You don't have to prescribe their drugs. The money keeps flowing only to those that do. These companies are smart. That money is in their budget for one reason and one reason only: To get their drugs prescribed and their devices used. They don't continue to authorize it, where it fails to achieve their goal. They will adjust as time goes on, and redirect the money where it achieves their goal. Drug and device companies also have rock solid research, along with corroborating real life experience, proving that money spent for these purposes is well spent. It may not work on every physician, but it works often enough, on enough physicians, to justify their continue to spend the money for this type of marketing.
As long as you see pharma and device companies spending their money on marketing directly to MDs, you can bet your life it's working. There's nothing on Earth the business people that run these companies hate more than wasting money they could otherwise be putting in their own bank accounts.
Even if you didn't prescribe their meds after you cashed you $1,000 check, they know damn well that was enough money you certainly told some other doctors about it, which is certain to lead at least one to sign up to cash the next check, who might prescribe their poison. Someone's probably reading this right now, thinking, "Wow,
@Splenda88 and
@Birdstrike say all I have to do is prescribe some new drug and I'll get $1K every few months for listening to a 4 hr conference call while I scroll through social media? Sign me up!" And as long as they've convinced that person their new drug is 'probably not worse' than the one they're already prescribing, they've got 'em.
Read Influence, by Robert Cialdini, and you'll realize this is as easy as counting 1, 2, 3 for marketing reps, and they know it with robotic, absolute certainty. While it may not work on you, the company reps know that if the doc is even so much as listening, or certainly if accepting anything of value (food, money) no matter how small, they've got 'em, whether the doc knows it or not.
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