Maybe GlaxoSmithKline sales reps deserve a bonus. A new survey of more than 1,800 primary care physicians ranked the drugmaker’s field force as the best, even as sales calls to these docs - which include general practitioners, family med physicians and doctors of osteopathy - fell 12 percent in the 12 months ending September 2010, compared with the previous 12-month period.

On a score of 1 to 7, Glaxo’s average quality score was 5.71, up from 5.54 in 2009, according to SDI Health, a market research firm that conducted the survey. The showing catapulted Glaxo from third place last year, when the drugmaker followed Pfizer and Merck, both of which moved down a notch from the No. 1 and No. 2 slots, respectively. On a related note, in both years, 97 percent of the docs indicated they were familiar with Glaxo reps, who most often discussed Advair Diskus, Lovaza, and Avodart.

Perhaps the new Glaxo bonus system is working? You may recall the drugmaker no longer pays bonuses based on achieving sales targets and, instead, does so based primarily on the service delivered to customers.” Bonuses are now determined, in part, by customer feedback, and by whether reps adhere to “values of transparency, integrity, respect and patient-focus” (see this). If any Glaxo reps get a boost in pay from the survey results, please let us know.

How did some other drugmakers fare? Pfizer had 5.64 quality score and also was familiar to 97 percent of the docs queried. Merck had a 5.67 quality score, Novartis garnered a 5.64 quality score and AstraZeneca managed a 5.51 quality score; all three were recognized by 95 percent of the docs.

For those wondering how often reps went door knocking, primary care physicians receive the most visits from reps, with more than 14 million made during the 12 months ending September 2010. Pfizer sales reps called on them most often, followed by reps from Merck, AstraZeneca, Glaxo and Forest Laboratories.