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Healthy Skepticism Library item: 12589

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

 

Publication type: Journal Article

Bachmann CS, Berg EA, Spigset O, Slørdal L.
[Benzodiazepine-like hypnotics - attitudes and prescription practice among general practioners.]
Tidsskr Nor Laegeforen 2008 Jan 17; 128:(2):166-70
http://www.tidsskriftet.no/index.php?vp_SEKS_ID=1641672


Abstract:

BACKGROUND: The large increase in sales of the benzodiazepine-like hypnotics (z-hypnotics) zopiclone and zolpidem over the last decade prompted an investigation into Norwegian general practitioners’ prescription habits, knowledge of and attitudes to these drugs. MATERIAL AND METHODS: A questionnaire was distributed to all 928 registered GPs in six Norwegian counties. The physicians were asked to assess statements, patient vignettes and drug preferences with regard to z-hypnotic and benzodiazepine prescription practice. The responders were anonymized and grouped with respect to gender, county, years of professional experience, knowledge and attitudes. RESULTS: A total of 321 (36 %) of the GPs responded. Among the respondents, physicians with adequate knowledge about clinical use of and restrictive prescription attitudes towards z-hypnotics and benzodiazepines prescribed these drugs with a lower frequency. Prescription rates did not vary as a function of sex, geographical localization, work experience or knowledge about drug pharmacodynamics. A total of 56 % of the respondents preferred zopiclone to zolpidem, whereas 8 % preferred zolpidem. :Many of the factors, which were used to justify the preferences, were irrelevant or erroneous. INTERPRETATION: The study revealed a lack of factual knowledge about these drugs, and may suggest that a rational prescription practice is restrictive.

 

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As an advertising man, I can assure you that advertising which does not work does not continue to run. If experience did not show beyond doubt that the great majority of doctors are splendidly responsive to current [prescription drug] advertising, new techniques would be devised in short order. And if, indeed, candor, accuracy, scientific completeness, and a permanent ban on cartoons came to be essential for the successful promotion of [prescription] drugs, advertising would have no choice but to comply.
- Pierre R. Garai (advertising executive) 1963