Healthy Skepticism Library item: 594
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
Shear NH, Black F, Lexchin J.
Examining the physician-detailer interaction
Can J Clin Pharmacol 1996; 3:(4):175-179
Abstract:
Over 85% of physicians see pharmaceutical-sponsored representatives (detailers). The purpose of the interaction is often touted by physicians as being educational, yet studies indicate that a common outcome of the interaction is inappropriate prescribing. Unfortunately many physicians do not formulate educational objectives before the interaction and are completely unaware of the structured sales techniques employed by detailers. The authors present their technique of using a video recreation of a physician-detailer interaction as the basis of a 1 hour interactive instructional program. The objective is to make the physician a knowledgeable participant in the doctor-detailer interaction so that if a physician chooses to meet with pharmaceutical representatives, the professional needs of the physician are met.
Keywords:
*educational intervention
*analysis
students
physicians in training
sales representatives
influence techniques
quality of information
critical appraisal
ATTITUDES REGARDING PROMOTION: CONSUMERS
PATIENTS
ATTITUDES REGARDING PROMOTION: HEALTH PROFESSIONALS
EDUCATING ABOUT PROMOTION: HEALTH PROFESSION STUDENTS
EDUCATING ABOUT PROMOTION: HEALTH PROFESSIONALS
EDUCATING ABOUT PROMOTION: PHYSICIANS IN TRAINING
EVALUATION OF PROMOTION: CRITICAL APPRAISAL TECHNIQUES
EVALUATION OF PROMOTION: DETAILING
EVALUATION OF PROMOTION: INFLUENCE TECHNIQUES
INFLUENCE OF PROMOTION: PRESCRIBING, DRUG USE
PROMOTION AS A SOURCE OF INFORMATION: DOCTORS