Healthy Skepticism Library item: 19879
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: Magazine
Thompson M
GPs happy to receive drug company gifts
New Zealand Doctor News 1994 July 7
Full text:
As the pharmaceutical industry sets about establishing standards for marketing practices, many GPs have indicated they are happy to continue receiving free gifts from drug companies.
The latest IMS poll for New Zealand Doctor reveals that the majority are comfortable with the idea of receiving free surgical equipment from pharmaceutical companies, and a considerable number would take personal items and even cash if offered by drug reps.
However, GPs are fairly evenly divided about whether the pharmaceutical industry should be subjected to more regulation in this area.
GPs were questioned about the type of gifts they would accept from a drug company, an area in which the new RMI Code of Practice has remained fairly vague.
Almost two thirds of GPs said they would take surgery equipment valued at over $50, while one third would accept personal items or entertainment valued at over $50. The RMI avoided putting any cash limit on gifts, saying only that they should be within “reasonable” limits and deemed as “educational”.
One third of GPs would accept a free computer from a pharmaceutical company – an issue which has caused heated debate in the past.
And 44 per cent of GPs say they would accept free accommodation for a partner accompanying them to a conference – a “gift” which the RMI has said is not on.
Offers of cash – also seen as unacceptable within the RMI code – would be accepted by as many as 17 per cent of GPs surveyed.
GPs working in large practices would be generally more inclined to accept gifts than those working in smaller practices, with the exception of money where the trend is reversed.
GPs in the south could be seen to be more ethical than those elsewhere. While only 4 per cent there would take money from a drug company, 16 per cent in the north and 23 per cent in central areas would take the cash.
Promotions can affect scripts
It also seems that the promotional efforts of the pharmaceutical companies are successful in increasing the sale of their drugs.
While only 17 per cent of the GPs questioned said promotional activities never influence their prescribing, another 17 per cent said their prescribing is regularly affected, with 2 per cent saying their prescribing is regularly affected, with 2 per cent saying their prescribing is always determined by promotions.
Those working in larger practices as well as GPs in the south are least likely to feel that marketing activities affect their prescribing.
There seems to be little consensus among the medical profession as to whether such promotional practices should be tightened up.
Just over half believe things are fine as they are, with 42 per cent saying more regulation of the pharmaceutical industry is desirable.
The poll of 120 GPs nationwide was conducted between 21 and 23 June.
There is a sampling error of ± 8.9 per cent with a 95 per cent confidence level.
