Healthy Skepticism Library item: 16044

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

D'Arcy E.
Presence, alignments and shared authenticity: Considering the new era of engagement between experts and the pharmaceutical industry
Journal of Medical Marketing 2009 Jun 12; 9:(2):175–183
http://www.palgrave-journals.com/jmm/journal/v9/n2/abs/jmm200914a.html

Abstract:

Perceptions of interactions between doctors and the pharmaceutical industry have changed; skepticism surrounds the intent of industry and there are concerns about vulnerabilities of doctors. This paper argues that challenges of sustaining relationships between professionals will be addressed by a paradigm shift in how, why, where and when the parties will interact and the acceptance of joint responsibility for interactions. This will lead to a new environment of authentic engagement and the realization of the clinical and commercial aspirations of both sides of the relationship. Such a change will require a parallel shift to recognize that relationships are not merely about ‘influencing Key Opinion Leaders’ but encouraging valuable collaborations with all types of health-care ‘Key Experts’. Insight from the ‘INTernational Ethically-GoveRned Interactions and Trust BodY’ research provides hope that this honest relationship between Key Experts will be more powerful than constantly defending media-fueled criticism that industry covertly tries to influence the medical community because it will recognize that both medical and commercial professionals are equally committed to improving outcomes for patients.

Keywords:
interactions, pharmaceutical industry, influence, engagement, KOL, key experts