Case Bullet Points
Mark’s value system predisposes him to obey company policies and reject wrong practices even if the culture in the organization tolerates such practice.
o Being a newbie Mark will have the tendency to abide the rules and regulations being set by the company plus the fact that he don’t have any idea on what it is really like as a medrep
There is cognitive dissonance between what Mark believes is the morally and legally right thing to do versus what will provide positive results for the company.
o The morally and legally right to do is to not give in to the demands of the doctor
o Coming from a conservative family, growing up in a Catholic school and being an honor student suggests Mark believes in doing the right things.
o New graduate from a reputable school à has high aspirations to excel in his new job.
Even if it is against the rules, giving in to the requests of the doctor will still be acceptable because he will be able to meet his target.
o At the end of the day, Mark’s KPI will be measured mainly on his performance in hitting his quota on a predetermined schedule (monthly, quarterly, annually) so securing a sale is very crucial.
o His work environment tolerates, and in some cases maybe even supports, the practice similar to what the doctor is asking of him, thereby not judging the act as bad in itself because of the targets the company would be achieving.
Mark plays in a very competitive industry of Pharma
o A number of players competing within the same drug category and competing with the support and prescriptions of targeted doctors is one fact of how competitive Mark’s role is. Imagine a number of medical reps like Mark wanting a possible sale regardless of how it is produced
o Pharma is like joining a Gang, if you don’t learn and do the ‘trick of the trade’ you will be left behind bigtime!
Mark’s supervisor giving a free-hand to decide
o Although company rules have been set and Mark adhering...
