAS BEEN UNETHICAL AND UNPROFESSIONAL CONDUCT ON THE PAR TOF SOME COMPANIES AND SOME REPS , BUT CERTAINLY NOT ALL”
Do you happen to know the exact percentage for those unethical companies and their marketing machine reps just off the top of your head; since you are playing semi apologist here after all?
In fact can you name a single one of the major pharmaceutical corporations that have not been directly involved with any of the following behaviors: have been/or are being presently investigated for medicare fraud and other related crimes, have not paid hefty fines to get off the criminal hook, have not admitted criminal wrong doing, haven’t signed at least one CIA, haven’t illegally off label marketed their product, skewed the scientific data in their favor, paid huge sums of cash to get doctor’s to pimp their product, have not hid adverse drug side effects, or have not played the old smoke and mirrors game with research, marketing, and clinical trials.
“DONT THROW THE BABY OUT WITH THE BATH WATER.”
Maybe your referring to the baby that is now a huge marketing target of the pharmaceutical industry with that statement?
You did read this article here correct: “Children Get More Prescriptions All The Time”
I gather from your view, the last thing we need at this juncture is to hold the industry and those doctors accountable for their “UNETHICAL AND UNPROFESSIONAL CONDUCT”.