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Healthy Skepticism Library item: 8392

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

Hildebrand N.
Physician and pharmacist: competing or essentially complementing?
Deutsche Apotheker Zeitung 1984 Aug 9; 124:1573-1576


Abstract:

A discussion on the problems of communication and cooperation between the physician and the pharmacist in providing patient care services is presented and recommendations for improving relations between the 2 professions are described. The causes of the deficiencies on the part of the physician include inadequate training of physicians in pharmacology and in optimal drug therapy, dependence on the pharmaceutical industry for drug information and the financing of continuing education, and lack of awareness of the costs of rational drug therapy. On the part of the pharmacist, there is a commercial dependence on the prescribing physicians, lack of competence and self-confidence as drug advisor for the doctor, due to improper training. Overcoming the deficiencies is believed to enhance the potential for collaboration between the 2 professions.

 

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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