Tactics of the physician-controlled counter--detail and the imminent risk of not changing pharma's detail relationship with physicians.

The traditional relationship between physicians and drug companies is imperiled because the perceived clinical value of the sales detail is found to be increasingly barren of clinical relevancy by physicians. There is an urgent need to train physicians to more effectively mine and refine the data offered by pharma for the benefit of present and future patients. The ability of doctors to use medicines for chronic disease states such as chronic pain, diabetes, hyperlipedemias, depression would be vastly improved if doctors were in possession of clinically relevant data that pharma has, but does not share with clinicians. Doctors must take control of the detail to extract this vital clinical information.