{"id":{"repo_id":"durham","oai_identifier":"oai:etheses.durham.ac.uk:244"},"canonical_url":"https://search.dev.ndltd.org/etd/durham/oai:etheses.durham.ac.uk:244","repository":{"repo_id":"durham","name":"Durham University","base_url":"http://etheses.dur.ac.uk/cgi/oai2"},"display":{"title":"The impact of marketised discourse on the interaction between drug representatives and physicians","abstract":"Drug representatives (‘drug reps’) visit physicians to present and promote pharmaceutical products (‘drug detailing’). Against the background of a continuous innovative slow-down, drug companies have shifted strategic emphasis towards marketing and selling. With regards to drug detailing, I am investigating how this shift towards marketing is manifested in discursive terms. I show how the detailing discourse is impacting the attitudes and behaviours of those involved in it, namely physicians, drug reps and their managers. By means of qualitative interviewing I access the individual meaning-making and attitudes towards the phenomenon of drug detailing. I demonstrate how discourse is designed, transformed and responded to. In that, I point to a system of incompatibility resulting in unproductive action. Marketised discourse as devised by management is not fostering collaboration between the industry and the medical profession. Moreover, it leads to a growing detachment of drug reps from their organisations. By highlighting the issue of drug detailing for the first time from a drug rep perspective my research demonstrates that the industry is not an integrated ideological whole. I conclude by advocating a more transparent conduct of business, suggesting controlling means to improve the quality of information delivery. Last not least I want to stimulate a critical public discourse about the sublime ways of constructing and disseminating marketised pharmaceutical information.","abstract_html":"Drug representatives (‘drug reps’) visit physicians to present and promote pharmaceutical products (‘drug detailing’). Against the background of a continuous innovative slow-down, drug companies have shifted strategic emphasis towards marketing and selling. With regards to drug detailing, I am investigating how this shift towards marketing is manifested in discursive terms. I show how the detailing discourse is impacting the attitudes and behaviours of those involved in it, namely physicians, drug reps and their managers. By means of qualitative interviewing I access the individual meaning-making and attitudes towards the phenomenon of drug detailing. I demonstrate how discourse is designed, transformed and responded to. In that, I point to a system of incompatibility resulting in unproductive action. Marketised discourse as devised by management is not fostering collaboration between the industry and the medical profession. Moreover, it leads to a growing detachment of drug reps from their organisations. By highlighting the issue of drug detailing for the first time from a drug rep perspective my research demonstrates that the industry is not an integrated ideological whole. I conclude by advocating a more transparent conduct of business, suggesting controlling means to improve the quality of information delivery. Last not least I want to stimulate a critical public discourse about the sublime ways of constructing and disseminating marketised pharmaceutical information.","abstract_has_math":false,"creators":["Gehrke, Jost-Tilo Alexander"],"institution":"Durham University","degree_name":"PhD","degree_level":"doctoral","degree_discipline":null,"degree_department":null,"school":null,"contributors":[],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2010,"date_issued":"2010","date_published":"2010","updated_at":"2026-07-24T02:11:04Z","subjects":[],"languages":[],"rights":[],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":null,"outbound_label":null,"outbound_source":null},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:creator","label":"Author","values":["Gehrke, Jost-Tilo Alexander"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date","label":"Dc Date","values":["2010"]},{"key":"dc:date.issued","label":"Date","values":["2010"]},{"key":"dc:publisher.department","label":"Dc Publisher Department","values":["Economics, Finance and Business, School of"]},{"key":"dc:publisher.institution","label":"Dc Publisher Institution","values":["Durham University"]},{"key":"dc:relation.isreferencedby","label":"Dc Relation Isreferencedby","values":["https://etheses.durham.ac.uk/id/eprint/244/"]},{"key":"dc:type","label":"Dc Type","values":["Thesis"]},{"key":"dc:type.qualificationlevel","label":"Dc Type Qualificationlevel","values":["doctoral"]},{"key":"dc:type.qualificationname","label":"Dc Type Qualificationname","values":["PhD"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier.uri","label":"Identifier URI","values":["https://etheses.durham.ac.uk/id/eprint/244/1/DBA_Thesis_JTAGehrke_2010.pdf"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["Drug representatives (‘drug reps’) visit physicians to present and promote pharmaceutical products (‘drug detailing’). Against the background of a continuous innovative slow-down, drug companies have shifted strategic emphasis towards marketing and selling. With regards to drug detailing, I am investigating how this shift towards marketing is manifested in discursive terms. I show how the detailing discourse is impacting the attitudes and behaviours of those involved in it, namely physicians, drug reps and their managers. By means of qualitative interviewing I access the individual meaning-making and attitudes towards the phenomenon of drug detailing. I demonstrate how discourse is designed, transformed and responded to. In that, I point to a system of incompatibility resulting in unproductive action. Marketised discourse as devised by management is not fostering collaboration between the industry and the medical profession. Moreover, it leads to a growing detachment of drug reps from their organisations. By highlighting the issue of drug detailing for the first time from a drug rep perspective my research demonstrates that the industry is not an integrated ideological whole. I conclude by advocating a more transparent conduct of business, suggesting controlling means to improve the quality of information delivery. Last not least I want to stimulate a critical public discourse about the sublime ways of constructing and disseminating marketised pharmaceutical information."]},{"key":"dc:format","label":"Dc Format","values":["text"]},{"key":"dc:title","label":"Title","values":["The impact of marketised discourse on the interaction between drug representatives and physicians"]}]}],"canonical_facts":{"dc:creator":["Gehrke, Jost-Tilo Alexander"],"dc:date":["2010"],"dc:date.issued":["2010"],"dc:description.abstract":["Drug representatives (‘drug reps’) visit physicians to present and promote pharmaceutical products (‘drug detailing’). Against the background of a continuous innovative slow-down, drug companies have shifted strategic emphasis towards marketing and selling. With regards to drug detailing, I am investigating how this shift towards marketing is manifested in discursive terms. I show how the detailing discourse is impacting the attitudes and behaviours of those involved in it, namely physicians, drug reps and their managers. By means of qualitative interviewing I access the individual meaning-making and attitudes towards the phenomenon of drug detailing. I demonstrate how discourse is designed, transformed and responded to. In that, I point to a system of incompatibility resulting in unproductive action. Marketised discourse as devised by management is not fostering collaboration between the industry and the medical profession. Moreover, it leads to a growing detachment of drug reps from their organisations. By highlighting the issue of drug detailing for the first time from a drug rep perspective my research demonstrates that the industry is not an integrated ideological whole. I conclude by advocating a more transparent conduct of business, suggesting controlling means to improve the quality of information delivery. Last not least I want to stimulate a critical public discourse about the sublime ways of constructing and disseminating marketised pharmaceutical information."],"dc:format":["text"],"dc:identifier.uri":["https://etheses.durham.ac.uk/id/eprint/244/1/DBA_Thesis_JTAGehrke_2010.pdf"],"dc:publisher.department":["Economics, Finance and Business, School of"],"dc:publisher.institution":["Durham University"],"dc:relation.isreferencedby":["https://etheses.durham.ac.uk/id/eprint/244/"],"dc:title":["The impact of marketised discourse on the interaction between drug representatives and physicians"],"dc:type":["Thesis"],"dc:type.qualificationlevel":["doctoral"],"dc:type.qualificationname":["PhD"]},"updated_at":"2026-07-24T02:11:04Z"}