Cardiologists' attitudes towards medical devices sales representatives and marketing tools in Saudi Arabia

Abstract

Problem

The dynamics of the physician-industry relationship, marketing tools utilized by sales representatives and its subsequent impact on clinical practices and patient welfare have gained significant attention over the past few years. The understanding of these interactions can guide the development of regulatory guidelines that can maximize patient benefit and safety. This study aimed to assess the standard marketing tools that are currently utilized by medical device industry sales representatives across Saudi Arabia, the attitude of the cardiologists towards these tools and the frequency of interaction between the sales representative and the cardiologists.

Methods

The research study employed a quantitative approach and a cross-sectional design to evaluate the data collected from a self-administered questionnaire distributed to a cross-section of cardiologists practising in Saudi Arabia. The study included a sample of 105 cardiologists from different institutes across Saudi Arabia. Statistical analysis was performed using SPSS with a significance threshold of p < 0.05, followed by principal component analysis.

Results

The prevalence of interaction between sales representatives from medical device companies and cardiologists was (96 %). The interaction frequency varied by the participant's gender and speciality. The highest frequencies of physician-sale representative interactions were detected among interventional cardiologists (46.7 %), %) and male cardiologists (92.4 %).

Furthermore, cardiologists had mixed attitudes towards the marketing techniques and the sales representatives. Most participants agreed on the utility of the representatives as a source of helpful information on medical devices, for creating awareness, and for providing persuasive information.

Conclusion

This study found a high prevalence of interactions between Saudi cardiologists and medical device sales representatives. Variation in interaction frequency was observed across different specialities, practice sectors, and gender. The study underscores the need for an enhanced understanding of physician-industry interactions. It emphasizes the importance of awareness and adherence to physician-industry relationship regulations to ensure ethical and transparent interactions within the healthcare systems. Furthermore, this study provides valuable insights into the physician-sales representatives' relationship that can guide future training and inform regulations.