Reference no: EM13876611
In the wake of public scrutiny and industry self-regulation of pharmaceutical detailing practices, the focus has shifted to "simple one-on-one human rapport." As The New York Times reported in 2005:
Anyone who has seen the parade of sales representatives through a doctor's waiting room has probably noticed that they are frequently female and invariably good looking. Less recognized is the fact that a good many are recruited from the cheerleading ranks.
Known for their athleticism, postage-stamp skirts and persuasive enthusiasm, cheerleaders have many qualities the drug industry looks for in its sales force. Some keep their pompoms active, like Onya, a sculptured former college cheerleader. On Sundays she works the sidelines for the Washington Redskins. But weekdays ?nd her urging gynecologists to prescribe a treatment for vaginal yeast infection.
The article goes on to quote a cheerleading advisor at the University of Kentucky, who gets regular calls from drug company recruiters. He explains why his team is in demand:
Exaggerated motions, exaggerated smiles, exaggerated enthusiasm-they learn those things, and they can get people to do what they want.
Former cheerleaders-female and male-are evidently joining the ranks of pharmaceutical sales reps in large numbers, and they walk into good salaries: $50,000 to $60,000 a year with bonuses, and a car. The companies deny that they are hiring based on sex ap- peal. As one executive puts it:
Obviously, people hired for the work have to be extroverts, a good conversationalist, a pleasant per- son to talk to; but that has nothing to do with looks, it's the personality.
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