The rookies at Insys came to see that many of their targets had long-standing relationships, professional and personal, with competing reps, and that mattered more than they had anticipated. Once they grew acquainted with the clinics on their call lists, they saw that each of them was a social ecosystem, with a cast of staffers surrounding the doctor and a circle of reps jockeying for position. On every call, the Insys reps were stumbling onto someone else’s territory. By asking a doctor to start opting for Subsys as his go-to TIRF drug, the Insys rep was asking him to deal a serious blow to a
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