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The article reports on the marketing strategies adopted by pharmaceutical companies in the United States. Given the vast amount of resources that the pharmaceutical industry in the United States puts into marketing to physicians--about $7.8 billion a year, according to IMS Health--one would think that pharmaceutical marketers know these highly valued customers inside and out by now. Take sales forces, for example. The bulk of all industry-marketing efforts go into setting up detailing programs. And yet many representatives waste time and money again and again by visiting certain doctors 15 times, despite the fact that the last 14 visits did not lead to an appreciable rise in scripts. Good data mining may even reveal that some of those doctors are much more likely to respond to dinner meetings or to e-detailing programs. INSETS: Rep Returns;Learn the Lingo.