The number of pharma sales reps who wait for doctors and never see them is quickly growing. Though the vast majority of primary care physicians still meet with pharma detail people, the number of physicians willing to see most reps fell last year by nearly 20%. ZS Associates' AccessMonitor report, which monitors the sales rep-related interactions of over 500,000 physicians, nurse practitioners and other pharmaceutical prescribers nationwide, has shown declines in prescriber accessibility for the past two years. If the pharmaceutical industry wants to increase its sales, it needs to change the way it approaches the sales call. Progressive pharmas now recognize the need to be more precise and more efficient with their sales and marketing efforts.