Healthy Skepticism Library item: 3512

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

Crane VS, Jefferson KK, Morgan R.
Rethinking pharmaceutical industry relationships.
Am J Hosp Pharm 1987 Aug; 44:(8):1884-6

Abstract:

Many hospital pharmacists view pharmaceutical manufacturers’ medical service representatives (MSRs) as a negative influence on cost-effective rational prescribing practices. Efforts to counter this negative influence often lead to adversarial relationships between hospital pharmacists and MSRs. MSRs can be an liability to the pharmacy department, but can also be an asset if the pharmacy director appropriately defines their role.. The basis for good relationships between hospital pharmacy departments and the pharmaceutical industry starts with good policies and procedures. But policies and procedures tend to define what MSRs should not do; what they should do is left to chance. There are four major areas in which MSR services may be beneficial: customer services, professional services, cost-containment assistance, and research support. Pharmacy managers must learn to investigate the availability of services from pharmaceutical companies and to expect extra efforts from MSRs to whom they give their business. Many MSRs have much to offer pharmacy departments and institutions. Our institution found we could successfully negotiate for extra services, and we continually offer ideas to MSRs regarding joint research and educational ventures. The responsibilities and qualifications of MSRs are changing considerably as the institutional healthcare environment undergoes rapid change. A cooperative relationship requires ongoing dialogue. Pharmacists must realize that MSRs play an important role in communication of drug information, and they should put this resource to work to support departmental and institutional goals. In addition, they must communicate to MSRs and their companies that this makes a difference in product selection. Establishing effective relationships with MSRs is challenging but worthwhile.

Keywords:
*analysis/United States/ Drug Industry* Interinstitutional Relations Pharmacy Service, Hospital/organization & administration* Purchasing, Hospital/standards* Research Support United States