The role of drug reps and their influence in doctors' offices is a hot topic right now since the relationship brings about a number of potentially conflicting ideologies. Perhaps unwarranted, many people wonder whether the financial pull and pizzazz of pharmaceutical companies and their reps affect the practice of modern medicine. Add that skepticism to a society where more and more people everyday are looking outside of their doctor's office for alternative modes of information sources to help treat their conditions.

A new study shows that doctors in the United Kingdom who consult with drug representatives at least once a week are more likely to prescribe unnecessary medications. Previous studies have shown that doctors who frequently meet with drug reps tend to spend more on medication, yet this study is the first to examine the impact that drug reps have on prescribing behaviors.

Researchers in England surveyed more than 1,000 doctors to understand their prescribing habits. They found that frequent visits with drug reps were directly linked to a greater willingness to prescribe new medications. Such doctors also were more likely to accommodate to a patient's request for a medication, even if it wasn't a legitimate request.

The study's authors suggest that some doctors prescribe more medication to ensure that patients will continue coming back to the office. Current research shows that if a doctor prescribes antibiotics to 100 fewer patients each year, 25 fewer would seek advice about the problem in the future, and 10 fewer would come back to the office within the next year. That could drastically change a doctor's average number of patient visits.

Doctors who meet with drug reps tend to be more isolated from colleagues and work in deprived areas. Some of the doctors surveyed said that frequent contact with drug reps was more important than learning about new drugs themselves. Authors of the study explain, "Such visits possibly fulfill a pastoral, rather than educative role."

The researchers conclude that more studies are needed to help doctors adopt more effective prescribing techniques. Since the study was conducted in England and involved English doctors, results are not necessarily reflective of United States' practices. The article was published in a recent issue of the British Medical Journal.