Description
Book SynopsisHow sales representatives from Big Pharma and other healthcare companies circumvent public and regulatory scrutiny by forging relationships with nurses. Awarded second place in the 2019 AJN Book of the Year Award in the Professional Issues Category by the American Journal of NursingIt was once common for pharmaceutical companies and medical device makers to treat doctors to lavish vacations or give them new cars; companies would do virtually anything to buy influence so that their medications or devices would be used in a doctor's office or hospital. But with growing public scrutiny of kickbacks to doctors, the huge giveaways have disappeared. In Infiltrating Healthcare, Quinn Grundy shows that sales representatives are working instead behind the scenes. It is to nurses that these companies now market. Nurses, Grundy argues, are the perfect target for sales reps: their work is largely invisible and frequently undervalued, yet they wield a great deal of influence over treatment and pu
Table of ContentsAcknowledgments
Prologue
1. Invisible Influence
2. From Sales to Service
3. "The Perfect Friend"
4. The 'As-If' World of Nursing Practice
5. The "Rules of Engagement"
6. Marketing to Nurses Matters
Index
