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Healthy Skepticism Library item: 16307

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

Jeong HS.
Pharmaceutical reforms: Implications through comparisons of Korea and Japan.
Health Policy 2009 Aug 12; Epub Ahead of Print
http://www.sciencedirect.com/science?_ob=ArticleURL&_udi=B6V8X-4X0F6C9-1&_user=10&_rdoc=1&_fmt=&_orig=search&_sort=d&_docanchor=&view=c&_acct=C000050221&_version=1&_urlVersion=0&_userid=10&md5=315620548db078dc26b56d80122e49bc


Abstract:

This paper compares the process and results of the reform which confined doctors to prescribing and pharmacists to dispensing in both Korea and Japan from comparative and politico-economic perspectives. At the present time, several years since the reforms were implemented, a ‘compulsory separation’ is being established in Korea. The claims containing antibiotics against the total claims from the doctor’s clinic dropped from 55.7% in 2000 to 29.6%, and the number of drugs per claim from 5.9 in 2000 to 4.2 in 2008. Japan selected an ‘arbitrary separation’. Efforts to raise the rate of the ‘separation’ have increased the rate from 1% in 1974 to 57.2% in 2007, but nearly half of medical prescriptions are still being dispensed by doctors. Disparity in the two countries has been brought about by what follows: first, the president’s political leadership caused a radical shift in the attitude of the bureaucratic group in Korea; second, in their confrontation with doctors the pharmacists’ camp in Korea proved to hold political power stronger than that in Japan; third, intervention in policy of progressive civic groups in particular played a pivotal role in accomplishing the reform in Korea.

 

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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