Healthy Skepticism Library item: 4224

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

Rovers JP.
The doctor’s, the druggist’s, and the detail rep’s dance: who leads, who follows?
Canadian Family Physician 1991; 37:100-104

Abstract:

The author reviews some of the literature about interventions designed to influence physicians’ prescribing patterns, particularly how the pharmacist and drug industry alter prescribing by primary care physicians. Many of the usual interventions are probably ineffective; a personal relationship with the physician is necessary to modify prescribing behaviour consistently.

Keywords:
*analysis/Canada/pharmacies and pharmacists/doctors/sales representatives/quality of prescribing/quality of information/ATTITUDES REGARDING PROMOTION: HEALTH PROFESSIONALS/INFLUENCE OF PROMOTION: PRESCRIBING, DRUG USE/PROMOTION AS A SOURCE OF INFORMATION: DOCTORS/PROMOTIONAL TECHNIQUES: DETAILING