Research continually points to medical professionals as having the highest risk on the road. This is primarily due to long working hours. A new study from the Occupational Medicine Journal in the USA says it is not only doctors at high risk, but pharmaceutical sales representatives are also at greater risk for car crashes due to their specific job challenges. In South Africa, recently we also seen the impact on emergency response teams who are at times shot at and even hijacked.
According to the Journal’s research, pharma sales representatives are at 49% higher risk of being in an accident. The CEO of MasterDrive explains further: “One reason that these individuals are at higher risk is greater time spent on the road; pharma reps drive between 12 000 and 16 000km more per year.
“Other challenges that factor in include time constraints and job demands. According to the report they are also at higher risk due to greater use of drowsy causing medications like painkillers. Reps tend to prioritise making sales over driving, resulting in more multitasking behind the wheel as well.”
Ultimately, the majority of crashes amongst pharma reps are as a result of risky driving behaviours. “As a result, this makes training interventions the most effective means to see tangible change in the number of crashes. The study concurs that proper training that teaches more effective driving behaviours is the most effective way to reduce accidents.
“Raising awareness, brief talks and greater penalties for bad driving behaviour are not enough. While these are effective tools in helping to promote a road safety culture, it needs to be combined with more intentional approaches to changing behaviour. Driver training is best positioned to achieve this as it is a physical illustration to the driver of the dangerous behaviours they are indulging in and how they place themselves and others at risk.”
Yet, training is most effective when you are aware of the risky behaviours specific drivers are guilty of. “This includes awareness of what different generations of drivers are most vulnerable to, like younger generations and distracted driving. It also involves paying attention to driving offences that certain drivers may be repeatedly penalised for by law enforcement.
“The most important way, however, is to use technology such as telematics to identify a driver’s risky driving behaviour. With this knowledge on hand, pharmaceutical companies can select driver training to address these issues. Ongoing interventions can also be designed around this as singular attempts to change behaviour are likely to soon be forgotten and old habits reverted to.”
Despite the delays experienced by AARTO, drivers still need to start changing their driving behaviour now. “Habits are easy to fall into but more difficult to get out of. Capitalise on the time provided by the delays to its implementation so that the income of both the reps and your business do not suffer needlessly,” says Herbert.
In an industry with such high risk of crashes, road safety promotion cannot be neglected. Every driving behaviour that places your driver at risk should be addressed with urgency. This may include managing job stressors, creating a culture of road safety within the organisation and initiating training courses that address your organisational needs.