Bearing food, gifts, and trouble: Drug reps and resident physicians

There is no doubt that pharmaceutical drug reps influence the prescribing practices of physicians. If they did not, why would they do it? Resident physicians, who are in the early years of learning to prescribe, are more impressionable and potentially more easily influenced by pharmaceutical advertising. Fugh-Berman & Ahari (2007), which grew out of conversations between a physician and a former drug rep, provide an inside look into the mindset of drug reps, often different from the physicians they interact with. I would highly recommend folks read the full article. Among the many points they make, there's a quote I'd like to highlight that I believe is particularly relevant for resident physicians to consider:

"Cheerful and charming, bearing food and gifts, drug reps provide respite and sympathy; they appreciate how hard doctor's lives are, and seem only to want to ease their burdens. But, as SA's New Hampshire testimony reflects, every word, every courtesy, every gift, and every piece of information provided is carefully crafted, not to assist doctors or patients, but to increase market share for targeted drugs."

In my residency program, senior residents often liaise with drug reps to provide food for grand rounds or as a resident "wellness" activity. At the state and city hospitals where we work, there is simply not enough money for these small gestures that make residents feel valued. Yet, I am left to wonder, are we so easily bought?