In the wake of public scrutiny and industry self-regulation of pharmaceutical detailing practices, the focus has shifted to “simple one-on-one human rapport.” As The New York Times reported in 2005:

Anyone who has seen the parade of sales representatives through a doctor’s waiting room has probably noticed that they are frequently female and invariably good looking. Less recognized is the fact that a good many are recruited from the cheerleading ranks.

Known for their athleticism, postage-stamp skirts and persuasive enthusiasm, cheerleaders have many qualities the drug industry looks for in its sales force. Some keep their pompoms active, like Onya, a sculptured former college cheerleader. On Sundays she works the sidelines for the Washington Redskins. But weekdays find her urging gynecologists to prescribe a treatment for vaginal yeast infection.

The article goes on to quote a cheerleading advisor at the University of Kentucky, who gets regular calls from drug company recruiters. He explains why his team is in demand:

Exaggerated motions, exaggerated smiles, exaggerated enthusiasm—they learn those things, and they can get people to do what they want. Former cheerleaders—female and male—are evidently joining the ranks of pharmaceutical sales reps in large numbers, and they walk into good salaries: $50,000 to $60,000 a year with bonuses, and a car. The companies deny that they are hiring based on sex appeal.

As one executive puts it:

Obviously, people hired for the work have to be extroverts, a good conversationalist, a pleasant person to talk to; but that has nothing to do with looks, it’s the personality.28 Are there ethical issues here?29