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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

 

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...to influence multinational corporations effectively, the efforts of governments will have to be complemented by others, notably the many voluntary organisations that have shown they can effectively represent society’s public-health interests…
A small group known as Healthy Skepticism; formerly the Medical Lobby for Appropriate Marketing) has consistently and insistently drawn the attention of producers to promotional malpractice, calling for (and often securing) correction. These organisations [Healthy Skepticism, Médecins Sans Frontières and Health Action International] are small, but they are capable; they bear malice towards no one, and they are inscrutably honest. If industry is indeed persuaded to face up to its social responsibilities in the coming years it may well be because of these associations and others like them.
- Dukes MN. Accountability of the pharmaceutical industry. Lancet. 2002 Nov 23; 360(9346)1682-4.