This is why pharmaceutical sales representatives are so important. Most doctors are far too busy treating patients day to day to stay up on every new drug that comes out. CME can help cover some of this, especially with new procedures or treatments, but nothing can keep up with the 100 new drugs for diabetes. what really helps doctors is having people that can come talk to them, tell them that drug X is better than Y, give them the literature if they want it, tell them what insurance has a chance of covering it. Some doctors will always do what they know, but the majority just need to know there is a better option.