Doctors rarely tell you they have stopped prescribing.
They simply drift. The numbers soften for a few months, the rep visits a little less, and by the time anyone asks, the reason is old and the habit is gone.
How I ask reps to handle it:
- Notice the slowdown early. Watch the trend, not one month.
- Check the pharmacy first. Sometimes it is stock, not the doctor.
- Ask directly: "Doctor, I noticed you use it less. Did something change?"
- Listen without defending. Do not argue with the first answer.
- Sort the reason: patient results, tolerability, cost to the patient, or another company's visits.
- If he mentions a side effect, report it to drug safety (pharmacovigilance) the same day.
- Come back with something that answers his real concern. Clinical questions go to medical affairs.
Not every doctor comes back. Every doctor remembers how you handled it.
The worst response is the most common one: visiting less because he prescribes less.
“A doctor who stopped has a reason. Your job is to hear it.”
Lesson 7 of 7 in Step 7: After the visit, with the full guide and a checklist for this week.