Healthy Skepticism Library item: 12902

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: news

Aitken P.
Health Professionals need new skills to critically appraise marketing programmes
PLoS Medicine 2008 Feb 18
http://medicine.plosjournals.org/perlserv/?request=read-response&doi=10.1371/journal.pmed.0050005#r2105

Full text:

We, a group of senior consultants and academics from across medical disciplines, convened a one day conference at BMA House in 2005 (1) to examine our relationship with the pharmaceutical industry. (2) What emerged was a consensus that whilst we had skills in critically appraising the scientific literature we had a poor knowledge of the pharmaceutical industry mission, in particular marketing programmes and lacked skills in critically appraising marketing materials.(3) From the conference a number of us established www.arborvitae.org.uk as an educational organisation aimed at bridging the knowledge and skills gaps for post graduate doctors. We have run a series of courses and engaged over 400 UK doctors and pharmacists in the programme. In October 2007 we revised the website to include a members area for registered health professionals where peer blog discussion tackles ethical issues and dilemmas in practice. (4) Most recently we have found a number of nurses registering with the site and it may be that the site and the programme could be helpful to nurses. Registration and use of the site is free. Our aim is to create on line peer groups in discussion from which best practice can be determined. My interest is the educational research opportunity this affords. We would welcome nurses registering and offering feedback on the information & training materials available.

1 Arbor Vitae Education, BMA House, June 2005.
http://www.arborvitae.org.uk (accessed 06 Nov 2006).

2. Aitken P, Katona C. Working with the drug industry – is your reputation at risk? BMJ Career Focus 2005;330:73–5

3. Aitken P, Perahia D, Wright P. Psychiatrists entering the pharmaceutical industry in the UK. Psychiatry Bull 2003;27:248–50.

4.Hewitt P. Trust, assurance and safety – the regulation of health professionals in the 21st century. London: Stationery Office, 2007.