In a unique collaborative paper in PLoS Medicine, a former drug rep and a physician who researches drug marketing reveal the tactics used by drug reps to manipulate physicians into selling drugs."Drug reps increase drug sales by influencing physicians, and they do so with finely titrated doses of friendship,” say the authors, Adriane Fugh-Berman (Georgetown University Medical Center) and Shahram Ahari, a former drug rep for Eli Lilly who now works for the School of Pharmacy at University of California San Francisco.>>> Discuss This Story