Healthy Skepticism Library item: 8839

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

Higgins DG.
Aspects of medical communications in the United Kingdom.
Drug Inf J 1975 Jan-Apr; 9:(1):32-7

Abstract:

Communication between the pharmaceutical industry and health professionals is analyzed as to general philosophy, sources of information and techniques for transmitting it, and trends in England which affect its dissemination. To illustrate how physicians were informed of a new drug as well as a new pharmacological theory, the introduction of beta-blockade into clinical practice in the late 1960’s is described. This required familiarizing health practitioners with the therapeutic concept before they could safely prescribe beta-blockers. Two of the chief information sources—drug detail men and their educational materials, and press and direct mail advertising—are discussed in detail. The sources most influential in new drug prescribing are shown in table form; other tables give data on trends in medical practice in the United Kingdom. It is observed that the pharmacist in the U.K. has not been adequately utilized as a valuable drug information resource.

Keywords:
Advertising Drug Industry Drug Information Services* Education, Medical, Continuing* Great Britain Information Services*