the Insys reps typically knew very little about the people they were trying to persuade. In a relationship business, they had to create relationships from scratch. After summoning the courage to walk into a clinic uninvited on a cold call, they commonly found themselves rejected out of hand. Often their best pitch for Subsys, if they even got past the front desk and had a chance to deliver it, was received to little or no effect. Mia Guzman and Tracy Krane would talk about the frustrating fact that in this industry the “customer”—the doctor—was not in fact a buyer of anything. When you left
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